Open Roads RV Case Study | PCG Digital

Client Success - seo

Open Roads RV
SEo case study

INTRODUCTION

Open Roads Complete RV approached PCG because they needed assistance optimizing not only their website, but their Google Business Profiles. Their website harbors both the Acworth and Jasper RV dealerships, so making sure to structure content specific to each will be important.

SEO & Website Issues

Inconsistent SEO across the site

  • Meta titles need to be around 60 characters
  • Meta descriptions need to be around 160 characters
  • Match URL Slugs with Page Title or content being discussed
  • Add proper automotive related keywords to each page to help ranking
  • Eliminate duplicate content
  • Eliminate broken links
  • Differentiate between Acworth and Jasper locations and link out to their respective pages when creating content

2 Underperforming Google Business Profiles:

There was a lack of optimized content across both the Acworth and Jasper Google Business Profiles

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

  • Both Google Business Profiles were optimized with detailed descriptions, relevant categories, and geo-targeted keywords. These optimizations made it easier for local customers to discover Open Road RVs’ offerings through Google Search and Maps.
  • This also helped lessen any confusion a customer might have when searching between both the Acworth and Jasper locations

By optimizing the two Google Business Profiles, PCG Digital significantly increased Open Road RVs’ 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 has prompted Google to crawl and index the newly optimized pages, solidifying Open Road RVs’ presence on Google Search with updated and relevant content.
  • Before submitting the aforementioned 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 month-over-month data, with a large increase in website traffic happening two months following PCG Digital and Open Roads Complete RV’s partnership (PCG took on Open Roads RV as a client on October 15, 2023). The engaged sessions increased by 46% month-over-month, 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 Acworth, Jasper, Marietta, Atlanta, and Cartersville. This ensured that search queries with local intent would direct users to Open Roads RVs’ website.
  • With improved local SEO, Open Roads RV 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 month-over-month data, with a large increase in organic sessions and engaged sessions happening two months following PCG Digital and Open Roads Complete RV’s partnership.

Conclusion

Through well planned and executed SEO strategies, encompassing the careful deployment of geo-targeted keywords and thorough optimization of the website and Google Business Profiles, Open Roads Complete RV has boosted its local market visibility and attractiveness. These initiatives have not only augmented their digital footprint but also yielded substantial business outcomes, reinforcing their position as a premier dealership across the Acworth and Jasper areas, the state of Georgia, and beyond.

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