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Rubikon is a company specializing in bus passenger transportation in Ukraine and abroad.
Before the start of the cooperation, Rubikon had its own blog, but it did not fulfill its main task - it did not engage the audience, and therefore did not work to build brand trust and did not bring customers. Engagement was less than 200 sessions as of April 2024.
Among other challenges, the blog:
Rubikon turned to Promodo with a request to revitalize the blog and turn it into a working channel for attracting users, outperform competitors in search results, and make articles a source of useful and expert information about the service.
The articles had to be simple but informative. After reading one of these articles, the user should find answers to their questions, which in turn will help increase brand confidence. At the same time, the client's request was that the texts be targeted at the widest possible audience: tourists, migrant workers, people traveling for the first time.
It is worth noting that transportation is a niche that provides services, not goods, which creates additional challenges for the content strategy. In addition, the niche is dynamic: conditions can change due to a number of factors, while, for example, the iPhone 16 always has constant characteristics.
We developed a comprehensive strategy to achieve the client's goals, covering all key aspects of SEO and content marketing:
Now, let's talk more about each of the points why we did this.
At the start of the work, we conducted a blog audit to identify and eliminate technical errors that prevented the correct ranking of news articles. These are standard works that help fix both minor and critical issues.
Even high-quality content will not ensure high search rankings if technical errors prevent Google from indexing your website correctly. Therefore, audit is a necessary step for effective promotion.
Earlier we talked about the case of Vitto Rossi, where technical improvements to the website helped to improve the search results.
The audit also helped in the case of Rubikon.
Problem
There were no unified landing pages for flights, which automatically created many duplicate pages that were included in the Google index. This worsened the site's visibility in search.
Solution
We implemented unified human-readable URLs for the flight pages, so that duplicates gradually disappeared from the index and were replaced by the correct pages. This had a positive impact on the site's ranking and improved its position.
We also updated the structure of internal links: flight pages started to receive more traffic due to linking with blog pages. This helped improve the site's visibility in search engines.
In addition, we developed terms of reference for optimizing the language versions of the blog and ensured that all articles were correctly translated into different languages, which further expanded the audience reach.
Before developing the content strategy, we conducted a detailed analysis of competitors by information requests. This helped us understand which topics in the market are already covered and which are still neglected.
Based on this data, we developed a content strategy that combined popular topics and unique, low-competition areas that could quickly deliver results.
Every month, we formed a content plan, taking into account seasonality, business priorities, and the client's wishes. The client was actively involved in the process, approving each topic and sharing his vision, which allowed us to create content that was as relevant as possible to the audience.
A separate area was a series of articles about Germany, one of the client's business priorities, which was hardly covered by competitors. Thanks to this, we managed to quickly achieve high search rankings.
We developed a series of four expert articles relevant to this destination and client's target audience.
To ensure maximum accuracy and usefulness of the materials, the client engaged a lawyer who works with the relevant demographic in Germany. An author with expertise in the field of transportation also participated in the creation of the content and its adaptation to the target audience.
The professional expertise of the lawyer and the author on the part of the client was a key basis for creating high-quality and reliable articles.
We developed a logical structure of materials that is convenient for readers and understandable for search engines. We added relevant key queries and optimized articles in accordance with Google's requirements, which contributed to their rapid growth in search results.
One of the articles became the blog's leader in terms of efficiency and traffic attraction.
The keywords from the article have 20 TOP-1 positions in Google.
Proof of effectiveness: quality content takes time to create, but brings long-term results.
In the bus transportation industry, seasonality has a significant impact on changes in search demand. The peak season is in the summer (May - August), which requires advance preparation of content.
We developed a strategy that allowed us to balance seasonal traffic and maintain stable growth in the off-season. To achieve this, we worked in two directions:
For the summer season, we identified Bulgaria as a key destination as it was popular among target demographics in 2024.
Based on the demand analysis, we prepared a series of articles, for instance:
Results:
This approach helped to maintain the resource's position in the search results even during the off-season, so that the blog did not sink due to summer queries in the winter.
To maintain the interest of your audience, it is important to take into account trends and respond promptly to current events, news and changes in legislation.
In 2024-2025, one of the most relevant topics was the border crossing procedure, both in the format of tourist trips and regular border crossings to visit relatives who have traveled abroad. We monitored such trends, responded promptly to demand, and created useful content, for example:
These materials are ranked for high-frequency queries and have low competition among carrier sites, which allowed the blog to consistently attract traffic.
We also observed a change in audience interests depending on the season. For example, in the winter of 2024-2025, the demand for articles about choosing tourist destinations decreased, while requests for information about crossing the border increased.
We adjusted our content strategy in time, focusing on the legal and practical aspects of travel. This allowed us to ensure organic traffic even in winter.
The result.
Thanks to a well-thought-out content strategy and publications focused on long-term trends, Rubikon's blog articles not only remain relevant, but also provided steady traffic growth as demand for these topics remained high throughout the year.
We were able to fulfill the client's main request - to turn the blog into an effective tool for attracting traffic, potential customers, and increasing brand awareness.
Rubikon in cooperation with the Promodo team succeeded:
Increase in organic traffic by information queries by +200% in 9 months, from the beginning of publications until January 2025.
We are continuing our cooperation and plan to expand the semantic core and publish expert, useful materials. Since the blog also has business goals, we will increase the conversion rate of articles through motivational blocks and additional linking to services.
We also plan to create unique materials about carriers, transportation routes, terms of service, etc. - everything that may be relevant to Rubikon's target audience, but cannot be found on the Internet in one resource.
We, the Rubikon.com.ua team, express our sincere gratitude to Promodo for the professional SEO promotion of our website. From the very beginning of our cooperation, Promodo specialists have demonstrated a high level of professionalism, a deep understanding of our niche, and an individual approach to tasks. They thoroughly analyzed our website, identified key points for optimization, and proposed a strategy that has already begun to bring tangible results. I would like to emphasize the following:
- Clear planning and deadlines: All tasks were completed on time, without delays.
- Transparency of processes: We regularly received reports on the work done and the results.
- Growth of organic traffic: Thanks to the team's efforts, our website has become more visible in search engines, and the number of visitors has increased significantly.
- Support and recommendations: The team is always ready to answer questions and offer solutions for further development.
Promodo helped us to strengthen our position in the competitive environment and attract more customers, which is especially important for us as a company that provides non-prepaid ticket booking services from Ukraine to Europe and back.
We recommend Promodo to anyone looking for a reliable partner for SEO promotion!
Rubikon team
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