Solutions

Given that OEM Bimmer Parts was an established brand with 1,000’s of parts, the focus was almost entirely on technical and on-page SEO. Websites of this size tend to benefit greatly from technical SEO fixes, so we addressed all of the technical issues with the site with their development team based on a triage model.

We then created an optimization plan based on the most impactful pages based on keyword volume. This included the optimization of the primary category pages based on keyword research and a focus on unbranded keywords. We optimized title tags, page titles, and meta descriptions and emphasized OEM’s free shipping in their title tags to encourage click-throughs.

After the main category pages were optimized we went to perform the aforementioned optimizations on the sub-category pages, which consisted of car models. Finally, after all the parent sub-category pages were optimized we created master category pages around specific parts (ex. Air conditioning) that focused on more generic categories with higher volume.

After these optimizations were performed, the campaign shifted to individual product page optimization based on the most lucrative products as well as the products with low keyword difficulty. We trained the OEM Bimmer Parts team how to do this and empowered them with a process to handle these updates internally.