Organisation
Industry
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Founded
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Products / Services Used
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.
Increase in organic traffic
Authority backlinks secured
Publications featured
Months to achieve results
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.
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.
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.
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.
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.
There was no off-the-shelf answer here. Mavlers started by auditing Airtasker’s website performance, search rankings, and where the real gaps were. Then, we built the programme from there. Link building was the spine of it and content syndication ran alongside to extend reach.
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.
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.
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.
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.
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.
VP Marketing
Successful migration of 9,000+ pages across 12+ languages, with no critical downtime.
Multi-channel strategy driving 50%+ monthly registration growth.
Ogilvy needed to scale SEO delivery across multiple markets without expanding headcount. Mavlers stepped in as their invisible production partner.
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