Holmgrens Bil, found for the cars people want

Holmgrens Bil, a Swedish car dealer since 1960, wanted its site to follow how its customers search. We started from the vehicles people wanted most and the pages closest to a sale, and by 2023 organic traffic had grown more than fourfold.

See the results

Client: Holmgrens Bil
Industry: Car dealership: sales and service
Markets: Sweden, with showrooms in 13 towns
Period: From November 2020, as reported in 2023From Nov 2020
Our part: Search strategy and content: search analysis, a priority list, technical analysis, links

Holmgrens Bil's page “Bilar till salu”, cars for sale with filters and the first three cars, open on a laptop on a white kitchen table beside a set of car keys and a mug of coffee. — Bilar till salu, cars for sale, on holmgrensbil.se

Challenge

Every car buyer starts with a search

Holmgrens Bil, founded in 1960, is one of Sweden's largest car dealers, with showrooms in 13 towns selling BMW, Mini, Ford, Hyundai and more.

Its vision is to lead in personal mobility in Sweden while showing customers that it genuinely cares. Part of that is making it easy to find and choose a car online, and in November 2020 Holmgrens Bil and we began with a plain aim: to fit the site to how its customers search.

A dealer's site holds many kinds of pages, for the cars and for the services around them, and each serves a different moment in a buyer's journey. The question was where to start.

What we found

Search data was customer insight

What people search for tells a dealer which cars they want before they walk in. Holmgrens Bil read it as understanding its customers, not only as traffic.

So the work began with search behaviour: which of Holmgrens Bil's vehicles potential buyers were most interested in. The analysis became a priority list for one page type, the one with the most business potential, and a working process for fitting those pages to what people searched for.

Starting narrow was the choice: one page type done properly before the rest. The plan was ready within a couple of months, and within a couple more the pages in it were showing up more often in search.

Alongside the content analysis ran a technical analysis, so search engines could find and understand every page. The third part was links: a steady flow of strong links to the parts of the site that mattered most.

Then the method travelled. The content process and the link strategy built for the first page type could be applied to the others, so each new page type started from something that had already worked.

It asked Holmgrens Bil to act on the priority list, and to make search part of the marketing mix, as a way to improve the customer's buying journey online.

From search behaviour to the pages that sellOne page type first, then the method for the rest

The dealer
Showrooms in 13 towns, and brands from BMW to Nissan.
The searches
What buyers search for, vehicle by vehicle.

01 Demand
Which cars do people want?
1. Search behaviour
  Which vehicles potential buyers were most interested in.
2. A priority list
  The page type with the most business potential goes first.
02 Pages
Fit the pages to the searches
1. Content analysis
  A working process for matching each page to what people search for.
2. Technical analysis
  So search engines could find and understand every page.
03 Links
Lift the pages that matter
1. Link strategy
  Strong links to the strategically important parts of the site, continuously.
Out Method
Carry it to the next page type
1. Reuse the structure
  The content process and the link strategy, applied to other page types.
2. Keep watching
  Ongoing analysis to stay at the top when customers search for vehicles.
Every page type built on what buyers search for

The work

Screens are holmgrensbil.se as captured on 27 September 2026, shown in staged scenes.

Holmgrens Bil's page for used cars for sale in Växjö on a monitor on a walnut desk, in front of a window onto a cobbled street with brick and ochre facades in autumn sun. — Used cars for sale in one town: Växjö

Holmgrens Bil's page for a BMW 225xe Active Tourer plug-in hybrid, with its photo, equipment and a field for questions, on a phone lying on a car's passenger seat beside a car key and sunglasses. — One car's page, on mobile

Holmgrens Bil's page for seven-seat cars for sale on a tablet lying in the boot of an estate car, beside a checked picnic blanket, a thermos and a pair of yellow children's boots. — A search people make: seven-seat cars

Holmgrens Bil's page “Billiga elbilar” on a laptop on an oak counter in a bright car showroom with a blue estate car and a white SUV behind. — Another: affordable electric cars

The result

In the top three, far more often

Measurement notes

By 2023, organic traffic had grown more than fourfold since the work began in November 2020, and the number of searches where Holmgrens Bil ranked in the top three had grown almost sevenfold.

Holmgrens Bil saw it where it counts for a dealer: more customers choosing to get in touch every day. It also found new business areas, and could follow what its customers needed while those needs changed quickly.

The original case describes the traffic figure both as the site's organic traffic and as traffic to the page type we started with; the notes keep both readings.

We don't claim all of it. Holmgrens Bil kept growing strongly over the same years, and a growing business draws more searches of its own. Today the work is ongoing analysis, so Holmgrens Bil stays at the top when customers search for vehicles.

Organic traffic since November 2020: +311%
Searches where Holmgrens Bil ranks in the top three: +580%

Since the work began in November 2020, as our original case reported in 2023. No absolute baseline or end date was given.

Measurement notes and definitions

Sources: The figures reported in our original case study for Holmgrens Bil, last updated December 2023. It names Sistrix as the source.
Scope: Organic Google search to holmgrensbil.se. Traffic: described in the original case both as the site's organic traffic and as the relevant traffic to the page type with the most business potential. Top three: the number of keywords ranking in positions 1 to 3.
Window: From the start of the work in November 2020 to the time of reporting. The original case states no end date.
Excluded: Search visibility, also reported (+431%), is left out of the result: it is a tool's index, not an outcome. Paid search.

Measurement notes and definitions
Period	Original case, 2023
Organic traffic	+311%
Keywords ranking in positions 1 to 3	+580%
Search visibility, Sistrix	+431%

Original case, 2023

Organic traffic: +311%
Keywords ranking in positions 1 to 3: +580%
Search visibility, Sistrix: +431%

Our original case study for Holmgrens Bil (in Swedish), 2023, citing Sistrix

As reported in 2023, not measured again. Percentage changes since November 2020 with no absolute baseline or end date, from a tool that estimates from its own set of keywords rather than from the site's own data.

What this case says

One page type, then the rest

Search behaviour is customer understanding before it is traffic. It shows which products people want, and which pages deserve the work first.

Pick the page type closest to a sale, fit it to what buyers search for, and give it the links it needs. When it works, the method carries to the next page type, and the search data keeps shaping what you offer.