Synergie Australia
Website and SEO growth strategy
The challenge
When IPA Recruitment became part of the Synergie global group, the Australian business needed to align with its new French head office - starting with its website. The brief was clear but tight: replicate the look, feel, and structure of Synergie France's site and adapt it for the Australian market, serving two distinct audiences (job candidates and client companies) across 18 branches nationwide.
The website also needed to be built to form a strong platform for the Search Engine Optimisation strategy that we were developing for Synergie. This included a comprehensive information architecture based on keyword research, building out the content and menu structure across the candidates and companies sections, with a content plan for the next 12 months and beyond.
With no access to the source code of the Synergie France site, we rebuilt the experience from the ground up in WordPress using Gutenberg blocks, paired with a custom jobs integration matching the design intent of the French site while giving Synergie Australia a flexible, easy-to-manage platform of its own.
Synergie Australia's trust in us wasn't built overnight. We'd previously redeveloped IPA Recruitment's brand and website and run a successful SEO program for the business. That track record is why we were the natural choice to lead this next chapter.
Our approach
We ran the project across a tightly scoped 12-week timeline, delivered as six two-week sprints:
Website Setup & Inner Page Foundation: WordPress installation and configuration, recreating the Synergie France UI design for the Australian market, theme and styling framework, data structures for inner page blocks, and staging deployment to get content loading early.
Information Architecture: A comprehensive information architecture based on keyword and competitor research, mapping out the menu and content structure at launch and providing a roadmap for future search optimised content clusters.
Structural Elements: styling and layout of inner page blocks, header and footer builds, dynamic navigation menus, and dedicated homepages for the Candidates and Companies journeys.
Template Pages & Key Features: a custom 404 page, Contact Us page with bespoke forms, a dynamic news/blog listing, and Google Maps integration.
Job Search & Filtering: XML feed integration for live job data, a fully responsive job search frontend, and a custom job listing template.
Quality Assurance & Final Remediation: cross-browser and cross-device testing, consolidated feedback from the IPA/Synergie team, and final sign-off ahead of go-live.
SEO migration: Execution of careful SEO migration plan, including 301 redirects of key content from old site to ensure that maximum rankings and domain authority was transferred from the old site to the new.
Critically, the information architecture wasn't just built for launch - it was built with SEO in mind from day one, laying the foundation for the search strategy that followed.
The site went live on 21st October 2025, on time and on budget.
The outcome
The result was a polished, dual-audience website that gives candidates and client companies distinct, purpose-built journeys, while giving Synergie Australia a platform that's genuinely theirs to manage and grow.
Following launch, we conducted IA and keyword research and re-initiated a 12-month SEO program, building directly on the search ready foundation laid during the build.
Comparing the most recent three months against the prior quarter, the results speak for themselves:
Organic search sessions up 46.7%, with key events (goal completions) up 89.6%
Non-branded search clicks doubled, up 100%
Keywords ranking in the top 10 on desktop grew from 48 to 361 (up 652%)
Sessions arriving via ChatGPT more than doubled, up 108.6%, reflecting growing visibility in AI-driven search.
The site now ranks second among key competitors for visibility in the Australian recruitment sector. These aren't just clicks and impressions; they're translating into real business impact, driving strong commercial results for the business in Australia, month on month.
This was the second website project I’ve worked on from end-to-end with Keplyr, and after how seamless the first project was, I had full confidence in using the team again.
Holly and her team helped my old company rebrand and build a custom website in 2022, and following that project my company was purchased by a large international conglomerate. That purchase resulted in us having to align our brand with the international standard for the parent company, meaning we needed Holly and her team to adapt our business model and communication style around a French-developed website without access to an original source code or Figma design file. The Keplyr team adapted quickly, developing an amazing product in a quick time scale - a 12-week build period.
The website appears custom-built for the labour hire / recruitment industry yet follows the strict guidelines of our parent company. It’s a brilliant product that has allowed the marketing team to manage it mostly independently with full customisation.
I have worked with Salva and the Keplyr SEO team for the last three years and have received an amazing SEO service from start to finish. Keplyr understood our business strategy from the beginning and took the lead in helping design a custom B2C SEO campaign for a 12-month period to begin drawing rich traffic through to the new website. Towards the end of that year, we pivoted our strategy into a B2B focus which has resulted in immediate new client leads. We have received on average two new client enquiries a week since our strategy shifted, and 60% of the leads have been directly though Google organic searches - meaning the work Salva has been doing for us is generating new revenue streams for the business.
Working with the team at Keplyr has been a joy. They have always taken the time to understand our strategies before exploring solutions to normal marketing and technology problems. That patience has always resulted in a positive outcome, whether that has been with a large rebrand project, a website build, or an SEO program. If you are looking for a highly skilled team, who will understand your brief and will guide you towards a successful end result, I cannot recommend the Keplyr team more.
Jamie Kidd
Group Marketing Manager, Synergie Australia
The takeaway
This project is a strong example of turning a constraint into a solution: without access to the source site, we didn't compromise on the brief. We engineered an alternative path that delivered the same outcome, on a tight timeline, for a client stepping into a new global identity. It's proof of Keplyr’s ability to move fast, find workarounds when the obvious path isn't available, and deliver a platform that performs well beyond launch day.
It's also a reminder that the work doesn't stop at go-live. Because the site's information architecture was built with SEO in mind from day one, the 12-month SEO program had a genuine head start. This is reflected in near-doubled organic sessions, a sevenfold jump in top-10 keyword rankings, and rising visibility in AI-driven search.
