BMW Cleveland Case Study
Addition of Content Boosts Search Engine Rankings & Traffic
- Client: BMW Cleveland
- Services: Web Design & Search Engine Optimization
- Product: A luxury car dealership in Cleveland, Ohio, featuring new and pre-owned BMWs, plus a service center and BMW gift boutique
- URL: www.bmwcleveland.com
- Report Date: January 2008
Our Challenges (Pre-Optimization): Like most auto dealerships, BMW Cleveland, part of the Davis Automotive Group of luxury dealerships, had a site that was weak on content and wasn’t ranking well in the search engines. The site was little more than an online brochure, forcing users to go to the main BMW site or call for more information.
Our Strategy: We proposed a complete site redesign, search engine optimization, and the addition of content related to their products. Specifically, we implemented the following items:
- Additional vehicle information and details. Users no longer have to go to the main BMW site to get information.
- Addition of an online store including clothes and accessories for BMW enthusiasts. The store adds content to the site and an additional revenue stream, particularly around the holiday gift-giving season.
- Online service appointment requests. This has been a very successful addition for them, and customers love the convenience.
- A master content management system or “admin” that allows their staff to manage their constantly changing inventory 24/7.
- Search engine optimization. The site now has numerous top 10 and top 5 terms.
Our Results (Post-Optimization):
BMW Cleveland’s rankings, traffic and conversions have skyrocketed since the site redesign and optimization. Here are just a few of their stats:
- Search engine referral rate has increased from 15% to 55%
- Unique monthly visitors has increased from 1,500 to over 8,000
- Conversion rate has increased from .29% to over 2.5%
- Top three rankings for terms like Cleveland BMW, BMW Cleveland, Northeast Ohio BMW, and BMW gifts.