Work/Vanarama

Driving SEO success: Vanarama’s epic ride to vehicle leasing dynamo!

Part of Auto Trader Group, Vanarama is an award-winning personal and commercial vehicle leasing company. The brand began in 2004 with just 3 people and today employs more than 230, offering the best deals on a huge range of vehicles. They provide award-winning customer service and online customer experience.

303%
Increase in visibility in 3 years
130%
Increase in visibility in 1 year
Page 1
Ranked for multiple, relevant keywords

The brief

Vanarama originally came to us wanting a Digital PR campaign, intending to diversify their backlink profile and compete with other leading leasing companies by building topically relevant links.

Two years on, after creating hugely successful link-building campaigns, including the Apple Car which achieved 1,200 backlinks alone, Vanarama needed an integrated approach which encompassed all parts of SEO to measure up in the highly competitive leasing industry. In May 2022, we brought Content and Technical SEO to the campaign while continuing our Digital PR efforts to skyrocket results.

Our approach

We usually begin a campaign by developing a unique strategy that addresses the client’s brief. For Vanarama, we began their SEO campaign by focusing on onsite optimisation and content creation for key landing pages, including 268 model pages and the ‘Cheap Car Leasing’ page.

We focused on completing a successful URL migration ensuring that all legacy pages were effectively redirected without negatively impacting organic traffic.

Alongside this, we forged a creative approach to link building, using a mix of reactive digital PR and hero campaigns that targeted topically relevant automotive, tech, and national publications.

Once Vanarama’s campaign was underway and performing well, our team conducted detailed audience research to discover customer challenges when switching to an electric car. We then used our findings to offer solutions to these challenges through supporting guide content and optimised EV model pages.

The results

By developing a unique strategy that answered Vanarama’s customer pain points, we positioned the client on page one for several relevant and popular search terms. This success led to an increase in website traffic and conversions. Focusing on onsite content while making sure all the elements of the website were performing to the highest standard, Vanarama’s customer experience was flawless and allowed the business to focus on growth.

We also exceeded expectations in link acquisition. Our creative hero digital PR campaigns pushed boundaries and allowed us to target new and unique domains to raise brand awareness and increase online visibility.

In addition, Vanarama’s position on search engines has been improved for several keyword phrases:

  • Securing page 1 rankings for the highly competitive keyword ‘car leasing,’ going from position 16 to 8 within just 5 months, having an average of 165,000 monthly searches in the UK—an impressive ascent of +40 places in just 2 years.
  • Attaining page 1 rankings for ‘cheap car leasing’ (with 14,800 monthly UK searches), showcasing a notable rise of +37 places over 2 years.
  • Dominating with 368 ‘model + lease’ keywords on page 1, registering an extraordinary surge from 57—an astounding +546% increase in 3 months.
  • Elevating rankings for ‘car lease’ (165,000 monthly UK searches) from position 17 to 10 in a swift 5-month timeframe.
  • Excelling in rankings for ‘car lease deals’ (90,500 monthly UK searches), progressing from position 15 to 10 within 5 months.
  • Significantly improving positions for ‘electric car lease’ (40,500 monthly UK searches) and ‘electric car lease deals’ (9,900 monthly UK searches), advancing from positions 20 and 21, respectively, within a 2-year timeframe.

Campaign highlights

454 links
generated in 2022
3,000+ links
built since the campaign began
100%
of targets surpassed
69%
increase in organic sessions

We’ve been repeatedly impressed with the Evolved approach and team from day one. They’re highly knowledgeable, proactive, creative and do what they say they’re going to do. We also have a great relationship with the team, which goes a long way. They’ve been instrumental to our digital growth and we look forward to continued success together.

Paul Cable, Chief Marketing Officer

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