Case Study: Great Ocean Road Regional Tourism—SEO Content


New itineraries and website content inspire visitors to stay longer

Visit Great Ocean Road logo

Great Ocean Road Regional Tourism

Along with managing the Visit Great Ocean Road website, Great Ocean Road Regional Tourism Ltd (GORRT), also has responsibility for all aspects of tourism relating to one of Australia’s most recognisable destinations—Great Ocean Road. 

This diverse part of the state of Victoria covers a vast area that stretches for 350 kilometres west along the coast and inland from Torquay to the South Australian border. The region has an extensive variety of attractions ranging from beaches, coastal areas, mountain ranges, forests, small towns, wildlife, local produce and much more. 

Many tourists come to see iconic regional landmarks—most well known are the 12 Apostles and the Surf Coast—often on day or weekend trips from Melbourne. By showcasing other attractions further west and inland, GORRT wanted to encourage visitors to take the extra time needed to experience more of what the Great Ocean Road region has to offer.

Our brief: What Great Ocean Road Regional Tourism needed

The Visit Great Ocean Road main visitor website was rebranded as ‘Greatopia’ during a campaign that ran during the off-peak season. It is a key part of GORRT’s long term strategy to attract more visitors and inspire them to stay longer by exploring other parts of the region—all while spending more on food, accommodation, attractions and tours throughout the area. 

To complement their aim of getting visitors to stay longer, travel further and spend more, GORRT approached us for SEO copywriting services, including an update of existing itineraries, blogs and inspirational content. We also developed new pages and consolidated existing information into additional single-topic pages, while improving all content by rewriting, restructuring and adding links to relevant pages.

Our solution for Great Ocean Road Regional Tourism

By identifying common themes and keywords used by potential visitors who search online to discover the best things to do and see in the region, we worked with GORRT to optimise the Visit Great Ocean Road website content for search engines. We intelligently matched consumer search intent with the information visitors need to plan their trip by directing them from search engines to the most relevant page of online content. 

We jointly developed content briefs with GORRT for new and existing web pages. These gave copywriters clear instructions for including SEO keywords, restructuring content, where to add internal and external links for each page, and where to find the most relevant sources of information to develop new content and itineraries.

We reworked the content on inspirational pages, features about specific attractions and itineraries that encourage visitors to spend more time in the region.

We thoroughly fact-checked and copy edited all content before returning it to GORRT for approval, adjustments and publication on the website.

Key Strategies

Creating new content

Consolidating existing information into new single-topic pages

Revising and rewriting existing content

Optimising content for SEO

Services we provided

The team at Mankind Digital have the necessary knowledge, skills and experience to ensure all aspects of this project could be completed in-house. We provided a range of services in order to fulfil the brief. These included:

  • Review of existing website content, destination pages and itineraries 
  • Development and presentation of recommendations for structural and content improvements 
  • Restructuring of existing content and development of new content optimised for search engines
  • Fact checking and research
  • Copy editing
  • Project management
  • Quality control
  • Client services

Project duration

For seven months, we worked alongside GORRT’s digital team to produce 17 pages of optimised website content, blogs and itineraries that promoted the Great Ocean Road region’s attractions, local businesses, places to stay and much more. This included existing content analysis and appraisal, along with researching, developing and delivering content written for both travellers and search engines. To achieve this, we applied our expertise in SEO principles and experience to a large number of individual web pages containing core information that visitors require to plan and enjoy their stay.

  • Lead time: 4 weeks for research and preparation
  • Project delivery: 7 months

Examples of our SEO content:

Visit Great Ocean Road logo

“We at 'Visit Great Ocean Road' (Great Ocean Road Regional Tourism) engaged Mankind Digital initially for some copywriting, but have since discovered how thorough they are with briefs while always considering and implementing SEO best practice in what they produce. They are really easy to work with, a good mix of friendly and professional—just great people who know their stuff!”

Julia D.


Leverage the power of SEO to attract the right visitors

By upgrading website content with useful information and creating new itineraries that incorporate what visitors are searching for, the new and updated web pages can help inspire people to stay longer and invest more money locally while visiting the many attractions on offer. 

If you are also ready to implement new content marketing and SEO strategies that will assist you to attract new visitors, we are ready to help you. Our team’s expertise can optimise your website so it gains greater online visibility in order to increase your enquiries and bookings. Contact us today to discuss a personalised solution for your travel business or destination.