Personal finance / B2B employee benefits
Data-driven SEO takes The Electric Car Scheme from 300 to 30,000 monthly users
The Electric Car Scheme is a B Corp certified company that helps UK businesses offer salary sacrifice for electric vehicles, enabling employees to save on both new and used EVs.
The graph is based on est. traffic data from Ahrefs.com
Project overview
Here’s how I helped The Electric Car Scheme, a challenger brand, compete and win against established automotive industry leaders. A startup in the Employee Benefits and Fleet Management industry was ready to take on the established competition.
By establishing and implementing a sustainable SEO strategy, focusing on the users, we achieved consistent position #1 and #2 rankings for highly competitive non-brand keywords in the UK market.
Opportunity
- Market dominance challenge: Industry dominated by established companies with decades of authority.
- Audience complexity: Need to effectively serve and rank for both employer and employee search intent.
- Technical constraints: SquareSpace platform limitations required creative optimisation solutions.
- Content performance: Legacy content wasn't leveraging search opportunities or meeting user needs.
- Untapped data assets: Valuable first-party data wasn't being utilised for competitive advantage.
Strategy
- Dual-track content strategy: Created distinct content pathways and internal linking structures for employer and employee audiences.
- Semantic authority building: Identified existing topical strengths and expanded authority in key areas.
- Educational content excellence: Developed comprehensive, evergreen content superior to competitor offerings.
- Technical optimisation: Maximised SquareSpace's capabilities while working within platform constraints.
- Data-enhanced content: Leveraged unique first-party data to create authoritative, original content.
- Content quality framework: Implemented rigorous testing of titles, descriptions, and content engagement.
- Strategic pruning: Removed underperforming legacy content focusing on having a very strict number of highly relevant, indexable pages.
Results
- Ranking success: Achieved consistent top 3 rankings for high-intent, non-brand keywords in the UK.
- Organic growth: Significant increase in organic traffic from both employer and employee segments.
- Content performance: Evergreen content consistently outperforming established competitors.
- Additional success: Thousands of additional visits through Google Discover and jumping on trending news content related to electric cars.
Working with Nik on our website's SEO audit and strategy was a game-changer. His meticulous approach and deep understanding of SEO transformed our site's health and traffic
Nik's comprehensive report not only highlighted issues but provided clear, actionable recommendations. What sets him apart is his ability to explain complex concepts in a way that's accessible to everyone.
Throughout the process, Nik's dedication was evident. He was responsive, receptive to feedback, and went above and beyond to ensure our satisfaction. The results speak for themselves - our website's performance has significantly improved. We see him as an extension of our team and supporting our in-house team to get work done as well.
I recommend Nik for anyone seeking an exceptional SEO freelancer. His expertise, professionalism, and commitment make him a standout choice. We look forward to continued success with Nik at the helm of our SEO strategy.
Nik's comprehensive report not only highlighted issues but provided clear, actionable recommendations. What sets him apart is his ability to explain complex concepts in a way that's accessible to everyone.
Throughout the process, Nik's dedication was evident. He was responsive, receptive to feedback, and went above and beyond to ensure our satisfaction. The results speak for themselves - our website's performance has significantly improved. We see him as an extension of our team and supporting our in-house team to get work done as well.
I recommend Nik for anyone seeking an exceptional SEO freelancer. His expertise, professionalism, and commitment make him a standout choice. We look forward to continued success with Nik at the helm of our SEO strategy.
— Gaurav Ahluwalia, Marketing Director at The Electric Car Scheme
Technical SEO
Strategy
Content optimisation
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