RedBalloon

RedBalloon has the largest catalog of experience gifts in Australia — skydiving, hot-air balloons, fine dining, spa days — but catalog depth doesn’t automatically convert into search visibility. Despite the catalog, high-volume category queries like “things to do in Sydney” and “things to do in Melbourne” were ranking below aggregators and travel content farms.

Internal links were fragmented, external authority was inconsistent, and site-speed regressions were clipping crawl budget at scale.

We targeted the high-intent category queries first — location + activity phrases where experience catalogs outperform editorial content when the on-page signals are right. Category pages were rewritten around entity coverage, internal links consolidated around the top 20 revenue-driving pages, and a technical pass cleared render and speed regressions.

Off-page, a steady program of editorial backlinks from Australian lifestyle, travel, and gifting publications lifted domain authority in line with competitive demands.

RedBalloon now captures 4,114,460 organic visits per year and holds page-one positions on two of the most competitive experience-sector queries in Australia. Organic is the dominant revenue channel, with paid trimmed to a supporting role.