SUCCESS STORIES

How SEO Grew CorePlus Nationwide


In the rapidly growing wellness and Pilates industry, standing out online requires more than just a great offering - it demands a strategic and scalable SEO approach. CorePlus, a national Pilates studio brand in Australia, recognised this early. With goals to expand its physical footprint, increase online class bookings, and elevate brand visibility in a competitive market, CorePlus invested in a long-term SEO strategy focused on sustainable, organic growth. 
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283%
Increase in Top 3 keyword rankings
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301%
Increase in non-branded search clicks YoY
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20%
Increase in organic bookings YoY
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About CorePlus
CorePlus is a leading Australian wellness brand offering a modern, mindful approach to movement through Reformer Pilates, yoga, strength training, and more. It was established in 2015 by Amy and Michael King. 
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With a growing number of studios across Melbourne, Sydney, Brisbane and Adelaide, CorePlus blends physical and mental wellness, building a strong community around feel-good movement. Their core audience spans health-conscious adults aged 20-50 seeking balance, flexibility, and mental clarity. 

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The Need
As CorePlus expanded, they faced a set of strategic challenges: 
  • Grow organic search traffic in a saturated wellness market 
  • Successfully launch and promote new studio locations across Australia 
  • Increase bookings through organic search, particularly for Reformer Pilates
  • Enhance national brand visibility and authority 
  • Complete a domain and CMS migration without losing SEO traction 
The goal was clear: drive measurable business outcomes through organic search, while preserving hard-earned SEO gains through technical changes. 
CorePlus brought clarity and ambition from day one. Their focus on user experience and local presence allowed us to build an SEO strategy that continues to support their national growth.
StudioHawk Team
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The Plan
The strategy was built around two key levers:
  • Technical and on-site SEO - including content structure, location optimisation, and internal linking
  • High-quality backlink acquisition to build authority and improve organic visibility 

Core areas of focus included: 

Location Page Optimisation
Each studio received a dedicated landing page, optimised for suburb-level Pilates keywords. These pages were structured to clearly communicate class availability, services, and booking options. This helped CorePlus capture high-intent local search traffic. 

Service Page Structure
Reformer Pilates pages were internally linked to related classes such as Pre/Post Natal, Cardio Strength, and Strength Reformer. This supported both SEO performance and user journey, encouraging exploration and deeper engagement.

Google Business Profile Management
Business profiles were optimised across all studio locations to boost visibility in local search and map results. Updates included imagery, accessibility options, CTAs, descriptions, and a regular review management.

SEO Migration Strategy
CorePlus transitioned from coreplus.com.au to coreplus.com/au, alongside a move to a custom CMS. A full-scale SEO migration plan was implemented, covering keyword benchmarking, redirect mapping, technical QA, and metadata preservation to ensure growth continued uninterrupted. 
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The Execution
Execution focused on refining the site structure, enhancing local visibility, and building authority through targeted outreach. 
 
Location SEO at Scale
Each location page was tailored to match real search behaviour, with suburb-specific targeting, service integration, and a strong focus on conversion.

Google Business Profile Optimisation
Each studio’s GBP was refined with accurate metadata, curated reviews, high-quality images, and call-to-book functionality. This improved both visibility and conversion from local intent users.

Service Page Interlinking
Pages like “Athletic Reformer” were connected to other variations like “Pre/Post Natal” or “Cardio Strength” - helping Google understand topical depth and giving users an easy way to explore options.

Migration Management
A robust SEO migration checklist was implemented:
  • Pre-migration keyword benchmarking 
  • Metadata & content audits
  • Redirect and keyword mapping
  • Technical QA pre and post-launch
This ensured CorePlus maintained rankings, visibility, and traffic - with no dip during the transaction.
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This location page for CorePlus Prahran is a clear example of suburb-level optimisation in practice. 
 
Each studio page was built to align with how users actually search. It combined suburb-specific targeting, service-focused content, and strong internal linking. The content connects users to relevant class types like Reformer Pilates and heated yoga, while clear CTAs and structured location info support conversions and local visibility. 
 
These optimised pages played a critical role in increasing non-branded search traffic and bookings across CorePlus' expanding studio network.

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Overcoming Challenges
The team navigated complex challenges, including a full domain and CMS migration, maintaining rankings throughout. High competition in local search was addressed through hyper-targeted location SEO and continuous GMB optimisation. 

High Competition in Local Search
With many Pilates and wellness brands targeting the same urban centres, CorePlus needed an edge. Hyper-local SEO and continuous optimisation of Google Business Profiles helped secure visibility in competitive markets. 

Large-Scale Migration Risk
Switching domains and CMS platforms is a high-risk move in SEO. Without proper oversight, years of growth can be lost. A carefully managed migration plan ensured rankings not only stayed stable but also grew. 

Diverse Service Offering
With overlapping audience intent across yoga, reformer, strength, and teacher training classes, SEO needed to balance specificity with discoverability. Smart internal linking and structured content solved this. 
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The Results
Keyword Performance
  • Top 3 ranked keywords grew from 72 → 276 (283% increase)
Non-Branded Traffic (YoY)
  • +301.2% increase in clicks
  • 3.6% increase in click-through rate
  • 1M+ impressions in September alone
Migration Success
Booking & Revenue Impact
  • +20.12% YoY growth in organic bookings for September
  • 388 bookings from organic traffic in a single month
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Conclusion
CorePlus’ SEO campaign is a masterclass in how to scale visibility, bookings, and brand authority through organic search. By combining strategic location optimisation, strong technical foundations, and ongoing content development, CorePlus didn’t just grow - they led. 
 
This case is proof that SEO isn’t just about rankings. When executed well, it supports expansion, drives real-world bookings, and strengthens a brand’s presence in every market it enters. 
For brands scaling physical locations, it shows that SEO isn’t just about driving traffic. 
 
It’s infrastructure for growth.

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