Case Study

Conversion-Focused SEO for a Mobility Brand

  • Industry: Transport & Mobility
  • Project Duration: 8 months
  • Scope: SEO Strategy, UX Optimisation, Conversion Improvement

A well-established mobility brand was highly visible for its name but struggled to attract new professional partners and convert online visitors into bookings or enquiries. While the website drew strong branded traffic, non-brand visibility was weak, and many users preferred calling instead of completing actions online.

The goal: increase digital enquiries for partner onboarding, improve conversions for both B2B and B2C audiences, and simplify the online user experience to reduce reliance on phone calls.

The Challenge

Despite strong brand awareness, key pain points were limiting performance:

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

The Approach

I led the SEO work independently, partnering with the brand’s marketing, UX, and PPC teams to identify blockers and implement fixes using Google Analytics, Search Console, SEMrush, SE Ranking, Screaming Frog, and Crazy Egg.

1. Data-Led Analysis

  • Mapped site behaviour and conversion flows to pinpoint friction points.
  • Used heatmaps and session recordings to visualise user drop-off patterns.

2. Navigation & Structure Review

  • Simplified the website’s navigation and removed redirect loops.
  • Matched navigation labels to the destination pages for clarity.

3. On-Page & Template Optimisation

  • Refined SEO titles, meta descriptions, and page copy to remove duplication.
  • Updated templates to include stronger CTAs and conversion-friendly layouts.

4. Content & Engagement Improvements

  • Supported YouTube optimisation to boost interest in becoming a partner.
  • Integrated authentic testimonials from existing partners to improve trust and relevance.

5. Cross-Channel Collaboration

  • Worked with the PPC team to align paid and organic strategy, reducing spend inefficiencies while sustaining growth.

The Results

Within eight months, the brand saw a measurable uplift in digital performance:

  • +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

Key Takeaways

  • Aligning SEO with UX and PPC unlocks both traffic and efficiency gains.
  • Small architecture and metadata refinements can dramatically improve user flow.
  • Understanding user behaviour through data and heatmaps turns visibility into conversions.

Get found. Get clicks. Get results.

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