Sydney Tall Ships offers harbour cruises, corporate events, and sailing experiences on Sydney Harbour. Tourism businesses face a unique SEO challenge — search demand is highly seasonal, peaking around holidays, events, and cultural moments.
Without a content strategy aligned to these seasonal peaks, Sydney Tall Ships was missing massive traffic opportunities during their highest-revenue periods.
Missing seasonal traffic opportunities
867% click surge around Australia Day
No content aligned with event calendar
Strategic seasonal content driving peak traffic
Flat organic performance
9.7× overall click growth
Seasonal Content Calendar
Developed a content strategy leveraging key dates — Australia Day, New Year's, school holidays — creating timely content that captured surging search interest.
Event-Specific Pages
Built dedicated landing pages for seasonal offerings (Australia Day cruises, NYE harbour events) optimised months ahead of the search demand spike.
Evergreen + Seasonal Balance
Maintained a balance of evergreen harbour experience content with timely seasonal pieces, ensuring year-round organic visibility with peak-season surges.
The seasonal content strategy delivered dramatic results — around Australia Day, clicks surged 867% and impressions grew 504% compared to pre-season averages. The strategy proved that aligning content with cultural moments captures massive search demand.
Overall click growth reached 9.7× across the campaign, with impression growth of 6× as the combined evergreen and seasonal approach built sustained visibility.