Key to bolstering online visibility, our first goal was to get Peter Vardy ranking for their brand name. Keyword mapping based on car manufacturer brands, vehicle models, and franchise locations was used, with on-page optimisation subsequently completed across onsite content and meta data for over 500 web pages.
Working collaboratively with Peter Vardy, pages were prioritised, keeping the objectives at the core. Due to the client’s business strategy, continuously changing levels of stock and sheer volume of indexed pages, we chose to work on an ‘in-stock’ basis. When cars come into stock, meta data is written for them and keywords provided for further onsite content optimisation. Focusing on one area at a time, we deliver upon their quarterly goals by running monthly batches of optimisation.
Tackling domain authority, two creative PR campaigns were launched targeting media outlets to generate high authority links. Getting drivers to rank their own and other drivers ability, our research also considered how many penalty points each individual had and enabled us to create a blog on Britain’s best and worst drivers. The campaign was covered by national motoring press as well as regional and lifestyle titles with publications such as LadBible, UniLad, Heart, and Belfast Live.
Alongside driver perceptions, we ran a campaign on the best pass rates for practical and theory driving tests across the country. Using research from a national survey and secondary data sources including the DVLA, the results formed a landing page which included a UK heatmap to summarise pass rates.
Successfully gaining coverage with high DA, we switched to Targeted Outreach to control organic backlinks. This allowed us to attract the target audience to specific products and franchise webpages while boosting brand awareness.