SUCCESS STORIES

Dahlsens: Outranking the Retail Giants

For more than a century, Dahlsens has been a trusted name for Australian trade professionals. In a market where Bunnings and Mitre 10 are household names, Dahlsens stands apart with its trade focus, serving builders, tradies and commercial customers across the country.

When the business set out to grow its organic presence, it brought in StudioHawk to lift visibility for its truss and frame range and win more local store searches.

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114%

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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Dahlsens is one of Australia's largest independent building supply companies, known for dependable materials and expert advice. With more than 60 locations nationwide, its success has always been built on relationships.

As search changed, Dahlsens saw a chance to build that same trust online, and to become the go-to authority for truss and frame products.

The Need

Dahlsens already had a strong name in the trade. The next step was showing up in search with the same strength as national retailers, whose product pages fill the results. Google was also blending local and product results for trade searches, so the strategy needed to cover both.

The key objectives:

Grow non-branded visibility
- Reach trade customers searching for products and suppliers, not just the Dahlsens name.
Become the authority on truss and frame
- Show Dahlsens' depth of product knowledge through helpful, trade-focused content.
Win local trade searches
- Put every Dahlsens store in front of builders searching nearby.
Prepare for a product catalogue
- Lay the groundwork for product pages in the future.

The Plan

We built the strategy on three pillars: content authority, local optimisation and technical performance, with an eye on what comes next.

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Content development

33 new pieces of content, more than 24,000 words, positioning Dahlsens as the authority on truss and frame products and speaking directly to trade intent.

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On-page and technical SEO

Refine headings, metadata and FAQs across key pages, and run a full technical audit to improve crawlability and performance, with fixes made directly for faster results.

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Local SEO

Optimise Google Business Profiles for every Dahlsens store, updating categories, descriptions and store details.

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Future-ready strategy

Test new product page structures to prepare for a scalable product catalogue.

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Built authority through collection content

Created collection-based content that shows depth, expertise and trade-specific value, giving Dahlsens a strong presence while product pages are developed.

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Made local search a growth lever

Refined every Dahlsens store page to match how trade customers search, lifting visibility across all regions.

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Strengthened the foundations

Technical improvements across the site lifted crawlability, site health and user experience, so content and location pages could perform at their best.

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Take the truss and frame collection content. These pages were rebuilt from long blocks of text into clear, structured content that Google can understand and trade customers can scan quickly.

Each of the 33 pieces uses improved headings, targeted keywords and FAQs, helping Dahlsens rank for trade searches like "roof trusses supplier" and "timber wall frames".

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Standing out next to national retailers

Big retail chains fill the search results with product pages. Collection content and local SEO gave Dahlsens its own strong place in trade searches.

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Making the most of team time

With a busy internal marketing team, we focused on sustainable, high-impact work and handled implementation directly where we could.

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Covering local and product intent

Google blends local and product results for trade searches, so the strategy balanced store visibility with product authority.

The Results

Truss and frame on the rise: Truss and frame keywords grew from 119 to 339, up 185%, and top 10 truss and frame rankings grew from 13 to 31. Across all keywords, top 3 positions grew from 136 to 236.

Stores easier to find: Store pages saw 114% year-on-year growth in visibility (June to September 2025 vs 2024).

More people searching for Dahlsens: Between June and September 2025, branded clicks grew 72% to 8.6k and non-branded clicks grew 80% to 4.5k, as Dahlsens reached further into competitive trade searches.

114%

Growth in local store visibility YoY

185%

Growth in truss and frame keyword visibility

80%

Increase in non-branded organic clicks

The Conclusion

Dahlsens set out to match its strong trade reputation with the same strength in search. Helpful truss and frame content, sharp local SEO and stronger technical foundations made that happen.

+114% store visibility. +185% truss and frame keywords.
With a strong organic base in place, Dahlsens is ready for its next step: a scalable product catalogue to compete even more strongly with national retailers.

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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:

114%

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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Dahlsens: Outranking the Retail Giants

The Need

The Plan

The Execution

The Challenges Overcome

The Results

The Conclusion

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