A business is local wherever it shows up.
The Work
A business is local wherever it shows up. So we set out to make Forrestdale Vet Hospital surface across its whole catchment: rather than one page trying to serve everywhere, each suburb got its own location page, specific and useful to a pet owner in that pocket of Perth’s south-east. Alongside them came pages for the services Forrestdale wanted to be known for, puppy school and vaccinations among them.
Off the site, we reinforced the same presence where pet owners look first: the Google Business Profile was sharpened and given booking links, a dedicated reviews page brought the practice’s reputation into one place, and consistent directory citations marked Forrestdale to Google as an established local name.
The Results
By the close of the period, Forrestdale ranked in Google’s top three across a spread of suburbs it has no address in:
- 125.3x estimated return on investment, from an assumed average sale value and customer lifetime value
- 12.9% increase in organic conversions year-on-year — the calls, enquiries and bookings the practice set out to grow
- 16 keywords ranking in Google’s top three, up from 9 at the start of the period
- 82.8% of all conversions came from organic search
- 2,135 calls placed directly from the Google Business Profile
- 1.9% increase in organic sessions year-on-year, holding ground as AI Overviews and AI Mode (both rolled out through 2025) pushed more searches to zero-click
The Partnership
Bonfire has worked with Forrestdale Vet Hospital since before it opened its doors in 2018. The early years were slow: a quiet local market, months of phone-line troubles, then COVID in 2020. A search presence built before opening day helped the practice brave those years, keeping work coming while it found its feet. Growth was slow, but Forrestdale came through and is now growing well.
The Next Chapter
Search itself keeps shifting. Google’s AI Overviews and AI Mode, both launched in 2025, now settle many queries on the results page before a user clicks — and Forrestdale already shows up in those answers. Through 2026, we’re building the signals AI search leans on: content that shows the practice’s expertise, richer schema across services and staff, fuller FAQ coverage, and an internal-linking pass, so that as AI reshapes search, Forrestdale stays the local answer.
We're one clinic, but our clients come from right across Perth's south-east. Bonfire got us showing up in searches across all those suburbs, not just our own, and we've felt it in the phone calls and the bookings. People who'd never have found us before are now walking through the door.
