SEO Melbourne worked with the City of Port Phillip council to increase exposure for their Explore Port Phillip site, which provides entertainment and local area information. Council websites face unique challenges — they often have strong domain authority but lack the SEO-optimised content needed to rank for tourism and entertainment searches.
The site needed to compete against commercial tourism operators and travel review platforms for local experience searches.
Council tourism site buried in search results
Top rankings for local entertainment searches
Limited organic engagement with community
3.2× organic traffic growth
Weak content siloing and structure
Themed blog articles and content silos driving traffic
On-Page Optimisation
Implemented comprehensive on-page SEO throughout the site — tailored titles, optimised meta tags, and structured heading hierarchy for every key page.
Content Silos
Built themed content silos organising information by activity type, location, and interest — making it easier for both users and search engines to navigate the breadth of local offerings.
Blog Content Strategy
Created themed blog articles highlighting local experiences, seasonal events, and area guides — capturing the long-tail searches tourists and locals use when planning activities.
The focused on-page optimisation and content silo strategy drove organic traffic up 3.2×, with overall website traffic doubling. The themed content approach successfully captured the diverse range of local experience searches.
Key entertainment and activity terms reached top-5 positions, connecting the community with local experiences through organic search.