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SEO

Airtasker drives 7,251% organic growth in 10 months

Project Overview

Organization

Airtasker

Industry

Online Marketplace / Tech

Community

600,000+ users

Location

Australia (HQ Sydney)

Founded

2012

Products / Services Used

  • SEO
  • Link Building
  • Content Syndication
  • Keyword Research

Airtasker connects people who need everyday tasks done - cleaning, deliveries, IT support, office admin - with workers ready to take them on. The platform operates as a trusted community marketplace. It matches demand and supply across a wide range of service categories.

‍

Since launching in Sydney back in 2012, Airtasker has grown into one of Australia's biggest digital marketplaces with a community of over 600,000 users.  More than $40 million worth of tasks have been completed through the platform.

‍

Following a $22 million Series B led by Seven West Media, bringing total funding to $32 million, the company engaged Mavlers to strengthen its organic search presence ahead of an international expansion push.

Performance Insights

Key results for the client

7,251%

Increase in organic traffic

30+

Authority backlinks secured

50+

Publications featured

10

Months to achieve results

Client Objectives

The challenges Airtasker faced

1.
Low organic visibility on key category pages

Airtasker's most commercially significant pages, location-based service terms like home cleaning Melbourne and home cleaning Sydney, were buried beyond page three. At that depth, high-intent search traffic doesn't arrive.

2.
An underdeveloped backlink profile

The site's link profile lacked the depth and quality needed to compete against established players in the Australian online marketplace segment. Rivals with stronger domain authority were capturing searches Airtasker had every reason to own.

3.
Thin presence on editorial platforms

Despite its growing user base, Airtasker's footprint across publishers and blogs was limited. That gap created exponential problems: fewer referral pathways and weaker trust signals to search engines.

4.
Untapped demand at the city level

Commercial intent around city-specific service queries was strong and largely uncontested for Airtasker. But the pages designed to capture that demand weren't optimized to do so at any meaningful scale.

5.
Results required within a startup budget

Airtasker needed a partner capable of executing strategy, managing reporting, and delivering measurable outcomes without expanding its marketing spend beyond what the growth stage warranted.

Mavlers Strategy

The approach that drove 7,251% organic traffic growth

1.
Comprehensive SEO audit and keyword research

Mavlers reviewed Airtasker's search positions. The team identified pages with weak or no rankings, and conducted keyword research across the category pages carrying the most commercial weight.

2.
A link building roadmap with monthly KPIs

Link acquisition became an ongoing programme. Monthly targets were set for both quality and quantity. The measure of success was contribution to authority, rankings, and traffic, not link count alone.

3.
On-page work across category pages

Title tags, meta descriptions, and on-page content were refined to match target keywords. Ranking changes were tracked closely to turn last month's lessons into next month's strategy.

4.
Backlinks from sites with high authority

Mavlers secured 30+ backlinks from a curated list of reputable Australian websites selected for relevance and ranking impact. That included Handyman, MYOB, RateCity, realestate.view, Flatmates, and doityourself.

5.
Content syndication

Running in parallel with the link building effort, a content syndication campaign placed Airtasker's content across 50+ blogs and online publications. It helped build brand awareness and reinforcing the SEO programme with broader distribution.

Results

What Airtasker achieved

We partnered with Mavlers for a strategic link building campaign to improve rankings and grow organic traffic for key categories. Their clear monthly KPIs and focused execution delivered strong results, with several target keywords moving from beyond page 3 to top 5 positions on Google. As rankings improved, organic traffic to our category pages grew significantly and continues to increase month after month. Their blend of on-shore and off-shore support, along with their professionalism and transparency, made them a valuable extension of our marketing team.

Sandra Field
Simon Reynolds

VP Marketing

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