Winning more by doing more

Tough times for the traveling industry

Arctic Adventures is one of the leading travel operators in Iceland in the context of organic search. However, the global Covid-19 pandemic showcased the vulnerability of the travel industry when facing significant macro challenges like strict traveling policy, various restrictions, and years of quarantine. These global issues seriously impacted overall travelers’ online and offline behavior, leading to the emerging need to stand out above competitors and bring back travelers to Iceland’s adventures. After a few turbulent pandemic years, the main goal was to return to the same traffic volume as in 2019.

The approach to content building: do more

It may be banal, but it is true: content is the core of a website that drives traffic and leads to organic growth at the end of the day. After keyword analysis, we realized that some topics are not covered on the client’s website. However, they have a great potential to rank high and attract valuable traffic. We recommended the client expand and explore these topics more broadly and profoundly.

Our central insight was that when the competition is very tough, the way to stand out is to expand the same topics to generate higher quality landings and empower Google to rate these topics higher.

By creating more content about particular locations, the client could attract niche audiences and also be perceived better by Google because of its expertise and the content more informative than the competitors’.

Challenges to overcome

Creating content and implementing the recommendations requires dedicated time and resources as it is a continuous process with no finish line. In this case, clients usually struggle to prioritize and find the best way to act effectively. Setting the right priorities can change the game immediately, so the team must engage, relocate functions or hire someone from outside to keep the process on the right track.

During the global pandemic, Arctic Adventures had to shrink its team. However, a trust-based partnership and recommendations encouraged the client to hire content and outreach specialists. We could lead strategically while the client-side successfully did the implementation.

Achievements

The actual result shows the validity of our assumptions. In the Arctic Adventures case, we can claim one thing – we are on the right track!

In the last three months, there is a positive dynamics both in the number of organic impression growth and organic click growth:

• Organic Impression growth – increased by 9%
• Organic Click growth – increased by 22.6%

Conclusion

If there were only one thing to remember from the Arctic Adventures case, that would be this – investments into content development always pay off. However, there is nothing more important than building a solid strategic background that helps to shoot right at the target.