Driving unique page views for Pentagon Motability through SEO

About the client

Pentagon have almost 30 years experience providing Motability services, winning numerous awards and commendations in the automotive industry.

Pentagon wanted to work with us to increase their organic rankings in Google for all Motability terms, informing users and helping potential applicants along the journey.

Objectives

Pentagon tasked us with increasing their organic traffic and rankings for their Motability sections, building out their site content and focusing our SEO efforts into achieving maximum visibility.

This was more than just another marketing campaign for us. Every session on a Motability page meant one more informed carer, and every lead has the potential to empower someone with the freedom of mobility.

Our strategy

Our strategy focused on surfacing key information to carers, parents and guardians whilst keeping them close to current Motability vehicles and offers throughout their journey.

Working with Pentagon’s award winning Motability team allowed us to curate content for new and current Motability customers. We took real world conversations and housed them in the digital space to answer the most common questions online.

Through keyword research we increased targeting of existing pages to keywords accounting for 130,000 monthly searches. We tweaked existing pages with new content, new formatting and different messaging to target each specific part of the journey and improve user experience.

We created new pages too, fulfilling the demand for generic and longtail search terms. We introduced FAQs, structured internal linking to relevant pages and new on-page elements to improve the customer journey. We created new content each month, refreshed old pages and tweaked titles, metas and headings.

Average ranking for all Motability keywords increased from 37.2 to 13.7. As a direct result of our efforts, Pentagon saw an increase in keyword position for 50 terms, equating to a total of 516,200 Monthly Search Volume.

The results

• 50% increase in unique page views
• 122% increase in clicks YoY
• 63% improvement in average rank
• 133% increase in CTR YoY
• 9 keywords ranking page 1

Client feedback

“Honcho has done it again. We came to them with a challenge to improve our Motability organic reach and they have delivered excellent results in only a few months. The Motability scheme suffers from a lack of awareness so it’s been great to work with the Honcho team to develop new content to inform potential customers.”