Our client is a leading car leasing client established in 1990, offering personal and business leasing on new and used cars, vans and more. With a Trustpilot 4.9-star rating, these car leasing experts have thousands of happy customers.
Campaign Highlights
+
116
%
increase in sessions to business leasing guides
+
45
%
increase in business leasing guide rankings
The Brief
Our car leasing client was looking to improve rankings for top-level leasing category pages and in turn, increase traffic to the site. The main focus areas were car leasing, business leasing and electric and hybrid leasing.
Our Approach
To enhance the site’s visibility and visitors, we used a semantic SEO strategy.
What is a semantic SEO and content silos?
Semantic SEO is a tactic used to help search engines and users see a clear relationship between types of content. Rather than simply focusing on keywords, you can link broader-related subjects.
Semantic silos are a type of semantic SEO where content is structured to show the relationship between different types of content. Instead of using separate guide/blog content, semantic silos or pillars usually group related content about a subject under the category page.
How we used semantic SEO
We created semantic silos by migrating the relevant informational content under the three category pages: car leasing, business leasing and electric and hybrid leasing.
We updated the existing guides, optimising for not just keywords but also customer queries to create content that genuinely helped users. We also shared expert tips from our client, showing off their many years of expertise.
The Results
From ranking improvements to increased site visitors and leads, we’ve seen some impressive results to date from our semantic SEO approach.
Impressive improvement in category page rankings:
For our three categories, average rankings for the top-searched keywords have moved onto page one, improving from 18th to 9th. For the four headline terms – car leasing, business car leasing, electric car leasing and hybrid leasing – rankings have improved by six positions, now with an average position of 8th from 14th.
Silo rankings:
At present, we’re seeing featured snippets and first positions for 85 keywords across the three silos.
The search results for the silo guides have improved by 6.8 positions on average. The business leasing silo has shown the best results with an increase of 9.6 positions.
Silo sessions:
From these rankings improvements, we’ve seen a surge in sessions.
Customer sessions are up by 48% for the three semantic silos when compared to the same period the previous year. That’s 14,000 more people across seven months!
Following suit, the business leasing guides have had the best results with an increase of 116% sessions year-on-year.
Hard goals:
Compared with the previous year, we’ve seen a 6.8% increase in leasing enquiries.
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