SEO case study

How Park Trek grew page 1 keywords by 150% with SEO and a homepage refresh

Updated 8 November 2026

Park Trek Walking Holidays is a 25-year-old multi-day guided walking tour operator running trips across Tasmania, Victoria, South Australia, NSW and the Northern Territory.

Wolf IQ delivered a homepage refresh, a technical SEO audit and clean-up, and an ongoing Website Care Plan and SEO Growth Plan.

page 1 keywords: +150%; page 1 keywords
organic sessions, year on year: +164%; organic sessions, year on year

Web Design Case Study for Park Trek Walking Holidays - Wolf IQ

Industry

Travel

Location

Melbourne, VIC

Services

Website design WordPress support SEO Technical SEO AI search optimisation

Objective

Grow Park Trek's organic visibility against direct competitors with a homepage refresh and technical SEO improvements.

Outcome

Page 1 keyword rankings up 150%, organic sessions up 164% year on year, and desktop PageSpeed at 99/100 for the first time.

Park Trek Walking Holidays website on multiple devices - Wolf IQ

Context

Park Trek Walking Holidays is a 25-year-old multi-day guided walking tour operator running trips across Tasmania, Victoria, South Australia, NSW and the Northern Territory.

Managing Director Charles Thompson wanted a website that reflected the quality of Park Trek's walks and turned more visitors into bookings, without losing the SEO equity already built into existing pages. The scope covered a homepage refresh, a technical SEO audit and clean-up, and an ongoing Growth Plan.

The opportunity:

Park Trek's WordPress site had served the business well since its last major rebuild in 2014 to 2015, and Park Trek was ready for a site that matched the premium, "serene" experience it is known for.
Page titles and meta descriptions had room to target the high-intent, non-branded searches Park Trek's customers use, such as "hiking tours Tasmania".
There was room to build off-page authority and earn visibility in AI answer engines such as ChatGPT.

Solution

Homepage and technical SEO clean-up: corrected meta titles and descriptions, cleared every 404 error, set up 301 redirects, tidied the schema and heading hierarchy, and lifted desktop PageSpeed to 99.
AI and answer engine visibility: at Charles's request, built FAQ content and schema across the walking-tour pages so AI answer engines such as ChatGPT can find and recommend Park Trek.
Cornerstone content: built topical authority for key non-branded search terms with new and expanded content.
Data-driven prioritisation: used Google Search Console data to pick the three highest-opportunity pages (Homepage, Tasmania and Tarkine) for further on-page work, then ranked the remaining pages by priority.

Park Trek Walking Holidays website mobile view - Wolf IQ

Results

Page 1 keywords up 150%, organic sessions up 164% year on year.

Page 1 keyword rankings up 150% since the January 2026 baseline, from 40 to more than 100.
Desktop PageSpeed at 99/100, up from 54 at kickoff, with zero 404 errors sitewide.
"Park trek walking holidays" ranks in position 1 and drives 37% of the site's traffic; "park trek tasmania" also ranks in position 1.
Engaged sessions up around 18% and average engagement time up around 39%; mobile now drives up to 71% of engaged sessions.

Park Trek is on an ongoing Website Care Plan and Growth Plan, with monthly reporting on organic sessions, ranking keywords, Page 1 keywords and Authority Score. Further SEO growth work and UX optimisation are underway.

Park Trek guests on a guided walking tour

“The way you explained results was easy to understand as a non-digital expert, and it led to a very clear set of quotes and scopes of work.”

Charles Thompson

Managing Director, Park Trek Walking Holidays

Watch Charles's video story →

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