The challenge

Nationwide Vehicle Contracts challenged us with increasing visibility and improving performance amongst competitive car leasing search terms. Their competitors had undertaken aggressive link-building activity leaving a significant gap in linking domains to key areas of the site.

What we did

Using our search first strategic process we identified an opportunity to target the key term ‘car leasing deals’ through increasing the number of referring domains directing to their car leasing deals category page.

We developed a thorough and targeted PR strategy which involved combining Digital PR campaigns and Rise Live to build links at multiple levels from category pages to existing content and new landing pages. The strategy involved directly targeting domains held by competitors and expanding to new domains both domestically and internationally.

Our Rise Live activity involved using reactive PR and thought leadership to provide valuable commentary and insights for stories related to the car industry. This allowed us to expand Nationwide’s backlink profile and improve brand authority in the industry. Our PR campaigns used strategic insight to develop creative data-led campaign ideas that targeted key publications and built brand awareness.

The results

Through search first activity we drove Nationwide to the top of the SERPs for ‘car leasing deals’ placing them in position one. We also facilitated a 34% increase in overall domain visibility which, when mapped against our link-building activity, showed a clear correlation.

Across a 12-month retainer, we increased the number of new domains to the site by 28% and our digital PR activity landed links on a range of publications including Time Out, Express, the Mirror, The Sun, and Joe.