Organic - Lookers gain top rankings in Google
Posted in Case Studies
Background
Lookers Dealerships have been a Client of Latitude since December 2004. Although their previous SEO provider produced results, the national car dealership felt that the number of visitors, enquiries and sales achieved through Search Engine Optimisation could be further improved. Deciding to search for a new agency that could take over the SEO work (whilst additionally being able to provide a solid Paid Search Offering), Lookers opted for the whole package that Latitude offers.
The Solution
Identifying the weakest areas, Latitude focused the SEO campaign on content optimisation and the acquisition of new incoming links from other websites. After making changes to the site’s structure, over 20,000 words of new optimised content were added and weekly product feeds to Google’s product search feature were put in place. Together with the sourcing of many new incoming links, this strategy delivered significant improvements in natural rankings, and subsequent organic visitors.
The Results
Organic visits have increased from 317,512 (May 2005 to April 2006) to 893,412 (May 2006 to April 2007). That’s a massive 181% improvement.
The campaign has managed to secure very high rankings for Lookers website:
• Google #1 ranking for ‘car dealers’, ‘VW dealers’ and brand terms such as ‘Saab 93’ and ‘Lexus is200’
• Google #2 ranking for ‘car sales’, and brand terms such as ‘Renault Clio’
• Google #3 ranking for ‘used car sales’, ‘car dealerships’, ‘Saab dealers’, ‘Lexus dealers’ and brand terms such as ‘Renault Megane’ and ‘Nissan Micra’
• Google Top 10 ranking for ‘Nissan dealers’, ‘Toyota dealers’, ‘Seat dealers’, ‘Honda dealers’, ‘Vauxhall dealers’, and many brand terms such as ‘Vauxhall’, ‘Volkswagen Golf’ and ‘Vauxhall Tigra’
Overall, visitors have been finding the Lookers site using over 35,000 different keywords each month (based on 2007). Between January to May 2007, Lookers.co.uk received over 1 million visitors and 9.5 million page views.. The success of the Lookers SEO campaign is demonstrated by the fact that over 60% of these were organic visitors, referred by natural listings in Google, MSN and Yahoo.
“We are very happy with the service and support Latitude has provided to date – they are knowledgeable and informative, whilst also being friendly and approachable. From the beginning Latitude hasn’t failed to deliver what they promised. To a non-technical person such as myself, Latitude’s explanation of how SEO works best was both put in simple terms and very enlightening. The company that provides our web design also learnt a lot from those initial discussions and they now take into account this aspect when building and updating websites.”
Tina Ashurst, Internet Sales Manager, Lookers Dealerships.
