Top Gear Growth
40% Traffic Increase for UK's Largest Motorbike Buyer
40% ↑
Website
Traffic
30% ↑
Organic Search Traffic
19% ↑
Increased Conversion Rate
Summary
In just 18 months, the UK’s largest buyer of used motorbikes, scooters, and mopeds increased their website traffic by over 40% and significantly boosted organic search traffic and lead quality through a targeted SEO and content marketing strategy.
About The Company
As the largest buyer of used motorbikes, scooters, and mopeds in the UK, this family-owned business has established itself as a market leader. The company has grown significantly by offering instant cash offers to sellers nationwide.
At the time of the campaign, the motorbike resale market was highly competitive, with new entrants increasing their digital presence. The company sought to solidify its leadership position by enhancing its online visibility and conversion rates.
Objectives
- Sustain market leadership.
- Increase search visibility for service and landing pages by ranking multiple times in the top 5 Google search results.
- Improve conversion rates by 19%.
- Enhance website authority.
Challenges
The company faced stiff competition not only from new entrants but also from its own digital properties. They needed to ensure multiple rankings in the top 5 Google search results to capture high-converting keywords effectively.
Target Audience
Demographics
Primarily male, ages 25-50, located in urban and suburban areas.
Psychographics
Motorbike enthusiasts looking for quick and reliable selling options.
Behaviors
Active on social media, frequent visitors of motorbike forums and blogs.
Strategy and Plan
A well-rounded approach targeting technical SEO, content optimization, and backlink strategy was chosen to address all aspects of search visibility and user engagement. The aim was to secure multiple top 5 rankings for high-converting keywords.
Overall Strategy
Conduct a comprehensive technical audit.
Optimize site structure and content strategy.
Execute link building and influencer marketing campaigns.
Implementation
Step-by-Step Actions
01
Conducted detailed technical onsite audits using tools like Ahrefs, SEMrush, Majestic, Google Analytics, Screaming Frog, and custom in-house tools.
02
Optimized site structure and resolved technical issues identified during the audit.
03
Developed and executed a comprehensive content marketing strategy.
04
Launched link building campaigns to earn relevant backlinks.
05
Implemented heat maps to understand user behavior and optimize conversion paths.
06
Encouraged user reviews and leveraged influencer marketing on blogs, forums, and social media.
Timeline
01
Months 1-3
Technical audits and initial optimizations.
Months 4-6
Content strategy development and implementation.
02
03
Months 7-12
Link building and influencer marketing campaigns.
Months 13-18
Continuous optimization and monitoring.
04
Team Roles
SEO
Specialist
Conducted technical audits and optimizations.
Content
Strategist
Developed content strategy and execution.
Link Building Expert
Managed link building campaigns.
Social Media Manager
Handled influencer marketing and user engagement.
Creatives and Assets
- Optimized landing pages
- Influencer posts on social media
- Blog posts and articles written as part of the content strategy
Metrics and Analytics
Organic traffic growth
Conversion rate improvement
Number of high-quality backlinks earned
User engagement metrics
Results and Outcomes
The campaign successfully addressed the challenges faced by the company, resulting in substantial traffic growth and improved conversion rates, reinforcing their position as a market leader.
The comprehensive approach combining technical SEO, content strategy, and influencer marketing proved highly effective, setting a strong foundation for future growth.
Quantitative Results
- Increased website traffic by over 40%.
- Improved organic search traffic by 30 %
- Enhanced conversion rates by 19%
Qualitative Results
- Better user engagement and lower bounce rates.
- Positive feedback from users and influencers.
Challenges and Learnings
Obstacles Faced
Competing with their own websites since they were covering multiple positions in the top 5 results on Google.
Navigating the complexities of maintaining high rankings for multiple URLs.
Key Insights
Securing multiple positions in Google’s top 5 results for high-converting keywords is crucial. Doubling down on these keywords can significantly boost results and overall effectiveness of the SEO strategy.
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LEADERSHIP TEAM
Abrar Tariq
Director SEO/AI
Ihsan Riaz
Machine Learning Lead
Muhammad Uzair
Web Design Lead
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