Unlimited location-based tracking to measure performance in local search.
Fresh SERP data every single day allows for deep SEO experimentation.
Unlimited keywords, unlimited exporting to tackle massive potential keyword lists
“STAT helped us get a handle on how our keywords are doing all over the country. We’re infatuated with the product. We love it!"
About this case study: Our client is a prominent online auto retailer. We have happily accommodated their request to anonymize all names.
Client: Online Auto Retailer
Industry: Automobile Marketplace | Location: Chicago, IL
Visited by around 12 million people each month, this online car dealer is more than an automobile marketplace: it’s a favorite online destination for car shoppers. Not only do they have a large selection of new and used cars, but they also put car buyers in control with plenty of unbiased information, vehicle and dealer reviews, comparison tools, and editorial content.
Challenge: A Lean Team with Huge Ambitions
The SEO team at this online auto retailer is lean and highly focused on pure SEO, coordinating closely with larger teams in SEM, user experience, sales analytics, and social media.
Their job is a massive one. Organic traffic for the site comes from a huge range of search queries — from people researching specific year/make/model/trim/option/condition combinations, to shoppers ready to buy from local dealers to owners looking for info on vehicle service.
To manage it all, they were using an enterprise-level rank tracking solution with nice reporting and some handy proprietary metrics. But new data was slow to come in — just once per week — and the rigid enterprise pricing forced them to choose between big ambitions and manageable budgets.
Their biggest limitation, though, was the lack of location-based tracking. Car sales are inherently local, and they saw major challenges in correctly structuring location-specific inventory and dealership info to gain organic search exposure.
That’s how they found STAT, which has unlimited geo-segmented tracking across the world, in any market where Google supports it.
“We knew that there were weird trends going on, like salespeople out in the field wondering why we were missing from a city,” says Marcet. “But we couldn’t see that. So we went looking for a ranking tool that could get down to localized results.”
Solution: Speedy Discoveries with STAT
Using STAT, the team immediately discovered an emerging problem with Google location mismatches, which led to new recommendations to the UX team to account for Google’s limitations.
“It definitely exposed a vulnerability earlier,” the SEO analyst says. “We started using STAT, and already that has led us to be more on the ball as changes in the algorithms come out.”
But it’s the combination of location-based tracking with daily data that he says has had the most noteworthy influence on his work.
“To put in keywords today and have data tomorrow has also meant that we’ve been really flexible when we just get an idea. It’s fun to run up against the limits of Google — that’s something that I wouldn’t have been able to do without STAT.”
The team's SEO manager says that STAT’s agility and pricing have encouraged her to take risks, explore, and experiment on a much bigger scale than any SEO analytics software she’s used in the past.
“We could see right away how it was going to work for our main goal, which was the geo-ranking,” she says. “But then after we played with it just a little, every time something comes up we started asking: could we use STAT for that?”
At the same time, the team has noticed that STAT seems tailored to the needs of SEO managers and analysts, who are looking for a big-data tracking solution that instantly clicks with how they work.
“We haven’t had to change our day-to-day to integrate STAT into our workflow. It’s there; it’s easy to use, to get the data out."
Putting it even more succinctly, the team says “We’re infatuated with the product. We love it!”
"We haven’t had to change our day-to-day to integrate STAT into our workflow. It’s easy to use and gets the data out quickly”
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