SEO, SEM & SMO : Automotive Industry
Case Study : Automotive Salvage Website
Please note : Metrics outlined here represent sensitive, competitive and strategic information. All company names and branding have been omitted from this illustrative data to preserve client confidentiality.
On-Page SEO Tactics
During this 9 month project, BlueCoffee revisited the existing website and made updates to the on-page SEO to improve search engine friendliness. This included the following amends to the site:
- Addition of relevant ALT text to all new images
- Updates to meta data to provide unique page titles, descriptions and keywords for each page
- Redirection of old pages to new equivalents
- Creation of search engine friendly page URLs
- Improvements to internal linking
- Creation of custom 404 error page(s)
Off-Page SEO & SEM Tactics
- BlueCoffee improved the website presence for Google Universal search,creating a Google local listing
- BlueCoffee created a link building plan, with monthly effort devoted to increasing in-bound links from relevant related sites
- BlueCoffee implemented advanced web analytics to produce actionable results using goals
- Created new content targeting specific terms
- Submission of articles and press releases
- Created and maintained a regionally based, price sensitive PPC campaign
Google Analytics Reports
If you would like to see more in-depth information, please view the Google report for the period:
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Google Report : Automotive Salvage ( L click to view | R click to download ) |
Key Performance Indicators (KPIs)
ORGANIC SEARCH METRICS (9 month period)
Increased Overall Traffic : up from 48,908 to 88,663 |
+ 81.29% |
Increased Organic Traffic : up from 21,131 to 60,898 Key terms targeted based on search volumes, resulting in excellent rankings: |
+ 188.19% |
increase in non paid traffic for the term ‘salvage cars’ |
+ 60.71% |
increase in non paid traffic for the term ‘car breakers’ |
+ 163.30% |
increase in non paid traffic for the term ‘scrap car’ |
+ 274.75% |
increase in non paid traffic for the term ‘scrap yards’ |
+ 9,840.00% |
increase in non paid traffic for the term ‘car salvage yards’ |
+ 253.92% |
increase in non paid traffic for the term ‘salvage yards' |
+ 9,950.00% |
| Increased Referred Traffic : up from 5,212 to 8,788 | + 68.61% |
Increased Goal Conversions Goal 1: Register to pick up scrap (up from 1,066 to 2,926) Goal 2: Car parts request form (up from 1,507 to 2,474) |
+ 174.48% +64.71% |
| Increased Overall Goal Conversions : up from 5.26% to 6.09% | + 15.77% |
| Incresed Paid Traffic Goal Conversions : up from 5.92% to 7.31% | +23.43% |
| Increased Visit Duration : improvements in targeting increased the average visitor time spent on site from 1:21 to 1:25 | + 5.84% |
| Reduced Bounce Rates : number of visitors leaving from homepage without visiting any other pages (inappropriate referrals) down from 58.74% to 53.66% | - 8.56% |
PAID SEARCH METRICS (9 month period)
Increased Paid Traffic : up from 12,746 to 13,089* (*based on decreased spend from $2,990.00 to $2,934.78) |
+ 2.69% |
Increased Average Pages/Visit: up from 1.80 to 2.37 |
+31.75% |
| Increased Visit Duration: up from 1.18 to 1.36. | + 22.53% |
| Reduced Bounce Rates : number of visitors leaving from homepage without visiting any other pages (inappropriate referrals) down from 68.30% to 55.60% | + 18.59% |