How Nine Stones Improved Landing Page SEO for Travelex

Travelex asked Nine Stones to improve search performance on the currency exchange site of one of its premier clients, the supermarket Asda. Nine Stones set an SEO strategy and rewrote the landing pages in Asda's voice.

Nine Stones for Travelex

Travelex

Client: Travelex
Agency: Nine Stones, part of Cohaesus
Type of work: Marketing & content
Sector: Financial Services
Scope: SEO strategy, keyword research, landing page copy

Travelex is a leading foreign currency exchange provider. One of its premier clients is the British supermarket Asda, and Travelex asked Nine Stones to improve SEO on Asda's currency exchange site.

The Challenge

Travelex brought two problems:

No SEO strategy. Without one, it was hard to produce content that consistently drew relevant traffic.
Dated copy. The landing pages were sales-heavy, out of step with Asda's tone of voice and of little value to visitors, so they did little to support conversions.

The Approach

Nine Stones started with a structured SEO strategy. It identified the most relevant, high-value keywords for Travelex's audience, such as travel money, holiday money, foreign currency and buy money, and used them to set topics and content priorities so that every page had a specific purpose.

The first page rewritten was the landing page for US dollars. The new copy combined SEO, Asda's brand voice and customer-focused writing to inform visitors and convert them.

You're feeding our thought process and capturing the Asda personality perfectly. It's really refreshing for us here.

Joanna Brunt, Travelex

The Outcome

Travelex commissioned eight more landing pages straight away, including pages for euros and Australian dollars. The new pages ranked better and improved the customer journey across the site.