Tasman Holiday Parks.

Tasman Holiday Parks, an operator of holiday parks across Australia and New Zealand, partnered with Spicy Web to execute an SEO migration and regional growth strategy. By successfully consolidating domain authority and developing Local Authority Clusters, we turned a high-risk migration into a period of record-breaking growth, delivering a 167% increase in organic revenue Year-on-Year.

Industries

Tourism
Travel

Services

SEO
Technical SEO
Migration SEO

Tasman holiday parks seo migration case study

Challenges & Objectives

AU & NZ Consolidation: Execute a flawless migration across the AU and NZ URL paths while preserving historical search equity.
Protect Revenue During Transition: Ensure that the technical migration did not disrupt the peak booking season.
Improve Mobile Ecosystem: Tackle a high volume of Poor mobile URLs that were creating bottlenecks for the 75% of users searching on the go.
Build Regional Authority: Move beyond generic park listings to dominate local search terms through a destination-led content strategy.

Within 12 Months, we delivered a 167%+ increase in organic revenue.

↑ 167%+

Increase in
Organic Revenue

↑ 92%+

Increase in
Organic Purchases

↑ 119%

Increase in
Organic New Users

Approach & Strategy

Technical Precision & Migration

Flawless Execution: Utilised a comprehensive 50-point migration checklist, covering everything from canonical audits to mobile-responsive testing, ensuring a stable transition.
Redirect Integrity: Systematically eliminated multi-step redirect chains, preserving link equity and boosting mobile page speed.
Mobile-First Indexing: Locked in mobile-specific image aspect ratios and technical fixes, successfully moving 145 URLs from Poor to Good in Google Search Console.

Content & Local Dominance

Local Authority Clusters: Launched 10+ Town Pages and 30+ Holiday Guides. By linking these to park pages with exact-match anchor text, we fenced regional traffic away from competitors.
Google Business Profile (GBP) Audit: Optimised local profiles for high-yield parks, integrating direct booking URLs to bypass costly OTAs and drive direct revenue.
The Pawprint Economy: Capitalised on shifting travel trends by rolling out state-level pet-friendly hubs, siphoning intent away from large competitors.

Key Results

Through our SEO partnership, Tasman Holiday Parks have seen a significant transformation of their brand recognition and organic sales.

Revenue Growth

The strategy delivered a staggering 167% increase in organic revenue. This was underpinned by a 92% surge in total purchases, proving that the traffic growth was high-quality and conversion-ready.

Search Visibility

Total impressions increase by +23%. Our keyword reach expanded by 23% in AU and 39% in NZ, significantly outpacing competitors who saw stagnant or declining footprints during the same period.

AI Readiness

Tasman Holiday Park’s AI foundation remained stable. Our focus on Information Gain narrowed the AI visibility gap, positioning the brand as an authoritative source for AI-generated travel summaries.