KEY INFORMATION:
Client Niche: Travel Insurance
Start Date: March 2011
Page 1 Rankings: gap year travel insurance, budget travel insurance, working holiday insurance
Year on Year Unbranded Traffic Increase: 240%
Activities in Campaign: On Site Optimisation, Copywriting, Link Building
Client Comment: “Very encouraging to see the growth in organic traffic and continued improvements in rankings for many keywords. Keep up the good work!”
OVERVIEW:
This family run travel insurance business had been working in the industry for a number of years and had previously had a lot of success from search, though in recent years had found themselves suffering in an increasingly competitive industry. Before starting the SEO campaign, most of their business was coming through PPC activity and other marketing channels but not natural search.
I agreed with the client that the focus of the work should start on long term travellers such as gap year travellers, students and backpackers. Working with a limited budget, SEO Travel took them to page 1 for target phrases including ‘gap year travel insurance’ and ‘budget travel insurance’ within 6 months and increased unbranded organic traffic by 240% year on year through extensive keyword research and the creation of targeted landing pages with optimised copy. This led to the client achieving the same level of unbranded traffic in November as they did at the height of search interest in June, setting them up nicely moving in to the peak season for gap year travel in the new year.
