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