How Tuscan Path turned SEO foundations into measurable growth

Tuscan Path had a strong outdoor living range, but organic search was not yet connecting that range with enough high-intent demand. Intender built an audience-led SEO foundation spanning keyword research, buyer journeys, content planning and page optimisation. Across the eight-month review period, Organic Search sessions increased 96%, Organic Search key events rose 170%, and the number of keywords ranking in the top 10 grew 19%.

The Challenge

Untapped Search Demand

Tuscan Path is an Australian outdoor living and landscaping brand offering pots and planters, pavers and stepping stones, pebbles, garden edging, screens and garden decor. Its range helps homeowners and trade customers add practical structure and considered style to gardens, courtyards and other outdoor spaces. Products are supported by installation and inspiration content on the Tuscan Path website and are available through a broad retail network that includes Bunnings stores across Australia.

Tuscan Path entered the engagement with a recognised product range and clear relevance across outdoor living, but its website was not yet capturing the full search opportunity around those categories.

The challenge was to broaden the brand's search footprint, strengthen product discovery and create a scalable foundation for more qualified organic traffic.

  • Established Visibility: The brand already ranked across the top 10 and top 20, but commercially relevant product and category demand was not being captured as fully as it could be.
  • Disconnected Customer Journeys: People planning outdoor projects move from inspiration to material comparisons, installation guidance and product selection, yet the site needed clearer pathways between those needs and Tuscan Path’s range.
  • Limited Product Discovery: Helpful upper-funnel advice was not consistently connected with commercial pages, limiting opportunities to guide qualified visitors towards relevant products.

The Approach

Designed Around the Journey

We organised the strategy around how people plan and complete outdoor projects, rather than treating every keyword as an isolated target.

  • Search Demand Mapping: Research mapped demand across pots and planters, pavers and stepping stones, pebbles, garden edging, privacy screens and broader landscaping needs.
  • Audience-Led Planning: Two audience profiles helped sharpen the plan: inspiration-led homeowners looking for approachable visual guidance, and practical project planners who value specifications, availability and efficient decision-making.
  • Buyer Journey Alignment: Their needs were mapped across awareness, consideration and decision stages, from garden ideas and styling inspiration through to product comparisons, installation advice and retailer discovery.
  • Connected Content Roadmap: Keyword and competitor research identified where Tuscan Path needed stronger category and product relevance, and where helpful content could capture demand earlier in the journey. This led to:
    • A 12-month roadmap balancing commercial page improvements with educational articles and How-To content.
    • A connected plan designed to build topical breadth and guide people naturally towards relevant products.
    • A scalable foundation for ongoing content growth.

Intender then translated the research into a structured program of content growth and on-page optimisation.

Content Strategy Suite

We developed a Content Strategy covering the 12-month plan, target personas, the buyer journey, brand writing guidance and a pipeline of search-led topics.

Priority Page & Category Optimisation

A bulk optimisation program supplied improved content for priority pages, strengthening keyword coverage, internal linking and alignment between page content and search intent.

Additional pages were optimised to support product and category visibility across commercially important areas such as edging, pavers and stepping stones, pebbles, pots and planters.

Search-Led Supporting Content

  • Six blog articles focused on real project needs.
  • Eight SEO-led content briefs defining target keywords, intent, direction and internal links.
  • Clearer connections between supporting information and the pages customers could use to explore products.

Outdoor projects start with inspiration, not a product code. By mapping content to how people actually plan their gardens, we gave Tuscan Path's range a clear path from idea to purchase.

—
Camilla Hansen
,
Owned and Earned Manager
-
Intender

Platform Capabilities

The Results

A Stronger Organic Growth Engine

Organic performance improved significantly across the eight-month review period, with gains in traffic quality, search visibility and commercially relevant rankings.

96%

increase in Organic Search sessions
Organic Search sessions increased by 96% across the eight-month review period.

19%

increase in top-10 ranking keywords
Top-10 rankings grew by 19%, with top-20 rankings up approximately 22%.

170%

increase in Organic Search key events
Organic Search key events rose by 170%, showing that more visitors were taking meaningful actions on the site.

Additional outcomes

  • The total number of ranking keywords increased by approximately 13%.
  • Top-10 rankings grew by 19%.
  • Top-20 rankings increased by approximately 22%.
  • Several commercially important terms moved from lower positions or outside the top 100 into the top 10.

Together, these gains show Tuscan Path building a stronger connection between search demand, useful content and product discovery. The engagement established a broader and more commercially relevant organic footprint, giving the brand a stronger base for ongoing content, category growth and seasonal campaigns.

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