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Back to Case StudiesElevating an Outdoor/Travel Website with Strategic Link Building
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85
Links built
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38
Average DR
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284.395%
Traffic Increase
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12mo
Campaign Length
Campaign Overview
Our client’s website is the go-to spot for people who love outdoor adventures and travel, packed with a shop and courses to boost their experiences.
Although they’re based in Australia and have a solid local following, they wanted to make a bigger splash and pull in more visitors from the U.S. — a country where a lot of their potential customers live.
But here’s the thing: standing out in the travel and outdoor scene online is tough.
It’s not just about outshining other local businesses; the real challenge comes from going head-to-head with big-name websites that already have a strong hold on the market.
Our client has great content and offers valuable services, but they were kind of like a hidden gem that needed to be discovered by more people.
So, our mission was to help them climb up the search engine rankings and get noticed by more outdoor enthusiasts, not just in Australia but all the way over in the U.S. too.
It was all about getting their name out there and showing what they’ve got to a broader audience.
Strategy Development
In-Depth Website Analysis
To kick things off, we conducted a thorough analysis of the client’s current link profile and identified key opportunities to improve their online presence.
The audit showed that our client’s backlink profile was good. It had a similar domain rating to its competitors, however, most of its backlinks were pointing to the home page with almost no links to the service pages.
It also showed us that we need to build a total of 85 backlinks to 12 different service pages to get our client to the top of Google.
After thoroughly analyzing the competitors’ link-building velocity, our strategy was clear:
Build 7 high-quality guest post links per month, targeting service pages with high traffic potential.
Learn More About The Business
To truly amplify our client’s online presence, we dove deep to understand their business inside out.
We didn’t just have a chat; we had a comprehensive meeting where we dug into the nitty-gritty of what makes their business tick.
Our goal? To pinpoint the pages that matter most to them and, more importantly, to their audience.
We didn’t rely on guesswork. Together with the client, we sifted through their website, identifying the key pages that not only draw in traffic but also drive their business forward—these are the pages that resonate with their audience and bring in the most value.
Think of it as finding the golden nuggets that could really make a difference in their online visibility.
Armed with insights from the client and our own data analysis, we crafted a strategy that’s all about smart allocation. We looked at keyword difficulty—basically how tough it would be to rank for certain terms—and combined this with an understanding of which pages are the real moneymakers for our client.
Rank The Service Pages in Australia
Once we had our strategy and priorities set, the next step was to elevate the client’s service pages in the Australian market.
We knew that local success was crucial for building a strong base and leveraging global reach.
Our focus was on localized SEO tactics—this meant optimizing for Australian-specific keywords and ensuring the content resonated with the local audience.
We also diversified the link sources, targeting Australian-based outdoor and travel sites to enhance relevance and trustworthiness in the eyes of search engines.
This approach wasn’t just about getting any links; it was about getting the right links that would signal to search engines that our client was a key player in the Australian outdoor and travel scene.
Get More Traffic from The US
With the Australian base solidified, we shifted gears to tackle the US market, where a significant portion of the client’s potential audience resided.
Understanding the nuances between Australian and American search behaviors was key. We tailored our strategies to align with US-specific interests and search trends in the outdoor and travel niche.
Our link-building efforts expanded to include US-based sites, prioritizing those with a strong presence in the client’s industry.
This not only diversified the client’s backlink profile but also enhanced its authority and visibility in the US. We employed strategic guest posting, ensuring that every piece of content was insightful, valuable, and tailored to engage the US audience.
Campaign Breakdown
December 2022
The campaign kicked off in December with a sharp focus on improving rankings for four key pages, which were already showing promise in the Australian market.
At the onset, these pages were ranking at various positions on the first page of Google, specifically at 9th, 10th, 7th, and 5th places for their target keywords.
To boost their standings, we deployed 6 powerful DR 60+ links pointing directly to these pages, using exact and partial match anchor texts.
January 2023
In January, we zeroed in on the store page, which was sitting at the 17th spot for its primary keyword in the Australian market – a decent start, but we knew they could climb higher.
So, we rolled up our sleeves and got to work, crafting and placing 4 DR60+ backlinks aimed at giving their ranking a solid boost.
But we didn’t stop there. Recognizing the opportunity to broaden our impact, we introduced 5 new key service pages into our campaign.
To kickstart their ascent in the search rankings, we distributed 6 DR60+ links across these new pages, not just focusing on one but enhancing several at once.
This was a calculated move to spread our efforts across the site, ensuring multiple pages received a boost, not just the main store page.
February 2023
The Australian traffic to our client’s site climbed from 2,738 in December to 3,415 by the end of February — a testament to our strategic link-building efforts.
Even more impressive was the leap in keyword rankings, with an increase from 3,289 to 3,683, highlighting the growing visibility of our client’s website.
The store page, which was lingering at the 17th position, made an exciting jump to the 9th spot. It wasn’t a huge leap but it was a sign that we were on the right track.
We also honed in on regional specificity this month. We placed 5 strategic links to a dedicated landing page for New South Wales and 2 additional links for a dedicated page for Sydney, ensuring local relevance and stronger visibility in this crucial market.
March 2023
March marked a strategic pivot in our campaign, focusing on broadening our client’s footprint in the US market. We identified a blog post with high potential to attract relevant US traffic.
To optimize our resources while ensuring effectiveness, we strategically placed 2 DR 30+ links to this post. Our analysis confirmed that these links were sufficient to elevate the post’s ranking without overspending, demonstrating our commitment to cost-effective and targeted link-building.
Additionally, we turned our attention to a course page that was hovering at the 8th spot in search rankings. To bolster its position, we introduced a single, well-placed link, aimed at nudging it higher on the search results page.
