Conquering Seasonal Search for Australia's Outdoor Equipment Leader
How strategic SEO and content marketing helped Xtend Outdoors achieve 340% traffic growth and dominate seasonal search trends.
Battling Seasonality in Outdoor Retail
Xtend Outdoors, a premium outdoor equipment retailer, faced extreme seasonality in their business. They were losing out on peak season sales to competitors who had established search presence, while struggling to maintain visibility during off-peak months.
- Heavy reliance on paid advertising during peak camping season
- Organic visibility dropping significantly outside summer months
- Category pages not ranking for high-volume product searches
- Limited content to capture early-stage researchers
- Competitors dominating "best of" and review search queries
A Year-Round SEO Strategy Built for Seasonality
We developed a comprehensive SEO strategy that addressed both peak-season dominance and off-season visibility, ensuring Xtend Outdoors captured customers throughout their buying journey.
- Seasonal keyword mapping with content calendar aligned to search trends
- Category page optimisation for high-volume product terms
- Comprehensive buying guides targeting early-stage researchers
- Technical SEO improvements for faster page load on mobile
- Link building campaign targeting outdoor and camping publications
- Product comparison content to capture mid-funnel buyers
Year-Round Search Dominance
Within 12 months, Xtend Outdoors transformed their digital presence from seasonal dependency to year-round growth, with organic search becoming their primary revenue driver.
- 340% increase in organic sessions year-over-year
- 4.7x growth in e-commerce revenue from organic traffic
- #1 rankings for 34 seasonal keywords during peak periods
- 67% reduction in customer acquisition cost through organic growth
- Off-season organic traffic up 180% compared to previous year
- Featured snippets captured for 12 "best camping gear" queries
“We used to dread the off-season, watching traffic and sales drop while we burned through ad budget. Now organic search keeps customers coming year-round, and our peak season performance has never been better.”
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