Pentagon wanted to work with us to increase their organic rankings in Google for all Motability terms, informing users and helping potential customers along the journey.
Every session on a Motability page means one more informed carer, and every lead has the potential to empower someone with the freedom of mobility.
INCREASE IN NEW USERS
INCREASE IN NEW CUSTOMERS
INCREASE IN PAGES PER SESSION
Pentagon is a car dealer group based in the Midlands established back in 1991. Starting out as a single Vauxhall dealership in Derby, Pentagon now represents 11 car manufacturers across 26 locations.
Pentagon tasked us with increasing their organic traffic and rankings for their Motability sections, identifying a real lack of quality resources by dealerships online, building out their site content with easily accessible information that provided a tailored user experience and then focusing our SEO efforts into achieving maximum visibility.
Our commercial target was to increase leads and sessions at a group level with a focus on their priority Motability brands – Ford, Vauxhall, Peugeot & SEAT.
Our strategy focused on surfacing key information to carers, parents and guardians whilst keeping them close to current Motability vehicles and offers throughout their journey.
Working with Pentagon’s award winning Motability team allowed us to curate content for new and current Motability customers.
We carried out in-depth immersion sessions with the client’s motability award winning specialists, created feedback forms for customers collecting vehicles at the end of their purchase journey and interviewed occupational therapists, parents, carers and of course our own founder on their experience and knowledge of the scheme.
This helped us identify common customer questions & concerns, mobility scheme initiatives and many other ideas that we needed to include in our content.
Through keyword research we increased targeting of existing pages to keywords accounting for 130,000 monthly searches. We tweaked existing pages with new content, new formatting and different messaging to target each specific part of the journey and improve user experience.
We created new pages too, fulfilling the demand for generic and longtail search terms. We introduced FAQs, structured internal linking to relevant pages and new on-page elements to improve the customer journey. We created new content each month, refreshed old pages and tweaked titles, metas and headings.
Average ranking for all Motability keywords increased from 37.2 to 13.7. As a direct result of our efforts, Pentagon saw an increase in keyword position for 50 terms, equating to a total of 516,200 Monthly Search Volume.
Honcho have done it again. We came to them with a challenge to improve our Motability organic reach and they have delivered excellent results in only a few months. The Motability scheme suffers from a lack of awareness so it’s been great to work with the Honcho team to develop new content to inform potential customers.
CRO, SEO, Content
Increasing conversion rate by 37% for automotive dealership Trust Ford
VIEW CASE STUDY
SEO
Advanced Technical SEO from the start line for Group 1 Automotive
VIEW CASE STUDY
Google Ads has quietly introduced a new Gmail integration that allows advertisers to apply campaign recommendations directly from their inbox. Emails now include an 'Enable your recommendations' button, which can...
Instagram content on Google? Here’s what’s changing From 10 July 2025, Instagram will begin allowing search engines to index and display public photos and videos from professional accounts in search...
Google Marketing Live just happened, bringing a wave of new updates.We thought it would be a good idea to ask some of our PPC specialists what stood out to them,...
| Item | Price | Qty | Total | |
|---|---|---|---|---|
| Subtotal |
£0.00 |
|||
| Shipping | ||||
| Total | ||||