Our client is an auto maintenance-and-repair business with several locations.
The client was spending its marketing budget on Yellow Pages ads and online-marketing campaigns that were not providing the desired results. The company was not ranking well in local Google rankings for important search phrases; it wanted to improve its online marketing to generate new customers and receive prominent search rankings.
We recommended the client reallocate its online marketing dollars from underperforming advertising activities. We performed keyword research to support limited paid-search campaigns and planned organic-search optimization efforts. Since the company did not have a program in place to track referrals, we helped set specific, measurable goals for its online-marketing efforts.
We optimized the company’s home page for the top handful of local keyword phrases, then created and individually optimized website pages for particular vehicle brands and makes. We also optimized other key pages for selected keywords, and created new landing pages for services such as Transmission Repair and Free Towing. In addition, we performed the following activities:
Continued keyword research and development
Created and split-tested PPC ads on Google and Bing
Performed web statistics analysis and adjusted strategy accordingly
Audited and updated Google My Business listings
Made on-site improvements, including page-title and -description optimization, improving calls to action, highlighting key sales messages, and adding social-sharing buttons
Built relevant backlinks to the website
Repaired and corrected directory listings, and submitted business information to additional, high-value directories
We developed a crisis-management plan for the company, the key to which was to bolster SEO to help drive the negative article down in search results. We also suggested the company’s owners personally address negative reviews by investigating any problems and letting customers know what action was being taken to address them.
We also helped create a unique digital-coupon program offering oil-change and tire-rotation packages through participating schools, churches, and other nonprofit organizations. The packages represented savings for customers and, for every package sold, the company donated $40 to the participating organization of the customer’s choice. We set up a system whereby the coupons were tracked when redeemed.
The company achieved #1 search rankings for “auto repair [city name].” After launching the new page, the company ranked #1 in Google results for “free towing [city name].” Our campaign also resulted in many top-five Google rankings for relevant search phrases.
The digital-coupon program was very successful in driving new business, helping to support area nonprofits and building goodwill for the company.