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The Challenge

GMC and iProspect decided to test whether un-branded lifestyle content would drive organic traffic to GMC.com. 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

page rankings for 70% of targeted unbranded terms


incremental organic site visits per month


lift in monthly traffic with paid amplification


Average time spent on new un-branded lifestyle pages


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The Strategy


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.

​3 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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Contact Us

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

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