Part of the esteemed Vertu Motors Group, Bristol Street Motors stands out as a premier retailer of both new and used cars and vans, boasting representation from 15 of the globe’s foremost automotive manufacturers. With a rich legacy spanning over a century, Bristol Street Motors operates a network of local dealerships throughout the UK.

Campaign Highlights

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Highly-relevant links
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Single campaign links

The Brief

Bristol Street Motors faces intense competition in the SERPs from online car retailers, car manufacturers, reselling sites, and physical dealerships. The brand wanted to grow its online presence, capturing its share of motorists who are becoming increasingly comfortable researching and buying a car online.

As part of our wider SEO work, we developed an outreach strategy that would grow the site’s authority and support the ranking performance of key category pages.

Our Approach

1.

Integration with ongoing SEO activities

Our outreach strategy seamlessly complemented Bristol Street Motors’ ongoing content optimisation and technical SEO efforts. Initiating the process, we conducted a meticulous link audit to assess Bristol Street Motors’ existing link profile vis-à-vis their primary competitors. This analysis facilitated the identification of critical backlink gaps—sites featuring Bristol Street Motors’ competitors but not Bristol Street Motors. Notably, our research revealed a significant proportion of these missing links stemmed from regional and lifestyle platforms, alongside prominent automotive publications.

2.

Innovative campaign ideation

Leveraging internal brainstorming sessions, we conceptualised campaign ideas strategically crafted to target these identified backlink gaps, while concurrently establishing a robust presence within influential automotive publications. Our devised campaigns comprised a diverse array of automotive-focused initiatives and broader driving-related themes. This diversity ensured flexibility in content delivery, alternating between commentary-driven narratives and data-driven insights. Each campaign was meticulously tailored, incorporating graphic and developmental assets tailored to suit the preferences of the targeted sites.

 

3.

Embracing evergreen content

Many of the campaigns we developed boasted evergreen content, affording us the opportunity to revisit and optimise them iteratively. This approach not only maximized the longevity and impact of our campaigns but also empowered us to remain responsive to emerging trends within the driving and automotive market.

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