CarRentals.com had been targeting the top 50 destinations for rental car queries, but wanted to scale to include more destinations.
Our challenge was to build a large volume of new pages quickly. And these pages needed to be high-quality with destination-specific content that included targeted keywords to drive traffic and generate leads. Our goal was to increase the site’s organic search rankings, visitors, and conversions.
Previously CarRentals.com had focused on targeting the highest trafficked regions, but we dug further into consumer behavior:
- Analyzed search volume over the past 12 months for brand names, class of vehicle, and rental supplier preferences
- Optimized different combinations of brand names, class of vehicle, and rental supplier
- Identified and optimized 100% of the geolocations covered by CarRentals.com, not just top destinations
- Selected keywords to be naturally implemented within a robust content creation strategy
CarRentals.com originally featured approximately 50 destinations and 500 web pages. PACIFIC developed a search campaign alongside the CarRentals.com team to expand to 44,193 destinations, with roughly 1 million unique pages.
The team at PACIFIC have been invaluable partners in helping guide our strategy, as well as driving execution for the channel. They’ve demonstrated excellent ideation, integrity, and collaboration throughout our engagement. I’ve also appreciated PACIFIC’s impressive attention to detail and their ability to be flexible in order to meet changing business needs.
We accomplished this by creating 20 templates that headlines and widgets designed to funnel traffic to the site. Next, we crafted unique content infused with SEO keywords for the new pages, and assisted in the redesign of the website to enhance UX and aesthetics.