Motomatch (SEO)

Search Engine Optimization

Motomatch offers an easy-to-use online platform that securely collates and presents purchase offers from approved dealers to individuals looking to part with their vehicles. Their mission is to save customers valuable time while buying or selling cars by allowing the platform to do the hard work of matching buyers and sellers based on the vehicle.

1477.64%

Increase in Organic Traffic Y-o-Y

779.71%

Increase in Vehicle Listings

960%

Motomatch (SEO)

Search Engine Optimization

Motomatch offers an easy-to-use online platform that securely collates and presents purchase offers from approved dealers to individuals looking to part with their vehicles. Their mission is to save customers valuable time while buying or selling cars by allowing the platform to do the hard work of matching buyers and sellers based on the vehicle.

1477.64%

Increase in Organic Traffic Y-o-Y

779.71%

Increase in Vehicle Listings

960%

Brief & Objectives

Motomatch approached Ruby Digital to assist the brand in becoming a market leader in the online car sales (new and used) industry. In addition, their objectives were to generate subscription leads from dealerships, attract customers to the platform, as well as increase overall organic brand awareness and online presence.

When Motomatch came to us, they were experiencing low organic site traffic and low SERP (Search Engine Results Page) rankings due to the high competition of the motor vehicle industry and needed to generate more leads from consumers using the platform and dealerships subscribing.

While their offering was a unique venture in the South African market, very few people were aware of the brand and its unique selling points (USP).

Challenges

The competitive nature of the motor vehicle industry requires a very strategic approach. Understanding this, we created an organic strategy centered on improving the ranking of keywords related to used vehicle brands and creating tools relevant to the motor vehicle industry, including a free car valuation tool.

Motomatch has the business goal of driving consumers to buy and sell vehicles online through their platform and getting dealers to sign up through a paid subscription. The primary organic goal of our strategy was to rank Motomatch on page 1 of Google for buy and sell car keywords. A secondary organic goal was to rank Motomatch on page 1 for buy and sell branded car terms (e.g., Toyota for Sale). Our limitations are that competition for buy and sell keywords is very high, which results in achieving high rankings being a slower process.

Our Solution

We achieved Motomatch’s objective by identifying key performance indicators for measuring engagement, conversions and organic website traffic.
Keyword research was fundamental for SEO in our approach as we factored in the oversaturated market and identified high search volume keywords which were a realistic starting point to begin ranking for.
We continued with blog content for long tail terms and answered users’ specific questions, e.g., “what is the best second hand suv to buy in South Africa”. This brought in targeted traffic and improved relevant keyword rankings.
We focused on car brand terms for a blogger outreach campaign to boost specific keyword rankings.
We identified untapped keywords and referring domains that competitors are ranking for or have pointing towards their website and used these keywords to help focus blogger our outreach approach.
Our long-term goal was to rank for car-buying related keywords for Motomatch. Ranking on page 1 for these type of keywords will see an improvement in the rankings of other related keywords.

Results

“Since we have been with the Ruby Digital team, we have seen consistent growth in our business. The team created an organic SEO strategy to improve our website’s rankings for vehicle-related keywords, and implemented targeted Google Ad campaigns which were constantly optimized to increase the click-through rate and conversions. On the social media side, our brand awareness and conversions have increased considerably, resulting in more dealer signups and customer vehicle listings. On average, we see about a 480% increase in conversions year on year. The team is knowledgeable, professional, patient and always willing to help. We highly recommend Ruby Digital for your digital marketing!”

Motomatch saw great SEO results over the 2 year period from the 1 June 2020 – 31 June 2022. The website has seen an upward trend in SEO, overall visibility, and site health through keyword, on-site and content optimisations.

Comparing 1 June 2020- 31 May 2021 to 1 June 2021 – 31 May 2022:

Overall conversions through the organic channel have increased by 7,585.54% from the first 12 months compared the last 12 months. Consumer vehicle submissions increased by 779.71% and we saw 960% increase in Dealership Sign Ups. This saw a 387.15% increase in conversion rate.

Motomatch has also seen an increase in organic traffic of 1,477.64%.The car valuation and the home page were the top 2 landing pages with Gauteng and Western Cape being the top provinces that received the most traffic.

Motomatch also saw many keywords enter or re-enter the top 100 positions on Google with 20 keywords ranking on Page 1.