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Rolls Auto Sales is a certified pre-owned car dealership in Northeast Philadelphia, known for its vast vehicle selection and customer-focused EZ financing solutions since 2002.
Auto sales website has a registry, which is automatically updated and displays the current vehicle listings. For Rolls Auto Sales, an integration with the Capital One system was set up, allowing potential buyers to conveniently submit financing applications directly on the site while selecting their preferred vehicle.
Before the SEO promotion efforts began, the organic channel accounted for only 20% of the total website traffic.
The Promodo team had to:
Spoiler: After implementing the SEO recommendations, the organic channel has become the leading source of traffic, surpassing all other channels.
When the Promodo team began working on the project, the homepage of the Rolls Auto Sales website hadn’t been updated for nearly two years, except for occasional link building. Promodo’s SEO team has developed a comprehensive on-page and content marketing strategy to improve its organic search performance.
First of all, we’ve conducted a deep competitive analysis. Considering the fact that a car dealership is a local business, we focused on local companies at the top of the search results in Philadelphia, Pennsylvania. It allowed us to identify content gaps and keyword opportunities.
In order to gain additional organic traffic, we’ve analyzed the search intent of potential customers to update and significantly expand the keyword list. As a result, we’ve added both commercial and informational search queries relevant to the Pennsylvania region and the automotive industry.
To improve search engine visibility and click-through rates, our SEO team created new metadata on the car dealership website. SEO title and description accurately summarize vehicle listings, considering the search intent and keywords.
We also revised the anchor strategy and incorporated new high-intent keywords. Such activities allowed for improving internal linking and SEO signal distribution.
In order to quickly address common customer questions and increase content relevance for search engines, which is beneficial for both user experience and SEO, we worked on the FAQ section on the homepage of the used-car dealership website.
Our SEO team updated it with new user-relevant questions and answers based on search demand. At the same time, we also recommended removing the “Open/Close” toggle that previously hid FAQ answers. As a result, it made all content visible to both users and search engines. It benefited indexability and user experience.
Promodo’s SEO experts provided a guideline on how and where to place branded video content to enhance user engagement and increase the time spent on the page, which is also an important SEO factor.
Our first step in the content strategy was to audit the existing homepage content, where we identified a recurring block of text duplicated across all category pages. This kind of repetition faced a serious SEO risk, as it could lead to internal content cannibalization.
Content cannibalization occurs when multiple pages compete for the same keywords, which can confuse search engines and weaken overall rankings.
We created a new content brief to guide the homepage rewrite, ensuring the natural integration of target keywords. This allowed us to enhance the page's relevance, improve its SEO performance, and provide a better user experience.
Promodo’s SEO team carefully audited and refreshed up to 20 blog articles, updating them with timely, relevant content that matches current user intent.
To strengthen their impact, we added strategic internal links directing traffic to the homepage and key category pages. It allowed for enhanced crawlability, distributing link equity, and reinforcing the authority of essential landing pages.
As a result of the SEO improvement launch, the Rolls Auto Sale brand became much more visible in local search.
Following the homepage optimization, we saw a significant improvement in traffic, namely 39% increase in sessions on the homepage:
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Our next focus is on strengthening local SEO to drive more targeted traffic and visibility within specific geographic areas. Key initiatives include:
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