Case Study 02
From invisible online to fully booked weekends — with zero ad spend.
The Challenge
Green Plate Café had been operating for two years in Fitzroy, Melbourne, with a loyal but small customer base. They had no Google Business Profile, no social media strategy, and ranked on page 4 for their key local search terms. Weekdays were quiet and weekends were inconsistent. The owner had tried paid ads briefly but saw no return and abandoned them.
Our Approach
Created and fully optimised Google Business Profile — categories, services, photos, opening hours, Q&A, and first-response templates for reviews.
Launched a systematic review generation campaign targeting existing customers via email and in-store QR codes.
Built a local keyword map targeting 40+ Fitzroy and inner-north Melbourne vegan café search terms.
Optimised all on-page SEO across the website — title tags, meta descriptions, schema markup, and image alt text.
Created a weekly Instagram content strategy (3 posts/week) focused on food photography and local community content.
Built citations across 25+ local Australian business directories to strengthen local search authority.
“Our café went from invisible online to fully booked most weekends. The local SEO work alone was worth 10× what we paid.”
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