Enterprise SEO Case Study for Automotive Repair Franchise

100%

Increase in Non-Brand Organic Traffic

100%

Growth in Goal Conversions

27%

Organic Traffic Increase in Total Traffic

SEO Client, Carstar Company Logo

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.

carstar exterior
carstar customer

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.

carstar interior render

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.