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.