SEO and Keyword Optimizations Boost Organic Performance

Challenge:

A regional automotive dealership tasked Darwill with developing a strategy to improve their organic search engine optimization (SEO) and keyword performance for their website. After changing website providers, the client needed to optimize their website to ensure they were continuing to rank high on search engine result pages.

Solution:

Darwill developed an SEO strategy to perform back-end, front-end, and ongoing optimization starting in October 2023. This approach would allow the client's website to rank high in search results, and increase website traffic, users, sessions, and more.

Strategy:

We performed an SEO analysis of the client’s website to identify areas in need of enhancement. Our expert Digital team uncovered key back-end and front-end pages where optimization would help to improve the website's overall search engine visibility, and user experience, ensuring accessibility, and providing search engines with relevant information about the content.

To fix these identified pages, we worked on enhancing metadata and meta descriptions, applying keywords and phrases based on what the client’s target audience searches, and performed crawl errors to correct any found issues.

Additionally, we created new content for the client such as landing pages, vehicle model pages, comparison pages, and blogs on a monthly basis. Regularly adding new content to a website can improve its performance as each new page provides an opportunity to target specific keywords and search engines favor websites that are active in adding fresh, relevant content for web users. Each month we delivered monthly reporting on the dealership’s pages to gain insight into how our updates have performed thus far and where to go next in our ongoing SEO adjustments.

Results:

In the four short months we have been performing SEO and keyword optimization for the client, we have already noticed impressive improvement in the landing pages we have created than what the client was achieving previously:

When looking at keyword performance year over year, we notice a slight decrease. This may have been caused by the recent transition of the web provider. There were webpages that were lost in this migration causing them to no longer be valid which can lead to a drop in keyword performance. To counteract this drop, Darwill has been working meticulously to manage branded, non-branded, localized, and top 10 keywords for the client to keep clicks, impression, click-through rate, and position relatively the same as last year.

Overall, the work we have done thus far has seen an improvement. Keeping in mind that we are just starting to see a lift in our SEO results as it takes 60-90 days for optimizations to be reflected in the data.

Comparing the previous period (June 7, 2023 – September 30, 2023) to the period where we implemented our SEO and keyword strategy (October 1, 2023 – January 24, 2024), an increase was achieved overall in organic performance:

We are just beginning to see the payoff from the organic digital work done thus far. When you work with Darwill, you gain a dedicated SEO team attuned to attention to detail. You are not just one of hundreds of clients. We take great pride in developing a personal relationship with your team and work efficiently to implement changes that produce successful results. Contact us to craft a strategic digital plan based on your business goals!