MuntstadSEO Case
Muntstad & PureDigital
As of January 2023, we, along with Muntstad, started an SEO track. The goal of this journey was to generate more quality organic traffic and, by extension, increase our conversion numbers. Muntstad’s marketing manager had set a very ambitious and challenging goal:
- Be the first car dealer to appear at the top of search results in Google on various car models.
Wondering how we did this? Then read the remainder of this case.
About Muntstad
Muntstad is a leading car dealer under the Pon banner with a clear mission: to find the perfect car that seamlessly meets the needs of every customer. With nine locations in the Utrecht region, Muntstad offers an extensive range of great car brands, including Volkswagen, Audi, SEAT, Škoda and Volkswagen Commercial Vehicles. What sets Muntstad apart are their distinctive features. They have a dedicated team of more than 350 employees who all share the Muntstad DNA: quirky, driven, knowledgeable and committed. This allows them to listen to customer needs, think proactively and offer complete relief. Their distinguishing factor is the willingness to always go that extra mile to make the difference for the customer. Muntstad not only stands for quality and expertise, but also for the unique customer-oriented approach that makes every car buying experience with them special.
The SEO Approach
For Muntstad, we began with an SEO analysis where we focused primarily on the aspects of Technique, Content and User Experience with the goal of achieving results as quickly as possible. This resulted in a comprehensive report to which we then assigned scores based on SEO priority, SEO “Profit” and the effort required to implement the recommendations. To this we applied the following formula: (SEO priority x Gain) – Effort = Score. We linked these scores to four different priority levels, as shown in the figure below.
The Inquiry
From the analysis, 4 optimizations emerged on which we would place our focus:
Template optimization – The model templates could be largely revamped because the old pages were built with components from Pon itself. This resulted in duplicate content compared to other car dealers, so there were significant opportunities to implement new templates.
Content creation – The keyword research revealed many untapped opportunities. Even when creating the model pages, it was essential to write new content to get the maximum return.
Render process – Important elements on the website were rendered client-side, meaning that Google has to make extra efforts to “read” these elements. This can result in Google possibly not fully evaluating the elements when determining page rank, which can result in a lower ranking.
User Experience – The website scored a severe inadequacy compared to competing car dealers in the market. This made this a necessary optimization point for the website to address at the start.
The Collaboration
For immediate results, we partnered with Muntstad’s existing content partner, Van Der Meer. This agency has long experience creating content for Muntstad.
To operate as efficiently as possible, we set up a workflow in which we primarily manage Van Der Meer. Then, both we and Muntstad perform checks on the quality of the content.
The management tool we used for this was Monday. This is a tool where you can record activities, responsible people, deadlines and priorities.
The Content Workflow
- Keywords research/ Prioritizing
- Developing Templates
- Content Briefings
- Content Creation
- Review
- Posting Content
The Result
An SEO-optimized web page, supplemented by related pages, to provide our users with as much relevant content as possible. Here is an example of such a web page:
URL: https://www.muntstad.nl/volkswagen/id3
The page, supported by related pages, provided a strong position within Google. As a result, we achieved our goal of appearing as a “first car dealer” on the focus keyword in Google.
The SEO result
Since our inception, the number of clicks on the focus topic has increased by 583%. This is an impressive increase that all involved should be proud of. The result of the efforts has led to several strong organic positions within Google on popular Volkswagen models. This has resulted in more clicks as well as a +21% increase in conversions, also on the new web pages.
Conclusion
A clear plan, a streamlined approach and good communication ensure the achievement of impressive results. The drive for quick results, combined with Van Der Meer’s consistent delivery of SEO-strong content based on content briefings, contributes to the desired growth and greater impact on business goals. Do you also want to make significant progress with SEO and improve your business goals? Get in touch with us!
Reference
I have come to know Alex as an SEO specialist who excels in technology. He continually challenged our developers during the process to be smarter with our code so that the website could be better indexed by Google. When Alex bites into a project, he doesn’t let go.