HELPING A POPULAR CAR LEASING COMPANY BUILD LINKS, RANK HIGHER & BOOST ORGANIC TRAFFIC
- Social Media
When Hippo Motor Group approached us, they were struggling with a decline in online traffic on two of their main brands websites. A killer combination of a fiercely competitive market, and poor optimisation work, led to a drop in key rankings for their Hippo Motor Finance and Zero Deposit Car Leasing brands.
Our aim was to create and implement a strategy that will improve site authority, increase organic traffic volumes and leads.
With the motor industry being notoriously competitive, providing timely, relevant and topical content to gain coverage for two brands was always going to be a challenge. A technically sound website, forward planning and reactive PR was key to success.
We started by carrying out a series of audits on both sites; SEO, keyword and link profile to develop a hit list of actions to tackle. As well as this we conducted competitor and sector analysis to gain as much insight as possible.
The Digital PR strategy focussed on delivering a broad range of quality links from tier 1, 2 and 3 publications.
Key focus was given to developing linkable content that would be picked up by local and national publications with a backlink included in the article. Syndication of this content to lower tier publications was the golden ticket.
We began with extensive desk research and social listening to see what grabbed motoring journalists attention. From this we worked closely with Hippo’s marketing team to agree on which stories were hitting the press. Then we were ready to work some pitching magic.
To ensure our linking strategy took a layered approach, and didn’t just deliver one type of link, we also carried out a number of other Digital PR tactics to build a broad range of coverage such as:
- Reacting and delivering forward features in consumer magazines
- Securing guest columns across industry publications
- News hacking and reacting to current events
- Non-spammy directory listings
- Magazine competitions
For the Technical SEO we implemented a number of important changes to their site content to optimise key pages in light of our goal to boost rankings and traffic. This also included improvements to the site speed and schema.
“We really enjoy working with the team at every1, especially through the support on our digital marketing efforts, including SEO for our new site, as well as the fantastic digital PR opportunities they've generate for us. They're idea machines!”Fahad Hussain Digital Marketing Manager at Hippo Motor Group
Since we began this project regular coverage has been secured on powerful, authoritative local and national newspapers. Currently, this amounts to 193 links including 48 links in Tier 1 publications such as The Mirror, Express, The Sun and The Scotsman.
In the first 6 months of link building activity for Zero Deposit we have achieved significant improvements to keyword rankings with 37 of the target 50 keywords moving up into the top 10 position
Proving that the motor industry enjoys a light hearted story, our content campaign which highlighted why Christmas decorations weren’t for cars secured an impressive 43 links. All of these links were directed to Hippo’s homepage and this generated a significant spike in organic traffic in the period following publication.