How Mr SEO Helped The Global Beauty Group Become a Best-Selling International Provider of IPL Machines and Beauty Equipment

When it comes to medi-aesthetic technology in Australia, one name stands out: The Global Beauty Group. With countless industry awards and a reputation for innovation, support, and education, they’ve grown into an internationally recognised leader in IPL machines, beauty equipment technology, and professional skincare.

But like many businesses, their journey hasn’t been without its bumps—particularly in the digital space.

Let’s rewind to 2013, when The Global Beauty Group faced an SEO crisis that could have derailed everything.

Crushed by Google: The Aftermath of Penguin

In 2012, Google launched a game-changing algorithm update known as Google Penguin. This update was designed to target “webspam” techniques, particularly manipulative link building, keyword stuffing, and other shady shortcuts commonly used by cheap SEO providers.

Unfortunately, The Global Beauty Group had previously engaged an overseas-based SEO company promising “quick rankings at cheap prices.” Like many offshore services, their strategy relied on black hat SEO: mass-submitting GBG’s website to hundreds of spammy directories, irrelevant blog comment sections, and other low-quality backlinks.

These tactics may have worked briefly—but Penguin changed all that. Suddenly, sites engaging in these practices were penalised and de-indexed by Google. And that’s exactly what happened to The Global Beauty Group.

Their organic traffic vanished. Their website was nowhere to be found. And with it, a significant portion of their inbound lead generation disappeared overnight.

Enter Mr SEO: A Smarter Approach to Search

In 2013, The Global Beauty Group reached out to Mr SEO. The brief was clear:

“Help us get back on Google—and this time, do it the right way.”

We accepted the challenge. But recovering from a Penguin penalty is no small feat. It required deep technical understanding, patience, and a smart, long-term SEO strategy.

Our approach was threefold:

1. Clean Up and Recover

The first priority was to clean up the mess left behind. We audited every link pointing to the website, identifying thousands of poor-quality backlinks. These links were then disavowed using Google’s Search Console tool.

Next, we removed over-optimised on-site content, resolved keyword stuffing issues, and restructured the site to follow Google’s quality guidelines.

We then began rebuilding the site’s authority with high-quality, relevant backlinks. This included collaborating with GBG’s internal marketing team to create genuinely useful content and secure natural backlinks from industry blogs, publications, and directories.

We also built a series of supporting websites with genuine value, like www.iplmachine.com.au, which now ranks prominently for one of the most competitive keywords in the industry—“IPL machines”.

2. Rebuild With Purpose: Multiple Sites, Multiple Rankings

Our philosophy on Google real estate is simple: if you can, own multiple spots on page one.

For GBG, we created multiple well-structured, content-rich websites targeting high-value search terms such as:

• IPL machines for sale
• Buy IPL machine Australia
• Laser hair removal machines for salons
• Skin rejuvenation equipment
• Beauty equipment suppliers Australia

Each site offered unique, useful content while also supporting the main GBG domain via highly relevant inbound links. These weren’t spammy “link wheels” like those created by low-cost SEO providers—these were purpose-built, content-driven sites that ranked in their own right and generated real enquiries.

3. Sustainable Growth: Long-Term Organic SEO

Unlike many SEO companies that chase short-term rankings and leave clients stuck when algorithms shift, Mr SEO plays the long game.

We implemented ongoing on-page optimisation, blog content targeting long-tail keywords, and monthly keyword tracking to adjust strategy dynamically.

Our content marketing focused on questions actual buyers were searching for:

• What’s the best IPL machine for salons?
• How does IPL hair removal work?
• What’s the difference between IPL and laser?

This content drove valuable organic traffic and positioned The Global Beauty Group as an authority in the beauty tech space—not just in Australia, but in New Zealand, Asia, and the US.

Why the Right SEO Matters (and Why Cheap SEO Fails)

There’s a key SEO principle many overlook: not all backlinks are created equal.

Getting links from spammy, unrelated sites doesn’t help you—it actually harms you.

To explain it simply:
Imagine you’re running for Parliament. Would you rather 100 paid votes from people who don’t live in your area and know nothing about you—or 20 honest votes from respected locals who support your message? Google values those quality, relevant votes far more than the quantity.

Before Penguin, many SEO companies used tricks like “link wheels” where all their clients linked to each other via a “resources” page. It worked… briefly. But Penguin killed it off—and rightly so.

At Mr SEO, we don’t chase loopholes. We do smart SEO. That means:

• Relevance over quantity
• Authority over convenience
• Strategy over shortcuts

SEO is no longer a hack—it’s a discipline. One that rewards quality, consistency, and user-focused content.

Results That Speak for Themselves

As a result of our partnership:

• The Global Beauty Group recovered from the Penguin penalty
• They ranked on page one for dozens of high-value keywords
• Multiple sites, including iplmachine.com.au, ranked independently and drove fresh enquiries
• Their business expanded beyond Australia into New Zealand and the USA
• They became the go-to provider for beauty clinics and salons looking for IPL machines for sale, laser machines, RF technology and more

We only wrapped up the SEO campaign when COVID hit Melbourne, temporarily closing most beauty salons. As demand dropped, so too did the need for aggressive SEO—but the rankings remained strong for some time after.

A Final Note on Paid Ads vs SEO

Since pausing work with Mr SEO, we’ve noticed a significant shift in GBG’s digital strategy: greater reliance on Google Ads.

Paid ads absolutely have their place, and we recommend them—but only as part of a balanced approach. When SEO is firing, your organic rankings underpin the entire marketing campaign, providing a consistent base of free traffic. Google Ads can then be layered in for specific promotions, seasonal demand, or competitive pushes.

But when you stop SEO, you’re renting visibility. Once the ad budget runs out, so do the leads.

The Takeaway

If you’re a beauty technology supplier, a cosmetic clinic, or any business that wants long-term, high-quality growth—don’t trust your SEO to cheap overseas promises.

Choose an SEO partner that understands strategy, thinks long-term, and builds assets—not shortcuts.

That’s what we do at Mr SEO.

Let’s Grow Your Business

Whether you sell IPL machines, beauty technology, or something else entirely—Mr SEO can help you scale with smart, sustainable SEO.

Want to own Google real estate like The Global Beauty Group did?

Get in touch with us today. Let’s put your brand at the top where it belongs.

Tree Removal SEO Secrets Revealed: How Redback Tree Services Went from One Truck to a 12-Truck Melbourne Tree Removal Powerhouse

Tree Removal SEO Secrets Revealed: How Redback Tree Services Went from One Truck to a 12-Truck Melbourne Tree Removal Powerhouse

When Redback Tree Services first entered the Melbourne market, they were a small, honest operation with just one truck and a commitment to good service. Fast-forward nearly a decade and they’re now running 12 trucks, executing tree removals, stump grinding, tree cutting, and arborist services across Bayside, Kingston, Glen Eira, Port Phillip, and Melbourne’s Eastern suburbs.

This kind of growth doesn’t happen by accident. It was driven by a clear digital marketing strategy—powered by local SEO and executed with consistency by Mr SEO.

In this article, we’ll break down exactly how the strategy worked, and what other tree service businesses can learn from Redback’s journey.

Why SEO for Tree Services Works (If You Do It Properly)

Most people don’t look for tree removal services by walking around or asking friends anymore. They Google it—and what they type in is usually location-based and problem-specific.

They search for things like:

• Tree removal Brighton
• Stump removal Dingley
• Tree cutting near me
• Tree service in Moorabbin

This is where search engine optimisation (SEO) comes in. When your website shows up for these high-intent searches, you don’t just get traffic—you get people ready to book a job.

The key is to structure your website to match how people search—and that’s where our journey with Redback Tree Services began.

Step 1: Building Local Search Pages That Work

The foundation of the strategy was a multi-pronged local SEO approach. We identified over 100 key suburbs that Redback could realistically service—starting with Bayside and Melbourne’s south-eastern suburbs, where they were already doing occasional jobs.

Then we built out dedicated pages for each suburb, each page optimised around a unique high-intent keyword.

Examples included:

• Tree removal Keysborough
• Stump removal Cheltenham
• Tree cutting in Bentleigh East
• Tree lopping Moorabbin

Each page featured:

• 500–700+ words of helpful content
• Local references and landmarks
• Keyword-optimised headers (H1s and H2s)
• Original photos and reviews where possible
• Calls-to-action with contact forms or phone prompts

This structure helped cast a wide net, allowing Redback to rank in dozens of suburbs simultaneously—not just one.

Why this worked: Most competitors only built one or two “service area” pages. By contrast, Redback became hyper-visible across every major local search.

Step 2: Competing Against Yourself—Two Sites, Double the Real Estate

Once the original site ranked well, we introduced a second website, targeting a slightly different subset of keywords.

The secondary site focused on variations like:

• Tree lopping Melbourne
• Emergency tree removal
• Affordable tree service Bayside

Why build two sites?

Because on page one of Google, every spot counts. And if your business can appear twice—on two different domains—you’ve just made it harder for your competitors to show up.

In Google’s search results, Redback Tree Services would often appear twice on page one, sometimes even ranking #1 and #2. More visibility = more trust = more calls.

Our philosophy:
“If page one of Google is a street, why rent one house when you can own three?”

Step 3: Targeting City-Wide Keywords to Expand Reach

While suburb-specific pages brought in a consistent stream of local leads, we also focused on city-level SEO.

Redback needed to rank for broader, more competitive search terms like:

• Tree Removal Melbourne
• Stump Removal Melbourne
• Tree and Stump Removal
• Tree Removal

These keywords are harder to win—but also bring in bigger commercial jobs, emergency services, council work, and major tenders.

To rank for these broader keywords, we created:

• Detailed cornerstone pages (1,000+ words)
• Blog content targeting long-tail queries
• Strong internal linking structure
• Technical SEO upgrades (site speed, schema, crawlability)
• Backlink building from relevant Australian directories

This helped Redback build domain authority and compete at the top level.

Step 4: Tracking Leads, Refining Pages, Scaling Operations

SEO isn’t “set and forget.”

Each month, we:

• Tracked keyword movements across 100+ suburb pages
• Analysed which pages converted the best
• Refined underperforming content
• Added new suburbs based on enquiry data
• Monitored competition and algorithm updates

This level of hands-on optimisation ensured Redback not only ranked well—but stayed there.

10 Years Later: 12 Trucks and a Full-Time Digital Team

By the end of our 10-year partnership, Redback had transformed:

• From 1 truck to 12
• From local operator to city-wide brand
• From relying on word-of-mouth to receiving dozens of daily leads via Google

With steady income and strong lead volume, they were eventually able to hire a full-time digital marketing manager, bringing SEO and online ads in-house.

It was a natural evolution—made possible by the solid SEO foundation we built over the years.

Can All Tree Service Businesses Do This?

Not every business is ready to hire in-house marketers at $120k+ per year.

That’s why Mr SEO works like your part-time digital marketing team—strategic when needed, active when growth is the goal, and available on a support package once rankings are in place.

Most of our clients follow this path:

1. Start with an aggressive SEO campaign
2. Build rankings and generate leads
3. Scale operations and staffing
4. Reduce SEO spend to a maintenance package once the phone is ringing

It’s a model that’s worked for tree loppers, arborists, stump grinders, and many other local trade-based businesses.

Final Takeaways: What Redback’s Story Teaches Us About Local SEO

Redback Tree Services didn’t grow through luck. Their success was:

• Planned
• Structured
• Consistently executed

Here’s what you can learn from their journey:

• Local SEO matters. Suburb pages + high intent keywords = leads.
• Don’t rely on one site. If you can rank twice, do it.
• City-wide terms are worth the effort. They bring in bigger jobs.
• Keep refining. SEO is not set and forget.
• The organic lead is the cheapest lead. Once you rank, you no longer pay per click.

If you dominate page one of Google, your competitors simply don’t get the chance to.

Are You the Next Redback?

If you’re running a tree service, arborist, stump removal, or landscaping business and want to grow like Redback did, we’d love to help.

Whether you’re starting with one truck or already have a fleet, we can create a strategy tailored to your goals and budget.

Submit an enquiry and let’s build your next 10 years—just like we did for Redback.

WordPress Developer Melbourne – Built by Mr SEO

WordPress Developer Melbourne – Built by Mr SEO

At Mr SEO, we specialise in building powerful, SEO-ready WordPress websites for small businesses right here in Melbourne. Our in-house team delivers fast, secure, mobile-optimised websites that help you grow without the growing pains.

Websites That Work From Day One

• Strategic builds that prioritise user experience and conversions
• Senior developers who understand both code and marketing
• 100% in-house Melbourne team — no outsourcing, no middlemen

Melbourne WordPress Websites That Scale

Tired of clunky websites and development delays? We eliminate speed bumps with smart, scalable solutions that let your site evolve with your business.

• Over 100 successful Melbourne projects delivered
• Sites tailored to your goals — not cookie-cutter templates
• Seamless collaboration with your team

Our Process

1. Strategy Session – We map out your goals and define a solution.
2. Custom Design & Build – Bespoke development, tailored to your brand.
3. Optimisation – Speed, SEO, and security tuned to the max.
4. Launch & Support – Go live with confidence and ongoing care.

Our WordPress Services in Melbourne

Custom WordPress Website Design

We create unique, mobile-first WordPress designs that capture your brand and convert visitors. Built with SEO in mind, every site we deliver is ready to rank.

WooCommerce Development

Whether you’re starting an online store or levelling up your eCommerce experience, we build high-performing WooCommerce solutions designed to scale.

Ongoing Support & Maintenance

Stay secure and stress-free with our support plans. We handle updates, patches, and backups, and we’re just a call away for anything urgent.

WordPress Performance Optimisation

We speed up your site, improve Core Web Vitals, and make your website as efficient and responsive as your business.

Site Security & Hardening

From firewalls to malware scans, we lock down your site with top-tier protection to keep your data and reputation safe.

SEO-Integrated Builds

As SEO specialists, every build we deliver is primed for Google. From site architecture to schema, we lay the foundation for long-term organic success.

Who We Work With

• Service-based businesses in tech, finance, legal, and professional sectors
• B2B brands looking for conversion-optimised websites
• Founders and marketers who want a no-fluff, results-driven partner

Why Melbourne Businesses Choose Mr SEO

• No offshore handoffs — everything is built locally
• Dedicated project managers for clear, stress-free communication
• Transparent pricing with no hidden costs or nasty surprises
• Sites that are both beautiful and built to perform

FAQs – WordPress Development with Mr SEO

What industries do you specialise in?
We work across a range of industries but have particular experience with service-based businesses including professional services, tech, and finance.

Do you handle all development in-house?
Yes. All design and development are completed by our Melbourne team — no outsourcing.

How long does it take to build a custom WordPress website?
Timelines vary depending on the complexity, but a typical build takes between 4–8 weeks from start to launch.

How much does a WordPress website cost?
Our pricing is tailored to your needs. We offer fixed project quotes once we’ve had a chance to assess your goals and requirements. It’s cost-effective and built for ROI.

What is proactive WordPress development?
It means building websites that don’t just work today — they’re futureproofed. From scalable architecture to performance tuning, we build for growth.

Do you integrate SEO into the build?
Absolutely. Every site is built with SEO best practices in place, from clean code and fast load times to keyword-focused content structures.

What kind of support do you offer?
We offer ongoing maintenance packages, including backups, plugin updates, performance tuning, and security monitoring. Urgent issues are addressed quickly.

Do you work with clients outside of Melbourne?
Yes, we work with clients across Australia, though our core team is based in Melbourne.

How do I get started?
Book a free strategy session with us. We’ll audit your current site, define goals, and prepare a proposal tailored to your business.

Book Your Free Strategy Session

Get expert insights and a clear path forward. Our free session includes:

• Website health & performance audit
• SEO and marketing roadmap
• Fixed-price proposal with clear scope and deliverables

Let’s build something that grows with you.

👉 Book A Free Consultation Today

WordPress SEO – Built to Rank by MR SEO

At MR SEO, we’ve been delivering results-driven SEO since 2005. We don’t just talk SEO — we live and breathe it. With two decades of experience helping Australian businesses grow online, we know what works, what doesn’t, and how to get your WordPress website to the top of Google search results.

We also happen to be WordPress experts. Why? Because WordPress is hands down the best CMS for SEO. It’s clean, customisable, user-friendly, and comes with in-built tools (like the brilliant Yoast SEO plugin) to make ranking simpler and faster. But don’t be fooled — launching a WordPress site is only the beginning. To really climb the rankings, you need an expert SEO strategy behind it.

Why WordPress is Great for SEO

If you’re already using WordPress, you’ve made a smart choice. But there’s more to SEO than just having the right platform. Here’s what sets a high-ranking WordPress website apart — and what MR SEO delivers:

1. High-Quality Website Build

Poorly built websites are bloated with unnecessary code and plugins that slow things down. We build lean, lightning-fast WordPress sites that Google loves.

2. Smart Design for Better UX

Design isn’t just about looking good — it’s about guiding users intuitively. We ensure every WordPress site we build delivers a clean, clear user journey that keeps visitors engaged and increases conversions.

3. Mobile-Friendly, Always

With most users on mobile, responsive design isn’t optional — it’s critical. We build mobile-first WordPress sites that perform beautifully across all screen sizes.

4. Fast Page Load Speed

Speed kills… in a good way. Fast-loading sites rank better, convert more, and keep visitors happy. We optimise every WordPress site for top-notch performance.

5. On-Page Optimisation with Yoast SEO

We use Yoast SEO to fine-tune every page, post, and product. From keyword targeting to metadata, we make sure your content ticks all the SEO boxes.

6. Relevant, Quality Backlinks

We help build your domain authority by identifying and securing high-quality backlinks. Local listings, blogs, directories, and niche authority sites — we’ve got the network and the know-how.

7. Consistent Blogging & Content Strategy

Fresh, relevant content is a ranking magnet. We can help create and manage a blogging strategy that keeps your site current and keyword-rich.

8. Keyword Research & Competitor Analysis

We find the keywords that your customers are searching for — and the ones your competitors are ranking for. Then we help you leapfrog them.

9. Clear, Monthly SEO Reporting

We don’t do guesswork. Our clients get clear, concise reporting each month that shows how your rankings are improving and where the next big SEO wins are.

WordPress SEO Services We Offer

Here’s what MR SEO can do for your WordPress site:

✅ Build or rebuild your WordPress site for speed and SEO
✅ Fix technical SEO issues and plugin conflicts
✅ Optimise every page using Yoast SEO
✅ Create and manage keyword-driven content
✅ Track rankings, traffic, and improvements
✅ Build quality backlinks
✅ Provide ongoing monthly SEO strategy and support

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How Much Does It Cost?

Our WordPress SEO services are customised to your needs and goals. We start with a comprehensive audit to identify where your site stands — and how far it can go.

• SEO Audit: From $2,000 + GST

• Monthly SEO Packages: From $1,200 + GST

We work with businesses of all sizes — from local legends to national brands — and deliver SEO that pays for itself.

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Let’s Chat

If you’re serious about growing your business online with a WordPress site that ranks, converts, and performs, MR SEO is ready to help.