SUCCESS STORIES

CorePlus: Growing Nationwide Through SEO

Since Amy and Michael King founded CorePlus in 2015, it has grown into a national network of Pilates studios across Melbourne, Sydney, Brisbane and Adelaide. Every new studio meant a new suburb to win over, and more people looking to book a class.

That's where StudioHawk came in, with a long-term SEO strategy built to grow alongside the studios.

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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

The Need

As the studio network grew, so did the job for organic search. Each new location needed to be found by people nearby, more of those searches needed to turn into bookings, and the brand needed to be known nationally. Along the way, the site was also moving to a new domain and CMS, so the rankings built so far had to come across with it.

The key objectives:

Grow organic traffic and national visibility
- Stand out in a busy wellness market and build CorePlus's presence across Australia.
Launch new studios with strong local search
- Help each new location show up in local search as it opens.
Increase bookings from organic search
- Especially for Reformer Pilates classes.
Move to a new domain and CMS smoothly
- Carry rankings across from core-plus.com.au to core-plus.com/au and keep growing.

The Plan

We built the plan on two foundations: technical and on-site SEO, and high-quality link building to grow authority. From there, four areas did the heavy lifting.

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Location pages

A dedicated landing page for each studio, built around suburb-level Pilates searches and showing classes, services and booking options clearly.

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Service page structure

Link Reformer Pilates pages to related classes like Pre/Post Natal, Cardio Strength and Strength Reformer, helping both rankings and the way people explore the site.

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Google Business Profile management

Optimise every studio's profile with imagery, accessibility options, CTAs, descriptions and regular review management.

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SEO migration strategy

Plan the move from core-plus.com.au to core-plus.com/au and a new custom CMS, with keyword benchmarking, redirect mapping, technical QA and metadata carried across.

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Local SEO for every studio

Tailored each location page to how people search, with suburb-level targeting, service details and a clear path to book. Each studio's Google Business Profile got accurate details, curated reviews, quality images and call-to-book.

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Linked related classes together

Connected pages like Athletic Reformer to variations such as Pre/Post Natal and Cardio Strength, so Google could see the depth of the range and people could easily explore their options.

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Managed the migration step by step

Benchmarked keywords before the move, audited metadata and content, mapped redirects and keywords, and ran technical QA before and after launch. Rankings, visibility and traffic held steady through the switch.

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Take the CorePlus Prahran page. It's built around how people in the area search, with suburb-specific targeting, service-focused content and links through to classes like Reformer Pilates and heated yoga.

Clear calls to action and location details make booking easy. Pages like this, built for each studio, helped lift non-branded traffic and bookings across the network.

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Standing out in busy local markets

Plenty of Pilates and wellness brands target the same city centres. Hyper-local SEO and ongoing Google Business Profile work kept CorePlus visible in each of those markets.

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Moving domains with confidence

Switching domains and CMS platforms is a big move in SEO. A carefully managed plan meant rankings stayed stable and then grew.

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Balancing a wide range of classes

Yoga, reformer, strength and teacher training classes share a lot of search intent. Smart internal linking and structured content gave each one a clear place while keeping them easy to find.

The Results

Rankings on the rise: Top 3 ranked keywords grew from 72 to 276, up 283%.

More people finding CorePlus: Non-branded clicks grew 301.2% year on year, click-through rate increased 3.6%, and impressions passed 1 million in September alone.

A smooth migration: The move from core-plus.com.au to core-plus.com/au went through successfully, and keyword rankings improved after the switch (June 2023 to August 2025).

More bookings: Organic bookings grew 20.12% year on year in September, with 388 bookings from organic traffic in a single month.

283%

Increase in Top 3 keyword rankings

301%

Increase in non-branded search clicks YoY

20%

Increase in organic bookings YoY

The Conclusion

From the first location pages to a full domain move, CorePlus built an SEO foundation that grows with the business. Each new studio now has a clear path to being found, and each search has a clear path to a booking.

+301% non-branded clicks. +283% Top 3 keywords.
For a brand that keeps expanding, organic search now supports every new studio and strengthens CorePlus in each market it enters.

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In-depth AI & SEO audit

Uncover weaknesses and opportunities to overtake the competition and gain market share

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Expert traffic analysis

Discover quick wins to boost  your visibility for your most valuable search terms

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Custom AI & SEO roadmap

Get clarity and confidence with an AI & SEO strategy aligned with your goals, industry, and unique challenges

Client success:

283%

Increase in Top 3 keyword rankings

301%

Increase in non-branded search clicks YoY

20%

Increase in organic bookings YoY

“CorePlus strengthened its national presence with a scalable local SEO strategy, improving search visibility, boosting bookings, and supporting long-term studio expansions. ”

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CorePlus: Growing Nationwide Through SEO

The Need

The Plan

The Execution

The Challenges Overcome

The Results

The Conclusion

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