CASE STUDY
The Challenge
Right2Drive, a Melbourne-based accident replacement vehicle provider, had strong brand recognition but struggled to capture organic search traffic from potential customers searching for replacement vehicles after accidents. Their website relied heavily on branded searches and paid advertising to generate leads.
The primary challenge was to increase visibility for non-branded, high-intent keywords like "accident replacement car," "insurance replacement vehicle," and location-specific searches across Victoria without disrupting their existing paid campaigns.
The Strategy
I led the entire SEO campaign from strategy to execution, focusing on four core pillars:
1. On-Page Optimisation
Comprehensive audit and optimisation of existing pages. Rewrote title tags, meta descriptions, and header structures to target high-value commercial keywords. Implemented schema markup for local business and service pages to enhance search visibility.
2. Strategic Content Production
Created targeted blog content addressing common accident replacement vehicle questions and insurance processes. Published suburb-specific guides optimised for local search queries across Melbourne and regional Victoria. Each piece was designed to rank for long-tail keywords while providing genuine value to prospective customers.
3. Link Building Campaign
Executed white-hat link building focused on quality over quantity. Secured editorial backlinks from relevant local directories, community websites, and industry-related blogs. Built domain authority through strategic outreach and relationship building.
4. Digital PR
Developed newsworthy angles around road safety and vehicle accident statistics. Secured high-authority editorial links including features on Drive.com.au, one of Australia's leading automotive publications. These placements significantly boosted domain authority and referral traffic.
The Results
Traffic Growth
Non-branded organic traffic grew from 4,800 to 25,200 monthly visits from September 2023 to December 2024, a 425% increase. Growth accelerated dramatically starting January 2024 after foundational technical and content strategy work in Q4 2023.
Campaign Timeline: September 2023 - December 2024 (15 months)
Charts show sustained performance beyond campaign period, demonstrating long-term SEO impact.
Authority Building
Domain Authority increased from 33 to 39 through strategic link acquisition and digital PR campaigns. High-quality backlinks from Drive.com.au and other authoritative sources established Right2Drive as a trusted resource in the accident replacement vehicle industry.
Long-Term Impact
Years after the campaign concluded, Right2Drive continues to benefit from the SEO foundation built during this period. Rankings have remained stable, and organic traffic continues to drive consistent lead generation without ongoing investment in paid advertising.
Bottom Line: This campaign transformed Right2Drive's online presence from brand-dependent to organically dominant, reducing reliance on paid advertising while dramatically increasing qualified lead flow. The results demonstrate the long-term ROI of strategic SEO investment.
My Role
I was solely responsible for all aspects of this SEO campaign:
- SEO strategy and planning
- Technical SEO implementation
- Keyword research and targeting
- On-page optimisation
- Content strategy and production
- Link building and outreach
- Digital PR campaigns
- Performance tracking and reporting
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