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Overview

Service My Car is one of the most popular mechanic directories in Australia. It connects a customer with trusted local mechanics. The business was looking to improve its digital reach through increasing its presence on Google. The business was interested in ranking for more significant and relevant keywords. Service My Car was looking to target competitive and long-tail keywords, which would help in getting traffic and local leads.

Challenges

Service My Car encountered the following key challenges to enhance its online presence:

  • Limited Keyword Visibility: The business is ranked for some keywords and yet is failing to exploit enough relevant or competitive terms to generate substantial traffic.
  • High Competition: There is a lot of competition online in the area of mechanic directories, which makes it hard to stand out and rank above competitors.
  • Website Structure: The existing information architecture was not optimized for search engines, limiting potential keyword ranking opportunities.
  • Technical SEO Issues: The website lacked technology proficiency, such as slow loading and incorrect URL structures that affected the expected output of SEO.
  • Local SEO Opportunities: As a location-based service, Service My Car was required to focus on regional searches in order to attract more and more traffic coming from the locality.

Solutions

All these issues were resolved with a comprehensive approach for:

  • Website Redesigning: The website information architecture was changed to improve navigation so that search engines could crawl and index pages effectively.
  • Detailed Technical SEO Audit: It revealed a larger issue of page loading time being quite slow and alt text missing on images. Such issues were addressed to improve the user experience and also the SEO.
  • Keyword Research & Segmentation: Wide keyword research was carried out that included highly valuable words. Two broad segments were created – one for location-based search (e.g., “mechanic in Sydney”) and the other for service-based search (e.g., “car air conditioning repair”). They were prioritized by targeting the most relevant traffic.
  • Localized Page Creation: New localized landing pages were created for targeted Australian cities and regions. This allowed Service My Car to rank for location-based searches of the query in search results, thereby improving local leads.
  • Home Page Optimization: The homepage was redesigned to improve page speed. Faster loading time contributed to better SEO rankings and improvement in user experience, keeping the visitor longer.

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Results

The above strategies have borne remarkable fruits. These include:

  • Keyword Rankings: More than 130 targeted keywords have started to rank on the second page of Google, which will help the business further grow in its domain.
  • Enhanced Visibility: Localized pages helped the company rank higher for location-based searches, increasing traffic and leads from that region.
  • Better Competitor Performance: Service My Car manages to outrank a number of competitors in search rankings, especially for location-specific and service-specific search queries.
  • Improved Home Page Load Speed: Optimizing the home page also increased the speed of load times, thus improving both the user experience and search rankings.

Conclusion

The project successfully enhanced the online visibility of Service My Car through strategic SEO, from technical improvements to keyword optimization, and localized content. As such, the business saw improved search engine rankings, generated more local leads, and even outdid the competitors in the highly competitive mechanic directory space. The all-in-one approach successfully strengthened Service My Car’s digital presence and opened new avenues for growth.

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