Rising Above the Fray with Strategic Content
On average, travelers visit a total of 38 websites before booking a trip. With such a saturated market, the Arizona Office of Tourism wanted to ensure their new site stood out from the rest.
Before creating a new website for VisitArizona.com, the Arizona Office of Tourism (AOT) wanted to have the groundwork in place to create more strategic content going forward.
In an effort to help AOT improve searchability, increase traffic and build engagement — getting the right content to the right people at the right time — C/A performed a traffic analysis, competitive analysis and content audit of their existing site. We combed through nearly 700 pages, assessing what was working and what could use some improvement, and made specific recommendations for content migration and creation for the new site.
We took a three-lens approach to these recommendations, analyzing SEO value, user experience and quality of content. We sought to fully understand the value of these three factors and use that information to guide our recommendations regarding improvements and opportunities.