Streamlining of Thousands of Pages in Highly Competitive Industry

Travel & Transportation SEO Case Study with Car Rental Company

Project Overview

Increase in Conversions
Top 3 Position Growth
Boost in Traffic Share
Company Size 5,500+ locations
Industry Travel & Transportation
Value Provided Increase in search traffic share, conversions, and keyword rankings
Project Overview

When you’re a large multi-location business, there’s a lot of ground to cover. Not only do you have thousands of city-specific pages to manage, but you’ve got competitors to keep an eye on and multiple stakeholders to liaise with. 

Rest assured, with the right SEO agency, you alleviate some of that stress and instead, start to see years’ worth of ideas finally come to fruition and feed that bottom line. Don’t just take it from us. 

When a Fortune 500 company in the travel and transportation industry approached Big Leap in 2018, they had multiple pain points they wanted to tackle. A few of these included: 

  • A competitor that was outranking them
  • Previous agencies who had set unrealistic expectations and given empty promises 
  • The challenge in finding a partner who could work with multiple key players on their team

During initial conversations, the business appreciated Big Leap’s transparency on what was and wasn’t feasible when it came to an SEO campaign. So they partnered with our team in January of 2018. 

And we’re still going strong. 

Through launching a strategy centered on data, trust, and communication, our client has earned an 86.11% increase in search traffic share and more. Keep reading as we shed light on how a long-term collaborative campaign and partnership can produce some of the best results.

purple on serp

Our Strategy

Our Strategy

Throughout our five-year relationship with this travel and transportation client, we experienced market shifts thanks to COVID-19 and a myriad of industry shifts—all of which prompted both teams to pause, reassess, and switch gears.

While there were numerous tactics we used throughout the years, four key areas have been a particular focus for us in elevating and maintaining online results: 

  1. Technical SEO maintenance 
  2. Content optimization 
  3. Content gaps and trends 
  4. Relationships built on trust

Technical SEO Maintenance

Technical SEO is not a once-and-done type of situation. This is especially the case of larger websites like our client’s where thousands of pages and complex functionalities are standard. 

Big Leap has invested significant attention in this client’s technical SEO. We sought to resolve site issues that have naturally cropped up and helped search engines crawl their site. 

Content Optimization

Content optimizations have been a key priority. As the competitive search landscape is constantly evolving, content updates have allowed the client to adapt to these changes and stay competitive within their field.

For example, the Big Leap team has regularly worked on updating the client’s top reservation-driving pages. Doing this:

  • Sends freshness signals to search engines
  • Meets the evolving expectations of travel and transportation  industry customers
  • Supports page 1 ranking maintenance and growth

Content Gaps & Trends

Tracking the competitive and search landscape also gave us the opportunity to identify content gaps and emerging trends. 

Our team was able to capitalize on new traffic streams and target new keywords, allowing our client to increase their traffic and conversions and even support keyword-ranking performance for broad keywords. 

Relationship Built on Trust

Trust has been front and center in the five-year partnership. Teams and initiatives have changed (particularly amid COVID-19), which has required both parties to collaborate and identify realistic solutions.  

We worked closely with our client throughout these transitions to continuously maintain and elevate campaign results. This involved communicating with multiple departments on the client side to ensure all key stakeholders were a part of the SEO and content conversation.

I never fail to be impressed by the professionalism and positive attitude of my Big Leap team. They take a humble approach to SEO, consistently over-delivering on results, working honestly and creatively to solve problems. Whether they are working with our developers, or working with our other agencies and teams, I trust the Big Leap team as much as I would trust my own internal team.
Director of eCommerce and Digital Marketing
Travel and Transportation Car Rental Company
They get results, they are ethical, they are transparent. They see what you need to do and partner with you to accomplish your goals. After years of working with them – I trust them completely.
Andy Selcho
Owner of AlphaGraphics, Sandy, UT


The Results

Through consistent tracking, optimizations, and communication, our client has earned some pretty lucrative results. These wins ultimately emulate years worth of evolving strategies that have driven bottom-line results.

Industry Search Traffic Share

  • 86.11% increase in search traffic share
  • 126.48% increase in estimated search traffic, according to Semrush from 2017 to 2022 

1st Page Keyword Ranking Growth

  • Top 3 positions: 100.09% growth from 2019 to 2023
  • Top 10 positions: 150.19% growth from 2019 to 2023

Conversion Growth

  • Content optimizations: 133.36% increase in conversions from 2018 to 2022
  • New content: 3,697.04% increase in conversions from 2018 to 2022
Chart of organic keywords
Drive Ongoing Results with Big Leap’s Multi-Location SEO Services

This Fortune 500 company is a true manifestation of how SEO is a continuous, long-term strategy—one that requires collaboration, commitment, and trust. They’re also a pivotal example of the powerful results multi-location SEO can bring when executed right and well.

The catch? SEO is no walk in the park; it takes a village. If you’d like a sounding board, our team is here to help. Connect with a multi-location SEO specialist to talk through your pain points and learn what we can accomplish for you.

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That’s Enough About Us.

Here’s the thing about our SEO agency: We prefer long-term partnerships that are deeply rooted in trust. Before we dive right into this, we’d like to get to know you better, get a feel for your current situation, and talk about your marketing goals and expectations.

You can call us now, or we can meet over lunch. Either way, we’re excited to meet you.

Let’s Talk About You.

Increase in Organic Traffic
Increase in Organic Traffic
Increase in Organic Traffic