Free Spirit

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A content-led SEO strategy to boost visibility and revenue

Free Spirit offers travel insurance regardless of age, pre-existing health conditions or disabilities. Their website was under-performing, particularly their content which wasn’t driving any return to their business. Our SEO and content teams worked with them to create a content-led SEO strategy to increase visibility of the website and better connect with their audiences. Using machine learning, we increased their organic traffic by 101% and organic search visibility by 182% which ultimately led to a 66% increase in revenue generated by the organic channel.


Increase in organic traffic
Increase in visibility
Increase in organic revenue

The challenge

A lack of online presence and direction was preventing Free Spirit from reaching their potential and the right people in need of specialist travel insurance online. The website content struggled to engage with its audience and in communicating the many benefits of Free Spirit’s medical travel cover.

Over time the site had lost visibility for key search terms, many relating to its most covered medical conditions, leading to poor brand awareness among its customer base.

Free Spirit content and SEO case study image showing an elderly couple sitting on a bench

Our solution

With data analysis from our machine learning software Apollo Insights, we began with a comprehensive exploration into Free Spirit’s site performance over the past twelve months, including traffic, visibility and newly-added content. Our audit revealed drops across the board, particularly in non-branded visibility and organic traffic. In fact, nearly 40% of lost organic sessions year on year could be attributed to one top level landing page.

To turn this decline around, we drew up a content-led SEO strategy designed to boost traffic to the site. Selecting topics based on SEO opportunity, the plan consisted of blog posts aimed at targeting long tail terms and more in-depth, informative content focusing on medical conditions that the site wasn’t appearing for in organic searches.

Working in close partnership with Free Spirit’s medical travel insurance specialists, we integrated expert industry input and SEO optimisation into each piece of new content we produced.

Our content strategy was to ‘content hub’ area of the site, featuring a fresh layout and full of helpful specialist information and advice for Free Spirit’s main target audience. The content hub was designed to promote its brand and expertise, to support key medical condition pages and to improve site authority by encouraging new backlinks.

Free Spirit content and SEO case study image showing holiday photos

The result

Within just a month of the content hub launch, overall organic traffic increased by 131%. Ten months later, the hub was attracting 883% more traffic to the site, and had upped visibility by 3551%. Free Spirit was recognised as an industry leader with the help of the content hub, with mentions in both the online and printed versions of the International Travel & Health Insurance Journal.

Year on year, our work resulted in organic traffic growth of 101% and a boost to organic search visibility of 182%, which ultimately translated into a 66% increase in revenue generated by the organic channel. We also achieved position ‘0’ and featured snippets for many specialist travel insurance-related terms.

“Very happy with the performance of Vertical Leap’s activities and the outcomes their work has delivered for the company. The standard of support and assistance is also excellent.”
Free Spirit
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