We are impressed by the outstanding results driven by Herd throughout our SEO project journey so far. Our partnership with Herd continues to grow stronger and we look forward to driving more traffic and revenue as a result. Huge thanks from all the Team at Motorpoint.
Motorpoint saw that their organic traffic had remained static for some time. Whilst not declining, it was clear that there was room to accelerate growth through this channel.
The project involved a comprehensive review of their current link profile, including competitor analysis and providing recommendations for improving the site’s overall health; identifying opportunities to build links that would drive SEO performance across the UK branch landscape; an extensive keyword research project to create a keyword universe of over 20k target informational and commercial keywords; changes to on-page content across the site, and creating a bespoke keyword ranking tool to allow for internal performance monitoring at scale.
How we did it
Extensive keyword research – We created a keyword universe of 20k target keywords considering the full spectrum of terms Motorpoint should be ranking for across both commercial and informational intent. This was fundamental in setting a benchmark for SEO, and to inform the strategic direction going forwards in optimising and maximising organic visibility potential.
Backlink audit and gap analysis – We conducted a comprehensive manual audit of Motorpoint's backlink profile, assessing legitimacy of links, and providing actionable recommendations for each of the links and domains reviewed. This resulted in removal of detrimental links which do not conform to best practice, and delivery of link gap analysis outlining shortcomings vs. the top 5 competitor backlink profiles.
Bespoke ranking tool – We designed and created a robust, flexible ranking tool to provide numerous levels of SEO rank tracking, forming the bedrock of SEO performance monitoring and strategic insights, including a clear picture of the Motorpoint organic landscape. The tool needed to include 20k keywords across the Motorpoint keyword universe, tracked once monthly for Google UK, Mobile, 2k weekly tracked keywords and 200 keywords across 20 local searches (e.g. Google UK, Derby) to monitor specific store performance.
The data provided was curated into a live, fully customisable, and user-friendly dashboard system to facilitate Motorpoint’s internal monthly branch performance monitoring and analysis purposes.
On-site improvements – We used the keyword and data audit insights to improve on-page content including the creation of new make and model pages, a new blog layout, and a link clean-up, with impressive results.