Harvest Tours

A family owned business in Margaret River, Harvest Tours offer bus tours through the idyllic Margaret River Wine Region. They’ve built a reputation for local, authentic and friendly tours offering a deep insight into the local culture, community and history that visitors to the region just can’t get enough of.

56%

Increase In Bookings

33%

Increase In Traffic

10X

No. 1 Ranking Core Keywords

The Big Problem

Prior to the pandemic, Harvest Tours’ primary form of marketing was word of mouth, and through third party booking apps like Rezdy. With regular busy seasons and no shortage of visitors to the region, the commission fee from those 3rd party agents was a small price to pay.

When the pandemic arrived though, everything changed. With less visitors than ever before, including none at all from overseas, competition grew incredibly tough. Harvest Tours came to us to not only increase their visibility online, but also to fill seats directly—rather than through booking agents.

Our Solution

The market for people interested in booking a tour was the smallest it had ever been. To get the most value for Harvest Tours, our solution was a double-pronged approach. Get in front of everyone actively looking to book a tour, and get in front of anyone even thinking about visiting the region.

For that reason, we opted for an organic approach. Google levels the playing field, and through SEO we could compete with and win against preferred tour providers. We started by optimising Harvest Tour’s website for high intent, bottom of the funnel keywords to drive immediate conversions, and began creating content to target long-tail, lesser intent keywords moire generally around the Margaret River Region itself.

what we did

SEO 101

The first step of our campaign was to overhaul the Harvest Tours website structure. We analysed keywords, and mapped them to the most important pages and re-created the copy to match. The result? Pages built to rank, perfectly meeting search intent and professionally optimised for Google search without compromising on content quality, brand or limiting tour options for visitors.

SEO Services

Conversion Optimisation

CRO is a multi-faceted endeavour. We attacked it from every angle; shortening the checkout process, simplifying date selection and making it easy for people to choose their perfect tour. Then, we got to work on the copy and the website’s design. We updated it, revising the overall look with subtle, sophisticated changes and emotive, direct copy that drove the user to imagine themselves already there.

Conversion Rate Optimisation

Content Creation

Top-level SEO allows us to reach people with demonstrable intent to book a tour. We were able to optimise the overall site to show when people searched things like “margaret river wine tour”. But we wanted to go further, creating content for broad search terms like “things to do in margaret river” and subtly persuaded the reader that the absolutely wanted to see the region via a wonderful bus tour.

Content Marketing

The power of digital

Harvest Tours wanted more bookings and greater brand awareness, which we’ve helped them achieve, but the results won’t stop there.

As we said, SEO is a long term process. It’s an investment, one that requires ongoing care to get ahead and stay there. At Dilate, we’ve got a focus on sustainable brand awareness – making sure businesses like Harvest Tours are set up to keep on growing bigger and better every year.

With a focus on the right opportunities, user-oriented design and compelling content creation, Harvest Tours has been able to expand beyond word of mouth marketing and pull in a wider range of customers. It also means they are top of mind for the peak season, to help them continue to stand out even amongst the saturation of advertising.

All this SEO work we have done with Harvest Tours also lays the groundwork for future digital advertising. For example, if they wanted to start running PPC ads on Google or Facebook, having an optimised website will reduce cost per click, making the ads cheaper and more effective.

We’re over the moon to have seen amazing results with Harvest Tours since December 2020, and we look forward to all that’s to come.

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