CASE STUDY: HOW WE CREATED A 6-PILLAR + 35-CLUSTER CONTENT STRATEGY FOR PLAY TRAVEL
Play Travel is a collaborative travel offering from Afterpay and LayAway Travel. Providing high-quality packages and traditional layby model payment options, Play gives customers affordable access to new experiences and destinations across the world.
While they have good brand recognition, and had secured consistent organic traffic through online searches for their brand name, Play had low engagement and visibility across non-branded keyword phrases. This meant that unless consumers were specifically searching for Play Travel in Google, they wouldn’t find Play’s website or see any of their content or offerings.
Keen to gain access to this untapped online traffic, Play approached Content Copywriting and asked us to conduct targeted SEO Keyword Research. They would then use this research to help steer the creation of SEO-friendly Destination Guides, due to be delivered in time for a planned site relaunch.
We began with in-depth SEO Keyword Research for Play. However, we quickly identified that for the greatest results they needed to look beyond Destination Guides and consider a broader SEO content focus.
Play agreed with our recommendations, so we moved to conducting a full SEO Content Strategy.
We tailor-made the new Content Strategy for Play based on their audience’s needs, Australian search engine query trends and keyword volumes. We also took Play’s unique values into account and factored in the changes to the travel industry in response to the global COVID pandemic.
For content creation, we recommended a pillar-cluster content model. This strategy targets high-value, high-difficulty keywords through a core piece of content (a pillar), as well as a selection of lower value, less competitive keywords via a series of smaller, interlinked content pieces (a cluster).
Not only does this strategy improve site navigation, but targeting less challenging keywords means the cluster pieces also rank more easily. This then elevates the rest of the content pieces, including the pillar, enhancing overall online visibility.
Through our 20 hours of research for Play, we uncovered 10 possible pillars and 41 possible clusters they could target. We were confident that a combination of these would significantly grow their non-branded keyword rankings and organic traffic.
Then, taking into account Play’s site launch deadline, proposed site structure and existing SEO content production capabilities, we recommended:
- an SEO blog writing and web copywriting training plan, focused on keyword optimisation through high-quality, keyword-targeted content
- editorial categories and navigation that were tailored to Play’s audience and upcoming content
- a content roadmap and production schedule that targeted Play’s top 6-Pillars and 35-Clusters.
Within just 4 months, and in time for Play’s site relaunch deadline, we’d delivered everything Play needed to tackle their SEO goals.
a confident, SEO-trained content team
a catalogue of exceptional quality content
all 6-Pillars and 35-Clusters, SEO-primed and ready to go
Needless to say, Play was very happy with the results and thrilled to have completed such a large-scale content production in such a short timeframe.
WHAT THEY HAD TO SAY
“Highly recommend working with Sarah Spence. She is professional, talented and strategic in the SEO/copywriting space.”
Head of Marketing – Play Travel
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