Refreshing Travel Guides for Today's Traveler
Travelex is a global leader in foreign exchange, but its website's travel guides were out of date and hard to find in search. Travel media sites were winning the high-volume currency questions travelers ask while planning trips.
With Alli, PMG used Alli Business Insights to find the topics and search terms where Travelex was losing to competitors, then rebuilt its travel guides into connected pillar pages timed to peak travel seasons. Content was built for every stage, from "What currency does Turkey use?" to ordering currency.
Twenty-one new articles generated 31,000 organic clicks and 3.6 million impressions, and site traffic grew 33% year over year.
Travelex, a global leader in currency exchange, operates a unique blend of physical stores and an online platform. Unlike competitors offering a range of financial services, Travelex focuses exclusively on foreign exchange, including cash and prepaid cards. However, Travelex's on-site content was lagging behind. Key areas such as travel guides, essential for attracting customers, were outdated and poorly tuned for search engines.
Competing against renowned travel media companies required a new approach. While conversion-focused pages existed, they assumed users had knowledge many potential customers lacked. Moreover, the existing "Travel Guides" did not capitalize on the high search volumes for currency exchange topics. Travelex needed a comprehensive content refresh to better align with user needs and search behaviors.
Leading Travelers From Search to Conversion
Our content revamp aimed to position Travelex as a trusted expert in currency exchange by targeting users at every stage of their travel planning journey:
Top of funnel (Awareness): Reaching users who were just beginning to plan their trips and were unfamiliar with Travelex. We created content addressing basic currency questions (e.g., "What currency does Turkey use?").
Middle of funnel (Consideration): Engaging users researching currency exchange options. Informative guides highlighted Travelex's services and the benefits for users.
Bottom of funnel (Decision): Capturing users ready to convert by providing detailed currency guides that built trust and offered clear calls to action for ordering currency.
Each stage of the funnel had to match how travelers actually plan a trip, so the team built the journey in Alli, PMG's operating system. Alli Audience Planner built personas of travelers at each stage of planning, from first ideas to ordering currency, so every funnel stage answered the questions people were actually searching for.
By targeting informational keywords and creating clear pathways to conversion, we aimed to capture search intent at each stage of the customer journey and ultimately drive higher conversion rates.
Structuring Content for SEO Success
Our approach began with a comprehensive Content Gap Analysis to identify high-value keywords where Travelex was underperforming. Alli Business Insights automated much of the competitive scan, surfacing the topics and search terms where Travelex was losing ground against travel media competitors, so the team could target opportunities backed by evidence rather than instinct. This step was critical in understanding which opportunities to target and how to position Travelex against competitors in the foreign exchange market.
With this analysis in hand, we moved to strategic content planning, aligning article topics with peak travel seasons. For example, we prioritized publishing articles like "currency in Iceland" ahead of the anticipated search surge between October and January.
To further enhance SEO performance and content structure, we revamped the site's architecture by restructuring existing Travel Guides into authoritative "pillar" pages. These pages, such as "Traveling to Egypt," were linked to related content like "What currency does Egypt use?" and "Is Egypt expensive? Our budget Egypt travel guide." This internal linking strategy not only boosted the search ranking of new content but also strengthened the visibility of existing pages.
Once keywords were approved, we conducted thorough research into the search landscape for each target phrase. This enabled us to create content frameworks with keyword recommendations, well-structured headings, and strategic internal linking that maximized the relevance and discoverability of each article. Throughout the process, we remained focused on driving SEO value while ensuring the content met user needs at every stage of their journey.
Turning Clicks Into Conversions
21 New Articles Created 31k Organic Traffic 3.6MM Organic Impressions 33% Increased Traffic YoY
Over a three-month period, we published 21 new articles, each tailored to meet user needs and built for high-value keywords. In the six months following the content overhaul, the new content produced by PMG generated over 31,000 organic clicks and 3.6 million organic impressions, significantly increasing Travelex's visibility in search results.
Alli Brand Equity tied search performance directly to business outcomes, giving the team continuous visibility into which articles were driving traffic that converted, not just traffic that clicked. As a result, Travelex's website experienced a 33% year-over-year growth in traffic, a clear demonstration of the effectiveness of our strategy in driving both search performance and customer engagement. This growth not only boosted organic traffic but also enhanced brand awareness, positioning Travelex as a trusted authority in currency exchange. The increase in user interactions and engagement further validated the relevance and appeal of the refreshed content, showing a sustained impact on the company's digital presence.
