Digital marketing newsletter Monthly insights & data
June 2025
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Your monthly digital content round-up of what’s worked, what hasn’t, what we’ve learned, and what we’re planning for the future - SEO (Google searches): Continuing our focus on long-form brand content
- New public content: Launching our More Rewards partnership pages
- SEO & AI search: A look ahead at forward reporting frameworks
- Intelliresponse (Avion search): Questions continue to decrease, focus on points
- UserTesting: Users weighed in on the name for the Air Travel Redemption Schedule
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SEO insights – how visible are we in Google searches?
Long-form content leads the way 
- We continue to stand firm in second place, and are still making steady progression towards Rakuten’s strong lead
- We are continuing to work on creating more long-form, informational brand pages to compete with Rakuten
- We have now published two long-form blog pages (Top ten travel destinations and Top ten Canada destinations) with more planned for the future
- We are also focusing on our brand long-form page content such as Best Buy, Moi Rewards and other key partnerships
- Collaboration with Cards to ensure our pages complement each other is underway
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New public content launched
Here is some of the content we published last month: The full list of content launched each month can be found here:
Avion Digital Marketing team content launches |
SEO & AI search
A snapshot of AI tools and planned reporting frameworks 
- AI search provides users with answers, without them having to click on anything
- This means AI success doesn’t always lead to an increase in organic traffic
- What does increase is brand recognition and authority
- We are working on new tools and frameworks to monitor brand searches and direct traffic
- We will plot these movements against our content launches to infer cause and effect
- Also working to get access to new AI measurement tools in SEMrush and elsewhere
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Intelliresponse insights – what are people searching for in the Avion search bar?
Questions continue to decrease, focus on points 
- Users are still asking fewer questions YoY, suggesting that their answers have already been provided to them within our site content
- Points management and credit cards remain top queries across answered and unanswered.
- FAQ overhaul phase 5 was completed on May 26 – next month we will review impact on user engagement
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UserTesting insights – what are users saying about Avion UX? Users weighed in on the wording for the Air Travel Redemption Schedule 
- We asked 30 participants their thoughts on what the name should be for the visual grid showing where they can travel with points
- The grid is currently called the Air Travel Redemption Schedule
- This current name received 0% votes
- The winning name was “Avion Points Destination Guide”, preferred by 50% of users
- The next most popular was Avion Travel Rewards Grid
- We will review where this wording currently appears and suggest changes
- We are also working on a redirect of the old page (/redemptionSchedule.html) to the updated version on the Travel page
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Future focus – what will we do next? Next month will continue to focus on long-form content and informational pages - Continue to monitor new pages for SEO traffic and GEO success
- Continue keyword optimization work across each main page
- Continue to work with Cards team to coordinate strategy across equivalent pages
- Finalize and launch Best Buy long-form content page
- Complete competitor review for Shopping category
- Review overall nav UX to improve user journey throughout site
- Redesign of public homepage – in progress
- Continue to review/test wording around “FREE” messaging
A topline view of all Optimization Stream test results, takeaways and next steps can be found here: Optimization results at-a-glance |
Questions/comments? Please reach out to Anna Solemani for more info. |