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The Award-worthy Road Trip: How MRS Digital Dominated SEO in the Automotive Industry

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Published Date 03.05.2024

The automotive industry is a notoriously tough nut to crack when it comes to SEO. High competition and a unique set of challenges make it a demanding landscape.

MRS Digital is an SEO agency with a proven track record of success in the automotive industry. Our partnership with Keith Michaels exemplifies this success, spanning over a decade – a rarity in an industry where most relationships fizzle out after a few years.

Fresh off a record-breaking seven industry awards in 2023, MRS Digital has been shortlisted again! This time, we’re in the running for the prestigious 2024 European Search Awards in the Automotive (Large) category, all thanks to the impressive SEO results we’ve achieved for Keith Michaels.

Dive deeper into how MRS Digital continues to cultivate and maintain this successful, long-term partnership with Keith Michaels.

How Did We Do It?

Keith Michaels is one of our oldest customers and their SEO success is a testament to close working relationships and open communication. Keith Michaels never failed to back our judgment, trusted our recommendations, and allowed us to experiment with a host of smart techniques. As SEO evolved, so did our approach, and success quickly followed.

Highlights include:

Keith Michaels A-Z

Our SEO strategy goes deep: over 200 dedicated pages that target specific vehicles serviced by Keith Michaels. Their high ranking isn’t a fluke; it’s the result of meticulous research into each make and model, ensuring our content delivers real value to the target audience.

Information hub

Since its launch in 2015, our popular resource hub has delivered more than 1 million organic sessions and 9,000 quote form completions (directly from landing traffic) for Keith Michaels. This was achieved by reaching the correct audiences and providing helpful information. By providing accurate information we’ve positioned Keith Michaels as the go-to info hub for expat drivers and arguably the most useful online resource on conviction codes and what they mean to convicted drivers.

Featured snippets

Keith Michaels ranks for hundreds of featured snippets thanks to our carefully-considered approach to onsite optimisation. It helped us fast-track Keith Michaels to the top of the search results.

Senior SEO Manager, Jade Dawson, added:

“Having worked with Keith Michaels since I started at MRS over eight years ago, it’s fantastic to see the team’s hard work recognised for SEO. Keith Michaels trust us implicitly, and I think that close relationship is what has led to such incredible achievements. We have experienced some big challenges in the course of SEO for Keith Michaels, but have always managed to work through them – not an easy feat in the world of automotive.”

Here’s How We Made the 2024 European Search Awards Shortlist

Making this year’s European Search Awards shortlist for our SEO success with Keith Michaels is another feather in the MRS Digital cap. In many ways, it’s recognition for the SEO work we started a decade ago, which has seen their organic traffic increase by an average of 29% year on year across that whole period. Not only that, but Keith Michaels now boasts over 25,000 organic ranking keywords in the UK and has benefitted from a 92% rise in organic conversions in 2023 based on year-on-year figures.

  • 92% YOY increase in organic conversions in 2023
  • Over 25,000 organic ranking keywords in the UK
  • 29% average YOY increase in organic sessions for the past 9 years

No surprise, then, that we’ve powered Keith Michaels’s growth to become one of the largest specialist car insurance brokers in the UK. You can read our full testimonial here.

Ryan Hill, MRS Head of Client Success, said:

“As one of the first accounts I managed when I joined MRS, it’s gratifying for both myself and the MRS team to see that our great work is being recognised on the European stage. In a world now mostly dominated by comparison sites and insurance behemoths, Keith Michaels continue to jostle in the top positions thanks to our expert digital marketing delivery and brilliant relationship. This ultimately allows us to operate with the creative and technical freedom needed to deliver exceptional SEO success.”

Keith Michaels paid tribute to the success we’ve delivered through SEO, saying:

“After 9 years, the team continues to deliver. I know that Ryan and the team understand my business inside out and with that the challenges of positioning it in a crowded market. I’m looking at closing the year as by far the best one to date for my business – in large part thanks to MRS.”

MRS Digital Information:

Since 1999, MRS Digital has helped businesses overcome challenges, initially in web design and later expanding into SEO and PPC. Evolving into a comprehensive full-service digital agency, MRS Digital offer vital services – digital marketing, web design, and development – continuously fostering client success in the dynamic 21st-century marketing realm.

[Find out more]

Address: 1, Blue Prior Business Park, Redfields Ln, Church Crookham, Fleet GU52 0RJ

Contact Number: 01252 622722
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