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Website promotion in a highly competitive niche (New York, USA): premium car rental

Author
Author: Oleg Gavryliuk
Head of SEO
2022-03-10

For the teaser image:

Client

RealCar is a premium car rental company in New York. The company offers Range Rover, Jaguar, Porsche, Maserati, BMW, Mercedes etc for rent.

Unique selling proposition:

Our task

Growth of positions and targeted organic traffic in New York for general thematic queries and specific car brands.

Initial data

Niche and competitor analysis

High competition in the niche deserves special attention. After analyzing search results for targeted queries and comparing the promoted website with competitors, our specialists made several conclusions.

  1. The competition is very high. The NYC top 10 includes larger websites, regardless of the semantic group. Most of the websites in the top are aggregators, with an average of over 20,000 pages in the index. Naturally, their range of cars is wider, since the websites are promoted in several regions. Many competitors cover not only the United States, but other countries as well. One way or another, it is with such websites that you have to compete for a place in the top 10 and even in the top 20. The smallest of them have about 1000 pages in the index, the largest — over 1 million pages in the index.
  2. The age of competitors’ domains starts from 10 years. This is a sign of the established top and the impossibility of getting there for younger websites. The promoted website is over 5 years old.
  3. The volume and quality of competitors’ links. Several basic metrics:
    • in the top 10 the minimum DR (Ahrefs) is 71;
    • number of donors is about 3000;
    • 1 million linking pages is a normal practice for competitors.

Examples of competitors and their metrics:

Ahrefs data by main metrics:


Donor growth dynamics by Ahrefs:


Traffic Semrush data:



Nevertheless, our experience in promoting small sites and fighting for the top in other niches has shown that the project can exist, can get its positions and traffic.

Work process

Technical optimization

Website promotion should always start from this point, since it has an impact on the achievement of the result. For example, you make an effort to optimize meta tags, write perfect content, improve usability, site load speed, and more. But after a few months of promotion, you realize that the website is partially or completely inaccessible to Google bots due to technical errors. This negates all the work done.


Examples of technical edits we have implemented:

Semantic core and content plan

The main points of growth of the project:

For all areas, our specialists have collected a semantic core, optimized meta tags and wrote unique selling texts.

External optimization

External website optimization is also very important, especially given the high competition in the niche. For effective promotion, not only the number of donors and links from them is important, but also their quality, as well as the ratio of anchor and non-anchor links.


To build links, we used:

Such a volume of different ways of building is due to the high requirements for a natural and high-quality link mass. The more links from different sources lead to the website, the more natural the link mass will be. Accordingly, the promotion becomes more efficient and safer.

Optimization of «Google. My Business»

Since the client’s business in NYC is local, optimization of «Google. My Business» card is designed to improve card impressions in Google maps and search. This increases traffic and conversion to the website.

Our optimizers performed the following works:

After the work, the number of impressions increased several times. For today, the statistics of views are as follows:


Interactions statistics:


It should be noted that 30-70 targeted conversions per day from «Google. My Business» is a very good indicator in NYC.

Mini-SERM

As part of website promotion, we carry out SERM optimization for all projects of our company. This is a type of work aimed at increasing the reputation of a business on the Internet. Since the website belongs to the YMYL (Your Money Your Life) category, it is important to work out the E-A-R factors as scrupulously as possible. E-A-R factors are expertise, authority, reliability.

By increasing the ranking of the website, the reputation of the business and the recognition of the company on the Internet, we increase the authority of the resource not only in the eyes of the user, but also in the search engine. This has a positive effect on the promotion of the project, since Google trusts more expert, authoritative and reliable websites that provide quality information and do not mislead users.

To improve the E-A-R factors, we selected popular review websites (for example, trustpilot.com). There we have created pages to constantly improve the company’s reputation by posting reviews.

Project results

Dynamics of positions for general inquiries about car rental in NYC:


Dynamics for geo-dependent queries related to near me:


Dynamics of positions on individual pages for specific models and brands of cars:





Conclusion

Despite the fact that the competition in the niche is very high and the best websites for car rental in the USA are ranked in the top, our team managed to bring a small niche website to a good position.

Project participants

Project manager: Ekaterina Timoshenko

Optimizers: Yuri Oschapovsky, Andrey Legkobyt

Linkbuilder: Evgeny Fedchenko

Reviews from the client

We have been working with Aweb since October 2019. During this time, we had to overcome the difficulties associated with the implementation of edits in our CRM-system, since the creation of additional pages on the website is labor-intensive.

Despite the difficulties, thanks to internal and external website optimization, we managed to double organic traffic in 2020 compared to the previous one. This had a positive impact on the company’s income.

We are pleased with the results of cooperation and continue to work on increasing traffic.

We thank the Aweb team for the fruitful cooperation! We recommend the company as a reliable and efficient partner!

Aweb sp. z o.o.
Domaniewska 37 M2.43
02-672 Warszawa, PL