61
Keywords at Position #1
Including high-competition NDIS terms
7X
Increase in Organic Leads
From invisible to unstoppable
112%
Increase in Conversion
Better Design. Easy Deal.
The Background
Australian Disability Care Services (ADCS) is a registered NDIS provider based in Sydney, NSW, delivering a wide range of supports to people with disability — including SIL (Supported Independent Living), SDA (Specialist Disability Accommodation), community participation, support coordination, and in-home care services.
With a team of 30+ dedicated staff and a genuine commitment to participant outcomes, ADCS had the quality of service to compete with the biggest NDIS providers in Australia. What they didn’t have was the digital presence to prove it.
The Objectives
What Did ADCS Need to Achieve?
- Rank on page one — ideally position #1 — for high-intent NDIS service terms across Sydney and surrounding suburbs.
- Build a technically sound, SEO-ready website from the ground up with a clear service structure that Google could understand and reward.
- Dominate the most competitive local keywords: SIL providers Sydney, SDA accommodation Sydney, NDIS provider Sydney, and suburb-specific variants.
- Evolve the strategy to include AI SEO as the search landscape shifted, ensuring ADCS remained visible in AI-driven search experiences.
Campaign & Strategy
The Playbook — Built for a Brutal Niche
The NDIS space is one of the most contested SEO battlegrounds in Australian health and social services. Competitors range from large national organisations with significant domain authority to dozens of smaller local providers all fighting for the same high-intent searches.
Our approach started with the fundamentals: ADCS’s existing website was architecturally poor for SEO and needed a full rebuild before any keyword strategy would gain traction. We redesigned the site with a deliberate service-and-location page structure — creating dedicated, optimised pages for every core NDIS service across key Sydney suburbs and regions.
Priority keywords targeted included: SIL providers Sydney, specialist disability accommodation Sydney , NDIS provider Sydney, NDIS disability services Sydney, and NDIS support services Sydney. In year two, we layered in AI SEO practices to ensure ADCS was cited in AI-generated search responses
SWOT Analysis
Playing to Strengths, Closing the Gaps
STRENGTHS
- Registered NDIS provider — instant trust signal
- Wide service portfolio covering SIL, SDA, support coordination
- Experienced 30+ person team with real participant outcomes
- Multi-suburb service footprint across Greater Sydney
WEAKNESSES
- No SEO history — starting from scratch
- Poor website structure, not crawlable or indexable effectively
- Low brand awareness outside existing participant network
- No content presence or topical authority
OPPORTUNITIES
- Growing NDIS participant base across Sydney
- Many competitors weak on local suburb-specific content
- SIL & SDA accommodation keywords — high intent, underserved
- Early-mover advantage in AI SEO for NDIS sector
THREATS
- Large national NDIS providers with established DA
- Keyword difficulty 60–72 on core commercial terms
- Frequent NDIS policy/funding changes affecting search intent
- Shifting search landscape with AI overviews
The Campaign
From Scratch to Sydney's Top NDIS Results
Phase 1 — Foundation (Months 1–3)
Full technical SEO audit and complete website redesign. Built a strategic site architecture with dedicated service pages (SIL, SDA, Community Participation, Support Coordination) and location-specific landing pages for key Sydney suburbs. Set up GA4, Google Search Console, and conversion tracking.
Phase 2 — On-Page & Content (Months 3–8)
Wrote and optimised every service and location page with keyword-targeted copy, schema markup (LocalBusiness, Service), and internal linking strategy. Published topical authority content around NDIS supports, funding, and participant guides to build trust with Google.
Phase 3 — Off-Page & Authority (Months 6–18)
Executed a link building campaign focused on Australian health, disability, and community directories. Built 141 referring domains with 13,000+ backlinks — 97% dofollow. Strengthened Google Business Profile with regular posts, service updates, and review management.
Phase 4 — AI SEO Integration (Month 12–Present)
As AI-powered search results became prominent, we adapted the strategy to optimise ADCS content for AI overviews and citation in large language model responses — including structured Q&A content, authoritative long-form pages, and entity optimisation. ADCS now benefits from both traditional and AI-driven organic discovery.
Results & Metrics
The Numbers Don't Lie
Keyword Position Distribution — 778 Total Keywords
- 94
- 92
- 96
- 496
Top Ranking Competitive NDIS Keywords
KEYWORD | POSITION | DIFFICULTY |
|---|---|---|
ndis providers sydney | 3 | 63% |
ndis provider sydney | 3 | 60% |
ndis care | 1 | 66% |
ndis disability services | 1 | 70% |
sil accommodation sydney | 2 | 22% |
ndis service provider sydney | 1 | 59% |
sil providers sydney | 1 | 11% |
specialist disability accommodation sydney | 1 | 24% |
ndis support services sydney | 1 | 59% |
disability services in sydney | 1 | 55% |
