Founded by Kim Orlando, Traveling Mom is an online publication consisting of more than 65 travel writers who provide a wealth of Mom-to-Mom resources, tips, and advice for family vacation planning in one convenient, trusted destination.
TravelingMom boasts a thriving network of dozens of writers, each focusing on a unique niche within the travel industry (National Parks, Military Families, Frequent Flying, etc.) Although, TravelingMom had developed an excellent reputation in the industry and with well known brands like GM and Disney, overall website traffic was stubbornly low and company growth was at a stand still.
WASP was called in to develop a growth strategy that would dramatically increase the total traffic to the site, resolve various technical issues inhibitive to efficiency, and better monetize the content and traffic produced.
WASP organized a series of live webinars for the traveling mom writers to train and implement SEO best practices on all content moving forward. The SEO sessions were recorded and posted for future reference, and ongoing support from the team at WASP was made available. WASP also implemented strict requirements for outbound and internal links, keeping more visitors on the TravelingMom website longer.
Next WASP took an in-depth look at the content being produced by the network. We increased production requirements, expanded content topics, and encouraged more long-form content pieces in line with Google’s favorable content trends. Next, we implemented a “shareable” content strategy to capitalize on the virality of social media. WASP even dubbed one of our own content writers’ the official “Social Media Traveling Mom” to contribute weekly pieces to increased production schedule and provide a guide for creating content specially for social media for the other writers.
TravelingMom had strong social presence on several major social platforms including Twitter, Pinterest, & Instagram but not on Facebook, which often produces the best results for publishers. WASP put in place an aggressive but targeted Like campaign, selectively boosted opportune posts, and helped optimize headlines, photos and preview texts.
In order to further grow the traffic to the TravelingMom website and social outlets, we needed to optimize the user experience and flow. We redesigned the homepage for more effective navigation, and we restructured the article categories and tags to make it much easier for users to find exactly what they were looking for. We also developed a new design for their weekly newsletter to attract even more people to the TravelingMom platforms.
By adding Instagram and social widgets to the website homepage we were able to increase social followings and engagement, resulting in an awareness boost for TravelingMom overall. Finally, we included author tracking to the website in order to accurately gage how many page views each author was generating.
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