The approach
Travellers turn to search for practical information about their next destination – but the search landscape for travel-related terms is highly competitive. We needed to carve a space for Travelex in an area where there was the biggest opportunity and potential. For Travelex, this topic was clear: different currencies around the world.Â
Before starting to create the content itself, we first conducted a ‘Content Gap Analysis’ to identify search terms relevant to travel and currency exchange that Travelex wasn’t ranking for. Selecting the most appropriate keywords and using them as a basis for article titles and synopses, we then built a content calendar based on search trends, prioritising topics with seasonal spikes before finally creating “content clusters” linking new informative articles to existing travel guides, boosting their authority and search ranking.