Quickco is a medium-sized retailer and supplier of car parts. They deliver nationally and have a warehouse in Manchester that’s open to the public. In a sector dominated by a few major brands such as Halfords and Euro Car Parts, Quickco employ a blend of paid and organic search marketing to reach potential customers.
Tasked with link-building for our automotive parts and accessories website, PushON generated some great ideas for content. Our stand-out favourite centred around analysing the most searched-for car brands on Google, for each country in the world, and documenting this in an infographic. As well as revealing some genuinely insightful information that could shape our future cross-border focus, it more importantly laid the groundwork for a fantastic link-building campaign. With the globally-relevant nature of the piece, we had national news publications from all over the world contacting us and, more importantly, linking to us.
Our organic traffic jumped 1000% on the day the content went live, and far more users were engaging with touch-points such as our live-chat functionality, and crucially, placing orders on the site. The level of research that went into the campaign, insightful nature of the findings & media circulation that PushON aided with all contributed towards making our first content marketing piece with PushON a memorable one.
In January 2017, PushON launched a content marketing campaign to get the company links and raise awareness of the Quickco brand. We decided to use our expertise in search to create a map of the world that is overlaid with each country’s most searched brand for the previous year, 2016. We then pulled out the most interesting or surprising statistics and wrote a short piece, which was placed on the quickco.co.uk domain. Finally, we seeded the story to relevant news outlets and bloggers.
Within days of being launched the story had been shared globally, gaining coverage from several renowned publishers including The Mirror, Autocar, MSN, CNET (Spain), CNET (US), Jalopnik and Techspot. Fan sites of certain brands such as Toyota and BMW also covered the study extensively. To date, the site has gained more than 800 inbound links. The graph below shows the rise in the number of referring domains.
As well as the initial benefits of free publicity and an increase in brand awareness, in the weeks following the campaign Quickco.co.uk saw a substantial rise in referral traffic and organic visibility grew by 64%. The graph below tracks Quickco’s visibility following the campaign.
Overall, the upturn in organic search visibility will result in more visits. Converting those visits into sales is down to the way Quickco prices its products, presents its offer and makes it easy for visitors to navigate to the relevant pages. However, similar percentages of visitors converting into sales would not be extraordinary when the number of visitors rises.
In the graph below, the orange line shows conversions between December and May 2016; the blue line covers the same period in 2017. There is a clear upturn in sales around the time of the campaign and a continued increase in sales throughout 2017.
