Case Study

Winnebago

Winnebago Australia is one of the country’s leading motorhome and campervan brands, combining iconic heritage with Australian innovation. Backed by decades of RV expertise, Winnebago designs premium recreational vehicles that help Australians explore the country in comfort, safety and style.

148%
⬆ Organic Search Leads
2x
⬆ Page 1 Rankings
45%
Website Leads From SEO
★ 148% increase in organic search leads★ 2x increase in Page 1 Google rankings★ 80% increase in total ranking keywords★ Organic search now contributes 45% of all website leads★ 5.6x increase in informational blog traffic★ 19.4x increase in AI Overview rankings★ 71% of organic traffic now lands on optimised pages (up from 56%), reducing reliance on the homepage

Challenge

Media Heroes began working with Winnebago Australia in August 2025, shortly before the launch of a new website scheduled for October 2025. While Winnebago had built strong brand awareness and generated significant visibility through branded search, the website had limited visibility in non-branded searches for key vehicle types, buyer needs, and broader recreational vehicle topics. The blog was largely inactive, reducing opportunities to attract prospective customers during the research phase of their purchasing journey.

The challenge was to establish a scalable SEO foundation during the website redevelopment, increase lead generation, strengthen Winnebago’s position as Australia’s flagship motorhome brand, and reduce reliance on paid advertising channels for customer acquisition.

Solution

Media Heroes partnered closely with the thl Australia team to embed SEO into the redevelopment of the Winnebago website from the outset. The engagement began with an analysis of existing organic traffic, rankings, and search visibility to identify opportunities beyond branded search.

Working collaboratively with internal stakeholders, we developed a new site architecture covering vehicle types, series, and models, supported by extensive transactional keyword research to align search intent with key landing pages. We also conducted informational keyword research to identify content opportunities across the buyer journey and support long-term organic growth.

Media Heroes created SEO-focused content structures, collaborated with the design team on page wireframes, and developed a content production framework that enabled the website to launch within the 10-week redevelopment timeline. To coordinate content creation across multiple teams, we developed a content tracker to manage briefings, production, approvals, uploads, and SEO quality assurance throughout the project.

We also provided technical SEO guidance, managed the redirection strategy, and conducted pre- and post-migration QA checks alongside the thl Australia development team to support a successful website launch in October 2025.

Following the launch, the engagement continued as an ongoing SEO campaign. This included publishing informational content, ongoing technical SEO improvements, programmatic SEO initiatives and multiple AI Search enhancements designed to increase vehicle inventory visibility, strengthen topical authority, and grow non-branded organic traffic and lead generation.

Key project deliverables included:

  • SEO strategy and consulting
  • Website migration and redirection management
  • Site architecture and information architecture planning
  • Transactional and informational keyword research
  • Content strategy, planning, and SEO copywriting
  • Technical SEO and quality assurance (QA)
  • SEO-focused UX and wireframe consultation
  • AI Search (AEO) optimisation
  • Programmatic SEO
  • Content marketing
  • Conversion rate optimisation (CRO)

Results

The website redevelopment established a scalable SEO foundation, enabling Winnebago to expand beyond its historical reliance on branded search and paid advertising. In the first seven months following the website launch, the campaign significantly increased visibility across non-branded search, generating stronger lead performance and expanding Winnebago’s reach beyond existing brand awareness.

The strategy also strengthened Winnebago’s presence across informational and AI-powered search experiences, helping the brand engage customers throughout the buying journey. Despite paid media traffic increasing by more than 150% during the same period, organic search became the most significant contributor to overall lead generation from the website, creating a more diversified and sustainable acquisition channel for long-term growth.

 

“I’d confidently recommend Media Heroes to larger enterprises and ASX-listed organisations looking for an accountable, outcomes-focused SEO partner.”

Katherine Wyer | National Retail Marketing Manager Winnebago (thl Australia)