The challenge
Off Track RV is a Victorian caravan dealer competing in a category dominated by national brands. Caravan Camping Sales, RV Daily, Lifestyle Caravans and the manufacturer sites sit above most generic category terms. Off Track RV had a weaker domain, a single showroom in Melbourne, and a budget that could not chase the paid-search CPAs the category runs at (A$200 to A$500 per lead).
The brief was sustainable organic growth. No paid media, no large-scale content programme, no link-building outreach. Compound the technical and on-page foundations and let the work pay for itself in quote requests.
The approach
Three layers, run in monthly cycles for 13 months.
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Site architecture rebuild. Restructured URLs to support a clean category, brand and model navigation. Built proper product detail pages for every caravan in stock with consistent schema.
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On-page and content updates. Homepage and caravan brand pages (Vacationer, Radiant, Ozventure, Atlas, Bruder) rewritten for clarity, intent matching and quote conversion. Product, category and brand pages tightened on H1 hierarchy, intro blocks, internal linking, image alt text and Core Web Vitals.
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Conversion path. "Get a quote" CTAs surfaced consistently across product pages with a single low-friction quote-request flow. This one path drove 2,060 quote-click conversions, 88% of all organic conversions across the 13-month window.
Each monthly cycle had a defined output: a technical fix list, an on-page sweep across a page set, conversion-path polish, then measurement. No big content programme. No link campaign. No creative reset every quarter.
What got shipped
- Product, Organization, Breadcrumb and Vehicle schema across the stock catalogue and brand pages.
- URL hierarchy migration to a clean category, brand and model structure.
- Core Web Vitals fixes covering image delivery and render-blocking resources.
- Internal linking architecture so a Vacationer Rough Rider page surfaces relevant Radiant and Atlas alternatives, with cross-brand navigation built into every product template.
- Product page template standardisation with specs, quote CTA, key features and related listings on every detail page.
- Homepage rewritten to surface in-stock inventory and the quote path above the fold.
- Google Business Profile work for the Melbourne showroom, then location-aware page elements as Rockingham WA and NSW came online in April 2026.
Picking the battles we could win
We could not outrank the national portals on "caravans for sale Australia" or compete on link volume with the manufacturer sites. So we did not try.
We focused on Melbourne-modified and model-specific terms where Off Track RV had real product overlap and local presence. We optimised the full funnel, brand pages and model pages included, so the quote-request flow captured researchers earlier in the 6 to 18 month buying cycle rather than competing only on bottom-funnel keywords.
The results
Measured across April 2025 to April 2026. Source: GA4, Google Search Console, SerpRobot (AU desktop, 81 tracked keywords, May 2026 snapshot).
Organic traffic
- 44,210 organic sessions across 13 months.
- Monthly sessions lifted 1.85x. April to December 2025 averaged 2,724 per month. January to April 2026 averaged 5,044 per month. March 2026 peaked at 5,508.
Organic conversions
- 2,347 key events total: 2,060 quote-request clicks, 112 caravan enquiry form submissions, 93 newsletter signups, 77 contact submissions.
- Monthly conversions lifted 2.75x. April to December 2025 averaged 117 per month. January to April 2026 averaged 323 per month. March 2026 peaked at 419.
- 5.3% organic conversion rate (2,347 / 44,210), against a typical B2C automotive ecommerce benchmark of 1 to 2%.
Cost per conversion
- A$9.97 organic cost per quote across the 13-month engagement.
- Paid-search CPAs in the caravan category typically run A$200 to A$500 per lead. Organic delivered conversions at roughly 5% of paid cost.
Rankings (SerpRobot, AU desktop)
- 7 keywords in Top 3, 18 in Top 10 across 81 tracked terms.
- #1 on "caravan dealers Melbourne" (320 monthly searches).
- #2 on "vacationer dakar caravan", "radiant extreme caravan" and "used radiant caravans for sale".
- #7 on "caravan sales Melbourne" (2,900 monthly searches).
What we'd point to
A small Australian dealer outranked national portals and manufacturer sites on the Melbourne-modified terms that matter for their category. The quote pipeline this work generated supported a commercial case: in April 2026, Off Track RV opened two new showrooms in Rockingham WA and NSW, growing from one location in Victoria to three across three states.
The work compounded because the cycles compounded. Technical fixes from month three made the on-page rewrites in month seven rank harder. Schema rollouts from month four lifted CTR on listings shipped in month nine. None of it was glamorous. All of it was measurable.