Comprehensive optimization and website promotion for car rental companies in Spain


Region - the whole world for 3 languages ​​- Spanish, English, Russian. The task from the client sounded like - to become a market leader in the segment of private car rentals in Spain, competition with aggregators that are almost impossible to circumvent in the search results in the presence of a limited budget.


Start of work from scratch, at the time of start the site was closed from indexing in robots.txt. The budget for work is strictly limited to a specific amount for all language versions, so the task was in its proper distribution among all types of work and in the time interval. At the time of the start of the work, the number of site visitors from organic search engines was 0 per month, i.e. there was no traffic and the site was not indexed, not ranked in the search. At the moment we have 3000 visitors per month on a fairly narrow topic, where most of the issue is occupied by the sites of the world's largest car rental aggregators. The growth of commercial targeted search traffic by 110% in the last 6 months.

What was done:

A complete analysis of each page of the site and the entire site and its server as a whole was carried out, the full audit contained 180 verification points, among which was the analysis:
1. general information - domain age, renewal date, presence / absence in various directories, TIC, site indexing, setting up mirrors, processing 404 error page (response codes, page view), robots.txt, sitemap, statistics system.
2. download speed, reasons for reducing speed
4. meta tags title, description - their presence, duplication, correct formation, etc. Analysis and description of the causes and recommendations to eliminate the causes of their formation.
13. competitors and issuing recommendations for finalizing the site based on the addition of those moments (functionality, content) for which the site is inferior to competitors
14. code pages on the site littering, the correct use of tags
19. efficiency of using semantics in filling the site and its current structure, relinking, etc.
32. Redirect blocked in robots.txt
33. Redirects with incorrect URL format
34. Incorrect Base Tag Format
44. Duplicate H1
45. Min. content size
51. Redirect to an external site
52. Incorrect blocking in robots.txt
61. Canonical URL Duplicates
62. Lack of PageRank links
63. Same Title and H1
64. Max. Title length
73. Nofollow in X-Robots-Tag
76. Max. number of internal links
77. Max. number of external links
78. Internal nofollow links
85. Analysis of the position of competing sites in search engines.
86. Check the uniqueness of content within the site and search engine index;
87. Determination of the degree of "spamming" of texts;
91. Checking the operation of handlers 404, 301,302 and other server responses;
and many other check items.
- on the basis of the audit reports, a technical task was prepared to optimize and correct the errors found
Items from the TK were transferred to the relevant departments
- full study of the semantic core of the "car rental" topic included the analysis of demand and the formation of the most complete base of key phrases on the subject of car rental services in three languages.
All semantics was cleared of junk phrases that were defined in a separate group.
Informational phrases were also separated.
All commercial requests were grouped by request and distributed between existing and future (which need to be created) pages of the site.
- the site structure was expanded to different locations in Spain - cities, airports, railway stations, in addition, pages for different makes and models of cars were created to cover the demand when searching for a particular car rental.
- analysis of competitors
For each group of semantics, an analysis of competitors on the topic of car rental was carried out, which are displayed in the TOP 5 search results of Yandex and Google by relevant keys.
- the formation of the specification for the refinement of the landing pages - based on the analysis of competitors.
- the formation of TK for a copywriter - based on the analysis of the text of the landing pages of competitors.
- Writing texts by our team of copywriters - Russian, English, Spanish texts.
- implementation and verification of the implementation of TK to avoid incomplete study of items.
- work on the external link promotion to ensure sufficient dynamics of the reference mass and the formation of an optimal anchor scheme for each landing page of the site.
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