international seo and content strategy

How Aurora Expeditions 
increased international organic traffic by 88%

The client

We partnered with
Aurora Expeditions

Aurora Expeditions is an Australian expedition-style travel company specialising in voyages to Antarctica, the Arctic and other remote destinations. Their passion for adventure, exploring wild places and sharing the experience with friends burns just as brightly as it did 28 years ago. Each expedition is accompanied by some of the world’s best remote area specialists who will expand your knowledge while on board Aurora's expedition cruises. 
the problem

Aurora Expeditions needed to expand their presence to international markets

Although Aurora Expeditions had already been operating internationally for years with their existing website (, they wanted to provide a more personalised experience to customers interested in their expeditions and be able to cater to each market's needs. Particularly, the high interest in Antarctica cruises in the US and Arctic Cruises in the UK provided an opportunity to serve this customers with a better experience than what the Australian site (using AUD$) could provide.
The process? Here’s how we did it!

We use our
refined digital marketing process
It's as easy as 1, 2, 3

1. We identified search opportunities in other markets

Our keyword research highlighted great opportunity for digital expansion to other markets such as the United States and United Kingdom. Aurora Expeditions and Australian Digital realised that in order to reach more customers and provide a better user experience for those of them in other markets we needed country dedicated websites.

2. We launched new US & UK targeted websites

We helped Aurora Expeditions launch two new websites targeting the United Stated and United Kingdom with dedicated CCTLDs (country code top level domains) and hreflang tags. These new sites offered a better user experience by converting expedition prices to the local currency.

3. Aurora created engaging content for their audiences

It's in Aurora Expeditions' DNA to satisfy the curiosity of those interested in polar exploration, so we helped them identify content topics around Antarctica facts, wildlife and travel in order to capture consumers in the early stages of their journey to becoming Antarctica explorers. By becoming a reference in the Antarctica content space, Aurora Expeditions is increasing their brand awareness amongst those who dream of travelling to Antarctica one day.
the results

Over a 12 month period

Organic Visitors
more traffic
United States
Organic Visitors
United Kingdom
Organic Visitors

Take a look at
Aurora Expeditions have to say

Sary Oum

Website Manager
I cannot speak more highly of Rafa from Australian Digital. He is responsive and very knowledgeable on technical SEO.

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