Kick off
A decade of competitive advantage in their market saw Alexanders lead by example creating a pre-owned luxury car niche. Entrusting digital agencies for their online presence led them to become frustrated and seeking a better solution.
Their platform, Netdirector by G Forces, is a popular automotive CMS with direct integrations with leading marketplaces. We worked with Netdirector to make technical alterations around non-index pages and search queries. This gave the site an immediate lift in indexable pages that were previously excluded from the sitemap. Preparing the site for benchmarking allowed us to assess the keyword landscape & develop a content strategy for their key vehicle marques.
The landscape
Perhaps the most crucial area of SEO for Alexanders was understanding the keyword landscape and identifying areas of opportunity. We identified two key areas of focus. The current agency had created a local organic strategy which essentially focused on low volume queries for the surrounding geographic area. With a vast majority of Alexanders customers coming from all over the UK, their organic visibility outside of a local radius was minimal. The second area of focus was cannibalisation in the SERPs for a variety of broad keywords. Re-theming key landing pages including full-page content, internal linking and image optimisation was implemented by Naughton & Bird.
Email planning
We onboarded Alexanders Prestige onto Campaign Monitor for their email marketing. Chosen for its scalable pricing and beautiful template editor, Campaign Monitor allowed the team at Alexanders to build automations for new subscribers and manage all their customer database in one place. Working closely with their in-house photographer we curated email campaigns and on-site content to celebrate not only the cars in stock but some of the best driving roads in the UK which surrounded the Alexanders head office.
The result
The site saw a 400% lift in organic visibility within 3 months, driving more traffic than ever before. Combined with on-site data capture for email marketing, new photography and new curated content which served for evergreen content, email and social, Alexanders saw their user engagement soar. Their email database doubled within 6 months and continues to build with 1000's of users with huge affinity to their brand and the luxury manufacturers they offer.
