Last Updated in August 2021 by Lukasz Zelezny
Fixter is an online car maintenance startup aiming to make booking MOT, car service and repairs as easy as ordering a takeaway. I was their SEO consultant and helped them set up the website structure to maximise their SEO traffic.
It’s great to see Fixter’s organic traffic grew 28 times in just two years.
How did Fixter achieve such strong growth?
- Create a site structure to target granular keywords
For car maintenance, customers often search for ‘MOT’ plus their locations, so Fixter created individual ‘MOT/location’ pages for all the major cities in the UK. Similarly, people often search for ‘car service’ plus their car makes, so Fixter ‘created car service/car make’ pages to make the landing page more relevant to what people are looking for.
- Create landing pages for each product
If you have more than one product and your customer searches for the product they want, then it’s worth creating different landing pages for each product. Continuing to add new product landing pages will also help grow the overall volume.
- Add FAQ content to landing pages
When researching car maintenance, it’s common for customers to search for questions like, ‘how much does it cost to replace my brakes?’ or ‘when should I replace my brakes?’. Adding this FAQ content to landing pages gave them a better chance of ranking higher on the search results.
- Make sure your landing pages are using schema markup
Schema markup helps Google understand your content, which increases the chance of Google showing it in the rich snippets. For example, Fixter has tagged all their landing page FAQs with schema, and Google showed the most popular FAQs on the search results, making their search appearance more prominent.
- Write a blog and create a funnel to convert the traffic
A blog is a cost-effective way to increase your traffic. For Fixter, blog traffic has contributed 50-70% of their total organic search traffic. However, for a long while, blog traffic didn’t convert into bookings very effectively. Fixter solved this problem by adding a quote widget on every blog page to send traffic through the conversion funnel.
- Add a table of contents to your blog
Fixter has benefited from adding a contents section to its blog articles. Google shows the contents list in the search results, which not only makes your search result larger but also lets the audience go to the right part of the content with a simple click. The following example is the search result for ‘alloy wheel repair cost’. You can see Google featured two of the H2 titles from the table of contents on Fixter’s blog article.
Fixter is revolutionising the car maintenance industry, one repair at a time. Fixter was founded to make car maintenance as easy as booking a taxi. Digital, transparent and stress-free, with world-class customer service. Since launching in Manchester in 2017, Fixter has expanded to more than 100 towns and cities across the UK and provided thousands of car owners with honest, convenient and affordable car repair services.