Speedy Drive - Enum Digital

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speedydrive.ae – Case Study (SEO)

With an ever-increasing expat population and a growing reputation as one of the must-see tourist destinations in the world, Dubai has become a hub for UAE’s car rental industry. The competitiveness within the market has driven businesses operating in the niche to seek every viable medium for marketing and advertising, to reach out to their target audience. Abbreviated to as SEO, Search Engine Optimization has become a preferred choice of marketing for businesses in search of a low-cost but effective means to put their business in front of their target audience. Speedydrive Car Rental reached out to us at BEONTOP in the hopes of improving its online search visibility in one of the most fiercely competitive markets in the UAE.

Preview

When Speedydrive Car Rental approached us at BEONTOP, their requirement was simple enough – Rank on top of the SERP results for some of the most competitive keywords in the UAE car rental industry. However, the website they had at the time was having problems in gaining traction partly because their website was built on an outdated version of WordPress and also because they were competing with huge brands having a significant presence outside the online spectrum.

Despite the challenges placed in front of us, we were able to help the client raise his online presence and achieve unprecedented growth within just six months.

  • Increased organic search traffic from 600 to 3000+ unique visitors per month
  • Doubled the average click-through-rate
  • Improved the organic conversion rate from 2.3% to 8.80%

Technical Strategy & Implementation

Technical Strategy & Implementation

Speedydrive Car Rental as a brand already held a good offline reputation, owing to the quality of the vehicles they provided and their affordable prices. Before engaging with BEONTOP, they were experiencing difficulties with their online presence due to several factors, including:

  • The website was built on an outdated version of the WordPress CMS and was not optimized for viewing on mobile devices
  • A lack of quality backlinks from credible external sources
  • Duplicated and copied content throughout the website
  • Numerous pages with non-human readable URL’s and a non-existent website structure
  • Hundreds of empty pages and pages without proper meta tags and headlines

Our Central Campaign Strategy was to

Design

Design

Create a new website with proper URL structure and mobile-responsive UI/UX design.

Unique Content

Unique Content

Write reader-friendly and unique content for all pages of the website.

Load Speed

Load Speed

Optimize the loading speed of the new website as per Google recommendations and based on FCP and FID Indicators.

Backlinks

Backlinks

Raise the number of good quality backlinks from external sources and directories.

Anchors

Anchors

Create an effective internal linking strategy with properly optimized anchors

Case Studies – SEO Results

The new website - https://speedydrive.ae/, developed using our own custom-developed Darvin CMS was launched on October 1st, 2019 and the results that we have been able to achieve since then can be seen below:

Key-phrase Old Position 16.10.2019 New Position 06.05.2020
cheap car hire 16 7
cheap car hire dubai 17 7
cheap car rental abu dhabi monthly 29 1
cheap car rental dubai 16 4
cheap car rental dubai daily 20 2
cheap car rental dubai monthly 6 3
cheap car rentals 13 5
cheap car to rent dubai 16 4
cheap cars dubai rent 15 4
cheap daily car rental dubai 21 2
cheap rent a car dubai per day 17 2
cheap rent a car dubai per month 5 3
cheap rent a car dubai weekly 16 1
cheap weekly car rental dubai 7 1
rent a car dubai per day 16 2
rent a car for a day 13 3
car hire n 12
car hire uae 61 10
car lease dubai 16 5
car lease offers dubai 13 4
car lease uae 19 6
cheap car lease dubai 10 1
long term car hire dubai 12 3
long term car lease dubai 21 8
long term car rental 12 4
Key-phrase Old Position 16.10.2019 New Position 06.05.2020
long term car rental abu dhabi 30 2
long term car rental dubai 10 3
cheap monthly car hire dubai 4 3
cheap monthly car rentals 8 3
monthly car hire dubai 5 3
monthly car lease dubai 9 2
monthly car rental 9 4
monthly car rental abu dhabi 32 1
monthly car rental dubai 6 3
monthly car rental offers 14 3
monthly car rental uae 8 3
rent a car dubai monthly basis 6 4
rent a car dubai 35 7
rent a car dubai cheap price 15 3
rent a car in dubai cheap price 19 4
rent a car offers in dubai 20 1
car rental n 5
car rental company 25 4
car rental deals 16 1
car rental dubai best price 16 4
car rental offers n 2
car rental prices 24 7
car rental services 16 4
hire a car in dubai cheap 16 5
hire car dubai cheap 19 4

88 of the 100 Keywords on promotion are currently on the 1st page of Google SERP results

On-Page Optimization

A simple SERP search on Google for “rent a car Dubai” will throw before you, hundreds if not thousands of unique car rental websites, most of which have the same, regurgitated text. With Speedydrive Car Rental, our strategy was simple enough – develop well-structured content so compelling that people would link to it naturally, removing the need for excessive outreach and paid promotions.

Whether it be the home page content, any of the product pages, or even the FAQ page, quality was the core of our content strategy. With every piece of content that we added to the website, we ensured that the text held value on its own and that a reader could get useful information on that service by reading through it.

An overview of our content strategy:

  • Optimized home page content with close to 2000 words of content and minimal tautology
  • Effectively made use of images and videos
  • The content across the website was neatly structured with subheadings, paragraph-breaks, and bullet points
  • Unique meta tags were written for every single page on the site (400+ pages)
  • LSI terms, i.e., words or phrases closely associated with the client’s core business niche was extensively used within the content so that the website will rank for a broad range of short-tail and long-tail keywords.
Home Page

Home Page

Optimized home page content with close to 2000 words of content and minimal tautology

Meta Tags

Meta Tags

Unique meta tags were written for every single page on the site (400+ pages)

Content

Content

Effectively made use of images and videos

LSI Terms

LSI Terms

LSI terms, i.e., words or phrases closely associated with the client’s core business niche was extensively used within the content so that the website will rank for a broad range of short-tail and long-tail keywords.

Structure

Structure

The content across the website was neatly structured with subheadings, paragraph-breaks, and bullet points

Off-Page Optimization

Although the old site had some references from external sources, their link profile was severely underdeveloped. Since we were working on a new website, we had to take a careful approach with regard to the link velocity and anchor text distribution.

The backlink strategy that we initially decided on was to bank on quality rather than quantity. Once the foundation was laid, we undertook a more aggressive approach in which key category pages were targeted using exact match anchor texts.

Key-phrase Incoming links Linking sites
https://speedydrive.ae/ 700 255
https://speedydrive.ae/ar/ 85 42
https://speedydrive.ae/our-fleet/ 23 3
https://speedydrive.ae/rent-a-mini/ 4 1
https://speedydrive.ae/ar/our-fleet/kia-optima/ 3 3
https://speedydrive.ae/ar/our-fleet/kia-sportage-2018/ 3 3
https://speedydrive.ae/ar/our-fleet/hyundai-elantra/ 3 3
https://speedydrive.ae/ar/rent-a-ford/ 3 3
https://speedydrive.ae/ar/our-fleet/hyundai-tucson-2018/ 3 3
Type Total number
Guest Post Submission 116
Business Directories 150
Forums/Ads 120
Profiles 100
Key-phrase Position
speedydrive.ae 1
car rental 2
rent a car 3
Quick lease car rental 4
website 5
rent a car dubai 6
car hire dubai 7
get offer 8
browse now 9
car rental dubai 10

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