With over 1,700 locations spread across North America, it was obvious that the greatest area of opportunity was in local SEO optimization for each specific location. Our goal was to reach above and beyond the generic, overarching car rental keywords, and instead, focus our efforts on location-specific keywords that could bring profitable exposure and visibility to hundreds of locations — as opposed to just one brand name.
After outlining a high-level strategy for local SEO success, we connected with existing Avis partner, Momentfeed, and aligned our local SEO efforts to accelerate our rate of optimization and achieve substantial progress in a condensed time frame.
Over the next few months, our SEO specialists and MomentFeed partners conducted a massive audit to optimize each individual map listing across Google, Bing, and other popular search engines. We corrected missing or incomplete information, improved map attributes to include images and categories, and increased the number of local citations and topical backlinks.
In addition to these off-site listings, we also sought to improve the ranking potential of Avis’ location web pages to rank their website for key terms that were specific to certain cities and states across North America.
We started with a round of scrupulous site-wide SEO audits to identify areas of opportunity that would deliver the highest impact in achieving Avis’ goals. We used our findings to carve out a powerful content marketing strategy that would not only improve Avis’ SEO, but also their website domain authority and visitor metrics, such as engagement and click through rates.
With such a high volume of fresh, SEO-driven content to create, we knew that consistency would be critical in maintaining the voice, policies, and procedures of the brand. Natalee — Avis’ assigned senior strategist at Big Leap — gathered an exclusive group of highly-skilled writers to work together in creating over 300 pieces of original, cohesive website content and blog articles that were optimized for high-volume keywords and strategic internal links.
“My biggest concern with producing this much content was maintaining attention to detail from page to page and making a positive organic traffic impact with each publication, so I wanted to make sure that quality was a top priority. To achieve this, I created content outlines with detailed instructions for the writing team to follow leveraging research-backed SEO opportunities, and established a thorough quality assurance editing process. The result was just what we hoped for: consistent, unique, and effective content.”
– Natalee Halling: Big Leap Senior Marketing Strategist