+115% Visibility Growth for Risk Management Services
A look at the SEO approach that helped a niche travel risk and maritime security provider improve rankings, grow visibility, and attract qualified traffic.
+83%
Keywords on Page 1
+91%
Non-Branded Clicks
+115%
Non-Branded Impressions
About the project
This project focused on a consultancy specialising in tailored travel risk management and maritime security services, catering to Operational Managers, Travel Risk Coordinators, and Vessel Operators.
The Challenge
The consultancy needed to improve its online presence and keyword rankings to reach relevant users seeking travel risk and maritime security solutions. The website struggled to perform effectively online due to:
- Limited visibility for niche keywords such as “travel risk intelligence” and “maritime security services.”
- A large portion of traffic was irrelevant, driven by broad search terms that didn’t reflect the client’s offering.
- Core service, training, and blog pages were under-optimised and lacked E-E-A-T signals.
The Approach
1. Technical SEO Foundations
A comprehensive technical audit uncovered multiple technical barriers. Key actions included:
- Resolving duplicate content and meta tag issues.
- Updating long or unclear URL structures.
- Introducing new blog categories that supported service pages.
2. Optimisation of Core Pages
The home, services, and training pages were fully optimised to align with high-intent keywords:
- Naturally integrated high-value niche keywords.
- Expanded sections with benefits, USPs, testimonials, videos, FAQs, and schema.
- Enhanced CTAs to improve lead generation.
3. Content Strategy & Creation
To build topical authority, a structured content plan was introduced:
- Created pillar and supporting articles around maritime security and travel risk.
- Addressed industry-related questions and concerns to attract relevant traffic.
- Strengthened internal linking between articles and core service pages.
4. Industry-Specific Page Optimisation
Sector pages were tailored to directly address target industries:
- Incorporated case studies, industry-specific challenges, and tailored solutions.
- Differentiated from larger competitors by showcasing specialist expertise.
The Results
- +83% increase in the number of keywords ranking on Page 1.
- +91% growth in non-branded clicks, driving more relevant traffic.
- +115% uplift in non-branded impressions, boosting visibility among target audiences.
33% increase in average position of target keywords
91% increase in non-branded clicks
Key Takeaway
By combining technical improvements, targeted onsite optimisation, and a tailored content strategy, the project transformed the site’s visibility for competitive niche keywords. The result was a measurable increase in relevant traffic and stronger positioning against larger competitors.