100%
Increase in Non-Brand Organic Traffic
100%
Growth in Goal Conversions
27%
Organic Traffic Increase in Total Traffic
The challenge
C
ARSTAR is North America’s largest auto body shop, with a nationwide presence, which led to a heavy website architecture with several content issues, and really high bounce rates. New customer acquisition and lead capturing were the main challenges, due to a lack of focus on addressing and engaging non-customers. CARSTAR reached out to Xivic as they realized their search visibility was low, and not aligned with their business goals.
The solution
F
ollowing a discovery audit, Xivic identified multiple content issues, such as duplicate or thin content for a large number of web pages, as well as a lack of focus on local optimization.
Our Enterprise SEO team, leveraged hyper-local content optimization to achieve a significant increase in non-branded rankings. Content updates included: resolving duplicate content issues by expanding with localized information and redesigning the directory experience for national, state and city pages.
The results
After successfully implementing original content with a local focus, and optimizing both service pages and location pages, major success was achieved in different segments, including organic sessions, impressions, organic click-through rate, and total traffic.
Increase in Organic Traffic
Organic Google Search Rankings increased for major non-brand terms like “auto body shops” and “auto collision repair”. The site also saw over twice as many organic clicks in Google Search for non-brand terms, generic searches that were in fact major traffic drivers for the types of users/customers CARSTAR was looking to capture.
2x increase in Organic Clicks
CarStar.com saw a near double of 100% growth in organic clicks in Google, as well as 150% growth in organic impressions. Organic Sessions also increased by +28% YoY.
Increase in Appointments
In addition to the website seeing an overall traffic increase, average session duration saw a slight boost, which translates not only to more traffic, but better targeted traffic. Due to engagement gains, the high bounce rates which constituted a major challenge in the beginning, decreased, a huge benefit for CARSTAR’s business goals of acquiring new customers, increasing number of appointments and mobile calls.