SEO Keywords
SEO Visibility
Growing SEO Visibility for Amex GBT & NDC
In 2024 I partnered with the internal brand communications team at American Express Global Business Travel to communicate a complex topic: New Distribution Capability, or NDC.
84
Keywords
Total keywords we Amex GBT ranked for in December 2024 that contained “NDC” – a 100% increase from January 2024
609%
Monthly traffic increase
Visitors clicking into the evergreen page or optimized content that my team partnered with the brand team experts on.
245.5%
Visibility Increase
Between January and December, our optimization work expanded into search features , AI overviews, and dominant placements in SERPs.
Visibility
Search Results
At the top-level, the subject matter experts I partnered with were focused on increasing our thought leadership and visibility in the space. We were able to do so across three main areas:
Search Features
7 Keywords graduated from places 11-20 to place “0” in features like “People also search”. “Images” and AI Overviews
Top 10 Placements
We secured #1 placement for one keyword and positions 2&3 for 10 keywords.
We also secured another 11 in the top 4-10 positions; increasing position 1-10 presence from 11 to 22 in addition to search features
Doubled Overall Keywords
Strategically grew from 42 to 84 variations of “NDC” terms alone, not counting terms that were peripherally related to airline distribution capabilities.
Keyword Position Tracking
| Placement | January 2024 | Placement | December 2024 |
|---|---|---|---|
| Rich Snippets (Place 0) | – | Rich Snippets (Place 0) | 7 |
| Position 1 | – | Position 1 | 1 |
| Position 2 & 3 | – | Position 2 & 3 | 10 |
| Position 4-10 | – | Position 4-10 | 11 |
| Position 11-20 | 11 | Position 11-20 | 9 |
Overview of Strategy
SEO Partnership for Search Engine Visibility
By working with a content-first framework, we were able to tap into a deep knowledge base and position our experts as the best in the field.
Phase 1: Initial Content (Educational)
In this phase, we introduced the New Distribution Capability content to our website & our audience of B2B SaaS decision-makers and their travelers. This consisted of a basic explainer or NDC, a glossary of critical airline terms (including NDC), and thought leadership from senior leaders in the organization.
Phase 2: A Reliable Destination
In Phase 1, the team worked to explain and connect our areas of expertise – explaining why we were even talking about NDC, and why our customers and their travelers should care while also establishing ourselves as leaders in the space. From there, we were able to start becoming more nuanced, not only creating a “hub”, but a more granular dictionary of essential terms.
- An evergreen landing page: New Distribution Capability at Amex GBT
- A follow-up glossary for NDC language: Demystifying NDC A Glossary for Grasping the Lingo of New Distribution Capability
Phase 3: Building on the Basics
With foundational pieces that define and explain the NDC concept, these blogs begin to explore elements that are related to NDC like continuous pricing, as well as combatting concerns from travelers about some of the negative aspects and press around this change; creating a more nuanced and fully realized content node versus a “one-dimensional” view of NDC.
Ongoing SEO Visibility & Impact
In addition to increasing overall presence in top search spots on Google and other search engines, this initiative generated:
- 4,000 + unique visits to these pages
- Increased internal collaboration across teams
- Inspired an internal framework for cross-team collaboration
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