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. Resolving duplicate content issues by expanding hyper local research helped redesign 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.