Google Search Indigenous art and experiences

How Welcome to Country grew first-page rankings 868% in under a year

Welcome to Country ranked for its brand and its experiences, but the valuable eCommerce and location terms were buried or missing. Keyword mapping, optimised copy and authority links took terms like aboriginal jewellery from beyond page 3 to number 1.

I Want Results Like This #1 within a year
A living room styled with Aboriginal art and homewares from Welcome to Country
868%First page rankingsIn under a year
#1aboriginal jewelleryWas beyond page 3
#1aboriginal store
01

The problem

Welcome to Country is a not-for-profit that sources products from artists, art centres and manufacturers with licence agreements that pay fair royalties. The site already ranked for brand terms, product-level searches around its experiences, and broader queries about Australian maps and images.

The valuable keywords were another story. For its eCommerce range, and for city and location searches around its main services, Welcome to Country sat deep in the results or wasn't there at all. The brief was simple: expand search visibility, and grow organic traffic and revenue with it.

What we were up againsteCommerce terms buried deep in the resultsCity and location terms for main services missingRanking mostly for brand and product-level searches
The Welcome to Country homepage at the start of the campaign, built around its experiences.
The Welcome to Country homepage at the start of the campaign, built around its experiences.
02

What we did

We began with comprehensive research into the industry and target market to uncover the high-value keywords, evaluated the patterns behind existing rankings, and mapped the most effective terms to the key pages of the Welcome to Country domain.

1Keyword research and mappingHigh-value eCommerce and location keywords were identified and mapped to the pages best placed to rank for them.
2SEO basics, tested with TF-IDFMetadata, heading tags and page copy were evaluated across the site, the copy tested against Google's signals with TF-IDF optimisation, with continuous on-page recommendations.
3Authority links and citationsOur outreach team secured links from authoritative, trustworthy sites in relevant niches, plus new local directory and citation links for a solid foundation.
4Audited the new eCommerce subdomainWhen shopping and experiences were split onto a separate subdomain, we ran a technical audit and mapped 301 redirects so existing rankings weren't lost.
The Aboriginal Homewares category on the new shop subdomain, one of the key pages in the keyword map.
The Aboriginal Homewares category on the new shop subdomain, one of the key pages in the keyword map.
03

The results

Once the core deliverables were in place, overall search visibility grew substantially and first-page rankings rose 868% in under a year. Many target keywords now rank first, or at least in the top three, including aboriginal jewellery, which had been beyond the third page. Broader terms kept improving after the subdomain audit, with aboriginal store also reaching position 1.

Keyword movement
Search termBeforeNow
aboriginal jewelleryPage 4+1
aboriginal store—1
Positions as at June 2021. A dash means no starting position was recorded.
Position history for 'aboriginal jewellery': the new shop subdomain took over at position 1 in June 2021.
Position history for 'aboriginal jewellery': the new shop subdomain took over at position 1 in June 2021.

With the redirects mapped and the shop subdomain settled, the next step is pushing more of the eCommerce and location terms into those top three positions.

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