Case Study: Millard Financial – SEO & Content Expansion Across the Gold Coast

1. Initial SEO Audit & Optimisation

Ilett Digital conducted a full SEO audit, covering on-page, technical, and off-page performance.
Recommendations included:

• Improving metadata, load speed, and mobile responsiveness

• Refining internal linking to strengthen keyword distribution

• Suggesting backlink and content structure improvements

• Enhancing overall user experience (UX) and conversion flow

2. Service Page Development & Expansion

We developed and optimised a complete suite of service pages to improve topical relevance and organic reach.

Key service pages created:

• Finance Solutions

• Equipment Finance

• Start-up Business Loans

• Complex Business Finance

• Heavy Machinery Loans

• Mining & Quarry Equipment Loans

• Truck & Commercial Vehicle Finance

Additional niche and child pages:

• New/Young ABN Loans

• Day-One ABN Finance

• Start-up Equipment Finance

• First-time Business Loans

Each page was optimised for:

• Targeted keywords (Gold Coast + QLD focus)

• Strong H1/H2 hierarchy

• Meta title and description alignment

• Structured data for better SERP visibility

• Conversion-optimised CTAs

3. SEO Tracking & GBP Optimisation

To strengthen local SEO, we:

• Created an SEO tracking sheet in Notion for metadata and keyword tracking

• Scheduled Google Business Profile (GBP) posts for regular engagement

• Built and optimised local citations across trusted Australian directories like Hotfrog, Word of Mouth, and Gold Coast Directory to ensure NAP consistency

4. Industry-Specific Page Expansion

New, industry-focused pages were added to capture niche audiences and enhance search coverage:

• Mobile & Tower Crane Finance

• Excavator & Earthmoving Finance

• Agricultural Finance

• Aviation Finance (QLD)

• Bus Finance

• Medical Equipment Finance

• Manufacturing Machine Finance (Gold Coast)

Each page followed SEO best practices — including geo-targeted keywords, user-focused formatting, and content relevance.

5. Content Strategy & Blog Development

A consistent content pipeline was built to support ongoing SEO growth and brand authority.

Key blog themes included:

• Equipment Finance Education

  • “How Equipment Finance Supports Business Growth”

  • “Best Equipment Financing Options in the Gold Coast”

• Industry Insights

  • “How to Qualify for a Machinery Loan in 2025”

  • “Common Financing Options for Used Industrial Equipment”

• Local Relevance

  • “Boat Loans Gold Coast”

  • “Heavy Vehicle Finance vs Leasing”

• Start-up & Business Finance

  • “How to Finance a New Business Start-up in QLD”

  • “Can a Sole Trader Get a Business Loan in QLD?”

  • “Second-Chance Business Finance – Gold Coast”

• Bad Credit & Debt Consolidation

  • “Guaranteed Debt Consolidation Loans for Bad Credit – Gold Coast”

All blogs were written with:

• Strong keyword integration

• Metadata optimisation

• Schema markup

• Internal linking to service pages

• Scheduled publishing for consistency

6. Local SEO & Technical Improvements

We reinforced technical and local foundations through:

• Over 10+ local citations

• Regular Google Business updates

• Resolved indexing issues (“Crawled – currently not indexed”)

• Improved crawlability and visibility in Google Search Console

• Consistent blog posting to signal site activity and authority

7. Ongoing Strategy Tools & Systems

• Miro Board: For visual keyword mapping and content planning

• Notion Dashboard: For tracking metadata, content progress, and performance insights

• Keyword Mapping: Aligning future pages with business goals and audience intent