Avanti Travel Insurance Content Strategy

Our partner, Avanti Insurance, is a travel insurance specialist offering comprehensive holiday and travel insurance policies for all age groups, with a particular focus on those aged 75 and over. 

Avanti Insurance wanted to increase organic presence in this highly competitive market. With ‘holiday insurance’ and ‘travel insurance’ being some of the most valuable commercial terms on organic search results, Avanti found itself up competing against major players, including Post Office, Compare the Market, and MoneySuperMarket.

The Challenge

Avanti had a large number of blog pages about holidays and travel on their site, but these informational pieces were showing a decline in search results. With many blogs underperforming, Avanti’s objectives were clear:

• Increase upper-funnel traffic by attracting more organic visitors who are at the beginning of their customer journey. 
• Strengthen the site’s internal linking structure for creating a more user-friendly experience and allowing search engine crawlers to understand the relationship between Avanti’s content. 
• Streamline blog category pages by refreshing content or pruning ones that provide little or no value to Avanti and their audience.

Our Strategy

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.