Case Study

InsureMyTrip

'Best Use of Search – Travel / Leisure' Award Winner

Client

InsureMyTrip is a travel insurance comparison service in the U.S. They are committed to empowering travellers to make the best possible insurance decisions by leveraging technology, data intelligence, and expertise.

The Brief

The core objectives of the campaign were to increase the number of backlinks to help with authority for generic terms such as ‘travel insurance’. Additionally, InsureMyTrip wanted to improve their share of voice in travel, personal finance and tech media.

Our focus was to create content that resonated with their audience, built authoritative backlinks and helped improve organic traffic.

About a year into working with InsureMyTrip, the COVID-19 pandemic hit – bringing travel to a standstill. We were forced to revaluate our strategy and use the pandemic to our advantage from a content perspective.

Our Strategy

InsureMyTrip’s on-page and technical SEO was already at a high level, the gap between competitors was down to links and COVID-19 content strategy.

We ideated broad content ideas that answered questions the average person had about traveling during the pandemic.

We identified these questions by conducting keyword research using Google Keyword Planner and AnswerThePublic, alongside looking at trending questions & emotions on social media via Buzzsumo.

Using public datasets and in-house tools, we managed to answer the top questions and concerns people had about traveling during COVID-19.

Our talented design and development team took our data and turned it into assets that journalists wanted to link to:

Results

InsureMyTrip has experienced a significant increase in organic visibility over the past year, which has resulted in huge wins as travel returned to normal.

InsureMyTrip has also significantly improved rankings for their competitive generics, such as ‘travel insurance’. Rankings improved from a low of 11th (just off the first page) to a high of 2nd – bringing in thousands of organic sessions:

The content team also worked with InsureMyTrip to help create organic traffic driving pages, including a page on ‘travel restrictions by state’ which became one of their best organic performing pages (just behind the homepage). From ranking 1st for ‘travel restrictions by state’, the page started to naturally pick up over 300 new referring domains, and has now received over 51k organic clicks.

Highlights from other campaigns included regular links in Forbes, MSN News, TravelPulse and personal finance sites such as Moneycontrol. Our stories reached over 7 million readers, achieving an average DA of 50 and over 14k social shares.

In November 2021, our work won at the UK Search Awards in the Best Use of Search – Travel / Leisure category.

“We initially chose to partner with Screaming Frog due to their prominent reputation and unparalleled Spider tool. However, we were pleasantly surprised to learn about their creative content generation and robust outreach capabilities. Tom and his team strive to understand the core values of our business while generating compelling pieces to share across various platforms. We are thrilled to share this Search Awards UK honor, especially in light of the challenges and changes brought about by this past year.”

SEO Manager - InsureMyTrip

Brendan Pearson

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