Experiences & Gifting

Industry: eCommerce

Duration

Jan 2024 - Ongoing

Value

This is a tier 1 client

Tools Used

Google Analytics 4, Google Search Console, SEMrush

Scope of Work

From 2024, I worked across multiple websites within a major experiences and gifting portfolio, focusing on content strategy and optimisation, technical SEO and authority-building initiatives.

Content Strategy & Optimisation

Keyword research and content audits
Content briefs for existing page improvements based on eCommerce landing page best practices
Content production and ongoing monthly optimisation
Seasonal and high-intent content strategy

Technical SEO & Site Health

Monthly technical optimisations and website health checks
Ongoing recommendations to improve organic performance and visibility

Authority Building

Continuous link-building initiatives to strengthen domain authority and referral traffic

Site Migrations

Supported pre, during and post-migration processes to minimise ranking disruption and support a seamless transition

Key Achievements

Valentine’s Day 2024 Performance

For keyword-optimised Valentine’s Day pages developed using content briefs:

+36% increase in sessions YoY (+3,306 sessions)
+20% improvement in average ranking YoY
+38% increase in CTR from non-branded terms

Priority Valentine’s Day Landing Page

+113% uplift in sessions YoY (+928 sessions)
+111% increase in CTR

Through a data-driven content and organic search approach, the client achieved significant organic growth across seasonal and high-intent search queries.

Key Achievement - Case Study

Maximising AIO Visibility Through Content

The Challenge

'Experience Client' aimed to increase its presence in AI Overview (AIO) results to drive organic

visibility and revenue. Despite strong domain authority, many high-intent adventure

pages were not surfacing in AIO results, limiting their reach to potential customers.

Our Comprehensive Strategy

We implemented a comprehensive content strategy focused on three key areas:

Aligning Content with AI Search Patterns

•Framed headers as direct questions that match natural user queries

•Provided detailed answers that cover different scenarios of the adventures

Targeting High-Impact Long Tail Queries

•Targeted longer queries (4+ words)

•Included comparative terms such as “best”

•Optimised for location-specific information such as “driving experience in Sydney”

Content Depth

•Wrote detailed descriptions of what to expect

•Included specific venue details

•Cover all key aspects of the topic

The Results

Period: Nov-24 vs Nov-23

Key Takeaway

•Q&A format content boosts AI visibility

•Long-tail and comparative keywords capture high informational-intent searches

•Comprehensive content outranks thin pages

SEO Results Displayed

The /driving-experiences/ pages saw AIO appearance both on desktop and mobile post implementation of KSO’s content optimization recommendation on 8th October 2024

The AIO appearance occurred in November 2024 for the term “best car driving experience” which was part of KSO’s keyword selection