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Sector: Automotive
Client: Robins & Day (Peugeot Citroen Retail)

KPIs hit within 6 months
thanks to holistic
SEO strategy

Nationwide automotive retailer Robins and Day had a new website to launch following a recent rebrand which saw them become a Peugeot, DS, Citroen and Vauxhall dealer group. Phase one – a full-site migration. It was WMG’s job to ensure the move was successful, incorporating content from multiple legacy sites while preserving link equity. Phase two – grow Robins and Day’s online presence building site authority.

What did we do?

Our holistic, long-term SEO strategy hit many of the KPIs within just 6 months and covered:


The new website lacked authority, recognition and an online presence. A hands-on approach to checks, changes and mapping following our 25-point checklist mitigated risks, resulting in a smooth transition and an almost immediate improvement in both traffic and rankings

The objectives

  • Average ranking of tracked phrases
  • Rank for 10,000+ keyword phrases
  • Achieve average rank of 30 or below
  • 450 keyword phrases to be in Top 3 positions
  • YOY organic traffic growth
  • Focus on improving ‘Peugeot’, ‘Citroen’ and ‘DS’ keyword rankings

Keyword Research & Analysis:

Aligned to Robins & Day’s commercial focus, research and analysis expanding the site’s keyword footprint assessing annual and seasonal demand, ranking and market position. This blended approach increased traffic, built awareness and aimed to generate converting leads.

Site Optimisation:

Segmenting the site into specific categories, our proprietary optimisation tool was used to optimise all onsite element, enhancing website rankings.

Landing page creation:

Relevant, rich and factually correct landing page content following Google best practice guidelines for onsite content


Extremely targeted, traditional outreach pushed power to the specific landing pages whilst creative outreach was designed to specifically generate high domain authority links.


“We started working with WMG as we had a number of distinct challenges ahead of our business. Based on their extensive experience working on similar projects with other clients, WMG were the obvious choice for Robins and Day and we were confident in their ability to deliver against our objectives.”
Harry Pennington, Marketing Manager – Robins & Day