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Company: SJennings Ltd
Project: Jennings Ford Direct

http://www.jenningsforddirect.co.uk

Dates: Jan 2007 to Dec 2007

How did the project start?

The project was to make the Jennings Ford Direct website the number one in the UK for best keyword driven search results for 'Used Ford' related keyword terms. A Direct competitor was using paid search engine marketing to achieve sales in our region.

What options did you consider?

We considered using adwords advertising and product feeds to other already established websites to achieve instant results.

What help and expertise did you receive?

We were initially assisted by our Web Design agency Pearsons however we decided to do all the work in house as we were able to dedicate more time and resources to the project. Considerable research into the field of SEO was required.

Did you face any challenges or learn any lessons?

Yes, we found it extremely difficult to compete with domain names that had been archived as far back as 1999 and prior, such as Ford.co.uk, autotrader.co.uk and RegVardy.com but these were all eventually beaten for the top spot in google.co.uk with our chosen keywords.

What are the outcomes and how has it improved your business?

95% of target keywords from start of year have now achieved top position in Google.
Sample keywords:-
'Used Ford'
'Used Ford Cars'
'Used Ford Focus'
'Ford Direct'
'Used Ford Mondeo'
'Ford fiesta'
'Ford Cars'
'Used Cars Ford'
'Ford Galaxy'
'Ford Mondeo'
'Ford Direct Used Cars'
'Ford Focus CC'
'Ford Direct UK'

Daily traffic to website increased to 4k per day unique users.
We were able to vastly improve our search engine performance and as a result now have a dedicated team of 7 salesmen who solely deal with internet customers, previously we had one salesman on a job share with showroom traffic.

What are your plans for the future?

Continued development of the Jennings group of websites, launch of Jennings News blog to help deal with the large number of articles we now release and on-going SEO to the Jennings websites.