Published by Sue Johns-Chapman
Published Date 22.11.2024 
At Post Office, we’re proud to be a small but mighty team, delivering big results. Our recent award-nominated SEO campaign for Post Office Travel Insurance is a testament to our dedication and expertise. Let’s dive into the details of this successful campaign, from our ambitious goals to the impressive outcomes.
A Small Team, Big Impact
Being shortlisted for Best Use of Search – B2C (SEO) Financial Services is a huge honour, especially for a small, in-house team, with no large SEO agencies on retainer. We secured the top position for ‘travel insurance’ for nearly 12 months, and saw significant increase in annual organic click-through rates. This recognition proves that great things can come in small packages!
What Our Leaders Have to Say
Laura Joseph, Customer Experience, Marketing & Digital Director
“Being shortlisted for the UK Search Awards 2024 is a huge honour for our internal SEO team. Their success demonstrates the power of developing in-house expertise by investing in innovative tools and recruiting great people.”
Paul Paddock, Director of Product and Pricing
“We’re honoured to have our SEO team recognized for their outstanding work in the UK Search Awards 2024. Their strategic approach has significantly improved our travel insurance visibility and driven real results.”
Our Mission: Dominating the Search
We set out clear objectives:
- YoY uplift in quality traffic: Our goal was to attract nearly 2 million organic visits to our travel insurance pages in the 2023/2024 fiscal year.
- Top Spot visibility: We aimed to secure the coveted top position for the commercial keyword ‘travel insurance’ surpassing our previous rankings P2.
- Budget-friendly SEO: All this, while working within a tight budget and overcoming core web vital challenges.
- A strategic SEO approach to Digital PR
To complement our SEO efforts, we implemented a robust Digital PR strategy with the following KPIs:
A Well-Oiled Machine: Our Team and Budget
Our campaign was executed by a dedicated team and a carefully allocated budget:
In-house collaboration: Our talented digital teams, comprising of SEO, analytics, CMS, editorial, development, UX, and digital product managers, worked vigorously to help deliver exceptional results. In addition, the SEO team have a close relationship with the product team; who worked tirelessly to help us deliver the digital PR campaigns and funded the activity. Special thanks to Amanda Duffy and Paul Paddock from the insurance product team.
Targeting the Perfect Traveller
Our target audience encompassed key travel audience groups that are relevant to Post Office travel
Our strategy adapted to seasonal trends, particularly during peak travel periods. Resulting in impactful results.
Our approach involved a multi-faceted strategy:
- Content Mastery: We created high-quality content tailored to common travel queries. By leveraging SEO tools and survey insights, we ensured our content resonated with our audience.
- Digital PR Powerhouse: Our six PR campaigns, each with a unique theme, generated impressive results, covering themes such as bucklist travel, digital nomads and winter sun travel. They individually, generated significant buzz and valuable backlinks.
- Technical SEO Excellence: We successfully migrated our platform, optimizing for SEO and enhancing the user experience.
- User-Centric UX: We improved the website’s user journey, making it easy for travellers to find the information they need.
- Content Dominance: We launched a series of in-depth articles on trending travel topics, strategically linking them to boost visibility.
The Results Speak for Themselves
Our campaign exceeded all expectations:
- Incremental Traffic: We achieved +10% YoY traffic despite lower search demand for ‘travel insurance’ on Google Trends.
- Dominating the Search: We secured the top position for ‘travel insurance’ for nearly 12 months, and saw a significant increase in annual click-through rates.
- Content Powerhouse: We created and optimized 40+ more articles in the travel insurance category.
- PR Triumph: Our PR campaigns generated over 700 pieces of coverage, 6 million+ estimated views, and 500+ valuable backlinks.
A Testament to Our Commitment
Our award-nominated product-lead SEO campaign is a testament to our dedication to delivering exceptional results. By combining strategic planning, expert execution, and a focus on user experience – we elevated the Post Office’s online presence for travel insurance. In addition, to solidifying our position as a market leader in the B2C insurance industry.
Author: Shelley Appiah
Learn more about Post Office and our travel products here
https://www.postoffice.co.uk/travel-insurance
https://www.postoffice.co.uk/travel-money/card
https://www.linkedin.com/company/post-office/posts
