SkyPark offers a premium airport parking experience, catering to travellers prioritising quality over price. Despite being a recognised name in Melbourne’s airport parking scene, SkyPark relied heavily on Google Ads—spending five figures per month—to maintain visibility. With long-term profitability limited by its ad spend, SkyPark needed a strategy to reduce ad spend and capture more organic traffic while maintaining its premium position in the market.
102%
Increase in organic traffic
32.9%
Increase in bookings from organic search
52%
Increase in revenue from organic search
What we did
Expanding beyond the home page
SkyPark’s homepage was the only page showing up in search results, which limited how often they appeared for different search terms. We created specific landing pages for keywords like "short-term airport parking" to make the site more relevant and improve its search rankings.
Elevating content for a premium audience
We revamped SkyPark’s homepage to better showcase their premium services and attract high-value customers. By optimising the layout, refining the content, and applying CRO principles, we created a more engaging experience that guides visitors in making bookings.
Connecting the dots for better navigation and SEO performance
After the new pages went live, we updated the internal links to help visitors navigate the site more easily. This made the site easier to use and helped spread SEO benefits across all key pages.
Landing on the first page
SkyPark secured a coveted first-page ranking for the competitive keyword "airport parking melbourne" despite having far less backlinks and referring domains than the competition, driving more targeted traffic to the site and increasing visibility in a crowded market.
Increased brand recognition
SkyPark saw a significant boost in brand recognition, with branded searches growing by 38%, from 720 to 1,000 monthly searches. This increase in brand awareness was further reflected in the 32.1% rise in the click-through rate (CTR) for branded traffic, showing a stronger connection between the brand and its audience.
Price increase with no impact
SkyPark successfully raised its prices while seeing no decline in conversions, demonstrating the power of its strong brand presence and high-quality user experience.
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thoughts
Takeaway 1
Landing on the first page
SkyPark secured a coveted first-page ranking for the competitive keyword "airport parking melbourne" despite having far less backlinks and referring domains than the competition, driving more targeted traffic to the site and increasing visibility in a crowded market.
Takeaway 2
Increased brand recognition
SkyPark saw a significant boost in brand recognition, with branded searches growing by 38%, from 720 to 1,000 monthly searches. This increase in brand awareness was further reflected in the 32.1% rise in the click-through rate (CTR) for branded traffic, showing a stronger connection between the brand and its audience.
Takeaway 3
Price increase with no impact
SkyPark successfully raised its prices while seeing no decline in conversions, demonstrating the power of its strong brand presence and high-quality user experience.
Takeaway 4
Turning traffic into bookings
Conversions soared by 25.8% as the optimised site and compelling content turned more visitors into paying customers, significantly boosting SkyPark's bottom line.
A new era of organic growth
SkyPark’s shift from Google Ads to a strong organic presence has boosted its traffic, revenue, and profitability while reducing ad spend. By enhancing their website’s content and SEO, we increased visibility and brand recognition while maintaining their premium positioning. Our focus on long-term brand growth ensures success beyond the campaign. The results are clear: higher conversions, increased branded searches, and significant savings set SkyPark up for sustained success with reduced reliance on paid ads.