Wright Choice Homes

Dominating Search Across Queensland

Industry

8 Month SEO Campaign

About

Wright Choice Homes designs and builds modular homes for Queenslanders delivering across the state from Brisbane and the Sunshine Coast to Cairns, Townsville and Bundaberg.

Modular housing is booming, and buyers research it almost entirely online. The catch: every builder in the country is chasing the same searches. Wright Choice needed to be visible wherever in Queensland a buyer was searching from, and for the big national terms too.

119 %

Increase in Search Impressions

74 %

Increase in New Organic Users

7 /10

Keywords in the Top 10

The Challenge

In September 2025, Wright Choice Homes had a foothold: page 1 for “modular homes brisbane” and the national term “modular homes”. But the regional Queensland markets they actually deliver to told a different story. Cairns, Townsville and Bundaberg returned no ranking at all, Gympie sat on page 4 and the Sunshine Coast on page 9.

For a builder whose customers are spread across an entire state, that meant entire regions of buyers never saw them. The brief: hold the national positions while winning regional Queensland, city by city.

Built and optimised location pages for every delivery region.

Strengthened the national “modular homes” positions.

Compounded authority with consistent monthly link building.

Two #1 rankings in regional Queensland and page 1 nationally for modular homes, that is what a layered location strategy delivers.

Ashley Paine

Head of SEO

The Strategy

A Page for Every Postcode That Matters

Each delivery region received a dedicated, fully optimised location page: competitor content-gap analysis, SEO copywriting, structured headers and metadata, internal linking and Search Console submission. Regional terms with weaker competition (Cairns, Caboolture and Bundaberg) were targeted as the fastest wins.

Protect the Crown Jewels

The national terms “modular homes” and “modular homes qld” carry the most volume and the most competition. Continuous on-page refinement and internal linking from the growing location-page network lifted “modular homes qld” from #15 to #9 and held “modular homes” on page 1 through a year of major algorithm updates.

Authority That Compounds

Monthly link building from high-authority domains, guided by backlink gap analysis, supported both layers of the strategy, helping new regional pages rank quickly and the national terms hold firm.

Found by Buyers in Every Corner of Queensland

Eight months in, Wright Choice Homes ranks #1 in Cairns and Caboolture, top 5 in Bundaberg, and page 1 in Brisbane, Gympie and statewide QLD searches, while search impressions have more than doubled.

#1 FOR MODULAR HOMES IN CAIRNS AND CABOOLTURE.

BUNDABERG FROM UNRANKED TO #4 IN A SINGLE MONTH.

SEARCH IMPRESSIONS MORE THAN DOUBLED IN EIGHT MONTHS.

The Results

Between September 2025 and April 2026, monthly search impressions grew 119%, new organic users 74% and organic sessions 64%. Seven of ten campaign keywords now sit in Google’s top 10, including two #1 positions, with the national term “modular homes” at #6.

119 %

Increase in Search Impressions

Impressions more than doubled. Wright Choice Homes now appears in front of over twice as many Queensland home buyers as it did eight months ago.

74 %

Increase in New Organic Users

New visitors from organic search grew 74%, with hundreds of additional potential buyers discovering the brand every month without a dollar of ad spend.

7 /10

Keywords in the Top 10

Including #1 for “modular homes cairns” and “modular homes caboolture”, #4 for Bundaberg, #6 for Brisbane and the national term “modular homes”, #8 for Gympie and #9 for “modular homes qld”.