Driving measurable SEO growth for Peugeot dealerships
Pentagon Group wanted to significantly improve the organic visibility, traffic and conversions of Peugeot-related pages across its UK dealership network. The automotive SERPs are highly competitive, with manufacturer sites, national aggregators and large dealer groups all competing for the same high-intent searches.
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71%
INCREASE IN ORGANIC TRAFFIC
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54%
INCREASE IN CONVERSIONS
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123%
YoY INCREASE IN SEARCH VISIBILITY
Winner 2024 UK Search Awards
Honchō stands out for its clear, measurable objectives and well-defined target audience, which lay a strong foundation for success.
The insightful research and content work demonstrates a deep understanding of both the market and the brand. The boot guide, in particular, serves as helpful content that is perfectly aligned with the brand’s messaging and drives conversions effectively.
Judges Comments
Challenge
The challenge was to outperform manufacturer content while also strengthening local dealership visibility for “near me” and location-based searches without relying on paid media.
The campaign set clear performance goals:
- Increase search visibility by 100% year-on-year
- Achieve top 3 rankings for 50 new keywords
- Increase organic search-driven conversions by 50%
- Grow users from ‘Near Me’ searches by 150%
Strategy
Honcho designed a connected SEO strategy combining technical SEO, content innovation and local search optimisation to capture high-intent automotive demand.
This included:
- Building a Peugeot content hub covering models, ownership questions and commercial research queries
- Creating original content designed to outperform manufacturer pages
- Strengthening local SEO for dealership discovery across the UK
- Improving internal linking to consolidate topical authority
- Resolving technical SEO issues impacting crawlability, mobile usability and performance
Execution
Content & On-Page SEO:
We developed user-first Peugeot content aligned to real buyer research behaviour, ensuring visibility across key decision-making stages. By combining commercial and informational content targeting high-intent keywords, we captured both demand generation and conversion-led searches.
We also launched original assets, including the Peugeot Boot Space Guide, which secured position one rankings for its core query and drove incremental organic traffic at scale.
Local SEO
To strengthen dealership performance, we optimised location pages to capture “near me” and geo-targeted searches with clear purchase intent. By refining local relevance signals and improving internal linking between national and dealership pages, we increased visibility for high-value regional searches and better connected brand activity to local lead generation.
Technical SEO
We improved mobile performance and page speed to support both user experience and conversion efficiency. Enhancements to structured data and internal linking strengthened crawlability and content hierarchy, while resolving crawl inefficiencies ensured priority Peugeot pages were indexed and surfaced effectively. This created a stronger technical foundation to support sustained organic growth.
RESULTS
- +123% year-on-year increase in search visibility
- +71% increase in organic traffic to Peugeot URLs
- +54% growth in organic conversions
- +192% growth in users from ‘Near Me’ searches
- Multiple high-intent keywords moved into top 3 positions
"This campaign transformed how Pentagon captures Peugeot demand in organic search. By outperforming manufacturer content and dominating local intent queries, Pentagon strengthened its competitive position in the UK automotive market and created a scalable SEO framework now being rolled out across other brands in the group."
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