Using Data to Identify Content Opportunities & Guide Website Design
The Arizona Office of Tourism partnered with C/A to revamp its website through a strategic content analysis, resulting in enhanced searchability and increased engagement, solidifying its position as Arizona’s top travel-planning resource.
Challenge: Before creating a new website for VisitArizona.com, the Arizona Office of Tourism (AOT) needed to establish a foundation for more strategic content creation. They aimed to improve searchability, increase traffic and build engagement by delivering the right content to the right people at the right time.
Solution: C/A conducted a thorough traffic analysis, competitive analysis, and content audit of the existing site, reviewing nearly 700 pages. We assessed what was working and identified areas for improvement, making specific recommendations for content migration and creation. Our three-lens approach focused on:
- Analyzing SEO value
- Enhancing user experience
- Improving content quality
We used these insights to guide our recommendations for enhancements and opportunities.
Repackaging Pages to Tell a Deeper Story
Through our content audit, we uncovered countless listings pages specific to places throughout Arizona. These included cities, parks, monuments and tribal lands. While these pages needed to include the expected details (hours of operation, location and phone number, etc.), they weren’t doing much to inspire travelers to visit.
C/A traveler writers and editors repackaged more than 120 “places” pages to add richer content and storytelling elements to each page. With this injection of more detailed content — including history, background and traveler tips — SEO and on-site engagement improved, increasing visitor time-on-page and return visits, as well as help solidify AOT as the Arizona travel-planning resource.
SEO: Keeping Content Healthy
We want VisitArizona.com to be as visible as possible to those actively searching for travel information for a visit to our home state. Continued search engine optimization helps increase opportunities for content to be seen and attract more organic traffic over time. And, through quarterly audits, C/A continues to uncover areas that can impact organic search ranking, offering specific solutions to resolve any barriers. This SEO work ensures the content we continue to update and keep relevant is searchable and viewable.
Rethinking Email with Travelers in Mind
AOT partnered with C/A to overhaul their email marketing strategy. We began by redesigning the existing newsletter template to enhance user engagement. The new template features interchangeable components, allowing for various content presentations that keep the experience fresh and slightly different each month. This flexibility ensures that the newsletter remains visually appealing and dynamic, encouraging readers to stay engaged.
In terms of content, C/A developed a quarterly plan that identifies key messages both seasonally relevant and reflective of community events across the state. This strategy ensures that each newsletter promotes a diverse range of attractions and activities, appealing to a wide audience and highlighting the unique offerings of different regions. By aligning the content with seasonal trends and community promotions, the newsletter remains timely and relevant, increasing its overall impact and readership.Through this user-focused approach, AOT’s monthly tourism newsletter has become a powerful tool for engaging readers and promoting tourism throughout Arizona.
From Our Client
— Jamie Daer, Director of Advertising