AUTOMOBILE EN DIRECT : HOW TARGETED SEO OPTIMIZATION HELPED MULTIPLY LEADS BY 3
The mandate in 3 key indicators
+18% share of SEO traffic in overall traffic
220k more organic sessions
+193% organic key leads vs. n-1
CONTEXT
Automobile En Direct is a Quebec-based network of used car dealers founded in 2001, offering a wide selection of used cars, financing options, and an online purchasing process.
Automobile en direct was looking for an SEO agency capable of working seamlessly with their internal teams to unlock the site’s organic potential and break free from dependence on paid media by increasing the share of organic traffic to the site.
PROBLEM
The used car market in Quebec is one of the most competitive in the country, dominated by powerful players. Automobile En Direct wanted to stand out in the used car market, in a context where competitive pressure, saturated acquisition channels, and standardized offerings make differentiation difficult.
Despite its strong local positioning, the company faced technical limitations on its website and a lack of differentiating content for its transactional and informational pages.
So how can you differentiate yourself organically in this ultra-competitive market and come out on top to improve your performance?
GOALS
Automobile En Direct aimed to:
Gain organic visibility on transactional and informational keywords.
Position yourself as a leader in the auto financing market.
Strengthen your SEO authority in the used vehicle segment
Générer des leads qualifiés grâce à un contenu éditorial pertinent
SOLUTIONS
Insights
Market insight: Quebec consumers’ search intentions in the automotive sector are highly segmented:
- Brand + Model + Year (Honda, Civic, 2023)
- Vehicle comparison (Civic vs. Corolla)
- Specific needs (e.g., best family vehicle, best electric vehicle, best vehicle for winter, best car for adventure, etc.).
Technical insight: Google values pages with a clear structure (Hn titles), long-tail keywords, and content that responds to the search intent from the very first paragraphs.
Strategy
Dialekta has implemented a strategy based on three pillars:
1. Comprehensive technical SEO optimization of the website, covering all the fundamental elements to ensure it is implemented in the best possible ways.
2. Large-scale content creation with the updating of current content while developing an editorial line based on shopping guides prioritized according to the most popular searches.
3. An internal search engine that has been technically and strategically redesigned to better target customer queries.
The Big Idea
Rather than competing on the same requests, we have focused on a diversification strategy by exploiting topics with untapped potential:
Identify differentiating angles in comparisons (family, adventure, budget).
Create long, well-argued, credible, and very well-structured articles.
Provide optimized internal linking to product pages to support conversions.
Capitalize on existing content by reindexing the most strategic pages and reoptimizing all images to improve loading times.
Deployment
The rollout was carefully planned and structured to optimize organic visibility and highlight Automobile En Direct’s unique selling points.
- SEO redesign of the home page with integrated HTML content and differentiating factors compared to competitors (e.g., quality of service, fast delivery, updated inventory, customer service).
- Creation of SEO comparison articles such as CR-V vs. RAV4, Civic vs. Corolla, incorporating short and long keywords, optimized tags, short paragraphs, and fluid syntax.
- Integration of enriched semantic referencing including for less competitive queries that are highly specific to the needs of Quebec consumers.
- Optimization of title tags and meta descriptions to increase CTRs on strategic pages.
RESULTS
x2 pages indexed on Google
A complete overhaul of product pages and the creation of strategic content have significantly increased the indexed surface area with high potential.
+12% organic click-through rate
The organic CTR has increased significantly on the site, demonstrating the relevance of the improvements made to the metadata, as well as the strong positions achieved on key topics.
+31% of keywords in position 0 or top 3
Well-structured content and clearly defined intentions have enabled AED to establish itself on key queries such as “used 2021 Civic or Corolla”.
+193% SEO leads (compared to the previous year)
User-oriented comparisons encouraged visits to vehicle listings, generating submissions via forms or calls.
The incremental organic cost per lead is $3.29 per lead
This means that each additional qualified lead acquired during the year cost just over $3 compared to the dollar invested in paid channels, which can be much more expensive.
The SEO CPC is $0.21
This means that each click obtained on the organic channel cost 21 cents.
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