The Challenge

Avanti Travel Insurance, a UK-based insurance provider, wanted to expand its customer base from individuals with pre-existing medical conditions to include all types of travellers.

Our journey began when we joined forces on an ambitious 18-month SEO campaign to secure and maintain page 1 rankings, for existing keywords and phrases, enhance their organic brand visibility, and carve out a strong presence in the competitive travel insurance market.

Our Strategy

We started our strategy by thoroughly analysing Avanti’s competition, diving into factors like PowerTrust™, backlinks, referring root domains, and keyword rankings. We discovered that high-performing competitors had backlinks from high authority websites such as the NHS, which enabled them to have a strong domain authority.

The analysis showed that Avanti lacked in almost every review, especially in trust and brand authority. This discovery provided an excellent starting point to expand Avanti’s reach and cater to a wider audience.

We launched an outreach program, targeting every NHS Trust in the UK to secure backlinks from their websites to Avanti’s homepage.  We also focused on acquiring relevant backlinks from travel, finance, and insurance-related blogs, further strengthening Avanti’s digital authority. 

Our team proactively contacted 600 UK- based blogs aligned with these themes, resulting in 150 acquired links that strengthened Avanti’s position. Additionally, we initiated a PR strategy to point back to Avanti’s website, which resulted in coverage in top-tier media outlets, such as The Sun, Yahoo News, Yahoo Finance, West Wales Chronicle, Pure Travel, and more.

Results

Within just 12 weeks (6 times ahead of schedule), Avanti achieved the remarkable feat consistently ranking on page 1 for two highly competitive search terms, ‘Travel Insurance’ and ‘Holiday Insurance’.

The campaign proved that smaller brands can attain page 1 organic SEO rankings. Search term ‘Holiday insurance,’ Avanti secured a commendable position 6, solidifying their position in the market with an average of 150,000 total monthly UK searches.

8126%

uplift in ‘Travel insurance’ search term traffic.

1700%

boost in overall keyword traffic.

1690%

increase in conversions.

From their proactive and transparent approach, to their willingness to roll up their sleeves, listen to client feedback and face challenges; the team genuinely care, want to do a great job and are every bit deserving of industry recognition.

Dave Clough, Group SEO Manager, Avanti Travel Insurance

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