How We Elevated an Automotive Service to New SEO Heights

Background

ULEZ, or the Ultra Low Emission Zone, is a significant initiative in London aiming to reduce pollution and make the city’s air cleaner and safer. The ULEZ website is a comprehensive guide providing all the essential information about the Ultra Low Emission Zone. It helps millions of drivers daily to check their vehicle’s compliance, understand the charges, and make payments, ensuring a smooth and informed journey within London. Since August 29, 2023, the ULEZ zone operates across all London boroughs and the City of London, impacting a large portion of UK drivers.

Challenge

Despite its crucial role in helping drivers navigate the ULEZ, the website faced challenges in reaching a wider audience. Ensuring that the site ranked high in search results and effectively communicated its wealth of resources and tools was essential for helping drivers understand and comply with ULEZ regulations.

Strategy

To enhance its digital presence and reach, ULEZ focused on a comprehensive SEO strategy, including local SEO to connect with London drivers. The website was optimized for user-friendliness, ensuring easy access to various tools like the ULEZ vehicle and postcode checker. Emphasis was also placed on content marketing, creating informative and engaging content that would help drivers understand the ULEZ, its purpose, and its impact.

Execution

The execution involved a meticulous overhaul of the website, ensuring seamless navigation and easy access to essential tools and information. Local SEO strategies were employed to enhance visibility among London drivers. Consistent and clear content, including blog articles, was produced to inform and educate the audience about ULEZ, its charges, and compliant vehicles. Digital PR efforts led to notable placements in prominent media outlets like dailymail.co.uk, thesun.co.uk, metro.co.uk, inews.co.uk, and standard.co.uk.

200+

Placements

60+

Average DR

300+

Keywords in top 3

Automotive Software SEO case study

Result

The 24-month campaign yielded impressive results for ULEZ. The website secured over 200 media placements, significantly boosting its online visibility and reach. The average Domain Rating (DR) achieved was over 60, reflecting the high quality of the backlinks and placements. 

Our SEO efforts led to the ranking of 1,000 keywords in the top 10 and 300 keywords in the top 3 search results, ensuring that drivers seeking information about ULEZ could easily find the website. The enhanced online presence and clear, informative content helped ULEZ effectively guide and assist millions of drivers, contributing to the successful implementation of the ULEZ initiative and the reduction of pollution in London.

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