Green Parking

Highestrevenue recorded for target carparks

Conversion rate optimisation SEO

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The client

Green Parking provides a flexible parking service reflecting the characteristics of the location whilst providing income for Landlords. They hold car parks in some of the most visited places around the UK, including stadium parking for Wembley and Derby County. They approached Frogspark to boost footfall to their car parks and increase the revenue taken from customers at a select few underperforming locations.

The challenge

Whilst Green Parkings car parks were being used, it was generally because they were noticed as a customer was driving around. Green Parking required a way of getting their car parks noticed beforehand, during a planned visit to a city. This would mean not only more car park visits, but also their website could become a central hub that customers know they can visit before a trip to find car parks or even book their space.

The strategy

To make sure we devised a fully comprehensive digital marketing strategy that was geared towards Green Parkings goals, we undertook an in-depth analysis of the car parks online visibility. From here, we devised a strategy that would allow car parks to be found in search results and map results. It was key for us that the car parks were found for location-based keywords and searches. We also produced a conversion audit on their website to ensure that any additional traffic we drove to the website, was being put to good use.

1000Additional website visits
50%Added revenue for target car parks
32New page #1 keywords

SEO

Our SEO efforts were focused on two things, improving the content for each individual car park page and ensuring each location had its own online presence. We began by looking at additional city-based keywords for each target location that we currently did not have any visibility for. From there we began to reproduce all the content on each car park page to boost visibility. This gained immediate traction as Green Parking were being found amongst our target city’s top competitors. Following this, we looked at each car parks visibility and identity. This meant creating their online Google My Business pages (so they could be found for location-based searches) and adding the locations to popular directories across the web.

Going forward, we put more time into link building, as high-quality backlinks are an important ranking factor and traffic driving tool for any website. These links were sought specifically from websites within our locations to ensure the links were relevant and of high value.

Results

As Green Parking hadn’t invested in digital marketing before, yet had great domain age and authority – the results were immediate. Within one month, there was an additional 1000 website visitors resulting in some of our target carparks receiving their highest revenue recorded. We have now found stability with those initial set of target carparks and continue to work with Green Parking to strengthen the profile of other car parks they own.

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