SUCCESS STORIES

The SEO Strategy That Helped Dahlsens Outrank Retail Giants

With over a century in the building supplies industry, Dahlsens is a trusted name among Australian trade professionals. Competing in a landscape dominated by retail giants like Bunnings and Mitre 10, Dahlsens stands apart from its trade-only focus - serving builders, tradies, and commercial customers across the country.

Dahlsens partnered with StudioHawk to strengthen its organic presence and expand visibility for truss and frame collections, while driving growth across local store searches.

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144%

Growth in Local Store Visibility YoY

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80%

Increase in Non-Branded Organic Clicks

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185%

Growth in Truss & Frame Keyword Visibility

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The Need

While Dahlsens had strong brand recognition, it faced unique digital challenges. The site lacked a product catalogue, making it difficult to compete with larger retails that dominated search with thousands of indexed products.

Additionally, its internal marketing team had limited time to create and upload SEO-driven content, and Google’s evolving search results increasingly mixed local and product-focused intent - demanding a strategy that balanced both.

StudioHawk’s goal was to help Dahlsens cut through the noise, grow non-branded visibility, and capture high-intent trade searches across Australia.

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The Plan

StudioHawk developed a comprehensive SEO strategy focused on three pillars: content authority, local optimisation, and technical performance.

Content Development
Created 33 new content pieces (over 24,000 words) designed to position Dahlsens as an authority on truss and frame products. Each piece addressed trade-focused intent and highlighted Dahlsens' product expertise without relying on a full product catalogue.

On-Page SEO & Technical SEO
Refined headings, metadata, and FAQs across key pages while conducting a full technical audit to enhance crawlability and performance. Implemented fixes directly for faster impact.

Local SEO
Optimised Google Business Profiles across all Dahlsens store locations - updating categories, descriptions, and store details - to strengthen local visibility and drive traffic from nearby trade searches.

Future-Ready Strategy
Laid the groundwork for a scalable product catalogue by testing new product page structures, preparing the brand to compete more effectively against industry players.

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The Execution

StudioHawk worked closely with the Dahlsens marketing team, maintaining bi-weekly meetings to ensure alignment and smooth execution despite limited internal bandwidth.

Building Authority Without a Catalogue
In place of product-level pages, StudioHawk created collection-based content that communicated depth, expertise, and trade-specific value. It was a creative solution that successfully bridged the gap until individual product pages could be introduced.

Optimising for Local Search
Recognising the strength of a local intent in trade-related searches, StudioHawk made local SEO a major growth lever. Every Dahlsens store page was refined to march real-world search behaviour, driving strong visibility gains across all regions.

Fixing the Foundations
Technical clean-up across the site improved crawlability, site health, and user experience. These improvements ensured that content and location pages could perform at their full potential.

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One of the key SEO implementations for Dahlsens was creating optimised collection content for truss and frame products.

Previously, these pages relied on large text blocks with little structure or crawlable content, making it difficult for Google to understand product relevance or match high-intent trade queries like "roof trusses supplier" or "timber wall frames."

StudioHawk developed 33 SEO-optimised content pieces tailored to Dahlsens' trade audience. Each page was structured with improved headings, targeted keywords, and FAQs to enhance indexability while maintaining a clean user experience. This allowed Dahlsens to rank for competitive trade terms without needing individual product pages.

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Overcoming Challenges

Breaking into a space dominated by major retail chains was no small feat. With limited internal resources and no product catalogue to lean on, StudioHawk focused on sustainable, high-impact tactics - from local optimisation to strategic content creation.

Close collaboration with Dahlsens ensured the SEO strategy remained practical, scalable and aligned with business goals.

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The Results

The results of the campaign speak for themselves.

Keyword Growth

Truss & Framework keywords increased from 119 339 (+185%)
Top 10 keyword rankings grew from 13 31
Top 3 positions increase from 136 236

Local SEO Success

Store pages saw +144% YoY growth in visibility (June-Sept 2025 vs 2024)

Branded vs Non-Branded Clicks

Branded clicks: +72% (8.6k total)
Non-branded clicks: +8% (4.5k total)

This balanced growth highlighted not only stronger brand recognition but also expanded reach into competitive trade search terms, proving the campaign's effectiveness in growing Dahlsens' organic footprint across Australia.

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Conclusion

By combining strategic content creation, precise local SEO, and foundational technical improvements, StudioHawk helped Dahlsens strengthen its authority and visibility in a challenging, trade-focused niche.

The campaign delivered sustainable growth, improved brand presence, and set the stage for the next evolution - a scalable product catalogue that will allow Dahlsens to compete even more effectively with national retailers.

Dahlsens’ journey is a testament to what’s possible when smart SEO meets industry expertise: a solid foundation for long-term organic success.

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Client success:

144%

Growth in Local Store Visibility YoY

80%

Increase in Non-Branded Organic Clicks

185%

Growth in Truss & Frame Keyword Visibility

“This leading building supplier built a solid digital foundation with smart SEO, driving stronger visibility, more leads, and lasting growth across Australia.”

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