How Post Office Achieved a 10% Increase in Organic Traffic

A strong player in the highly competitive travel and insurance market, Post Office was looking to further expand its position and grow its market share to strengthen its position as an industry leader. To achieve this, they needed to boost their online visibility and organic traffic. However, their website's structure and content discoverability were not optimized for neither user experience nor crawlability. 

With limited bandwidth and competing priorities across key verticals, including insurance, travel money, banking, and mail services, the team struggled to allocate time to essential SEO tasks such as log file analysis and technical audits. At the same time, they faced increasing pressure to grow their online visibility amid the rise of zero-click searches, AI-driven results, and increasing competition from other big players in the insurance space. The team knew they needed a partner to help them achieve their goals and help them navigate technical debt, resource limitations, and an evolving search landscape.

To achieve their goals and elevate their search strategy, the Post Office team partnered with Botify, leveraging the AI-powered platform and expert guidance from their dedicated Search Success Managers. The collaboration began with implementing the Post Office team’s strategic investment in a new content and website architecture. By restructuring the site and launching a content hub, the Post Office team was able to significantly improve content accessibility and the user experience. They leveraged the Botify platform to create a dedicated segment to monitor performance across the newly created section of their website, enabling precise tracking and optimization.

The team leveraged Botify’s advanced AI automation to drive their search transformation. First, the team conducted comprehensive analyses of the site to identify structural and performance issues, monitored the impact of their newly created content, and tracked keyword trends to inform their future content strategy. As they were implementing their new content hub, the team needed to make sure their revenue-generating pages, their insurance pages, were still being crawled by Google and AI platforms. With Botify, they were able to track bot activity daily and across all search platforms, giving them the insights they needed to continue improving their performance. 

The team’s dedicated SEO Success Managers host monthly reporting sessions with tailored insights, which have further strengthened the partnership. These sessions have uncovered optimization opportunities, such as reinforcing internal linking structures, addressing 404 errors, and managing non-indexable pages, contributing to overall technical hygiene and improved SEO performance. 

With access to historical data, segmentation of URLs, and crawl budget analysis, the team could pinpoint and resolve legacy issues like duplicate URLs and inefficient redirects in record time. Botify has also empowered the Post Office team to investigate keyword spikes and understand the underlying causes, guiding more targeted and impactful content strategies.