Blys Australia: Sustaining a Flagship SEO Channel at Scale

Industry: Wellness (on-demand services) · Market: Australia · Scope: Full-scope SEO
My role: SEO Manager, later Marketing Manager

Results at a glance

480K organic clicks across a 16-month data window
39.6M impressions over the same period
92.4K clicks in the last three months, about 31K a month, holding steady against the window average
Part of a 2+ year engagement, progressing from SEO Manager to Marketing Manager

Context

Blys is an on-demand wellness platform, and Australia is its flagship market. Organic search there is a high-stakes channel. The vertical is healthcare-adjacent, so Google applies closer scrutiny to quality and trust, and competition has kept rising.

The challenge

Keep the Australian market performing and growing through three years of algorithm updates and increasing competition, in a vertical where trust signals matter more than in most.

My role and approach

I joined as SEO Manager, owning the full strategy and running each workstream continuously rather than as one-off projects. I was later promoted to Marketing Manager, which reflects the trust built through the channel’s performance.

Strategy: overall direction for the market, prioritising work against algorithm shifts and competitive pressure
Technical SEO: maintaining the site’s crawlability and health
On-page and content optimisation: ongoing refinement of key pages and content
Local SEO: coverage across cities and suburbs, which suits a service people book by location
Internal linking: distributing authority and helping search engines understand site structure
E-E-A-T compliance: building experience, expertise, authoritativeness and trust signals, essential in a healthcare-adjacent space

Outcome

Across 16 months of available data, the channel delivered 480K clicks from 39.6M impressions. Volume stayed consistent, with 92.4K clicks in the latest three months, so the channel held its footing through volatile conditions rather than dipping with each update.

Takeaway

In a healthcare-adjacent vertical, durable organic performance comes from continuous ownership: technical health, local coverage and trust signals maintained together over years.