Working with Paula and the team at The Content Marketing Team is really easy. They listen to the brief, ask insightful questions and then deliver content that rarely needs tweaking. We’ve not had to ask for anything to be re-written or added to and everything was delivered ahead of time. They exceeded our expectations in terms of speed but also in terms of quality – it was clear they didn’t just understand the brief, they really enjoyed it and put lots of effort into research and communication to update and create content in the way we would, internally.
Hannah Bryce, Head of SEO
Attraction Tickets Ltd
AttractionTickets.com is Europe’s largest theme park specialist, selling over 1 million tickets and 100,000 onsite hotel rooms each year. Founded in 2002, the company’s mission is Add Happiness® to customers’ holidays by making it easier, cheaper and faster to buy tickets and hotel + ticket packages for theme park holidays.
As official partners of many of the world’s major theme parks, AttractionTickets.com already had some fantastic content, full of insider knowledge and expert tips. However, it wasn’t performing as well as it could in search engine results.
For many people, a trip to places like Walt Disney World in Orlando and Universal Orlando Resort is a once-in-a-lifetime dream holiday. And as such a considered purchase, the team at AttractionTickets.com knew that their online content needed to reflect the level of expertise their call-centre team was able to deliver when speaking to customers over the phone.
A project was outlined to optimise existing blog articles and to generate new ‘top of funnel’ content that would help those at the start of their research journey, to know where to begin.
Content enhancement
With the world of SEO in a state of flux, our focus was on both ticking the boxes for optimising content for Google searches but also for appearing in AI Overviews and voice searches. This included re-writing content, adding even more expert-led commentary and formatting content in a way that was easily digestible to both humans and LLMs.
Content creation
When it came to creating new content, we focused on what we would want the content to say if it were to appear in Google Discover articles. A great way to discover new brands, Google Discover displays content to its users like TiktTok’s For You Page does – but in your search browser.
The result
It’s early days but results have included:
- Enhanced articles ranking for more keywords (in one instance, one article started ranking for more than 100 new keywords!)
- New articles appearing in Google Discover
- Clicks doubled for some articles
- Overall improvement in ranking for enhanced articles
