Clearer search direction for TravelHealthPro’s traveller audience

Clearer traveller search direction
Defined technical priorities
Roadmap for team buy-in

TravelHealthPro is a national travel health advice website produced by NaTHNaC, serving both travellers and health professionals in the UK. The site carries significant authority, with country information, outbreak updates, factsheets and resources used across travel health advice.

NaTHNaC wanted to understand how the site could reach more travellers through search without weakening its value for health professionals. MGX Digital provided the benchmark, keyword research and audit needed to give senior, digital and development teams a shared view of what should change.

The challenge

TravelHealthPro already has strong authority and a clear role in the travel health space. NaTHNaC produces guidance for health professionals advising travellers, as well as information for people travelling overseas from the UK.

The challenge was not credibility. It was accessibility and search visibility for a broader audience.

The website had been heavily written for, and used by health professionals. NaTHNaC wanted to speak more directly to travellers but needed to understand what that shift required before making structural, technical or content decisions.

The risk was making changes to a highly authoritative custom-built site without a search strategy. The team needed confidence on what to prioritise, how to sequence the work and how to bring developers and content teams into the process.

MGX Digital's Role

MGX Digital provided the strategic groundwork for the shift.

The work combined competitor benchmarking, keyword research and a full website audit to show where traveller search demand existed, how competitors were meeting it, and which technical barriers could limit future visibility.

The findings gave NaTHNaC a practical basis for senior decision-making, developer planning and future content direction.

Outcome

The project gave NaTHNaC an SEO roadmap for improving TravelHealthPro’s visibility with travellers while retaining its role for health professionals.

As this was an audit-stage project, success was not measured in live performance gains. The immediate value was strategic and operational: defined technical priorities, stronger internal alignment and a practical route into site restructuring.

The work also created the basis for the next phase, including developer-led technical fixes and a page template update.

Why it mattered

For NaTHNaC, the value was clarity before change.

TravelHealthPro is a trusted information resource, so any SEO work needed to be handled carefully. MGX gave the team a structured way to improve search performance without losing sight of the site’s existing authority, professional audience or public health purpose.

The project turned a broad ambition to reach more travellers through search into a practical set of decisions the team could act on.