Capitalizing on the un-branded opportunity to intercept undecided shoppers at search engines to drive consideration.

The Challenge

By taking a fresh perspective on content strategy, our team devised a different and better approach that capitalized on un-branded content.  GMC was the first automotive OEM to go live with this kind of content-driven, lifestyle-themed SEO strategy. Their success has strengthened their position as a leader and now other automotive brands are beginning to emulate the GMC campaign.
Misty Locke President of the Americas and CMO, iProspect
GMC and iProspect decided to test whether un-branded lifestyle content would drive organic traffic to Without a benchmark, GMC and iProspect approached the project with an experimental mindset. The team was not certain if GMC could rank well with un-branded content, or – if they did – whether it would drive meaningful, qualified traffic. For this pilot campaign, the primary KPI was quantity of visits to the un-branded content pages. Overall, however, the team was most interested to learn what was possible with un-branded content.

The Results

  • 1st

    page rankings for 70% of targeted unbranded terms

  • 14K

    incremental organic site visits per month

  • 300%

    lift in monthly traffic with paid amplification

  • 6:30

    Average time spent on new un-branded lifestyle pages

“With innovative thinking and collaboration, iProspect and GMC improved un-branded SEO ranking and drove traffic GMC also gained some surprising and valuable insights about that traffic.” 
Tim Aten GMC Website Manager

The Strategy

GMC - Content Research


iProspect analyzed search and other data for patterns in consumer behavior and identified the best content whitespace opportunities.  Based on a variety of data, the team identified three topic categories at the intersection of the most popular queries, least competitive topics, and existing content gaps: towing and trailering, fuel efficiency, and vehicle performance. 


While GMC’s creative agency developed thirteen “core” content pages for the three categories, iProspect and partner Skyword created ninety supporting lifestyle articles. Skyword’s content platform enabled the team to assess the content against preset goals, and to coordinate the extensive and formal multi-party review process. 

iProspect recommended developing multiple content "hubs" around a set of un-branded lifestyle categories.  Each hub would include several pages of "core" content specific to a particular category and a related collection of articles that provide a deeper dive on specific topics within that category.  

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