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
- November 2020 to December 2023Nov 2020 to Dec 2023
- Our part
- Search strategy and content: search analysis, a priority list, technical analysis, links
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.
In
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?
Search behaviour
Which vehicles potential buyers were most interested in.
A priority list
The page type with the most business potential goes first.
02 Pages
Fit the pages to the searches
Content analysis
A working process for matching each page to what people search for.
Technical analysis
So search engines could find and understand every page.
03 Links
Lift the pages that matter
Link strategy
Strong links to the strategically important parts of the site, continuously.
Out Method
Carry it to the next page type
Reuse the structure
The content process and the link strategy, applied to other page types.
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
The result
In the top three, far more often
Measurement notesBy 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.
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%
Measurement notes and definitions
- Sources
- Sistrix, for holmgrensbil.se, November 2020 to December 2023.
- Scope
- Organic Google search to holmgrensbil.se. Traffic: organic traffic from Google. Top three: the number of keywords ranking in positions 1 to 3.
- Window
- November 2020, when the work began, to December 2023.
- Excluded
- Paid search.
| Period | Nov 2020 to Dec 2023 |
|---|---|
| Organic traffic | +311% |
| Keywords ranking in positions 1 to 3 | +580% |
| Search visibility, Sistrix | +431% |
Nov 2020 to Dec 2023
- Organic traffic
- +311%
- Keywords ranking in positions 1 to 3
- +580%
- Search visibility, Sistrix
- +431%
Sistrix, holmgrensbil.se, November 2020 to December 2023
Changes since the work began in November 2020, from Sistrix.
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.
Your case
Which page is closest to a sale?
Bring one problem from your own category; we start with the evidence you already have.
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