A baseline read on all 56 tree service search terms Fresh Digital tracks for brisbanetrees.com.au across Brisbane and Ipswich, taken before the new website build goes live. Every future report measures against these numbers. Below: where the money terms sit today, what the current site is holding that the build must protect, the traffic being captured versus the volume on the table, and where the new site should win.
First, the money terms. These are the high-intent searches someone types when they need a tree removed, lopped or a stump ground out in Brisbane or Ipswich. Here is where Brisbane Trees sits today, and which page on the current site Google is ranking for each.
The current site has a foothold in Brisbane and nothing in Ipswich. "arborist Brisbane" at #4 is the only page-one result, and the biggest commercial terms, "tree removal Brisbane" (1,300/mo) and "tree removal near me", sit on page three or do not rank at all. Almost everything that ranks is carried by the homepage, which tells us Google has no strong service pages to choose from. That is exactly the gap the new build closes.
Of the 56 tracked terms, 19 rank somewhere in the top 100, and every one of them is in Brisbane. Only 4 URLs rank at all, and the homepage carries 15 of the 19. The left column is what the build must protect; the right is what it must fix.
With 15 of 19 rankings hanging off the homepage, including the only page-one result, the launch is the biggest risk to this baseline. The new homepage should keep "arborist Brisbane" front and centre, and the existing /tree-removal/, /services/ and /arborist-brisbane/ URLs need 301 redirects to their new equivalents. One more flag: the homepage outranks the dedicated /arborist-brisbane/ page for arborist terms, so the new build should give each service one clear target page rather than splitting signals across two.
How the 56 tracked terms spread across the rank bands today. This is the baseline future reports will show movement against. Right now the weight sits almost entirely off page one.
Position matters because of clicks. Applying standard click-through rates by position to the estimated search volume for every tracked term, here is roughly where Brisbane Trees stands before the build, and how much the new site has to go after.
How this is modelled: each term's estimated AU monthly search volume is multiplied by a standard organic click-through rate for its position (about 27% at #1, 15% at #2, 11% at #3, tapering below 1% past page one and to zero beyond the top 100). The "on the table" figure is the extra clicks from lifting each term to a top-three rate, floored per term. Volumes are conservative estimates held constant between checks so the trend is comparable, and can be swapped for a live Ahrefs export. Figures are indicative, not a guarantee.
A new build is the best chance to reset this board. The returns come from three places: terms already close to page one, big-volume terms ranking out of sight, and valuable searches with no ranking at all. Each maps to pages the new site needs.
Grouping the terms by service shows where the missed clicks concentrate, across both markets. This is how we would prioritise the page structure for the new site.
First, protect what ranks: keep the homepage focused on arborist services in Brisbane and 301 redirect every existing URL. Then give each core service its own page, led by tree removal, stump grinding and removal, tree lopping and pruning, and emergency and storm work, where most of the missed Brisbane clicks sit. In parallel, build a proper Ipswich location page with service coverage, since Ipswich is starting from zero. We would also retire the Ipswich northside, southside, east and west terms, which carry no measurable search demand, and track real Ipswich suburbs instead. That structure turns the estimated 779 clicks on the table into enquiries fastest.
The complete pre-build set, grouped by where each term sits now, with the URL Google is ranking. Expand the panels for everything not yet ranking.
| Search term | Theme | Ranking URL | Est. vol | Pos |
|---|---|---|---|---|
| arborist Brisbane | Arborist · Brisbane | / | 880 | 4 |
| arborists Brisbane | Arborist · Brisbane | / | 260 | 16 |
| tree pruning Brisbane | Pruning & trimming · Brisbane | / | 170 | 16 |
| qualified arborist Brisbane | Arborist · Brisbane | / | 40 | 17 |
| tree trimming Brisbane | Pruning & trimming · Brisbane | / | 210 | 18 |
| professional arborist Brisbane | Arborist · Brisbane | / | 30 | 18 |
| tree lopping Brisbane | Pruning & trimming · Brisbane | / | 590 | 20 |
| local arborist Brisbane | Arborist · Brisbane | / | 40 | 20 |
| Search term | Theme | Ranking URL | Est. vol | Pos |
|---|---|---|---|---|
| tree cutting Brisbane | Pruning & trimming · Brisbane | / | 140 | 23 |
| tree removal Brisbane | Tree removal · Brisbane | / | 1,300 | 26 |
| dangerous tree removal Brisbane | Emergency & storm · Brisbane | /tree-removal/ | 30 | 33 |
| fallen tree removal Brisbane | Emergency & storm · Brisbane | / | 40 | 36 |
| tree services Brisbane | Tree services · Brisbane | / | 390 | 39 |
| tree removal Brisbane west | Area modifiers · Brisbane | / | 30 | 39 |
| large tree removal Brisbane | Tree removal · Brisbane | / | 30 | 41 |
| palm removal Brisbane | Palm removal · Brisbane | /services/ | 50 | 46 |
| emergency arborist Brisbane | Emergency & storm · Brisbane | / | 40 | 48 |
| palm tree removal Brisbane | Palm removal · Brisbane | /services/ | 140 | 61 |
| certified arborist Brisbane | Arborist · Brisbane | /arborist-brisbane/ | 70 | 69 |
| Search term | Theme | Ranking URL | Est. vol | Pos |
|---|---|---|---|---|
| tree removal near me | Near me · Brisbane | none | 1,000 | 101+ |
| stump grinding Brisbane | Stumps · Brisbane | none | 390 | 101+ |
| stump removal Brisbane | Stumps · Brisbane | none | 260 | 101+ |
| emergency tree removal Brisbane | Emergency & storm · Brisbane | none | 110 | 101+ |
| tree stump removal Brisbane | Stumps · Brisbane | none | 110 | 101+ |
| tree removal Brisbane northside | Area modifiers · Brisbane | none | 90 | 101+ |
| tree removal Brisbane southside | Area modifiers · Brisbane | none | 70 | 101+ |
| storm damage tree removal Brisbane | Emergency & storm · Brisbane | none | 50 | 101+ |
| tree removal Brisbane east | Area modifiers · Brisbane | none | 30 | 101+ |
| Search term | Theme | Ranking URL | Est. vol | Pos |
|---|---|---|---|---|
| tree removal near me | Near me · Ipswich | none | 320 | 101+ |
| tree removal Ipswich | Tree removal · Ipswich | none | 260 | 101+ |
| arborist Ipswich | Arborist · Ipswich | none | 140 | 101+ |
| tree lopping Ipswich | Pruning & trimming · Ipswich | none | 110 | 101+ |
| tree services Ipswich | Tree services · Ipswich | none | 70 | 101+ |
| stump grinding Ipswich | Stumps · Ipswich | none | 50 | 101+ |
| stump removal Ipswich | Stumps · Ipswich | none | 40 | 101+ |
| arborists Ipswich | Arborist · Ipswich | none | 40 | 101+ |
| tree trimming Ipswich | Pruning & trimming · Ipswich | none | 30 | 101+ |
| tree cutting Ipswich | Pruning & trimming · Ipswich | none | 30 | 101+ |
| tree pruning Ipswich | Pruning & trimming · Ipswich | none | 20 | 101+ |
| emergency tree removal Ipswich | Emergency & storm · Ipswich | none | 20 | 101+ |
| palm tree removal Ipswich | Palm removal · Ipswich | none | 20 | 101+ |
| tree stump removal Ipswich | Stumps · Ipswich | none | 20 | 101+ |
| local arborist Ipswich | Arborist · Ipswich | none | 10 | 101+ |
| emergency arborist Ipswich | Emergency & storm · Ipswich | none | 10 | 101+ |
| storm damage tree removal Ipswich | Emergency & storm · Ipswich | none | 10 | 101+ |
| dangerous tree removal Ipswich | Emergency & storm · Ipswich | none | 10 | 101+ |
| fallen tree removal Ipswich | Emergency & storm · Ipswich | none | 10 | 101+ |
| large tree removal Ipswich | Tree removal · Ipswich | none | 10 | 101+ |
| qualified arborist Ipswich | Arborist · Ipswich | none | 10 | 101+ |
| palm removal Ipswich | Palm removal · Ipswich | none | 10 | 101+ |
| professional arborist Ipswich | Arborist · Ipswich | none | 10 | 101+ |
| certified arborist Ipswich | Arborist · Ipswich | none | 10 | 101+ |
| tree removal Ipswich northside | Area modifiers · Ipswich | none | <10 | 101+ |
| tree removal Ipswich southside | Area modifiers · Ipswich | none | <10 | 101+ |
| tree removal Ipswich east | Area modifiers · Ipswich | none | <10 | 101+ |
| tree removal Ipswich west | Area modifiers · Ipswich | none | <10 | 101+ |