CASE STUDY
A High-Conversion Website
For A Growing Classifieds Business
Website Structure Optimisation
Generates Leads (Almost Overnight)
Results delivered within one month of optimising Caravan
Sales’ website structure, without a rebuild.
Our Client
Caravansales.com.au
Caravansales.com.au is a leading Australian online caravan marketplace, dedicated to connecting caravan, motorhome and recreational vehicle (RV) buyers and sellers across the country.
Locally owned and operated, CaravanSales.com.au serves both private owners and licensed dealers with a stress-free online platform, featuring thousands of new and used caravan listings.
The Challenge
In a crowded and highly competitive digital marketplace, CaravanSales.com.au faced the challenge of increasing overall site traffic without relying on large advertising budgets.
While competitors poured significant spend into paid media, CaravanSales’ advantage lay in offering far more affordable listing packages, meaning the website itself had to do more of the heavy lifting.
The core problem was discoverability. The existing site structure limited how effectively search engines could index key categories, vehicle types, and locations, restricting organic reach, and therefore limiting caravan listing package purchases.
Our Strategic Approach
Our approach centred on turning the website itself into CaravanSales’ primary growth engine. Rather than relying on paid traffic, we focused on building a search-led architecture that mirrored real-world buyer behaviour; ie. how Australians actually look for caravans online.
We began with deep keyword and intent analysis across the caravan market, mapping the most common search patterns used by buyers at every stage of their journey. This insight shaped a new site hierarchy that prioritised high-intent categories and created clear, indexable pathways for search engines.
Some of the actions we took included:
- Analysing buyer search behaviour across caravan types, price ranges, and locations
- Identifying gaps in existing indexable pages and category depth
- Designing a scalable information architecture aligned to real search demand
- Prioritising organic growth as the primary acquisition channel
- Restructuring category and subcategory logic around how people search (not how inventory is stored)
- Creating clear, crawlable pathways for Google across vehicle types, regions, and filters
- Improving internal linking to surface deeper inventory
- Ensuring the structure remained intuitive for users, not just search engines
- Implementing the new architecture in a way that preserved existing equity
- Establishing SEO-ready templates for future growth
- Optimising URL structures, headings, and page relationships
- Ensured mobile usability
The result was a platform designed to grow organically at scale - one where every listing had a clearer path to discovery, every category served a real search intent, and the site itself became a competitive advantage in a market dominated by paid media.
The Results
Following the implementation of the new site structure and SEO foundations (without requiring a website rebuild) CaravanSales.com.au began to see measurable improvements in visibility, user engagement, and overall site performance, with substantial results emerging within the first month.
At the three month milestone we have achieved:
Strategy Summary
Rich Brown
Diploma of Web Development – TAFE NSW
Rich brings over 25 years of hands-on digital experience to TheOnlineCo. He began building websites in 1998, where a fascination with early server traffic insights led to an organic transition into Search Engine Optimization. Recognised as an early adopter, Rich was invited by Google in the early 2000s to test their new Universal Analytics platform – an experience that sparked a lifelong dedication to data-driven search strategy.
Because Rich’s foundational expertise is in web development, he possesses a distinct technical edge over traditional SEOs. This deep understanding of code and site architecture allows him to diagnose and implement complex structural optimisations that others miss. Dedicated to mastering his craft, Rich studied under SEO pioneer Bruce Clay in 2018. He adopted Clay’s renowned website “Siloing” architecture, a technique he continues to leverage with a strong track record of success for TheOnlineCo.’s clients.
As Chief Strategist, Rich directs overarching SEO and GEO (Generative Engine Optimization) campaigns. He is passionate about staying ahead of the algorithmic curve, constantly adapting to the latest AI trends to ensure his team is executing modern best practices. By managing the team’s monthly focus, Rich ensures that the most impactful, high-priority tasks are executed for every client.
Originally from Seattle, Rich relocated to Australia in 2013. Outside of the digital space, Rich is an avid songwriter and guitarist. Drawing on his past career as a professional baker, he brings a highly methodical, precise, and creative approach to everything he does.
