Niche: Pawn Trader
Service: SEO and Web Improvements
An established pawn trader with multiple locations was struggling to stand out in organic search. Despite having a strong local reputation and years in business, their website wasn’t ranking well against newer, more aggressive competitors.
They were getting around clicks and impressions but most of it came from branded searches. Their visibility for high-intent, non-branded terms like “sell gold Auckland” or “pawn shops near me” was low, especially in local map results.
We focused on increasing visibility for competitive local keywords across all service categories like gold, electronics, loans, and jewellery.
Local SEO Optimisation
We optimised their Google Business Profiles with updated categories, service areas, and regular photo and post updates.
Location Page Expansion
We created unique, SEO-friendly landing pages for each store location. Targeting keywords like “pawn shop [suburb]” and “sell items [city name].”
On-Page SEO & Technical Cleanup
We overhauled meta titles, headers, and internal linking to focus on product-based keywords. We also resolved slow page speeds, missing schema, and crawl issues to improve indexation.
Content Creation
We published blogs and FAQs addressing common questions like “How do pawn loans work?” or “Is it better to sell or pawn?” to capture long-tail search traffic and build topical authority.
Backlink Campaigns
We secured local and niche backlinks through sponsorships, press mentions, and industry listings to improve domain authority and rankings.
Google Search Console:
After 12 months of consistent effort:
Organic Clicks: 17.2K → 38.5K
Impressions: 751K → 1.85M
That’s 2x the traffic and 2x the visibility in a competitive space without increasing ad spend. They also began ranking in the top 3 for high-converting local terms like “sell gold [city]” and “pawn shop open now.”
Based on store averages, even if 5% of new monthly visitors convert, this could mean:
15–30 additional in-store visits per month
At an average ticket size of $200–$400, that’s an estimated $3,000–$12,000 in additional monthly revenue purely from organic traffic.
And because SEO is compounding, this growth continues month after month without increasing advertising spend.
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