Welcome to Country is a not-for-profit organisation that sources items from artists, art centres and manufacturers who have licence agreements with artists and pay fair royalties.
They were previously ranking for terms surrounding their brand, product level keywords in terms of their experiences and broader search terms surrounding Australian maps and image-related queries. However, when it came to highly valuable keywords including their eCommerce offerings and city & location targeting for their main services, they were in the deeper pages of the search results or not there entirely.
Therefore, the brief was simple – expand their search visibility, increase their organic traffic and organic revenue.
We started the project by conducting comprehensive research on the industry and target market to uncover high-value keywords that we then put into our keyword mapping strategy. We next evaluated the patterns of any existing ranking keywords, chose the most effective and relevant high-value keywords, and mapped them to the key pages of the Welcome To Country domain.
We next evaluated all of the “SEO basics” – metadata, heading tags, page copy, and more – and tested the copy against Google’s AI using TF-IDF optimisation to ensure that it would perform well against Google’s signals, as well as providing continuous recommendations for on-page optimisations.
Following the completion of the onsite and content optimisation, we commenced the link acquisition efforts to boost Welcome To Country’s Domain Rating and Authority. Our outreach team focused their initial efforts on acquiring authoritative links from high-value, trustworthy sites in relevant niches, while also developing new local directory and citation links to establish a solid foundation for the domain.
After the implementation of all core deliverables, we saw substantial growth across the website’s overall search visibility and many of their target keywords are now ranking first, if not, in the top three positions; including aboriginal jewellery which was previously ranking beyond the third page:
We also performed an audit on their new eCommerce website as Welcome To Country separated their shopping and experiences to a different subdomain. This audit consisted of an overall technical analysis as well as mapping out 301 redirects to ensure that previous rankings were not lost due to previous pages not redirecting to their new counterparts. As a result, we also saw broader terms continue to improve, including aboriginal store which is now also in the first position:
