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About Tourism Australia
Tourism Australia is the official government agency responsible for promoting Australia as a top global travel destination. With breathtaking landscapes, cultural landmarks, and unique wildlife, the goal of the organization is to inspire travel to Australia through strategic branding, public relations, and digital outreach.
Challenges
Despite an existing digital presence, Tourism Australia was facing several core issues:
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Low Search Visibility – The website struggled to rank for high-intent global travel keywords.
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Underwhelming Visuals – Graphic elements and visual storytelling weren’t effectively capturing the beauty of Australia’s destinations.
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Ineffective SEO Foundation – The site structure, content, and keyword usage didn’t align with SEO best practices, resulting in missed organic traffic opportunities.
Approach
Tourism Australia partnered with Metrix to elevate their global visibility through a combination of branding enhancements and SEO transformation — aiming to better connect with travelers and boost inbound tourism interest.
Strategy & Execution
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SEO Audit & Keyword Strategy – Conducted a full-scale audit of on-page and off-page SEO, uncovering missed opportunities across core pages and blog content.
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Content Optimization – Rewrote and expanded key destination pages to include long-tail keywords, optimized metadata, and geo-specific travel terms.
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Site Structure Improvements – Streamlined navigation and page hierarchy to increase crawlability and improve user experience.
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Visual Revamp – Reimagined graphic elements and layouts to better showcase the country’s natural beauty, cultural icons, and tourism experiences.
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Performance Tracking – Deployed analytics tools to monitor traffic spikes, bounce rates, and engagement time across updated landing pages.
Outcomes
The combined SEO and branding overhaul positioned Tourism Australia to attract a significantly larger international audience and elevate its online authority in global travel search.
Key Results
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Increase in organic search traffic within 60 days
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Improvement in keyword rankings for “places to visit in Australia”
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Increase in user interactions (video views, gallery clicks)
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