CASE STUDY
Increasing the Visibility of the Iconic Australia Post
SEO to Boost Awareness & Enhance Content Value.
Challenge
The iconic Australia Post is part of the fabric of Australian culture. While AP does fantastic work supporting community initiatives with its engaging, useful content, the brand struggled with visibility. As such, Tug was tasked with optimising AP’s great content and to reaching a wider audience.
Solution
By opening up their community content, we could bring to the fore all the brilliant work Australia Post does for the community. Tug’s strategy included a content gap analysis and identification of high-traffic keywords The blog’s URL structure was also overhauled – improving user navigation and search engine accessibility. The result? By spotlighting the brand’s significant grants and community support initiatives, we were able to drive traffic, engagement, boost organic visibility and increase awareness to a much broader audience. A library of non-branded search terms were identified that captured intent at each stage of the search journey that informed an SEO-led content strategy. Tug Labs’ Intent Mining Tool further enhanced content creation and optimisation against search intent and identified new opportunities for content creation and audience engagement.Results
+86%
Increase in organic visibility – mobile visibility improved by 90%.
143%
Increase in organic traffic.
345
Keyword rankings improved.
Tug Labs
- Content
- Data
