Luxury Limo SEO Case Study: 940% Traffic Increase in Six Months
Search engine optimization is the foundation of a great online marketing strategy…
Proven efficient in so many ways, SEO is one of the fastest and most effective ways to increase a business’ online visibility. In turn, this leads to benefits like increased sales, more business exposure, and new prospects for your products and services.
It takes an experienced SEO company to help you get on top of SERPs and maintain your ranking.
Legitimate and credible SEO companies have the knowledge and expertise needed to meet limousine services’ goals for ranking and better online visibility.
One of the best cases to illustrate this example is a limo company that experienced an increase in traffic by 940% in just six months. Consequently, they also managed to outrank their other competitors in the process.
The SEO Case Study of a Luxury Limo Service
Let’s take a close look at the case of a luxury limo service that’s New York-based. They provide luxury limousine services in the tri-state area. In addition, they also manage a wide variety of transportation needs for all of their clients; and aim to provide “flawless transportation experience – that is at once stylish, unobtrusive and, of course, always on time.”
This luxury limo company first spoke to us in July 2018. The business was going on as usual, but the online marketing front was, unfortunately, not getting the number of leads and the amount of attention they wanted. They were nowhere near being put out of business, but the limo company wasn’t as profitable as it should be either.
They wanted to provide the excellent customer service they promised on their website.
But before that could happen, they needed to be totally visible online first — where the majority of the luxury limo’s clientele can be found searching.
This luxury limousine company employed our services for help in matters that involved SEO.
Their target keywords weren’t ranking on top — where they should ideally be. The limo company was also missing traffic from search engines –, especially on Google.
The main goal of the company was to increase their online traffic, and maintain that oncoming growth for a better business in their brand’s future. So, to find a concrete solution for the limo company’s problem, our team had to conduct an initial assessment to determine the website’s strengths and weaknesses. It called for a SWOT analysis.
The SWOT Analysis
The Strategy: How the Luxury Limo Company Increase its Traffic
The majority of the business’s target market can be found scrolling through search engine results, looking for answers to their needs. The luxury limo company was right to put their company’s image and services on the world wide web.
Careful and strategic planning was all it needed to achieve its goals.
So, after conducting a thorough SWOT analysis, our team formulated a solid strategy that would increase the luxury limo company’s site traffic, and ensure continuous growth.
Keywords determine what your company is known for. It is the blueprint of your online marketing efforts, driving every decision you’re poised to make in the long run.
Keyword research is by far, one of the most basic steps of SEO and digital marketing. It’s easy to take it for granted, but it’s one of the most crucial.
Through keyword research, the content marketing team can better understand what kind of content to market.
For this limo company to truly rank on search engines, thorough keyword research was necessary to find user-based search terms. So we made a quick list of keywords that reflected the company’s main services and optimized them accordingly.
Our keyword research involved making use of tools like Ahrefs, SEMrush, and Moz’s Keyword Explorer. There are many highly competitive keywords related to limousine services, and our team picked the high volume and high money keywords for the limo company’s website.
#1 Competitor-based Keyword Research
In competitor-based keyword research, we make use of websites that are already ranking well on the SERPs as a starting point. Instead of compiling a list of ‘seed keywords,’ you gather ‘seed websites’ to begin the keyword research.
Using SEMrush, we gathered insights on competitors’ keywords using the following tools:
- Finding organic competitors: Organic Research helps you find organic search competitors, as well as see the keywords that they rank for.
- Locating competition on paid search: SEMrush also has Advertising Research. The workflow is similar to how we located organic competitors.
- Comparing keywords: The tool, Keyword Gap lets you compare a domains’ keyword profiles with another; side by side. We used this to see where the luxury limo company was being outperformed and to uncover opportunities as well. By entering the competitors’ keywords and yours, you can then choose the types of keywords you’d want to analyze — paid or organic.
#2 Traditional Keyword Research
In contrast to competitor keyword research, traditional keyword research focuses entirely on your website, and makes use of ‘seed keywords’ to develop a list of search terms. Later, you can choose the best of the best from them.
So how do you gather the best keywords?
- Analysis: By using Keyword Overview on SEMrush, we got a quick analysis of the keywords we would want to use. Keyword metrics like volume, search, top-ranking pages etc., is provided.
- Building the master list: The next step is to build a Master List of Keywords. Keyword Magic does wonders for doing in-depth analysis and serves as a great reference for building a reliable master list. With it, you can explore your niche, and also look for semantically related long-tailed keywords categorized into topic-specific subgroups.
- Using Keyword Gap: Keyword Gap shows you the side-by-side comparison of differences and similarities between your keyword profiles, and the ones of up to five competitors. It’s important to know where your current standing is against your competitors so you have an idea of where to focus. Through the Keyword Gap tool, you can identify keywords that are unique to your domain, and also discover gaps in your competitors’ strategies.
Defined basically, onsite SEO is the art of making your website friendly to search engines. To do this, there is a need to adjust particular components of the site, so that search engines understand the intent of a site’s content along with the structure of the website.
#1 Perform an Onsite Audit
An SEO audit is a process of evaluating search engine friendliness of a website. This helped us identify problematic areas that need improvement, and create a plan of action in response.
Elements to look out for when conducting an onsite SEO audit include:
- Adding and verifying all website variations with Google Search Console.
- Setting a preferred domain in Google Search Console and WordPress.
- Checking permalink structure, and seeing if all URLs are SEO-friendly.
- Installing an SSL and making sure that your website is https.
- Optimizing your ‘robots.txt’ file.
- Checking ‘blocked resources’ report in Google Search Console, and ensuring that search engines can access all website resources without blockings.
- Ensuring that all comment links are ‘nofollow’
- Checking WordPress visibility settings.
- Optimizing site menu and structured data.
Our team conducted this onsite audit to create more quality data, so the search engines can gather these, and the site will have a better chance at ranking in a dominant position for important keywords.
Using SEMrush for Onsite Audit
Onsite audits can be done manually, but you risk dedicating too much time. A lot more than you actually need. For this reason, our team made use of SEMrush once again in order to keep track of this luxury limo company’s onsite SEO audit.
You can create onsite auditing projects in the “Site Audit” section. It includes visual summaries of the analysis done and helps people understand how the site is performing on the web and ultimately what needs to be improved. Issues detected by the tool are divided into three: warnings, errors, and notices.
Through careful onsite analysis, we get to understand further how to handle our SEO on-page strategies.
#2 Adding Meta Description
The prefix of meta conveys “an underlying definition or description.” So, technically, a meta description is data about data. It is an important HTML element that describes and summarizes the content of a page for the benefit of users, and search engines, above all.
A meta description has one central value: it acts as “organic ad text.”
This means that when your ad ranks for a keyword, search engines and Google will show the meta description as a summary of the page.
For this limo company, compelling meta descriptions that raised the target site’s click-through rate, as well as organic search results were needed.
For better meta descriptions, our team:
- Put researched and targeted keywords in the meta descriptions.
- Ensured each description’s relevance to the content on each page.
- Wrote meta descriptions that showed value and appealed to the audience’s emotions.
#3 Thin Content to Content-Rich Pages
By simple definition, thin content is content that has little or no value to the user. Signs that content on a page is thin include: duplicate content, non-original pages, and keyword-stuffed content writing.
Google, as a search engine, has learned how to distinguish between valuable and low-quality content; especially since Google Panda.
How did we correct this problem?
As a business that is aiming to rank in Google’s SERPs, we have to understand that Google aims to provide users the best results that match their search intent.
Fortunately, it’s not difficult to convince Google that you’re answering a user’s question. You just need to have the willingness to write extensively on the topic that you would want to rank for. This involves writing meaningful copy about a topic you’d like to rank for, and using keywords naturally — not stuffing them into the text like it’s Thanksgiving turkey.
For this reason, our team made it a point to write informative and enjoyable content. This is to make both Google and the users happy.
What does a website with great web content look like?
- Researching target audience: Researching both primary and secondary audience is necessary in order to create the right kind of content. Think about how your audiences will find you online. The primary audience are existing clients. The secondary audience encompasses new customers and the limo company’s target audience. Content must both be accessible and interesting to these targets.
- The inverted pyramid model: Web readers of today have short attention spans. They can decide if a site has the information they need in a matter of seconds. We structured the limo company’s content like an upside-down pyramid; with important messages at the top of the page, gradually transitioning to supporting information towards the end.
- Make text scannable: We made sure that text is easy to skim. Most web readers will scan the page only to find the specific information they need. So by including white space and using bullets and numerical lists, you make information easier to read.
- Writing short sentences: Short attention spans of today’s reader demands sentences that have 35 words or fewer. Making use of tools like Hemingwayapp is useful for determining the comprehensiveness of your sentences.
Keyword Research & Content Marketing
There are some who would say that content is just another part of onsite SEO. Well, it’s partly true. But you can’t have one without the other. They go hand-in-hand, and if you put them together in a Venn diagram, you can find that they overlap a lot.
In addition, the difference between poorly written content and excellent content is determined by the extent of one’s keyword research.
Keyword research for content marketing is less about metrics and more on what will interest the luxury limo company’s target audience.
Our team once again made use of SEMrush for finding topics that the targeted audience would find interesting.
The Topic Research comes in handy for finding hot topics and coming up with content ideas, plus catchy headlines. You can do it all in addition to digging into big data.
From there, the tool presents you with the following:
- Questions: Offers the most common questions that people are asking about the topic. Answering these questions bring more valuable content, along with a likely chance to appear on the most-coveted spot on SERPs, the Featured Snippets.
- Headlines: The most prominent and resonant titles are prioritized according to the number of backlinks that these pages have.
- Related searches: This refers to terms that are frequently queried in tandem with the analyzed topic. You can use these to understand the user’s intent better and also enrich content.
#4 Too Long Headline Tags Into 15-65 Character-Headings
Title tags or headings tell search engines and visitors what any given page on your site is really about. It does this in the most concise and accurate way possible.
Google typically displays the first 50-60 characters of a title tag. For this reason, it’s important to heed the ideal title length if you want to avoid ellipses tagging along at the end of your titles.
Title tags matter in 3 key places:
- Search engine results pages (SERPs): This is your search visitor’s first experience of your site.
- Web browsers: In web browsers, it acts as a placeholder. Unique and easily recognizable titles with important keywords at the front ensure that users don’t lose track of your content.
- Social networks: External websites — especially social networking ones — will use your title tag to determine what to display when you share that page.
#5 Adding Alt Tags on Images
They say that a picture is worth a thousand words, and they couldn’t have been more correct. Images on a website add appeal and helps to add clarity to a page’s content. It’s much more welcoming than looking at huge blocks of text.
In fact, images are crawled by Google’s search engine bots. The only concern is that the bots aren’t intelligent enough yet to know what images are when they crawl them. They only know the text.
Alt Tags are image descriptions. Google’s bots pick up these descriptions, and thanks to the coding that surrounds them, they are capable of identifying what the image is about and rank it accordingly.
Not only do Alt tags play an important role in your site’s ranking factors, it also makes your image accessible to users who are visually impaired as well. So, Alt tags play a role in user experience too.
Site speed is more important than ever, and it’s hard to ignore when it’s one of Google’s ranking factors — especially on mobile pages. This is because it affects the user experience.
Users typically stay on a site longer if the loading speed is faster. They also convert better and bounce less often. Moreover, everyone’s target audience views 3-4 seconds or less as a good page load time.
To improve the limo company’s loading speed, our team had to execute the following strategies.
#1 Compressing Images
Sites like limo service companies will connect with their target audience better if they make use of visually appealing images to market their services. For this reason, a large number of images were needed for our client’s website.
But adding too many images to increase visual appeal has consequences. And one notable consequence is slow loading speed.
It would’ve been fine had not many people cared, but according to surveys conducted by marketing experts, users love sites that load in less than 2 seconds.
This is where the importance of image compression comes in. Image compression is the process of delivering high-quality images in the right dimension, size, format, and resolution while keeping the smallest size possible. Combine this with a global content delivery network (CDN) for faster delivery, and a site’s web performance can improve significantly.
#2 Combining All Scripts and Stylesheets
When loading a page with several controls on it, the number of these files can accumulate to become very large. And oftentimes, it results in reduced page loading times.
Similarly, combining stylesheet resources like CSS filed will also require fewer server calls.
#3 Redirecting 404 Pages and Avoiding 404 (Not Found) Errors
404 pages are sometimes the result of an extensive website redesign. And in the case of Presidential Luxury Limo, it’s quite unavoidable. Highly likely, some of the pages are no longer accessible at their previous URLs.
Code 404 refers to a “not found” error — a message that alerts users to the fact that your browser was unable to locate the target page.
They’re a normal part of the internet, according to Google, but they’re also generally undesirable for SEO.
PageRank matters on both a page and domain level. Unchecked error pages can leave your entire website suffering from 404 errors specific to certain pages.
For this reason, our team made sure to redirect important links that return 404 errors for users.
Of course, 404s can also be used as marketing tools. Many famous companies all over the internet have made creative use of their 404 pages, entertaining lost visitors before pointing the way to the right website, or offering a search bar, so they can look for what they need.
Offsite SEO is like the arm of your onsite SEO. Encouraging traffic from other external sources is usually the central purpose of offsite SEO, and it can be done in different ways.
One of the most effective ways to do this is to gather links from other sites. Figuratively speaking, each external link you have to your site is viewed by search engines as a “yes vote.”
The best kinds of links originate from trusted and relevant sites. For this reason, our team took the necessary steps to earn backlinks (the right way) for our client.
#1 Perform a Backlinks Analysis
Doing a thorough backlink analysis is a fundamental element to any link building campaign. To help us determine what else needs improvement, and to provide what may lack, we did the backlink analysis while taking the following elements into account:
- Total number of links
- Linking domains vs total links
- Number of unique domains
- Anchor text usage & variance
- Page performance
- Link quality
- New and lost backlinks
A competitor backlink analysis can help you build a digital strategy for your website. As you perform this type of analysis, you review websites that are in your industry and share an audience similar to yours.
During this assessment, you can effectively gauge a competitor’s website performance, the number of backlinks, along with their overall online authority.
Doing a competitor backlink analysis lets you:
- Gauge the competition in your industry
- See what helps others in your industry rank well
- Identify how you can emulate your competitor’s strategy
Here’s how we performed a competitor backlink analysis for Presidential Luxury Limo:
- Create a list of competitors.
- View the number of backlinks on each competitor’s website.
- Consider the authority of the sites they link to.
- Find the sites and pages that drive the most traffic to competitors’ sites.
- Save the sites that present good backlink opportunities.
In gaining competitor links, Ahrefs Link Intersect Tool is helpful in seeing these opportunities.
Using the Backlink Gap Tool
In addition to making use of Ahrefs, our team also utilized the Backlink Gap tool by SEMrush. This tool lets you compare backlink profiles of up to five competing websites all at once.
All you need to do is enter the domain, and SEMrush will go on to list all of the referring domains that have been sending links back to these sites. With a filter, you also make it easier to identify websites that are linking to your competitors but not to you. In this way, you identify gaps between you and your competitors’ link building strategies.
In finding the backlink gaps, the tool will show you a graph and a table that shows the comparison between yours and the competitors’ backlink profiles. You can identify which competitors are building the most backlinks through the trend graph that you can find at the top.
In general, that is how our team identified our clients’ competitors and developed strategies to beat the competition.
#2 Increase the Number of Backlinks
In standard definition, backlinks are hyperlinks from an external source that points to your page. It directs traffic to your site, and dofollow links will also serve to pass SEO juice to your site.
High-quality backlinks will help you rank higher on SERPs. No wonder the marketing and SEO world is all about finding quality backlinks.
Popular methods used by many, and also implemented by our team, include:
- Guest posting: As long as links are helpful and relevant, guest posting is still an excellent way of earning backlinks.
- Broken link building: This one takes up more time, but it’s effective as long as the links are fresh and accurate. As you read blogs, you can take the time to search for old, broken links (that drag the blog down), and ask to replace them with links to your own content.
- HARO (Help a Reporter Out): Answer questions relevant to your niche well, and you can earn a quality backlink from authoritative news sites.
- Links in the Comments of Related Blog Articles: Post links alongside meaningful comments on equally relevant topics. Don’t spam to avoid getting penalized by Google, and getting blacklisted by blog owners.
#3 Looting Competitors’ Backlinks (in a Good way)
When your competitors rank at the top of Google for your target keywords, then it’s highly likely that they have a solid backlink profile.
But that doesn’t mean it’s the end of the road for you. Because if people are happily linking to your competitors, then chances are, they’ll be happy to link to you, too.
Here’s how our team did it:
- Researched potential link opportunities by researching competitors’ homepage links: You can use tools like ahrefs’ site explorer to find these. The reason for inspecting the homepage is because most people link to the homepage more than any other page when making a general mention of a brand.
- Look for your competitors’ guest posts, and write for the same sites.
- Find your competitors’ friends and build relationships with those people.
- Create even better content than your competitors’.
- Track the competitions’ newest backlinks and take the opportunity.
- Find broken links, and take advantage of those.
But the tactics shouldn’t stop there. Our team used this strategy as a base, and worked on other link-building schemes for the best results.
Local SEO Application
Small and multi-location companies make use of local SEO strategies to grow their business and attract new customers. In simplest terms, businesses can promote their products and services to local customers at the exact time they’re looking for them online.
64% of local customers use Google and other search engines as the main way to find local businesses. And in addition, 50% of local customers who make local searches end up visiting the physical store on the exact same day.
For the longest time, the SEO community has observed how search engine rankings in Google are influenced by so-called “geo-targeting.” It’s a highly competitive marketing strategy, and if you want to truly rank, you’ll need the most relevant keywords for your niche.
- Target location-specific keywords: Keyword research is important in that it helps you find keywords that take user intent into account. These local terms will make it easier for people searching for your services to find you.
- Create a location-specific landing page: The internet has tools available to display relevant location-specific landing pages automatically based on where someone is searching from. This, in turn, will make your website a highly targeted search result.
- Optimize for Google Local search: Google offers “local pack” search results that appear above all other organic results for search queries related to local listings. Sign up for a Google My Business to make this possible.
- Use targeted top-level domain: Top Level Domain (TLD) is a valuable geo-targeting tool. This will help you become much more relevant in search results. Examples of a location-specific TDLs include: .ca, .co.uk, .au, .ph, etc.
The key here is to focus on relevancy rather than trying to compete for the most popular keywords.
#2 Claiming Local Citation Listings
Local citations are any online mentions of the name, address, and phone number for a local business. These citations help internet users discover local business, and in turn, also impact local search engine rankings.
There are at least three types of local citations you can try to list for:
- Wider Web: These are supplementary citations that can either be built or earned via a wide variety of publications. These publications can include news sites, apps, blogs, maps, etc. You can either develop these for your business or earn them based on merit and positive public opinion.
- Major Local Business Data Platforms: A variety of important local business data platforms exist on the internet, and local business owners can create citations through them. Examples of these include Acxiom, Google My Business, Infogroup, Yelp, Facebook, etc.
- Geo/Industry-Specific Platforms: For better and targeted results, your company can build listings on websites that are specific to its niche industry and geography. In our clients’ case, limo services citation listings.
Local citations generate positive or negative effects, however. It does it for both search engine rankings and your customers.
Businesses, big or small, take rankings, reputations, and revenue into account. This makes local citations vital in that they factor into all three of these areas.
#3 NAP on Local Listings & Website
NAP stands for Name, Address, & Phone Number. These three are essential for businesses that wish to rank well in the local organic search results. And this is also the final ingredient to the local search strategy.
Search engines like Google take data into account to determine which companies show for geo-targeted searches. So, make sure your NAPs are correct on both the website, as well as other sites throughout the web.
Website redesigns become necessary when a company website is no longer functioning as it should be; when it no longer gives you the results you want.
It’s no small task, nor is it a mediocre investment, but it’s one that pays off so much in the long run.
Your website’s design must leave a great lasting impression on your customers and new visitors alike. For this reason, our team found the need to reinvent Presidential Luxury Limo’s website for greater user experience and SEO-friendliness.
#1 Presented Company Strengths on the Homepage
To conjure a feeling of trust, and display credibility along with legitimacy immediately, our team decided to broadcast the company’s strengths directly on the homepage.
These company strengths include a description of how the limo service treats its customers, a brief showcase of its limousine fleet, and its greatest service showcase.
#2 Visible CTA
Complementing the website redesign and company strengths, we also placed a visible call-to-action directly at the homepage for a compelling and persuasive entreaty.
Good websites end each page with strong call-to-actions (CTA). These call-to-actions have to be succinct, and kick them off with action verbs like “Share,” “Download,” “Join,” “Learn More,” “Sign Up,” etc. This is topped off with a good hyperlink that lets readers fulfill the action that you’re asking them to take.
- CTAs are buttons: Not gifs or hyperlinks or text. They are buttons. It’s not the place to dazzle visitors with flowery words. Keep it short and simple. The longer a CTA is, the more a user will consider your offer — increasing the chance of saying ‘no.’
- Contrasting colors for CTAs: This isn’t the most important aspect of the CTA, but it contributes plenty when it comes to drawing attention. The CTA button’s color must contrast with the rest of the elements on the page to draw attention.
- Logical placement: Your users’ eyes trace a path as they navigate a web page. They move in a path and don’t jump. So it’s important to place CTA buttons where they can clearly be seen.
#3 Trust Showcase
Our team also displayed the company’s best social proof on the homepage.
The motivating force behind social proof is its ability to propagate the bandwagon effect. It’s a social psychology concept that people are more inclined to engage if other people are doing it. This form of social proof shows that a huge number of people have purchased a product.
Social proof conveys trust. And trust is one of the key factors for customers to convert online. In addition, it also demonstrates authority. One good example of doing this is to display customer logos of big-name clients.
Social proof works by tapping into a basic human instinct to follow the actions of others. With this, you’re building credibility and trust, and getting rid of the barriers to making purchases online.
After careful implementation and execution, the luxury limo company’s new website and the latest SEO efforts began to show results. One of these results included a 940% traffic increase to their website in the span of six months.
In the case of this limo company, these conclusions can be derived:
- Hiring a professional SEO agency to take charge of SEO can yield positive results.
- Maintaining onsite and offsite SEO can lead to continued growth and more organic traffic.
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