Cadillac of Birmingham Case Study | PCG Digital

Client Success - seo

Cadillac of Birmingham
SEO case study


Cadillac of Birmingham approached PCG because they needed assistance optimizing not only their website, but their Google Business Profiles.

SEO & Website Issues

Inconsistent SEO across the site

  • Meta titles needed to be around 60 characters
  • Meta descriptions needed to be around 160 characters
  • URL Slugs needed to match Page Title
  • Keywords needed to be added to each page to help ranking
  • Needed to eliminate duplicate content
  • Needed to eliminate broken links

3 Underperforming Google Business Profiles:

There was a lack of optimized content across their Sales, Service, and Parts profiles.

We optimized each description, added 10 categories, and implemented UTM tags for the website & menu to help track google_my_business data

  • Each Google Business Profile for Sales, Service, and Parts was optimized with detailed descriptions, relevant categories, and geo-targeted keywords. These optimizations made it easier for local customers to discover Cadillac of Birmingham’s offerings through Google Search and Maps.

By optimizing the three Google Business Profiles, PCG Digital significantly increased Cadillac of Birmingham’s visibility in local search results. This led to an uptick in interactions, including phone calls, direction requests, and website visits, directly from the Google Business Profile listings.

Comprehensive SEO Audit:

Full website and SEO audit to identify areas for improvement.

  • We audited each page to help us understand any SEO or content related issues

Keyword mapping to align website content with search behaviors.

  • We completed Keyword Mapping early on to help us understand the best keywords and phrases to use on their popular web pages

Technical SEO Enhancements:

Technical SEO Enhancements

Each month we validate fixes for all Core Web Vital issues and Server Errors

  • PCG uses Google Search Console to identify Core Web Vital issues impacting user experience and site performance.
  • We conducted a thorough review of the site to identify and rectify 404 errors, ensuring all links lead to valid pages, enhancing site reliability and user satisfaction.

Sitemap Submission & Optimization

Once we completed a large portion of the initial 30-60-90 Plan, we began submitting their domain’s sitemap to Google Search Console.

  • This action prompted Google to crawl and index the newly optimized pages, solidifying Cadillac of Birmingham’s presence on Google Search with updated and relevant content.
  • Before submitting the sitemaps, we focused on optimizing many of their popular web pages. This optimization involved refining SEO metadata, enhancing content quality, and ensuring mobile & desktop responsiveness.

Keyword Research & Analysis

Ongoing Keyword Discovery

  • We leveraged Google Search Console for continuous keyword research, monitoring the types of keywords and phrases leading visitors to the website over different periods (every 28 days, quarterly, etc.).
  • This ongoing analysis allowed us to adapt and refine our SEO strategies, ensuring content remains highly relevant and competitive in search rankings.

The above graphic shows year-over-year data, with a large increase in website traffic happening a month following PCG Digital and Cadillac of Birmingham’s partnership (PCG took on Cadillac of Birmingham as a client on December 1, 2023). The engaged sessions increased by 130% from last year to this year, showing how the site structure and overall user experience recently changed for the better.

Enhancing Site Structure & User Experience:

Implemented a strategic interlinking approach to improve site navigation and distribute page authority throughout the website.

  • This not only helped in lowering bounce rates but also in increasing the time spent by visitors on the site.. thus increasing views & engagement rates for each page.
  • By linking related content and pages internally, we improved the user journey, making it easier for visitors to find relevant information and for search engines to understand the site’s structure.
  • This strategic interlinking significantly contributed to better organic search visibility and user engagement.

Content Strategy Development:

The content team & SEO created a content calendar focusing on optimized blog posts, custom pages, and vehicle trim comparisons.

We also enhanced content by adding searched keywords and phrases that were coming into the website often each month.

  • We incorporated local geo-targeted keywords into Google Business Profile, website content, metadata, and blog posts, focusing on areas such as Birmingham, Hoover, Tuscaloosa, Montgomery, and Vestavia Hills. This ensured that search queries with local intent would direct users to Cadillac of Birmingham’s website.
  • With improved local SEO, Cadillac of Birmingham experienced an increase in website traffic from local searches. More importantly, this specific traffic was highly relevant, leading to higher engagement rates and conversions from inquiries to dealership visits and sales.

The above graphic shows year-over-year data, with a large increase in organic sessions and engaged sessions happening a month following PCG Digital and Cadillac of Birmingham’s partnership.


Through well researched and targeted SEO strategies, including the strategic use of geo-targeted keywords and the optimization of Google Business Profiles, Cadillac of Birmingham has significantly enhanced its visibility and appeal to the local market. These efforts have not only improved their online presence but also translated into tangible business results, solidifying their standing as a leading dealership in the Birmingham area, the state of Alabama, and beyond.

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