Vauxhall Success Story

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Vauxhall hired I Spy in February 2009 as its natural search partner. Since then, we have also effectively driven social media channels to deliver outstanding results.

Aim:

To increase the amount of traffic and conversions generated from organic search

To amplify brand messaging and engage with a larger audience across different touchpoints including Social Media.

- To increase to amount of Vauxhall organic search positions

- To retain dominance of brand visibility within Google

- To grow non brand visibility within organic search

- To support all key car launches with targeted link building

Strategy:

Internal Optimisation

- Key Natural Search (SEO) recommendations

- Supply onsite recommendations and optimise pages to reflect trophy key terms

- Obtain keywords dominance for new Vauxhall car models

- Build automotive non brand search engine presence

- Develop content hub focused on non brand terms

External optimisation

- Short term goals included obtaining high quality links from authority websites

- Identifying and obtaining link from high quality, relevant directories

- Interlinking the Vauxhall.co.uk website with all related pages in Wikipedia

- Developing content for blogs which was submitted to social news sites

- Drive Brand efficiency across SEM

Social Media

- To identify the most appropriate platforms

- Provide content and interactions with the different audiences on Facebook (Vauxhall Facebook, Vauxhall Corsa Facebook, Vauxhall Ampera Facebook)

- To recommend on any campaign activities to boost engagement and the size of the community

- To work alongside Vauxhall agencies to keep a consistent message across the different channels

Natural Search Results

- Overall rankings have increased significantly across a large number of keywords

- Vauxhall.co.uk rank page 1 for 90% of brand keywords

- Non brand terms have increased by 33%, now ranking on page 1 in just 9 months and are continuing to climb

- Vauxhall's non brand reach has increased in natural search by 80% over the past 12 months

Social Media Results

- I Spy collaborated with other agencies to introduce Vauxhall into the social space

- Through consultation and management, Vauxhall have established presence and following on Facebook, Twitter and YouTube

- The overall community now has over 100,000 likes

- Video was quickly identified as a great medium to achieve the brand amplification objective

- I Spy created the YouTube Channel, uploaded and amended content to amplify campaigns that occur during the year

- Since the launch of the Vauxhall YouTube channel there has been over 2 million video views

- We ensure every video is fully optimised to increase views and build "real estate" within organic search results

- The Vauxhall community is extremely responsive seeing an increase in engagement of 200%