Matt Lenzo is an SEO Executive at Digital Hitmen with three years of hands-on experience helping service-based businesses turn search visibility into consistent, qualified enquiries. He specialises in local SEO, with a particular focus on the health and trades industries — sectors where search intent is high, competition is fierce, and the difference between page one and page two is measured in real revenue.
What sets Matt apart is his ability to connect SEO strategy directly to how a business operates. Rather than delivering generic recommendations, he takes the time to understand each client’s goals, customer base, and definition of success. This informs everything — from how service pages are structured and targeted, to how Google Business Profiles are optimised, to how content is written to match the way real customers actually search.
His work is data-led and outcomes-focused, with performance tracking tied to leads rather than vanity metrics. This approach earned him a nomination for Standout B2B SEO Campaign of the Year at the Global Digital Excellence Awards — recognition that reflects not just technical capability, but the commercial impact his work delivers for clients.
Defining case study
MCT Equipment — B2B Equipment Hire | mctequip.com.au | 2024–2025 | Global Digital Excellence Awards 2025 Finalist — Standout B2B SEO Campaign of the Year
MCT Equipment needed to grow organic visibility and convert decision-makers in construction, civil, and infrastructure into high-value sales enquiries. The business faced content gaps across priority equipment categories, limited in-house SEO capability, and a range of technical legacy issues including indexing inefficiencies, redundant tag pages, and weak internal linking.
Strategy
The approach centred on four areas working in tandem. Audience and intent mapping identified operations managers, procurement leads, and owners searching for specific heavy equipment, with priority given to high-value categories like telehandlers and rotating telehandlers. New landing pages were built with clear commercial intent, structured data, and strong calls to action, supported by comparison articles targeting long-tail and consideration-stage searches. Technical improvements covered sitemap and robots.txt refinement, canonical cleanup, schema implementation, and mobile performance. Finally, UX and conversion enhancements — simplified enquiry forms, improved navigation, and GA4-led analysis — removed friction between organic traffic and actual enquiries.
Results
- +59% increase in organic enquiries (186 → 295)
- +39% growth in organic sessions (3,100 → 4,309)
- 26 core keywords on page 1;
- 14 ranking in the top 3
- Significant ROI uplift from qualified leads in a high-ticket B2B market
- Finalist — Standout B2B SEO Campaign of the Year, Global Digital Excellence Awards 2025
This project demonstrates Matt’s ability to combine technical rigour, content strategy, and conversion optimisation into a cohesive campaign that delivers measurable commercial outcomes — not just improved rankings — in a complex, high-value B2B environment.
Operating philosophy
Matt’s approach to SEO is guided by a straightforward principle:
Before anything else, he wants to understand what the business stands for, how it earns trust, and what makes its best clients come back. That’s the foundation everything gets built on.
That means going deeper than keywords and categories. Matt wants to know what the business does differently, how it talks to its customers, what it values, and what it would never compromise on. Those things shape the way pages are written, the way the brand comes across in search, and the kind of customers the strategy is designed to attract.
The goal isn’t just more traffic, it’s the right people finding a business that genuinely represents itself well. For small businesses, this is especially important. A generic SEO strategy can make any business look the same online.
What Matt builds is something more considered content and positioning that reflects the real character of the business, speaks to the customers it actually wants, and holds up over time because it’s grounded in something true.
The results are tracked in enquiries and leads but the work is guided by something bigger than numbers. Matt wants every client to feel like their SEO actually represents them. That it sounds like them, attracts the right people, and reflects the standards they hold themselves to.
