Scalable travel guides that capture trip-related searches
Flygresor.se was already ranking at the top for commercial travel keywords, but they wanted to strengthen that position further by broadening their content and ranking for the valuable searches people make once a trip is underway: weather, attractions, shopping and restaurants. Topdog built a scalable content structure for six countries, linked to Flygresor’s own system, and populated it with travel guides designed to capture exactly that demand.
The Challenge
The travel sector has some of the highest search volumes on Google. Most of what travellers look for relates to planning their trip: weather, sights, shopping and restaurants, for example. Flygresor.se already ranked for commercial searches, but was missing out on the huge volume of informational traffic.
Two things made this a demanding brief:
- The content had to work across many destinations, without building every page by hand.
- Flygresor.se had no CMS for content.
The Goal
The goal was to increase Flygresor’s visibility in the informational searches travellers make before a trip: things like “Lisbon weather”, “Sights in Rome”, “Shopping in Paris” or “Public transport in Amsterdam”. The content needed to cover selected destinations across several countries and be easy to publish and scale.
“With Topdog, there’s no sales talk and no middlemen. You work directly with the experts who actually do the work. For us, their execution power and technical expertise have been decisive: they identify the right things, cut through the noise, and deliver real business value.”
– Mattias Nyman, CEO at Flygresor.se
Strategy and Approach
Topdog built a content marketing project on a travel SEO strategy, using a structure that could be reused destination by destination. We also implemented a CMS for content, since Flygresor didn’t have one to begin with.
The work rested on four pillars:
- a scalable content structure spanning six countries
- a CMS enabling everything to be published
- travel guides addressing what travellers actually search for, such as weather, sights, shopping and local things to do
- links to strengthen the pages’ search positions
Topdog managed all four pillars and took responsibility for planning, technology, design, content and links throughout the project. The result: a content marketing campaign for Flygresor that got delivered in full and could be scaled destination by destination.
The Result
The project delivered a complete, scalable travel guide section that is still live today.
We delivered:
- a content structure for six countries, built to be expanded with further destinations
- travel guides for selected destinations, published within Flygresor’s own environment via WordPress
- a travel SEO initiative, broadening visibility from commercial to informational searches
- relevant travel links, helping the pages climb in Google.
