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Work

Content that drives tourism

Alabama Department of Tourism
For nearly a decade, Alloy Digital has partnered with the Alabama Department of Tourism to deliver a variety of innovative digital products that showcase "Sweet Home Alabama." Our digital expertise in the tourism industry is represented in the solutions we've developed and the content we've created to encourage tourists to include Alabama in their list of potential destinations.

The Ask

Although our partnership with the Alabama Department of Tourism is longstanding, we are always looking for areas of our work that can be optimized to provide the best value. In 2023, we recognized a previously untouched opportunity to capitalize on the content and performance of our partner's various digital properties. Our team was asked to make content updates and improvements that would generate more qualified traffic and user engagement to ultimately increase users' desire to visit the state of Alabama.
Services
Industry
    Government
    Tourism
    B2C

The Results

Based on in depth competitive reviews and extensive SEO research, our team of experts crafted relevant content and implemented an updated SEO strategy to deliver tangible results. We saw a 128.7% increase in visibility, a 162.8% increase in organic impressions, and a 149.8% increase in organic clicks. We also developed exciting new functionality like an on-page content feedback mechanism to gather thoughts from our audience to help determine what other content changes might be needed. This work will help inform our decisions as our partnership with the Alabama Department of Tourism continues to evolve.

How we made it happen

  • Airtable
  • Brandfolder
  • Competitive Analysis
  • Content Analysis
  • Content Guidelines
  • Content Inventory
  • Content Writing
  • Content Optimization
  • Custom CMS
  • Editorial Calendar
  • Figma
  • Google Analytics
  • Keyword Research
  • Notion
  • Persona Creation
  • Semrush
  • SEO Copywriting
  • Stakeholder Interviews
  • User Feedback

Features & process

Industry Analysis

Before jumping into a project, we make sure we understand industry best practices. We performed multiple stakeholder interviews and thorough competitor analyses to inform our recommendations.

Strategy Development

This project required a complex strategy for both content and SEO updates. After reviewing current content, current SEO performance, and competing tourism websites, we presented our partners with comprehensive content and SEO strategies and how we planned to implement them.

Content Optimization

Based on the insights gathered from competitive reviews and SEO research, our team optimized existing content and developed new content to align with the updated strategies. This content included updates like new copy, new page types, and new website functionality.

Takeaways

A successful digital product is much more than smooth functionality and flashy designs. The significant increase in traffic on, engagement with, and feedback from the Alabama Department of Tourism's digital properties underscore the significance of data-driven decision-making and the importance of ongoing collaboration to drive sustained success.