Go Ride A Wave

A Digital Refresh for an Iconic Surf School

Industry

Hospitality & Tourism

Service

Campaign Timeframe

6 Month SEO Campaign

About

Since 1987, Go Ride A Wave has been one of Australia's most recognised surf schools, introducing over 50,000 people a year to surfing along the Great Ocean Road.

For nearly four decades, their passionate instructors have shared the culture and joy of the sport, building a strong reputation through word-of-mouth. With locations in key tourist spots, they offer lessons for all skill levels. However, their online presence didn’t reflect the quality of their real-world experience.

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Increase in Organic CTR

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Increase in Average Keyword Position

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Increase in Impressions

The Challenge

Go Ride A Wave’s business relies on attracting tourists and locals planning activities along the Great Ocean Road. Their website, however, was not visible in local search results for key locations like Torquay, Lorne, or Anglesea. This meant they were missing the critical window when potential customers were actively looking for and booking surf lessons. The disconnect between their on-the-ground popularity and their ability to attract new online bookings was a clear barrier to growth.

Reflect their real-world brand experience online.

Capture local traffic on the Great Ocean Road.

Improve disconnected user experience.

Review

Working with Go Ride A Wave, we helped their team find just the right people online, which led to more bookings and really strengthened their awesome brand.

Chanie SEO Specialist

The Strategy

Website Overhaul:

The campaign began with a complete overhaul of the website, focusing on a mobile-friendly design that made it easy to find information and book a lesson. This provided a strong foundation for the SEO campaign that followed.

Local Campaign:

A key part of the strategy after reworking the website was local SEO. We optimised their Google Business Profiles for each location and created content targeting geo-specific keywords for towns along the Great Ocean Road.

Optimised Content:

The on-page copy was rewritten to better reflect the brand’s passion and expertise, while a clear internal linking structure was created to guide users through the site. Finally, we secured backlinks from relevant tourism and travel websites to build the site’s authority.

Making an Iconic Experience Easy to Book

The work was designed to create an online presence that captured the professionalism and excitement of the Go Ride A Wave experience. By combining a better user experience with a strong local search focus, we aimed to make their website the easiest and most obvious choice for anyone looking to book a surf lesson on the Great Ocean Road.

Overhauled the website for a better user experience.

Optimised Google Business Profiles for all locations.

Enriched on-page content to reflect brand passion.

The Results

The six-month campaign transformed the website into a high-performing asset that now reflects the quality of their brand. The improvements to local search visibility and user experience have established them as a leading operator online, matching their real-world reputation.

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Increase in Organic CTR

A 44% increase in click-through rate shows the new page titles and descriptions were highly effective at capturing user attention in search results.

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Increase in Impressions

The 27% increase in impressions means their brand is now far more visible to people searching for surf lessons and activities along the Great Ocean Road.

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Increase in Average Keyword Position

IIncrease in Average Keyword Position

A 20% improvement in average keyword position pushed their listings higher up in search results, where potential customers are most likely to see and click them.