We helped Indigo Car Hire reverse a long-term decline in organic search performance and significantly increase non-branded visibility through a targeted SEO strategy.
Services
Indigo Car Hire is a Leeds-based car hire specialist offering a range of specialist car hire services, including car hire with no credit card or deposit, as well as options for senior drivers, new drivers and vehicles with tow bars.
Through years of delivering excellent customer service, Indigo Car Hire has built a loyal customer base and an outstanding reputation, reflected in their strong online reviews and high levels of returning customers.
Despite this strong reputation and established market position, the website’s organic search performance had been declining for several years. The objective was to reverse this trend and ensure Indigo Car Hire’s specialist services were visible to the audiences actively searching for them.
To restore and accelerate Indigo Car Hire’s organic growth, we developed a comprehensive SEO strategy focused on technical performance, content opportunities and improving the user journey.
We began by addressing a number of core technical SEO issues that were limiting the site’s ability to perform in search engines. This ensured search engines could properly crawl, index and understand the website.
Next, we strengthened the internal linking structure across key pages to help search engines better understand the relationship between Indigo’s specialist services and improve the distribution of authority throughout the site.
We then conducted a detailed content gap analysis to identify high-value search opportunities related to Indigo’s specialist offerings. Existing pages were enhanced and additional content opportunities were identified to capture this demand.
Alongside these improvements, we made targeted UX enhancements to ensure users could easily find the information they needed and progress smoothly through the booking journey.
Together, these improvements created a stronger technical foundation, clearer topical relevance and a better user experience - all key drivers of improved organic visibility and conversions.
In under 12 months, Indigo Car Hire’s organic search performance was transformed - reversing a long-term decline and delivering significant growth in both visibility and key business metrics.
New top 3 keyword rankings
Increase in non-branded clicks (previously down -26% YoY)
Increase in key conversion metric YoY
One of the primary objectives of the campaign was to improve Indigo Car Hire’s visibility for non-branded searches related to their specialist services.
By improving site structure, strengthening internal linking and expanding content coverage, we were able to dramatically increase the number of high-value keywords ranking in the top positions of Google. This helped Indigo capture more demand from users actively searching for specialist car hire solutions.
With improved rankings, stronger non-branded visibility and a more effective user journey, organic search is now a key driver of bookings for Indigo Car Hire.The campaign successfully reversed a multi-year decline in organic performance and positioned Indigo to continue growing its visibility and customer base in the highly competitive car hire market.
Whether you’re looking to improve visibility, respond to a Google update, address lost traffic issues or need help with a migration, we can help.
Speak to our SEO experts today. We’d love to create a bespoke organic search strategy that will meet your objectives.
