Cars.com, one of the top auto retail companies, the Google update in March was beneficial. They saw a 49% increase of search visibility. Their Director of SEO, David Greene, stated he thinks a lot of the company's success has come from their SEO efforts. While Cars.com has seen a SEO boost from Google's update, CarGurus.com has witnessed a downturn.
CarsGurus.com lost hundreds of thousands of number one placements in Google after the March update. About 30% of their keywords dropped significantly in Google. And you can see from the SEMRush chart below that their visibility in Google is back to where it was in December 2017:
CarGurus.com politely declined to be quoted for this story, but Greene said he believes that the downfall of CarGurus.com’s rankings also helped Cars.com realize a lot more traffic.
The financial results for Cars.com were not so rosy in the first quarter. The company’s revenue fell by nearly $6 million and it swung to a net loss of $9 million for the period. But one line in the earnings release stood out to us: “SEO traffic grew 49% year-over-year, driving record traffic and leads; material shift in SEO competitive share continues to accelerate.” According to Greene, Cars.com’s top traffic driver is search, so with the increase in visibility, that resulted in a direct increase in advertiser impressions and qualified leads for their dealership partners. There was an overall growth in conversions and leads from this boost in search traffic.
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