Creating Real Time Educational Content to Gain Links
Dick Lovett is a multi-brand automotive dealership group in the UK, specialising in luxury and high-performance vehicles.
Established in 1966, the group has grown into one of the leading names for prestigious car brands across the South West and Wales.
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100
TOP 10 KEYWORD RANKINGS
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47
PIECES OF COVERAGE
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67
AVERAGE DOMAIN RATING
Winner 2025 UK Content & PR Awards
Honchō’s ability to maximise storytelling across multiple platforms with Dick Lovett is impressive. By addressing the emotive aspects of car ownership and clearing up misconceptions about taxation, they’ve provided valuable clarity through authoritative content. A great example of leveraging audience concerns to create impactful, informative narratives.
Judges Comments
Challenge
Dick Lovett wanted to position its blog as a trusted destination for clear, helpful automotive information, while also strengthening organic visibility and brand awareness in a competitive automotive search landscape.
The brief was to consistently create timely, educational content that could:
- Earn high-quality editorial links
- Increase brand visibility across UK media
- Drive meaningful organic traffic to informational content
- Improve keyword rankings for high-intent automotive queries
This required cutting through noisy, often confusing industry coverage and translating complex automotive policy changes into content that everyday drivers could understand.
Strategy
We built an SEO-led content and Digital PR strategy designed to turn complex automotive updates into clear, link-worthy content.
Our approach focused on:
- Search-led content planning using keyword research
- Journalist-first storytelling with timely, newsworthy hooks
- Linkable educational assets designed to deliver genuine value to drivers
Execution
Ahead of changes to first-year road tax rules, there was widespread confusion in UK media around how the new system would affect drivers.
We worked closely with Dick Lovett to research and validate the new rules, translate complex policy into plain English, and publish a clear, educational guide that answered the most common questions drivers were searching for.
We packaged the content into a journalist-friendly story and proactively pitched it to lifestyle, automotive, and national news outlets, securing widespread coverage and high-authority links at the peak of search demand.
Results
High-authority link acquisition:
- 21 editorially valid backlinks
- Average domain rating of 67
- Coverage included The Sun, The Mirror, BirminghamLive, and Motor Trade News
National media coverage:
- 47 pieces of coverage with brand mentions
- Featured in Daily Record, GB News, and Bristol Post
Organic traffic impact:
The campaign page drove significantly higher-than-expected monthly organic traffic. At peak, it accounted for a material share of total site sessions
Search visibility & rankings:
- Ranked for 1,900+ relevant keywords
- Achieved 100+ top 10 keyword rankings at peak
- Maintained strong top 10 visibility months after the initial news cycle
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