We run search campaigns for businesses across the Inner West, from our Sydney office at Mascot. It is the densest part of this set and the smallest in footprint, which changes both who you are competing with and how far a customer will travel to reach you.
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The Inner West packs more businesses into less ground than anywhere else in this set. Four councils overlap here, Inner West Council, Burwood, City of Canada Bay and Strathfield, and the suburbs inside them are close enough that the realistic choice set is a walk rather than a drive.
That produces two effects worth planning around. The first is that the competition is overwhelmingly independent. Chains are thinner on the ground here than in the outer suburbs, so you are usually up against other owner-operated businesses that are as invested in their local search as you are. Nobody is winning by default because a national brand cannot be bothered.
The second is that the radius people will travel is genuinely small. Someone looking for a dentist in Burwood is not considering Ashfield, and a business claiming a broad Inner West service area is usually claiming ground it never actually wins. The pages that work are specific about the streets and the centres, not about the region.
Burwood is the one suburb in this region with its own page, and it is the exception that proves the rule about how tight these catchments are. It is a dense retail and dining centre with a large Chinese-speaking community and a heavy education and tutoring trade, so multilingual search is a first-order consideration there in a way it is not two suburbs away.
These follow from a market where the competition is local, capable and close.
Inner West as a term carries volume that mostly belongs to somebody else. The centres are where the intent is, and they are what a customer types when they actually mean to buy.
Owner-operated businesses here tend to run their own local search well. The margin is in depth and in the questions nobody else is answering, not in turning up.
In Burwood a real share of it does not. That is not an optimisation left on the table, it is demand that an English-language keyword tool cannot show you exists.
These are Sydney businesses rather than Inner West ones, and they are here because dental and hospitality are two of the sectors this region is built on. Each figure is the one we publish on that client case study.
60%
Increase in conversions
300%
Increase in top 3 position keywords
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Burwood has its own page today, inside Burwood Council. The region spans Inner West Council, Burwood, the City of Canada Bay and Strathfield, and we work across all of it.
Because we only build a page where there is evidence of real demand for it. The set this replaced had hundreds of suburb pages that earned nothing, and we would rather cover a suburb properly in a conversation than publish a page with nothing to say about it.
Usually narrower than you think. The distances are short and customers behave accordingly, so a business claiming the whole region is normally competing badly across all of it instead of winning its own centre.
In Burwood, yes. It has a large Chinese-speaking community and English-language keyword research materially understates that market. Whether it is worth building for depends on who your customers are.
In a market where most of your competitors are running their own local search competently, what it costs is set by how far ahead of them you need to get. That is a judgement about your specific centre, not a list price.
Tell us which centre your customers come from and how far they will really travel, and we will look at what the search results look like for that ground.
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