The Challenge
Mirosuna is a premium mindfulness and meditation studio based in South Melbourne. Despite a loyal client base and outstanding reviews, the studio's organic search presence was fragmented and failing to capture the volume of local search demand that existed for its services.
The challenge was twofold: establish Mirosuna as the definitive topical authority for mindfulness and meditation in Melbourne, and convert that visibility into a consistent, measurable stream of qualified leads.
The Approach
The strategy was built around the concept of topical authority — the idea that search engines reward websites that demonstrate comprehensive, expert coverage of a subject area, not just individual keyword rankings. For Mirosuna, this meant developing a content architecture that covered every dimension of mindfulness, meditation, sound healing, and corporate wellness that a potential client might search for.
- Keyword Cluster Mapping: The target keyword universe was organised into tightly themed clusters — sound meditation, corporate wellness, NDIS mindfulness, meditation for anxiety, and more. Each cluster was assigned a pillar page and supporting content pieces.
- Content Production: A publishing cadence was established to systematically build out each cluster. Content was written to satisfy both search intent and genuine user value — not thin, keyword-stuffed pages, but substantive guides that earned links and shares.
- Local SEO: Google Business Profile was fully optimised, local schema markup was implemented, and a review acquisition strategy was put in place to strengthen Mirosuna's local pack presence for high-intent "near me" searches.
- PPC Campaigns: Targeted Google Ads campaigns were launched to generate immediate leads while the organic strategy matured. Campaigns were tightly structured around service-specific keywords with dedicated landing pages for each ad group.
The Results
After 10 months, Mirosuna achieved 34 keywords ranking in the top 3 positions—up from just 2. Total organic leads grew from 12 to 128, a 326% increase.
