Out of the Ordinary Outback
Rock Solid Marketing built the website and runs SEO and social media for Out of the Ordinary Outback, a Broken Hill accommodation group with motels across far west NSW. By June 2020 its organic traffic was nearly 6 times January’s.
The objective
What Out of the Ordinary Outback needed
Out of the Ordinary Outback is a Broken Hill accommodation group whose properties include the White Cliffs Underground Motel, The Argent Motel and The Tourist Lodge. Its guests are adventure seekers, families and groups who plan their outback trip online.
When the group came to Rock Solid Marketing at the end of 2019, its website had never had SEO work and drew almost no organic search traffic. It wanted travellers searching for accommodation, caravan parks and tours in outback NSW to find its properties, see what each place is like and book direct.
Key results
What changed for Out of the Ordinary Outback
- Organic traffic in June 2020 nearly 6 times higher than in January 2020
- Keyword visibility up 30% from January to August 2020
- 15 target keywords on page one of Google in August 2020
- More enquiries and direct bookings, especially in peak travel periods
- Higher social media engagement across every platform
Visuals
The Out of the Ordinary Outback brand and website up close
Website design and build
Keyword research and an expanded keyword list
Review of about 5,000 backlinks, with spammy links disavowed
Google Analytics and Search Console set up, technical fixes and faster page loads
Social media campaigns for each property, including specials and events
Blog posts, photography and promotional videos
New content, imagery and search-friendly copy on each property’s website
Seasonal promotions, school holiday specials and family packages
About the project
The Out of the Ordinary Outback story
The situation
Out of the Ordinary Outback is an accommodation group based in Broken Hill. Today it runs the White Cliffs Underground Motel, The Argent Motel and The Tourist Lodge, and our campaigns have also covered properties such as the Broken Hill Outback Resort, Copper City Motel and Warrawong on the Darling. Its guests are adventure seekers, families and groups who plan their outback trip online.
When the group came to Rock Solid Marketing at the end of 2019, its website had never had SEO work and drew almost no organic traffic. Travellers searching for outback NSW accommodation, caravan parks and tours rarely found it.
What we did
We started with the website’s foundations, then built the marketing on top.
- Website. We designed and built outoftheordinaryoutback.com.au, with a page for each property, group travel, specials, news and a downloadable visitor guide. Booking buttons go straight to each property’s booking system.
- SEO. We researched and expanded the keyword list, then reviewed about 5,000 backlinks and disavowed the spammy ones. We set up Google Analytics and Search Console, added internal links across the site, fixed the errors a site audit found and sped up page loading.
- Content. Blog posts, photography and promotional videos showed what each place is like, shared across social media, the website and email newsletters.
- Social media and specials. We ran campaigns for each property, with seasonal promotions, school holiday specials and family packages timed for the busy travel periods.
What changed
A few months in, COVID-19 stopped travel. Out of the Ordinary Outback kept the SEO work going, and the results showed once Australians could travel domestically again in June 2020. Organic traffic that month was nearly 6 times higher than in January. Keyword visibility rose 30%, and by August 2020, 15 target keywords were on page one of Google.
The promotional campaigns brought more enquiries and direct bookings, especially in peak travel periods, and social media engagement rose across every platform.
Why it worked
What made the difference
Out of the Ordinary Outback kept investing in SEO when COVID-19 stopped travel in 2020, at a time when few competitors were. We used those quiet months to clean up the site’s backlinks, fix technical errors and build the keyword list, so the pages were ranking when Australians could travel again. Social media and seasonal specials then gave those visitors a reason to book.
Services on this project
Want results like these?
Keep exploring
More work like this
Murray Darling regionCapogreco Winery Estate
Rock Solid Marketing built the first website for Capogreco Winery Estate, a family-owned boutique winery in the Murray Darling region established in 1976, with online wine sales and an SEO foundation for regional discovery.
The estate’s first website, built around its heritage
Mildura VICSunraysia Residential Services Inc
Rock Solid Marketing worked as part of the team at Sunraysia Residential Services (SRS), a Mildura aged care, disability and child care provider of almost 50 years, on its brand, website, SEO, email and social media.
One clear, consistent brand across the SRS services and platforms
Mildura VICSunraysia Farmers Market
Rock Solid Marketing ran social media and creative for Sunraysia Farmers Market in Mildura, with reels, photo stories and seasonal campaigns that helped increase event attendance and early-morning foot traffic.
Increased event attendance and early-morning foot traffic
Let’s Talk Marketing – Book Here
Let’s start by scheduling a free discovery call so we can get to know each other and see if we’re a good fit for your marketing needs.