To address Avanti’s challenges, we suggested a comprehensive content strategy focusing on three core solutions:

1. Content Audit and Traffic Light System

We began with an in-depth content audit, analysing site traffic and the performance of each blog page. Working closely with their in-house content team, we categorised their content performance using a traffic light system:

• Green: Content performing well organically and worth keeping.

• Orange: Content that needed revisions or updates to improve existing keyword rankings or rank for new search terms.

• Red: Content that could be removed without negatively impacting the site.

This approach allowed us to streamline Avanti’s content while prioritising quality over quantity.

2. Keyword Research and Content Gap Analysis

Next, we carried out comprehensive keyword research and a detailed content gap analysis. This allowed us to identify high-value keywords and content topics where Avanti’s competitors outperformed them. By identifying these gaps, we uncovered new opportunities to increase topical authority and relevance for Avanti’s priority search terms—‘travel insurance’ and ‘holiday insurance.’

3. Strategic Content Overhaul and Optimisation

We met with the Avanti content team weekly to update them on our progress, discuss our findings, and adapt to their existing content strategy. Together, we:

• Optimised blog category pages using our traffic light system

• Improved the internal linking structure to enhance site navigation and SEO performance

• Ensured brand alignment by collaborating with the Avanti content team to review all updated content for tone of voice and brand messaging.

In the months following the implementation of our content strategy, Avanti showed a significant growth in organic traffic for informational queries. New keyword rankings increased by 6%, but importantly, existing rankings improved substantially, with 51 keywords now in the top 10 and 201 in the top 20.

The refreshed content showed a 130% increase in organic clicks, while search impressions nearly doubled, rising by 129% to 1 million. There was also little to no impact on overall site organic traffic from removing outdated blog content.

Sitewide, organic clicks grew by 18%, while search impressions increased by 89% to 23 million. Priority search terms also saw notable improvements with other ongoing SEO efforts; Avanti now ranks 6th for both ‘travel insurance’ and ‘holiday insurance,’ up from 12.

Overall, Avanti’s organic presence improved considerably, firmly positioning them against major players in the travel insurance sector. This success showcases our ability to devise unique organic marketing strategies, as demonstrated in another SEO case study with this client.