How do you establish SEO authority for a new brand in the unexplored niche of running tourism?
Creating an SEO strategy to help a new running travel company establish authority and attract an audience of runners interested in destination training.
Key Findings
Niche-First Approach
Starting with specific running destinations and training plans provided faster wins than targeting broad travel terms.
Training Content Converts
Running-specific content like training plans attracted more engaged visitors than general travel content.
Progressive Authority
Success with smaller running destinations created momentum for targeting more competitive terms.
The Challenge
Long Run Travel faced the unique challenge of establishing itself in the intersection of two competitive spaces: running and travel. As a new brand, they needed to:
- Build authority in the running travel niche
- Attract runners interested in destination training
- Compete with established running and travel brands
- Create a content strategy that resonated with both interests
- Convert interest into travel bookings
Our Approach
We developed a strategic approach that focused on building authority progressively:
Results and Impact
The strategy delivered strong results within three months:
- Traffic Growth
- Doubled organic click-through rate
- Tripled total impressions
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Achieved first-page rankings for target terms
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Engagement Metrics
- Strong performance of training content
- High time-on-page for destination guides
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Growing email list signups
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Business Impact
- Increased training camp inquiries
- Growing interest in custom running trips
- Strong foundation for future growth
Key Learnings for Tourism Organizations
Start Small, Think Big
Building authority through smaller, achievable wins creates a foundation for targeting more competitive terms.
Know Your Audience
Understanding the specific interests of runners helped create more engaging content than generic travel writing.
Measure What Matters
Focus on engagement metrics beyond just traffic to ensure you're attracting the right audience.