Brillare Electrical — 2-Year SEO Growth Case Study
How AIIMS helped Brillare Electrical grow organic keyword indexation by 186%, total users by 137%, and key events by 327% in 2 years, delivering a 193.4:1 revenue ROI from a $72,000 SEO investment.
Campaign Objective
Two-year SEO programme to expand Brillare Electrical's organic keyword footprint across electrical, lighting and security services in Perth, turning organic search into the business's single highest-converting lead channel.
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} .brillare-footer-copy { font-size: 12px; color: rgba(255,255,255,0.35); margin-bottom: 0; } {“@context”:”https://schema.org”,”@graph”:[{“@type”:”Organization”,”@id”:”https://aiims.group/#organization”,”name”:”AIIMS Group”,”url”:”https://aiims.group/”,”logo”:”https://aiims.group/wp-content/uploads/2026/06/aiims-group-logo.png”,”description”:”AIIMS Group is a multi-disciplinary performance, SEO, GEO, creative, web development, production, CRM and digital growth agency operating across Australia, New Zealand, UAE and global markets.”,”foundingDate”:”2010″,”sameAs”:[“https://www.linkedin.com/company/aiims-group/”,”https://www.facebook.com/AIIMSGroup”,”https://www.instagram.com/aiimsgroup/”,”https://www.youtube.com/@AIIMSGroup”]},{“@type”:”Article”,”@id”:”https://aiims.group/brillare-electrical-seo-case-study-perth/#article”,”headline”:”Brillare Electrical: 2-Year SEO Growth Case Study | 186% Keyword Growth, 193.4:1 ROI”,”description”:”How AIIMS helped Brillare Electrical grow organic keyword indexation by 186%, total users by 137%, and key events by 327% in 2 years. 193.4:1 revenue ROI from a $72,000 SEO investment.”,”image”:”https://www.brillare.net.au/wp-content/uploads/2024/09/logo-3.png”,”author”:{“@type”:”Person”,”name”:”Sarah Gebron”},”publisher”:{“@id”:”https://aiims.group/#organization”},”datePublished”:”2026-06-18″,”dateModified”:”2026-06-18″,”mainEntityOfPage”:”https://aiims.group/brillare-electrical-seo-case-study-perth/”}]}SEO Case Study: Perth, Western Australia
From 1,000 keywords
to 2,846.
In two years.
Brillare Electrical came to AIIMS as a solid trade business with a thin digital footprint. What followed was two years of structured SEO growth that turned their website into Perth’s most visible electrician platform, and their organic channel into the single biggest lead-closer in their entire marketing mix.
Client
01: The Brief
A great electrician. A weak digital presence.
Brillare Electrical had the reviews, the team, the service range, and the reputation. What they didn’t have was visibility. Their site ranked for around 1,000 keywords in July 2024, most of which sat buried in positions 11 through 100. Top-of-page real estate was sparse. Traffic wasn’t converting at the rate their business quality deserved.
The mandate was clear: build a content architecture and technical foundation that could compete across every major service category in Perth. Electrical. Lighting. Security. Residential and commercial.
Ads attract the traffic. SEO keeps users on the site and closes the lead. The strategy wasn’t to replace paid search, it was to make every ad click work harder.
02: Keyword Growth
1,000 keywords to 2,846.
A 186% increase in indexation.
Keyword indexation is the engine of organic growth. The more relevant terms a site ranks for, the wider its net for capturing qualified search intent. Over 24 months, AIIMS expanded Brillare’s footprint across every major service category and stage of the buyer journey.
| Position Range | Jul 2024 | Jun 2026 | Growth |
|---|---|---|---|
| Top 3 | 8 | 68 | +750% |
| 4 to 10 | 56 | 176 | +214% |
| 11 to 20 | 173 | 409 | +137% |
| 21 to 50 | 243 | 1,132 | +366% |
| 51 to 100 | 448 | 995 | +122% |
| SERP Features | 72 | 66 | Maintained |
| TOTAL | 1,000 | 2,846 | +186% |
The standout figure is the 750% increase in Top 3 positions, from 8 to 68. These are the keywords driving the highest-intent, highest-converting clicks. Every new Top 3 ranking is a direct competitor displacement in Perth’s most competitive electrical services market.
Page 1 keywords (positions 1 to 10 combined) grew from 64 to 244, a 281% increase.
03: Organic Traffic
32,776 organic users.
Up 137% in two years.
More keywords meant more traffic. But the quality of that traffic is what mattered most. Organic Search users don’t just arrive, they return. Returning users grew 142%, from 1,987 to 4,818. That’s a signal that SEO wasn’t just attracting new eyeballs, it was building brand recognition and loyalty in the Perth market.
The conversion rate improvement is the real story: from 9.47% to 16.79%. Better-targeted content meant better-qualified visitors. More relevant pages meant lower bounce rates and longer sessions. The site earned trust, and trust converts.
04: Page Performance
New pages. Massive gains.
Purpose-built for each service.
The content expansion strategy created entirely new pages for services that had zero presence two years ago. These pages didn’t just rank, they converted.
Electrical Services highlights
Security Services highlights
Lighting Services highlights
The entire Lighting Services section was built from scratch during this engagement. Every session, every user, every conversion on these pages is a direct result of the SEO content strategy.
05: Attribution
Organic Search.
The closer that never sleeps.
The attribution data tells the most compelling story of all. Across 26,786 total key events over 2 years, Organic Search is the single most powerful conversion channel in Brillare’s entire marketing mix.
Ads attract the traffic. SEO keeps users on the site and closes the lead. Together, they account for the #1 and #3 conversion paths by volume.
Top conversion paths
Organic Search: the dominant closer
Late Touchpoints by Channel
06: The Strategy
What actually moved the needle.
Growth at this scale doesn’t come from a single tactic. It comes from a connected system of technical excellence, content depth, and conversion architecture all working together.
SEO + SEM working as one system
Paid Search was never replaced. It was amplified. Google Ads captured demand at the top of the funnel, and the SEO content strategy was designed to hold those users, re-engage them organically, and close the lead. The data confirms it: the Paid + Organic path is the single highest-converting attribution path across the entire business.
Content expansion: built for every stage
The content strategy was built to capture intent across the entire buyer journey. Informational content captured early-stage researchers. Service pages owned mid-funnel consideration. Location-specific and comparison pages closed late-stage buyers who were ready to call.
Technical foundations that scale
Keyword growth at 186% requires more than good writing. It requires a site that search engines can crawl, understand, and trust. Schema markup aligned to each service type, clean URL structures, fast load times, and a resolved technical debt backlog all contributed to the indexation growth seen across the two-year period.
07: The Return
$72,000 in. $13.93M out.
193.4:1 ROI.
SEO is often measured in rankings and traffic. But rankings pay bills. Using Brillare’s own job-value data, the revenue impact of 2 years of SEO tells a story that’s hard to ignore.
7,873 leads. 56% close rate. $3,159 blended job value. That’s $13.93M in estimated revenue against a $72,000 SEO investment.
Blended Average Job Value
(65% x $4,475) + (35% x $715)
Weighted average across all job types
| Metric | Value |
|---|---|
| Total leads generated | 7,873 |
| Close rate | 56% |
| Estimated closed jobs | 4,409 |
| Blended avg. job value | $3,159 |
| Estimated revenue | $13,927,041 |
| Total SEO investment | $72,000 |
| Revenue ROI ratio | 193.4:1 |
| Net ROI ratio | 192.4:1 |
For every $1 spent on SEO, Brillare generated an estimated $193.40 in revenue. Over 24 months, the SEO investment paid for itself within the first few weeks of operation, and compounded from there.
These aren’t vanity metrics. They’re the downstream result of better rankings, more qualified traffic, and a website that converts. That’s the compounding nature of SEO done right: unlike paid ads, the traffic and leads don’t stop the moment the budget does.
Want results like this?
Brillare’s growth wasn’t accidental. It was built. If you’re an electrician, tradie, or service business ready to own your market online, let’s talk.
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