Project Overview

Utilising our SEO methodology, the project began with an SEO technical, on-site, content and off-site audit of the Cashrewards digital channels. The findings formed the basis of a robust technical and creative digital strategy that matured Cashrewards towards their ultimate vision ‘to start every shop with Cashrewards’.

The project ultimately evolved into a clear SEO strategy and roadmap, followed by a content strategy and ongoing content support.

Customer objective

To create an informative, branded customer experience that seamlessly connects customers and future customers with relevant products and Cashrewards merchants. 

Business Objective

 Cashrewards was looking to increase its brand awareness and visibility while driving organic traffic and new customer acquisition.


Cashrewards make every day more rewarding for Australians by sharing the joy of cashback with its members. They are committed to providing a premium shopping experience that connects high-value members with the right products, from innovative global brands and beloved local brands alike. A seamless customer experience is essential to their mission.


Loyalty, Retail

Company size:

ASX listed prior to acquisition by ANZ. 200+ employees

Collaborated with T&H:

Early 2020 - ongoing

Cashrewards SEO strategy exerts

This project was broken into three key phases.

Phase 1: SEO Audit & Strategy 
An extensive audit was undertaken of the Cashrewards website to assess online authority, overall user experience and content performance. Findings from this investigation were used to develop a centralised SEO strategy that aligned both external and internal stakeholders on a clear set of actionable next steps and outlined key roles and responsibilities to ensure accountability. Key recommendations included the development of a more robust information architecture roadmap, content strategy and the implementation of an ongoing SEO retainer.

Phase 2: Content Strategy 
In order to address content performance issues found in the SEO audit, Tortoise & Hare developed a content strategy that resolved concerns that hindered Cashrewards’ ability to build online authority. The content strategy simultaneously also laid a foundation for Cashrewards to begin to mature their content offering over the medium to long-term. 

Phase 3: Ongoing SEO & Content Support 
Tasked with the ongoing objectives of building Cashrewards’ online authority, facilitating organic traffic growth and new customer acquisition. Tortoise & Hare continues to work with Cashrewards to help drive key search initiatives, and support search optimised campaign content production.

Cashrewards SEO content examples

Through our long-standing partnership with Cashrewards, we’ve been able to:

  • Launch the Cashrewards Insider blog that plays a role in driving organic traffic and new customer acquisition to the Cashrewards main site. 

  • Improve the online authority of the Cashrewards main site by addressing key technical and content issues that prevented indexing and crawlability. 

  • Build a solid foundation for a mature content marketing offering.

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