681% YoY Non-Brand Click Increases For A White Label Car Hire Client

This is an overview of a 12+ month strategy for a white label client who is a growing car hire provider in the UK. 

The challenge for this came from limited budget, and being up against some incredibly high authority sites who are recognised names in the space (and have been for years). 

Their last SEO provider focused exclusively on shady backlinks, clearly just chasing inflated authority metrics with no thought to the real-world value of what was being done. 

This meant there was no thought to content activity for the site. My focus was therefore to: 

• Start with a full technical and content audit 
• Uncover quick-win opportunities for the website based on key commercial clusters. For example, category pages were dynamic and not indexed, which was an immediate quick-win 
• Honed-in on their target London base, with commercial and informational content targeting London as a priority to actively prove authority 
• Utilised internal link strategies to further push related content clusters
• Analysed user click behaviour when on the site and crossed-referenced with GA4 data to inform PDP’s (priority and most popular first)
• Ensured informational content had relevant CTA’s and pushed a commercial angle (so it was never just clicks for the sake of them)