Case study
ADCS
From a New Website to #1 for NDIS Provider Sydney
Campaign
SEO
Niche
NDIS
Location
Sydney, NSW
Timeframe
3 years
61
Keywords at position #1
Over the campaign
7X
Increase in organic leads
Over the campaign
112%
Increase in conversion
Over the campaign
65
Keywords on page 1 of Google
This year
About the client
About ADCS
Australian Disability Care Services (ADCS) is a registered NDIS provider supporting participants and families right across Sydney. Its team delivers Supported Independent Living (SIL), short-term accommodation and respite, community participation, support coordination and disability accommodation, built around each participant’s own goals. From its offices in Wetherill Park and Botany, ADCS works with participants, families and support coordinators Sydney-wide, and is ready to reach even more people across the city.
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Inside
the
build
ADCS
in pictures
Starting point
The ADCS website
A clear, accessible website built for participants, families and coordinators.
Starting point
Where ADCS Started
ADCS had recently launched its new website and was ready to build its place in Google search. Together with the ADCS team, we started from a fresh foundation: a clear structure for every service, location pages for the suburbs ADCS serves, and content written for the participants, families and coordinators searching for support.
Goals
What ADCS Wanted From Search
- Reach page one of Google for high-intent NDIS service searches across Sydney.
- Rebuild the site so Google could read every service and every location clearly.
- Rank for the searches that bring in participants: SIL providers Sydney, specialist disability accommodation Sydney, NDIS provider Sydney and the suburb versions of each.
- Added in year two: stay visible as Google started answering searches with AI Overviews.
The challenge
Why NDIS Search in Sydney Is Hard to Win
NDIS searches in Sydney are shared between national providers with long-established websites and a large number of local providers serving the same participants. ADCS set out to stand alongside them, and then ahead of them, for the searches that matter most.
Then there’s the page itself. For “ndis provider sydney” Google shows the map pack first and the organic results underneath, so a #1 organic spot still sits below three map listings.
The ground keeps moving too. NDIS pricing and policy change often, and the way people search changes with them. In recent years, AI Overviews have added a new layer above the blue links. So the campaign was built to keep moving with them.
Strategy
The Strategy Behind the Results
Fix the foundation first
A technical overhaul and a site rebuild, so every service and every location had its own page.
Make every page earn its spot
On-page optimisation and schema markup on the service and location pages.
Build trust outside the site
Link building and an active Google Business Profile.
Get found in AI answers
From year two, AI SEO work so ADCS could be cited in AI-generated results, not only the blue links.
What we did
What We Did, Phase by Phase
Months 1 to 3
Phase 1 · Foundation
Technical SEO audit and a site rebuild. New service pages for SIL, short-term accommodation, community participation and support coordination, plus location pages for key Sydney suburbs. Analytics and search tracking set up.
Months 3 to 8
Phase 2 · On-page and schema
Keyword-targeted copy on every service and location page, schema markup, and internal links between related pages. Blog content on NDIS topics that participants and support workers search for.
Months 6 to 18
Phase 3 · Authority
A link building campaign aimed at Australian sites. Today ADCS has 130+ referring domains and about 2,800 backlinks. Regular Google Business Profile posts and service updates ran alongside.
Month 12 to now
Phase 4 · AI SEO
Content reworked for AI Overviews and AI assistants: question-and-answer sections, fuller service pages and consistent business details across the web.
Results over time
How the Rankings Moved
Search clicks
6,400+
Clicks from Google search
Visibility
2 million+
Google impressions
This year
278
Ranking keywords, 65 on page one
Oct 2026
238
Ranking keywords, 48 on page one, 10 in the top 3 (Est.)
Clicks from Google, month by month
Climbing Google, quarter by quarter
Average Google position, year on year
Year on year, ADCS’s average Google position improved from about 36 to about 19, nearly twice as strong. Over the last 16 months its pages appeared in Google search more than 2 million times and earned more than 6,400 clicks.
Keywords
Where ADCS Ranks Today
| Keyword | Best result | Searches a month |
|---|---|---|
| ndis provider sydney | Reached #1, holds page 1 | 590 |
| ndis sydney | Page 1 | 590 |
| innovative community participation | Top 3 | 110 |
| ndis activities | Top 5 | 110 |
| ndis support services sydney | Page 1 | 110 |
| sil providers sydney | Top 5 | 90 |
| sil accommodation sydney | Named in Google’s AI Overview | 90 |
Search volumes are average monthly searches in Australia.
Business outcome
What It Meant for the Business
Rankings matter because they bring in enquiries. Over the campaign, ADCS recorded a 7X increase in organic leads and a 112% increase in conversion.
Today its average Google position is nearly twice as strong as a year ago.
ADCS’s Google Business Profile holds a 5.0 rating from 32 reviews.
In the last 16 months
2M+
Google impressions
In the last 16 months
6,400+
Clicks from Google search
Page 1
for NDIS Provider Sydney
7X
Increase in organic leads
Over the campaign
112%
Increase in conversion
Over the campaign
AI search proof
ADCS in Google's AI Overview
When someone in Sydney searched “sil accommodation sydney”, Google’s AI Overview named ADCS among the SIL providers it listed.
That’s a different kind of visibility. The AI Overview sits above the organic results, so ADCS is in front of the searcher before any blue link.
- Google AI Overview
- "sil accommodation sydney"
[Image: Google AI Overview for sil accommodation sydney, 30 Oct 2026]
Google AI Overview for “sil accommodation sydney”.
Manjot S., Managing Director, ADCS
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Figures are rounded and some are estimates. Search results change, and every business starts from a different place, so your results will vary.
