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SEO Case Study: WA Tourism Operator Grows New Users 440%

Regional tourism runs on long lead times. People plan a trip months before they book anything. Rather than chase booking-ready traffic alone, we widened the site’s reach into that early research phase.

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Ningaloo Station website homepage on desktop

Sector: Tourism
Location: Regional WA

440%Increase in new users

Regional WATourism market

Research stageWhere the reach was widened

Long leadMonths before booking

Their Challenge

The site was reaching people who were already close to booking, which is a small slice of the total audience and the most contested one.

The much larger group, people who were still working out where to go and what the region offers, were being missed entirely. By the time they reached a booking search, the decision had usually been made elsewhere.

Our Solution

We widened the site’s reach into the early research phase, targeting the questions travellers ask months before they book rather than competing only for booking-ready traffic.

That means being present when the trip is still an idea, so the operator is already familiar by the time the booking decision arrives.

Research-stage targeting

Content built around what travellers search while they are still deciding where to go, not only what they search when ready to book.

Regional search behaviour

Planning built around how people research a regional WA trip, which has a far longer decision window than a metro service search.

Content reach

The site given a reason to appear across the wider planning journey rather than one narrow transactional moment.

Measurement on new users

Progress tracked on new users reaching the site, the honest measure of whether reach genuinely widened.

Ningaloo Station points of interest and activities content

The Results

New users grew by 440 per cent. The growth came from an audience the site had not been reaching at all, rather than from taking a larger share of the same small pool of booking-ready searches.

For a regional tourism operator, that early presence compounds. Familiarity built during the planning phase is what brings people back when they are ready to commit.

440% increase in new users
Regional WA tourism market
Research stage where the reach was widened

Take Your SEO To The Next Level

Travellers research for months before they book. Helpful, well-optimised content puts your destination in front of them early, so you are the one they remember when it is time to book.