Objective
Zipcar’s goal is to dominate the SERPs for Car Sharing and move into the Car Rental space.
Challenge
A highly competitive industry where most people know the brand rather than the term Car Sharing and Car Rental terms had not previously been cost effective.
Solution
• Technical SEO Audit provided business case for all issues causing a huge loss of visibility after a recent site migration. All issues resolved with first 3 months
• In-depth PPC analysis and optimisation of Audiences, Time, Location and Ad Copy to drive growth in cost effective customer acquisition.
• A combined SEM approach and insights from Search Uncut identified opportunities to reduce PPC spend based on increased organic rankings e.g. hire a car for a day, hourly car rental, car sharing London.
Results
• 130% increase in top 3 position in the first 4 months
• 30% increase in organic traffic and first YoY increase within the first 3 months
• 31% reduced CPA for PPC activity YoY and for the quarter