It might sound surprising, but we’ve just started the complete redevelopment of the Swell Resort website — less than two years after the last one went live.
Why rebuild when we’re already ranking in the top three for high intent Burleigh Heads search terms? Why change what is clearly working?
Because staying ahead means constantly adapting — and right now, we are at a digital turning point.
Why Rebuild Now?
There are three key reasons we’ve kicked off a rebuild for Swell Resort.
1. SEO Performance Is Strong — But Needs to Stay That Way
Swell Resort currently ranks:
- #2 for “Burleigh Heads resort”
- #2 for “Resorts in Burleigh Heads”
- #3 for “Burleigh”
- #4 for “Burleigh resorts”
We have earned this performance through long term SEO strategy including technical optimisation, local keyword targeting, monthly blog content, and consistent website improvements. But SEO is not static. Google continues to roll out changes that favour better user experiences, faster load times, and clearer semantic structure. Without a rebuild, we risk falling behind.
Even small tweaks in Google’s algorithm can shift rankings. Rebuilding lets us modernise code structure, streamline user experience, and re-optimise core pages for today’s ranking signals — keeping Swell in the top results.
👉 Learn more about our SEO Strategy
2. Traffic and Revenue Surges After a Rebuild
We have seen again and again that rebuilding a site leads to sharp improvements in both traffic and direct bookings.
For example:
- A recent rebuild for The Beach Cabarita contributed to a 55.8 percent jump in online revenue in just five months.
- Rebuilds for other Boost Direct clients have led to traffic lifts of 30 to 60 percent within the first 90 days, even when their original sites were performing reasonably well.
These gains come from better technical performance, mobile-first design, improved conversion flow, and updated content hierarchy — all key elements in how Google and users evaluate a site today.
👉 See how we design custom websites that convert
3. The Rise of AI Search Is Reshaping Travel Planning
AI-powered tools like ChatGPT, Google SGE, and Bing Copilot are rapidly changing how people research and plan holidays.
In 2024, AI-generated responses accounted for over 40 percent of search results on supported platforms (source: BrightEdge). These tools prioritise websites with structured, high quality content that can be easily interpreted and surfaced in answer boxes and AI summaries.
To compete in this new landscape, we are rebuilding Swell Resort’s site using our LLM-optimised content framework — the same approach outlined in our recent blog:
👉 How We Are Optimising Hotel Websites for AI
This includes:
- Clear content hierarchy and structured data
- Simplified and accurate schema markup
- Natural language content written for both users and language models
We are designing the new Swell site to be highly visible across both traditional search and AI-powered discovery tools — making sure Swell shows up no matter how or where guests start planning.
It’s Not Just a New Design — It’s a Competitive Advantage
This rebuild is not about aesthetics. It’s a strategic decision to keep Swell Resort at the top of the market in a digital landscape that is evolving rapidly.
With more travellers using AI tools to research, and with Google’s algorithm continuing to favour speed, clarity, and structure, staying still is not an option. We are not waiting until things stop working — we are rebuilding from a position of strength.
And if your website is more than two years old, now might be the right time to start planning your next evolution, too.
👉 Book a Strategy Session to see how a rebuild could drive bookings and search visibility for your property.