Bookwell is an Australian platform for booking beauty, wellness, and alternative therapy treatments. Salons and venues use it to fill their calendars and spend less on attracting customers, and clients use it to compare reviews, prices, and availability before they book. They came to us to grow organic search, with link building as the single service in scope.
The brief was narrow by design. Bookwell only lists local venues, so every link had to come from the Australian beauty and wellness space, a small and highly competitive field. A steady stream of paid placement offers came our way, and we turned most of them down. We held out for genuinely relevant, quality local sites.
We started by building links to the homepage and hairdressing service pages, then followed the demand as each pocket ran dry: nails, brows, and lashes, then alternative therapy and massage. Working the categories in sequence let us reach most of the beauty blogs and news magazines in the country. When the local pool thinned out toward the end of the campaign, we agreed with Bookwell to pitch US sites that carried a meaningful Australian readership.
Through personalized outreach we earned 58 editorial links at an average domain authority of 34, on sites including Babyology.com.au, Female.com.au, and Girl.com.au. Over six months of consistent effort, monthly organic traffic grew from 26,000 to 59,000, a 126 percent increase.
Our links were one part of a larger marketing effort at Bookwell, and we say so plainly. But relevant, earned placements were a real contributor to that growth. The numbers here come from our own analytics, and we can send the screenshots on request.
The same editorial links that moved organic rankings then are the kind of citations AI engines read now. Today we also track where ChatGPT, Claude, and Google AI Overviews cite a brand, and who they cite instead.