Overview
BurdaLuxury approached us for help when the website for their world-leading automobile magazine brand, TopGear Thailand, was experiencing serious issues. The website saw a drop in visitors, which had a direct impact on its SEO ranking. TopGear Thailand also had problems with selling ad space and content marketing to automotive companies, who needed more visitors to the website who would see their products featured in news and content.
Making the TopGear Thailand website more popular was going to be a challenge. TopGear was a newcomer to the Thai motoring media industry, which already had an established market of highly respected media companies. This made breaking into the local market difficult, despite Top Gear’s popularity and fame in the UK and around the world.
To help tackle these obstacles, we performed an SEO audit to determine why users weren’t discovering TopGear Thailand’s website when they were searching for car-related content. We identified key technical SEO issues, and analyzed the strengths and weaknesses in the magazine’s online content, when compared to other leading motoring media companies.
This analysis provided the foundations we needed to build a content strategy for every conversion funnel, while appealing to the website’s target users. We then performed extensive keyword research. We advised BurdaLuxury on why they needed to use certain keywords for certain content topics, if they wanted to achieve better rankings and continue to attract more visitors.
SEO audit → technical SEO → website revamp → keyword research → content strategy
Seven Peaks designed strategies to help each page on the TopGear Thailand website rank for keywords and achieve higher Google search placements. We started with an SEO audit to identify the website’s technical SEO issues, and the improvements we could make to prepare for scalability and increase organic traffic in the long-term.
We improved areas of the website by implementing responsive design, editing headings, adjusting the photo and media library, and creating sitemaps that enable Google Bot to collect information easier and faster, and making other adjustments.
By working closely with the client’s car mag writers, we conducted keyword research based on what readers wanted to see in automobile news and car reviews. Thai helped us design a content strategy with the keywords that aligned with TopGear Thailand’s writing direction, and would allow them to create evergreen content that audiences would find useful. As a result, people searching for keywords related to TopGear Thailand’s content were more likely to discover the website.
Another issue which is as important as improving SEO is understanding how to draft and write SEO-optimized content. This includes gaining an understanding of where and when to use titles, meta tags, headings, internal links, and primary and secondary keywords. By explaining the basics of SEO writing, we provided the TopGear Thailand writers with the tools they need to continue creating high-quality, relevant and SEO-optimized blogs, even after we completed the project.
TopGear Thailand, as a branch of Top Gear, a UK automobile magazine with over 30 years of history, was making a comeback in the Thai automotive entertainment industry. This was made possible thanks to BurdaLuxury, who saw the market potential of reintroducing the world-famous magazine brand.
However, to see a significant increase in organic traffic on an automobile media website so soon after its launch needed more than social media promotion or paid ads through Google Ads. To help achieve these goals, we created an SEO campaign custom-tailored for TopGear Thailand.
The result of our work was that, within 5 months of starting our campaign, organic traffic had increased by 100%. Most visitors were fans of automotive news and everyday people looking for advice on using and caring for cars. This also led to increases in visitors to TopGear Thailand’s social media pages, including Facebook, without BurdaLuxury having to spend unnecessary resources.
One of the main goals for the SEO campaign was to capture users from the top 5 ranked car websites, based on keyword searches relating to cars. To achieve this, we improved the website’s sitemaps, worked on technical SEO, and improved parts of the website to match Google’s SEO ranking factors.
After covering the basics, our team performed keyword research with the help of the client’s writing team, who gave us invaluable insights into what readers wanted from car reviews. This helped our SEO team understand and allocate seed keywords, which then helped us unlock more keyword suggestions.
After setting the keywords, we created a content strategy for the full user conversion funnel. For example, we set the keyword “what model of toyota corolla cross” as a primary keyword, while setting relevant and interesting secondary keywords like “corolla cross price” and “corolla cross fuel efficiency”. Each of these keywords can be used in the same article, which will get several searches each month.
Due to these steps, 95% of the keywords we chose in our content strategy for TopGear Thailand were ranked on the first pages of Google search results.
Our SEO team didn’t just improve TopGear Thailand’s website performance. We also drove them ahead of leading competitors in the local motoring media industry. We helped our clients achieve this by working closely with them, as the industry expects constant news updates and new high-quality content, with relevant keywords and scoring highly on Google’s ranking factors.
Our SEO specialists held a workshop for the client’s team on how to create high-quality and attractive news, content, and car reviews. This included how to create banner images, headings, how to choose and size photos, and how to structure introductions and conclusions in a way that would appeal to their readers and to search engines like Google.
This set the TopGear Thailand team up for success, giving them the skills they needed to get more readers and improve keyword position rankings even after our SEO campaign ended. That’s because we didn’t just prioritize delivery of work, but provided knowledge that continued to add real value.
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