From Invisible to Industry-Ready: How We Grew Varicon Australia’s Organic Presence

About Client

Varicon Australia is a construction solutions provider specializing in modern construction management tools, site workflow solutions, and productivity-enhancing construction technologies. The company supports builders, contractors, and construction project managers through digital solutions designed to improve project efficiency, documentation, site communication, and operational management.

Varicon Australia’s key service offerings include:

• Construction Management Software & Tools
• Site Workflow & Documentation Solutions
• Digital Site Diary & Reporting Systems
• Project Cost Estimation & Tracking Tools
• Contractor Productivity & Compliance Solutions

Varicon Australia focuses on simplifying project coordination, reducing administrative overhead, and improving transparency across construction project lifecycles.

Background

Varicon operated in a crowded construction technology market, their old website had solid product capabilities but limited organic reach and faced following issues:

• Low visibility for high intent customer keywords and user searches in a competitive construction industry market.
• Thin and non-clustered content that lacked industry depth.
• Technical SEO weaknesses that slowed indexing and page performance.
• Under-optimized Google Business Profile and local signals for Australian searches.
• Weak conversion paths for demo requests and trial sign-ups.

Makura designed a solution in close collaboration with Varicon to improve visibility of their website for important construction software keywords to capture high intent traffic users. Together we strengthened content authority, resolved technical SEO issues, and optimized the Google Business Profile to increase both local and organic discovery.

Initial Challenges

1. Highly competitive niche: Top global construction SaaS companies dominated  the Search engine ranking pages (SERPs) on web for core industry keywords related to Varicon’s software offerings. Penetrating into top SERP positions needed a strategic  and layered approach to develop topic related authority and technical credibility with users.

2. Conversion Funnel Issues: The website lacked a properly defined user journey. The site lacked educational, industry-focused content to capture mid-funnel customers searching for SaaS construction softwares online in google. Key solution pages of the website  had no CTAs for demos or service inquiries leading to a friction at point where customer purchase intent was high.

3. Limited Market and Competitor Keyword Insights: Varicon’s website did not have structured keyword clustering, lacked competitor gap analysis, and no search demand mapping for its industry. The lack of this foundation layer, content and SEO optimization made it impossible to track progress and measure intent alignment.

Strategic UX & SEO Enhancements

In order to systematically tackle the challenges, Makura Creations used  a multi-layered SEO & UX optimization approach focusing on the five core pillars:

1. Deep Market & Keyword Analysis

   1. Conducted analysis of competition in the construction industry market  to derive a benchmark from key industry players.
   2. A keyword gap analysis was conducted to know the high-value search opportunities missed by existing content strategy.
   3. Designed and created a funnel-based keyword map to cover awareness, consideration and decision making stage customers went through. 
   4. Analysed industry oriented search behaviour pattern to align the content with construction professionals exact pattern from a direct targeting.

2. User-Centered Content Development

   1. Created pillar pages with blog content directly targeting construction cost estimation, construction project workflow optimization and site management processes.
   2. Developed and implemented topic clustering after research  to establish topical authority linking each key pillar linked to articles and case studies.
   3. Integrated and used LSI keywords to rank in featured snippets and answer boxes matching the search intent alignment of customers.
   4. Content planning was aligned to industry-specific search behavior of users with optimization of existing product pages with search intent, addition of clear headlines, feature lists and CTAs.

3. Technical SEO & Performance Optimization

   1. Conducted a full technical audit to address technical issues related to crawl and indexing issues like XML sitemap, robots.txt, canonical tags and security checks.
   2. Researched and implemented structured data (JSON-LD) for Product, Software Applications, FAQs and organised schemas to increase click-through rates via rich snippets and improve SERP of website in search results/. 
   3. Restructured the full internal linking to support content clusters and distribute link equity effectively across the website.
   4. Improved PageSpeed score from 28 to 84 through image compression, CSS/JS minification, and server-side caching improvements

4. Local SEO & Google Business Profile Optimization

   1. Updated each service page categories, business descriptions and service areas in Google Business Profile.
   2. Implemented a strategy to create and publish regular GBP posts and geo-targeted offers to increase local engagement from users.
   3. Optimized Varicon’s business categories and geo-targeted service descriptions to improve and build authority for regional search visibility
   4. Focused and designed  a local search improvement strategy to gain share of  construction-specific queries in Australian markets. Authority Building & Off-page SEO
   5. Implemented a forum submission to increase participation and to execute a Q&A based strategy for answering common questions targeting the construction software customers. 
   6. Gained high-quality backlinks through industry-relevant platforms, publications, guest posts and construction related directory sites to strengthen domain authority.
   7. Used anchor text profiles diversification strategy to build a natural and algorithmically safe link ecosystem.

Site Architecture

In addition to the baseline technical fixes the project focused on making deeper structural improvements to ensure the site could be scaled  easily with content growth and compete in a high-competition market: Deep structural enhancements included:

• User Behaviour Analysis: An in-depth analysis of user search behaviour was conducted and included in UX layout to seamlessly redirect customers towards CTA features increasing overall ROI.
• Internal Linking Restructure: Pages were reorganized into clear and well-defined content clusters, with each pillar service pages linking to supporting blog content and vice versa. It  reduced crawl depth and improved topical signal clarity to build authority.
• Feature Page Optimization: Solutions and product pages were restructured to improve navigation, ease the service discoverability for customers, and strongly align with commercial search intent from customers.
• Landing Page UX Enhancements: Layout, readability, and conversion pathway optimization were applied to high-priority solution pages to prevent customer drop-off and improve ROI through demo request conversions.

SERP Performance and CRO Tracking: Monthly performance reporting cycles were established, including the behavioral user interaction analysis and landing page conversion rate monitoring.

Implementation Issues

1. Industry-Specific Content Translation: Construction industry workflows involve highly technical operational processes which includes sequencing, site compliance, cost code structures, and contract management. Translating the Saas Software solutions offered by Varicon into SEO-friendly, user-focused content while focusing on technical accuracy required close collaboration with the Varicon team and deep industry research.

2. Competing with Established Global Platforms: Going head-to-head against globally dominant construction SaaS software brands required development  of a topical authority strategy rather than quick wins. Niche credibility was built through structured content clusters and targeted keyword positioning.

3. Balancing Product Showcase and Educational Content:  Varicon’s platform was feature-rich but complex and presenting those features in a way that was both search-friendly and conversion-oriented was difficult. An optimised site architecture and SEO strategies was developed and implemented to prevent overwhelming or confusing potential customers. The approach enabled the customer journey to be  directed towards guiding users from awareness to enquiry with strategically placed  CTAs.

Conclusion & Results

After a consistent SEO implementation and UX optimization across technical, content, and off-page dimensions, Varicon Australia  gained measurable progress in  every key metric.

• Organic Growth: Varicon’s website saw significant improvement in the keyword rankings for high-intent construction technology search terms, and a broader topical visibility in construction SaaS customer search queries.
• Authority and Content Expansion: The stronger topical authority established by use of structured blog publishing strategy and keyword clustering, made the site a credible resource for construction professionals searching for solutions.
• Local Search Performance: Enhanced Google Business Profile engagement and improved local search visibility for construction focused queries in target Australian markets..
• Page Speed Performance: PageSpeed score improved significantly from 28 to 84, directly decreasing customer bounce rates caused by slow load time by use of  Core Web Vitals signals.
• User Engagement Improvements: Easy to use and polished navigation structure, easy content readability, and an optimized conversion pathway resulted in stronger on-site engagement. The engagement resulted in increased demo and inquiry interactions.

Makura Creations aided Varicon Australia in ranking as a top domain in Construction Industry SaaS for the period of February 2023 to December 2026 by providing monthly SEO execution cycles, its technical audits, content delivery, performance monitoring, and continuous optimization.