How a travel insurance company 13x their organic traffic in 90 days

With rapid growth in their customer base, Butter relied heavily on paid strategies to acquire users.

But relying solely on paid traffic was expensive and unsustainable in the long term.Without an effective organic content engine, they were missing out on high-quality traffic from search engines.

With just over 800 people finding the platform organically through search, and no programmatic content strategy, Butter needed to develop an approach that would drive discoverability, visibility, and convert visitors into customers through inbound.

Wolf IQ implemented a comprehensive build-out of Butter’s organic content engine.

This included:

• Keyword Research:Conducted in-depth research on high-intent and long-tail keywords that would resonate with Butter’s target audience of travelers.
• Competitive Analysis:Researched top competitors and identified gaps in the market to capitalize on low-hanging opportunities to gain a competitive edge.
• Architected the Content Schema:Designed a new content schema for all product offerings, implemented through Webflow CMS.
• Content Strategy: Created and published both pillar pages and long-form articles on key topics such as travel insurance, destination guides, and travel tips to attract Butter’s target audience.
• SEO Optimization:Focused on technical and on-page SEO to improve Butter’s search engine rankings, including link-building strategies to enhance domain authority.

Within 90 days, the content strategy of Wolf IQ saw organic traffic surge 13x and Google search impressions increase 20x.

Wolf IQ also optimized the conversion funnel from core pillar pages, ensuring more travelers got the coverage they needed for their trips.

During this time, their domain rank increased +24%, which resulted in enhanced visibility on search engines. This organic traffic continues to broaden their marketing channels.

Butter now ranks for several high-intent travel insurance-related keywords, solidifying its growing authority in the travel insurance industry for Australians.