#pSEOBreakdown
Muval Programmatic SEO Case Study
Muval has implemented a killer programmatic SEO strategy to target various aspects of moving and logistics. Their approach focuses on 3 main areas which helps them to generate a whopping 44,000+ visitors per month.
Muval is a platform that helps customers find, compare, and book removalists in Australia, saving money on relocations.
#snapshot
Muval Goes All-in on Organic Growth via pSEO
The key to Muval’s growth is its focus on organic traffic, achieved by creating 100’s of landing page style pages using programmatic SEO.
Marketing Channel Distribution
A whopping 49.66% of site visits come through organic search. They’ve effectively established a robust programmatic SEO strategic advantage with moving and logistics-relevant keywords like:
- Local moving services
- Interstate moving deals
Organic Traffic Trends
Organic search brings 44,211 monthly visitors to the site currently. Compared to 4 years ago when traffic was 10,041, this marks a 340.30% increase.
The site’s organic traffic has shown a downward trend in the last 4 months, with monthly visitors falling from 76,035 to 44,211.
#breakdown
Detailed Analysis of pSEO Areas
Muval has implemented the techniques of programmatic SEO in the following areas. Let’s have a look at the case study.
#pSEOArea1
Local moving services
The keyword structure for this are follows a consistent pattern, combining head terms with specified modifiers. The pages are generated to capture a wide range of search phrases, such as:
Not only that, the target keywords are strategically crafted to capture a wide range of user intents as well, such as:
- Best {Location} removalists
- Affordable {Location} movers
- {Location} moving companies
- Compare {Location} relocation services
{Location} Removalists
This area targets users looking for moving services in specific cities to compare prices and book reliable removalists.
✓
Landing Page-style pages
✓
Commercial search intent
✓
Middle of the Funnel
✓
Location-based page type
#pSEOArea2
Interstate moving deals
The keyword structure for this are follows a consistent pattern, combining head terms with specified modifiers. The pages are generated to capture a wide range of search phrases, such as:
Not only that, the target keywords are strategically crafted to capture a wide range of user intents as well, such as:
- Cheapest backloading {Location 1} to {Location 2}
- Best {Location 1} to {Location 2} movers
- Affordable {Location 1} to {Location 2} move
- {Location 1} to {Location 2} moving companies
{Location 1} to {Location 2} Backloading
This area targets users searching for affordable interstate moving options between specific Australian locations, capturing long-tail keywords related to cost and service.
✓
Landing Page-style pages
✓
Informational search intent
✓
Top of the Funnel
✓
Location-based page type
Competitor Traffic Review
Muval content strategy is also a key factor in why the company is generating more search traffic competitors
Muval
44,211 visitors
optimove.com.au
20,620 visitors
grace.com.au
20,306 visitors
kentremovalsstorage.com.au
26,829 visitors
easypeasyremovals.com.au
5,014 visitors
Programmatic SEO Insights
Lessons from Muval successful programmatic SEO implementation.
🌎
Hyper-Localized Content Strategy
Muval’s city-specific landing pages for removalist services demonstrate how granular, location-based content can effectively target long-tail keywords and capture local search intent, driving targeted traffic.
📊
Data-Driven Page Generation
The company’s use of data to generate pages for specific moving routes shows how leveraging existing data sets can create valuable, user-centric content at scale while addressing specific user queries.
🔍
User-Centric Information Architecture
Muval’s intuitive site structure and navigation, tailored to different user journey stages, illustrates the importance of organizing programmatically generated content for optimal user experience and search visibility.
🔗
Cross-Linking for Topical Authority
The interconnected network of location and service pages on Muval’s site showcases how strategic internal linking can distribute link equity and reinforce topical authority across programmatically generated pages.
📝
Scalable Template Optimization
Muval’s consistent yet customized page layouts for different service types demonstrate the effectiveness of creating flexible, SEO-optimized templates that can be scaled across numerous pages while maintaining uniqueness.
💲
Conversion Optimization Focus
Muval’s clear calls-to-action and streamlined booking process on generated pages demonstrate the importance of aligning programmatic SEO efforts with conversion rate optimization to maximize ROI.
More Case Studies…
We also have some other programmatic SEO case studies that you can look through.
References and Resources
Custom AI Scripts
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pSEO Examples List
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- We pull traffic data from the SimilarWeb API in the #snapshot section, with updates like the latest one on May 19, 2025.
- Similarly, Core Web Vitals data in the #breakdown section is updated regularly from the Google PageSpeed API, with the most recent update on May 19, 2025.