Conversion-focused SEO for a mobility brand.

The situation

A well-established mobility brand was highly visible for its own name, but struggled to attract new professional partners and convert online visitors into bookings or enquiries. Branded traffic was strong; non-brand visibility was weak, and many visitors defaulted to calling instead of completing anything online.

The goal: increase digital enquiries for partner onboarding, improve conversion for both B2B and B2C audiences, and simplify the online experience enough that people stopped needing to pick up the phone.

What was getting in the way?

Strong brand awareness was masking real friction underneath:

• Weak non-brand keyword visibility
• Navigation loops and confusing site architecture
• Duplicate and overlapping page content
• Inconsistent metadata diluting ranking signals
• High bounce rate and low form-submission activity
• Limited use of actual user behaviour data in decision-making

The approach

Led the SEO work independently, partnering with the brand's marketing, UX, and PPC teams, using Google Analytics, Search Console, SEMrush, SE Ranking, Screaming Frog, and Crazy Egg.

1. Understanding what was really happening — Mapped site behaviour and conversion flows to pinpoint exactly where people were dropping off, using heatmaps and session recordings to see the friction, not guess at it.

2. Simplifying the path — Simplified the site's navigation, removed redirect loops, and matched navigation labels to what visitors actually found when they clicked through.

3. Removing the friction — Refined titles, meta descriptions, and page copy to remove duplication; updated templates with stronger, clearer calls to action.

4. Building trust where it mattered — Supported YouTube optimisation to build interest in becoming a partner, and integrated authentic testimonials from existing partners to build trust where it was actually needed.

5. Aligning the whole picture — Worked directly with the PPC team to align paid and organic strategy, reducing spend inefficiencies without losing acquisition volume.

The results

Within eight months:

• +17% improvement in average keyword position (to 1.87)
• 8% increase in partner onboarding interest — the highest in two years
• 18% growth in website bookings
• 23% reduction in bounce rate
• 36% decrease in paid media spend while maintaining acquisition volume

What this proves

Visibility without trust doesn't convert — this brand had plenty of the first and not enough of the second. Aligning SEO with UX and real user behaviour data, rather than treating them as separate workstreams, is what actually moved bookings.

Key takeaways

• Aligning SEO with UX and PPC unlocks both traffic and efficiency gains at the same time.
• Small architecture and metadata refinements can dramatically improve user flow.
• Understanding real user behaviour, not just traffic numbers, is what turns visibility into conversions.