The GoodBye Car website was relatively new when we began working on it in early 2021, consisting of only a few pages and next to no search visibility. This presented us with a great opportunity to shape the site keeping the audience, and search, in mind.
As we were essentially starting from scratch, we had the chance to craft the site to perform the best in search and offer a great user experience. We started by undertaking comprehensive keyword and user intent research, understanding what customers are searching for and what search engines are ranking, to find gaps where we could.
There were two main takeaways from our initial research; GoodBye Car’s site needed strong landing pages that converted, as well as to prove their expertise with informational content which helps users make informed decisions.
To act on the research, we created an advice hub on the site, writing well-researched guides to answer user queries like ‘How to sell a car’ and ‘What happens to insurance when I sell my car?’, which improved the site’s relevancy for car selling terms, providing expert guidance for users, all while introducing them to GoodBye Car’s service. Due to a gap in the market and well-written content, we were able to secure several first-page rankings for these queries.
There was also a gap for specific vehicle content, we found there was a lot of cumulative search volume surrounding the term ‘sell my (make/model)’. To react to this, we helped design and implement manufacturer pages, with deeper pages to display each model, and worked on producing informative content for these pages.
The uniqueness of this account was that we were given the freedom by the client to implement any changes we felt were necessary. We started with a technical SEO audit, followed by completing initial housekeeping tasks. We then worked continuously throughout the campaign to maintain specific elements, offering a solid technical foundation, as well as ensuring any new site features added by our integrated teams were done using best practices.
Digital PR strategy
After the first 6 months of the campaign focusing solely on improving the website content and technical setup, we started to plan how to inject a link-building strategy to improve SERP ranking. We produced several content marketing campaigns and reactive digital PR campaigns to secure quality backlinks to the website and improve visibility.
Conversion rate optimisation
As part of our integrated SEO services, we aligned our in-house CRO experts with the team at GoodBye Car to ensure that any work we completed was using an audience-first approach.
While we were driving up the number of visits to the website through organic channels, we addressed that the conversion rate could be improved. As GoodBye Car is a lead generation website, we conducted sales interviews to understand what website queries were coming in and how we could potentially resolve objections in the first instance, by changing or improving the user funnel.