Case Study: Search Engine Optimization (SEO) and Improving SEO Performance
Opportunity
Longtime Kinetic partner, Jayco Family of Companies is a prominent manufacturer and distributor of motorhomes and towable recreational vehicles (RVs). With a diverse range of brands under its umbrella, including Jayco, Starcraft RV, Entegra Coach and Highland Ridge RV, the Jayco Family of Companies recognized the need to strengthen their online presence and find a way to drive more organic traffic to its websites.
Kinetic Marketing & Creative, with a dedicated digital marketing department specializing in SEO, was all over it.
Actions
The project kicked off with a discovery meeting where Kinetic gleaned valuable insights into Jayco’s digital marketing goals, target audience, existing SEO strategies and specific pain points affecting each brand’s website. With this knowledge in hand, our digital team began conducting comprehensive, monthly SEO audits for Jayco, Starcraft RV, Entegra Coach and Highland Ridge RV. These well-known and recognizable RV brands cover a wide range, from luxury motorhomes to lightweight travel trailers and the Kinetic digital team meticulously analyzed technical SEO aspects, conducted thorough keyword research, and optimized onpage content and off-page factors while utilizing keyword position tracking for reporting.
Armed with our findings each month, we compile detailed reports, provide actionable recommendations and assist in correcting technical SEO errors, recrafting product pages and optimizing copy to include all of the highest ranking search terms and keyword phrases to propel the brands towards improved rankings, increased organic traffic and an enhanced user experience and readability.
For each brand’s website, the Kinetic digital team conducts comprehensive monthly SEO audits that include:
Technical SEO Analysis
Checking for and improving crawlability, indexability, site speed and mobile-friendliness
On-page SEO Evaluation
Assessing and improving meta tags, headings, internal linking, keyword usage and content quality
Off-page SEO Assessment
Analyzing backlink profiles, domain authority, online reputation and conducting backlink outreach
Competitive Analysis
Evaluating competitors’ SEO strategies and performance to benchmark Jayco’s brands
Keyword Research
Identifying and activating relevant keywords and search terms with high search volume and relevance in their web content, as well as assisting with SEO driven content strategy
Content Optimization
Integrating keywords based on indepth research and maximizing page and product copy to tangibly increase SEO performance
Results
Through ongoing SEO audits and data-driven actions, Kinetic continues to spearhead a remarkable transformation for the Jayco Family of Companies in terms of overall SEO performance.
With the changes Kinetic identified and implemented, the Jayco domain saw increased organic sessions by 339%, Entegra Coach 226%, Highland Ridge 204% and Starcraft 364% over a six month period. All four domains have had a 8% visibility increase on tracked target keywords, with 2,573 estimated increased monthly traffic, and an average keyword position improvement of 53 positions.
By implementing data-driven decisions, we’re working to make certain these websites will experience heightened visibility and brand exposure as a result of improved rankings and enriched content well into the future.
Learn more about Kinetic’s capabilities and contact us for improving your businesses SEO performance. Download a PDF of this case study here.
