PGL Australia SEO Case Study


Engaged Organic Users


Organic Quote Requests

The brief

PGL Adventures provides exhilarating school and summer camp residential trips across the regions of Victoria and Queensland, Australia. Our mission is to elevate the non-brand visibility for this client so they can provide children with unforgettable experiences. Allowing children to embrace camp life and participate in many thrilling activities, including aero ball, bushcraft, canoeing, and much more. With a strong branded presence, our challenge has been to increase non-brand visibility and drive new visitors to the website.

Increase organic lead generation

Increase the number of terms ranked on the 1st page

Improve non-brand visibility

How We Did It

The Challenge:


PGL Adventures faced several pivotal challenges that needed to be addressed:

  • Website Gaps: The website lacked essential pages, such as dedicated sections for school camps, holiday camps, and summer camps.
  • Content Depth: A need for richer, more engaging content was evident, ensuring a comprehensive and immersive experience.
  • Navigation Hurdles: The absence of an efficient internal linking structure made key pages difficult to access, as they were not prominently featured in the main menu.
  • Brand Dominance: Organic statistics were skewed towards branded searches due to heightened brand awareness, overshadowing non-brand searches.

What We Did:


To tackle these challenges and enhance the PGL Adventures experience, we took a range of strategic actions:


  • Tailored Page Creation: We crafted unique, dedicated pages for summer camps, winter camps, and school camps to serve their diverse audience better.
  • Content Optimisation: We revamped existing content, optimising it for search engines to ensure it resonates with and engages our visitors.
  • Schema Implementation: Schema markup was introduced to boost the website’s click-through rate (CTR) by enhancing search results with rich snippets.
  • High-Quality Backlinks: A consistent effort was made to build high-quality backlinks from domains ending in .com, with a minimum domain authority (DA) score of 30.
  • Local Visibility: We optimised Google Business pages to increase local visibility, helping families discover our camps more easily.

Results for Q3:


The results of our concerted efforts during the third quarter were truly remarkable:


  • 10,790 Engaged Users: In Q3, we successfully engaged 10,790 users from non-branded traffic sources, broadening our reach.
  • 272 Organic Quote Requests: The increased visibility resulted in 272 organic quote requests, a testament to our enhanced online presence.
  • First-Page Dominance: A remarkable 105 commercial terms ranked on the first page of Google, representing a substantial 59% year-on-year increase.
  • Summer Camp Surge: Organic clicks from summer camp terms witnessed an astonishing 7,300% increase, indicating heightened interest and participation.
  • Improved Google Ranking: We achieved a significant improvement in our average Google Search Console ranking, with a notable drop from 35 to 16.
  • Shift in Non-Brand Traffic: Our strategy resulted in a substantial shift towards non-brand traffic, marking a pivotal change in our online presence and engagement.

In summary, PGL Adventures has elevated the school and summer camp experience across Australia, enriching the lives of children with unforgettable adventures. Our strategic actions have not only enhanced online visibility but also paved the way for an exciting future filled with growth and opportunity. Get in touch today to find out how we can develop your Australia SEO campaign

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