Optimising Landing Pages and Gaining Quality Backlinks for Electric Car Scheme
| % | increase in clicks |
| + | backlinks acquired |
| % | of coverage from publications with +60 DR |
Electric Car Scheme is a trusted provider of electric car salary sacrifice solutions for employers, helping businesses offer EVs as a benefit to their employees. ECS needed us to establish a strong foundation for long-term organic success in the highly competitive salary sacrifice market.
The Brief:
- Improving on-page SEO and acquiring high-quality, relevant backlinks to boost organic visibility.
- Strengthening rankings for high-priority keywords.
- Increasing organic traffic by 31% and conversions by 27%.
- Reducing cost per acquisition (CPA) to £2.8k.
- Expanding the backlink profile with 30+ quality links, with an average Domain Rating (DR) of 40+ from both B2C and B2B publications.
The Plan:
Given the niche nature of the industry and a limited pool of relevant keywords, we focused on optimising existing landing pages for high-priority terms rather than creating new content. Our on-page efforts included heading and copy adjustments, along with page layout and structure enhancements. Simultaneously, we launched digital PR campaigns targeting both B2C and B2B audiences to grow the site’s domain rating (DR) and strengthen its backlink profile.
Spotlight Campaigns:
B2C Campaign example: Electric Cars vs Winter
As colder months approached, we identified a rise in search interest around how temperature affects electric vehicle (EV) range so developed a campaign that provided comprehensive insights into:
- The impact of temperature on EV range, including FAQs on charging safety and tips for winter driving.
- A comparison of EV models that perform best in colder temperatures.
- Awareness around fines EV drivers should be aware of during winter months.
By offering multiple angles relevant to EV owners, potential customers, and the general public, we positioned this campaign as a go-to resource during cold snaps or storms, utilising pre-approved client quotes for media outreach. Highlights from this campaign include achieving 23 pieces of media coverage, including a follow link from EV Powered (a hyper-relevant publication) and a no-follow link from The Express (Tier 1).
B2B Campaign example: Sustainable Business Policies
We surveyed 1,000 employees to determine which “green” benefits they prioritised for 2024, from EV salary sacrifice schemes to ethical pensions. The results provided valuable insights into workplace sustainability trends, positioning the Electric Car Scheme as a thought leader in green benefits.
THE RESULTS
Through targeted on-page optimisations and a balanced approach to digital PR, we successfully enhanced ECS’s organic visibility and built a robust backlink profile. The results exceeded the campaign’s key performance indicators, setting the client up for sustained growth:
- Positive ranking movements for 60% of high-priority keywords, with 50% reaching or improving their Page 1 positions (Oct-Feb).
- +2.8% increase in desktop visibility and +4.2% in mobile visibility (Oct-Feb).
- 119% increase in clicks (Oct-Jan) and a 36% YoY increase in clicks (Jan ’23 vs. Jan ’24).
- Achieved 39 backlinks (130% of the 30-link KPI), including 15 follow, 17 nofollow, and 7 syndicated links across 66 pieces of coverage.
- 82% of coverage came from publications with a DR of 60+, with an average DR of 72.
- The domain rating of the Electric Car Scheme website improved by 3 points, reflecting the impact of our link-building efforts.
Coverage Highlights: Daily Mail, The Sun, Mirror, Express, Birmingham Mail, Lad Bible, The Tab, Money Week, HRReview, EV Powered, IFA Magazine, PMM (Professional Motor Mechanic).