Inchcape, in collaboration with three agencies - including Reffine - embarked on a transformative SEO campaign to boost organic visibility, drive high-quality traffic, and generate leads through non-branded keywords.
The campaign, which spanned over two years, achieved remarkable results, tripling organic visibility and earning a nomination for the prestigious European Search Awards in the "Best Use of Search – Automotive" category.
The execution of such a complex SEO project requires the involvement of specialists from various fields.
The project team included:
Marcin Knyzio - Marketing Manager JLR PL, in charge of media mix strategy. He builds strategical foundations of the program, and then SEO activities form the helicopter perspective, aligning it with the other communications channels.
Marcin Pawłowski - Website and Search Marketing Manager for Europe, Inchcape. He prepared and helped implement the idea and framework of the whole project.
Alexey Molodyk – Group Digital Marketing Specialist. Provides the team with the insights and frameworks which are developed on the Inchcape global lever.
Przemysław Płaza - Digital & CRM Marketing Manager Marketing.
Grzegorz Nalewany - Head of Product&Pricing.
Jana Woronowska - F&I Coordinator
Agencies:
More & Louder - agency responsible for PR and copywriting
Marketing Match - agency operationally responsible for running SEO campaigns, including coordinating the work of web developers, copywriters, product experts, and a PR agency, and executing the co-created SEO strategy.
Reffine - we optimized the website’s architecture, streamlined CMS for seamless content publication, and ensured all technical SEO elements—like structured data and hreflang—were fine-tuned for performance.
The campaign faced several significant challenges:
Market Dynamics
The automotive industry heavily relies on branded keywords for traffic, making non-branded keyword visibility a challenge.
Leads from organic traffic were low due to limited visibility for non-branded, intent-driven search terms.
Audience Targeting
The target audience consisted of premium customers seeking luxury vehicles, requiring tailored content that adhered to strict brand guidelines.
Most automotive keywords were branded or comparative, necessitating a strategic approach to generate interest in JLR vehicles without referencing competitors.
The strategy focused on creating SEO-optimized content aligned with the customer journey while addressing technical, creative, and promotional aspects of SEO.
Optimized site architecture, including sitemaps, structured data, and hreflang tags for language localization.
Improved page load speed and mobile responsiveness, addressing Core Web Vitals requirements.
Regularly updated metadata to align with SEO objectives.
Conducted extensive keyword research, analyzing over 13,000 keywords to identify 215 content topics tailored to the customer purchase funnel.
Developed a content roadmap that included diverse articles addressing awareness, consideration, and decision-making stages.
Established detailed guidelines for creating SEO-friendly, brand-compliant content.
Collaborated with copywriters and trained them in SEO practices, ensuring all content met both technical and brand communication standards.
Utilized tools like Surfer SEO to maintain content quality and alignment with SEO goals.
Published external content marketing articles to boost visibility and generate backlinks.
Developed additional subpages, including city-specific dealer and warranty service pages, to enhance local SEO performance.
Created interactive dashboards using Looker Studio to track campaign performance and refine strategies.
Implemented data layers on webpages to analyze user interactions, informing ongoing improvements.
Keywords ranking in Google’s Top 10 surged from 742 in September 2021 to 2,269 by August 2024.
This growth was achieved through non-branded, high-intent keywords, which significantly expanded JLR's reach in search engine results.
The creation of over 120 knowledge and sales-focused articles led to more than 600 SEO-driven leads each month.
By August 2024, the campaign generated 17,459 organic clicks, accounting for 25% of all website traffic, showcasing the effectiveness of the SEO strategy.
The strategy received industry recognition, earning a finalist nomination at the European Search Awards for its innovative and impactful approach.
The pages involved in the campaign generated over 84,000 clicks and 7 million impressions on Jaguar.pl, with
the most popular subpage garnering 15,000 clicks.
On LandRover.pl,
the campaign achieved 128,000 clicks and nearly 8 million impressions,
with the top article receiving 22,000 clicks.
