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Transforming a Tourism Crisis into a Business Opportunity

Imagine being an insurance provider during a global pandemic that halts international travel. With planes grounded and borders closed, the demand for travel insurance plummets. Yet, amid this downturn, an opportunity emerges to reposition and engage with a broader audience.

The Challenge

In the early days of COVID-19, there were intermittent lockdowns, and the public was inundated with information about travel restrictions, “green” and “red” countries, and safe destinations. Our client, an insurance carrier, faced several challenges:

1. Outdated Content: The existing blog articles were irrelevant to the current travel landscape, offering little value to users seeking up-to-date information.
2. Increased Information Demand: There was a surge in search queries related to travel advisories and safe destinations, areas where the client’s website lacked authoritative content.
3. Stiff Competition: The client was not only competing with other insurance companies but also with major publishers and websites that had a stronger presence on search engines.
4. Conversion Alignment: Creating content that seamlessly connected user intent with valuable information and conversion opportunities was essential.

Our Solution

Turning Uncertainty into Engagement: We devised a strategic approach to transform the client’s content platform into a trusted resource for travelers.

Here’s How We Did It:

1. Daily Content Updates: Provided users with reliable and timely information by publishing daily articles addressing current travel advisories and safety tips.
2. Real-Time Marketing (RTM): Developed a series of articles about destinations, created “on demand” in response to news reports or alerts on potential vacations or flights. These articles were updated weekly based on their status.
3. SEO and Content Collaboration: Ensured close cooperation between the SEO and Content teams. The SEO team monitored changes and requests on Google, analyzed common queries and user intent in real time, and the Content team created content accordingly, following news reports.
4. Routine Optimization Expansion: Enhanced existing content for current queries and developed new content based on SEO insights, reinforcing the brand’s core terms and building trust during uncertain times.
5. Strategic Internal Linking: Created a natural flow between various pages, allowing users to access information based on their level of interest while facilitating easy conversion opportunities on the site.