Case Study

Search Engine Optimisation and Social Media management, Rockingham Holden now ranks #1 in Google local pack searches

A successful dealer for one of Australia’s favourite car brands for nearly a decade,
Rockingham Holden’s digital marketing didn’t match its business’s stature or reputation.


THE CHALLENGE


The online position it deserved was crowded out by local dealers for Nissan, Mitsubishi, Hyundai and arch rival Ford.

Somehow Rockingham Holden, just south of Perth, had almost zero local search presence even though you can’t miss it when you physically drive through the area!

So, when you looked on Google Maps or did a Google search for terms like “car dealer Rockingham”, this successful, well-established and official dealer for one of Australia’s biggest brands didn’t appear until page 3.

Meanwhile, Rockingham Holden’s own website was built on a template mandated by Holden itself which has limited flexibility to roll out SEO fixes.

Compounding the problem was an unfocused social media strategy. Once again, what the dealer could do in its social spaces was tightly governed by the Holden’s corporate policies. However, Rockingham Holden knew it wasn’t performing as well as it should be.

Our job: fix it!


Achieving the results Rockingham Holden needed was a job for Mash Media’s expert team led by Campaign Manager Camille le Goff, SEO Strategist Rebecca Caldwell and Digital Marketing Manager Angelina Malloch.

To address the SEO aspects of the Rockingham Holden’s situation, the team developed a powerful and straightforward methodology.

It defines the problems and resources available, communicates our recommendations and then begins taking the necessary actions.

1. An SEO audit to ascertain Rockingham Holden’s current position and build a baseline for tracking progress
2. In person meeting with Rockingham Holden General Manager and senior staff to take them through the audit findings, discuss how their SEO objectives match their budget
3. Research: A four-phase research project into the client’s web presence covering technical aspects, content/relevancy, linking strategy and keywords
4. Compiling the research into a strategy that prioritises actions to be undertaken according to how efficient they will be with the budget available
5. A strategy presentation to Rockingham Holden that steps them through what needs to be done and informs their expectations being careful to explain technical
6. Client approves the strategy

The local SEO campaign strategy recommended the
following:
  • Update the local widgets on the website
  • Content updates to improve local search relevant for main pages
  • Add JSON LD script on the homepage to strengthen the local and general information about the dealership
  • Google My Business listing audit and optimisation
  • Customer review strategy to encourage customers to leave feedback about the experience they had with the dealership
  • Local citation audit and update to keep local information consistent Local citation generation to increase the online presence of the website on authoritative local listings and directories
  • SEO technical audit and recommendations
  • Technical implementations
  • Page titles and HTML headers optimisations
  • Site navigation update
  • Internal linking audit and recommendations
  • Internal linking implementations
  • Content audit and recommendations
  • New copy for important pages
The social media side of the campaign included:
  • A Facebook Page audit for Organic SEO and
    implementations
  • Social media management consultancy for key staff
    at the dealership
  • Creation and management of Facebook paid
    campaigns

THE RESULTS


After 3 months, the SEO and Social Media
campaigns dramatically improved local
Rockingham Holden’s visibility.

Despite the website’s restriction, Rockingham Holden scored improvements in web traffic, online enquiries and conversions.

The SEO results:

From its former position buried on page 3, Rockingham
Holden today dominates the Google local pack -holding
position #1 for a wide range of local unbranded search
queries.

The standout figure: a 90% increase in
combined Google Search and Google Maps
traffic.

Other Highlights:
  • 4X increase Rockingham Holden’s Google search performance for category, product or service
  • 428% increase in the number of times the Rockingham Holden was viewed on Google Maps
  • 17.3% YoY increase in organic page views from technical optimisation.

Mash Media will assess your site to build a strategy to
improve its performance and conversion rate.

When you don’t need big fixes, Mash won’t try to sell them to you.
When you do need a big fix, we’ll explain why.

Through many years of a changing internet landscape and states of the economy Mash Media constantly deliver what I believe is as good as you can get! We receive responsive personalised service that I have not experienced with any other provider, large or small. Forget the rest, you won’t be disappointed, Mash media delivers hands down the best return on investment in the online marketing world. Whilst there is never a guarantee that things remain the same (especially when technology is involved), you can be assured that the team at Mash Media will be one of the first to adapt and take advantage of on your behalf. This has been my experience to date and I have no reason to expect this to change.
John Travelli - Ceramo.
I have the honour ​of​ writ​ing​ a testimonial for Mash Media and in particular its owner Sharney Ryan. I have been with them for now over 5 years​! And wouldnt consider going anywhere else again.​ The​y are a great team who have a​ genuine interest in helping my practice succeed with Marketing, Adwords and Website​ & SEO has been superb.Prior to them advising me i had spent significant sums with large organizations, only to find that much of the budget was spent on their overheads and profit before being applied to my business.This company ​truly ​delivers.
Dr Ron Binetter - AIES.
I have been dealing with Sharney for many years and followed her from her last posting in a Corporation as Sharney displays skills and knowledge in this minefield of an industry. I am very pleased to be part of Mash Media’s growth from a one-man band to where they are today with employees and offices all over. We are treated well and never pushed to increase our spend like the big guys do. Sharney and her team make our digital life clearer and easier.
Richard Wilson - Richard's Tyre Power.
If there is a better Digital Agency going around than Mash Media, then I haven't found them. And I have been looking for a long time!! We had an urgent need to get a site up and Sharney and Ben turned it around in 72 hours. Took a brief, clarified the brief, made the brief better than I thought possible. A great overall experience and just goes to show, botique is better!
Vincent Kelly - Viridor.
Sharney and Michael made sure they understand our business and Mash Media have an excellent campaign manager in Michael. His attention to detail and his hands-on approach to optimising our adwords campaign is what brought us back to Mash Media. We tried another campaign manager during the economic downturn, but came back to Mash Media when it became clear they could convert more enquiries, in spite of the economy.
Andrew Langdon - Sentinel Self Storage.
4 years and counting with the awesome Mash Media Team. They have been doing a great job of looking after our Adwords. More recently they have created a couple of different tailored websites that proved to save our adword cost by over 40%.......these websites paid for themselves in 6mths over the old clunkers. Superb results. Lovin’ their work.
Alex Brown - The URECO group of companies.

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