How did First Stop step up a gear in SEO thanks
to the Incremys platform and its content factory?
between 2020 and 2021
on 1st page of Google
monthly search queries
After 12 months,
reached 1st page, 40% of
which ranking in the top 3
First Stop: #1 European expert in tyres and car maintenance
First Stop is a subsidiary of the manufacturing company Bridgestone. Since its creation in the UK in 1994, the brand has known widespread success with close to 2 000 stores present in 23 countries, 310 of which in France.
Issues and targets?
- Generating traffic towards our car maintenance and repair services and breaking into a market dominated by brands such as Norauto or Feu Vert, while minimising financial investments and using a long-term SEO strategy.
What were the challenges?
We had many challenges: a tiny SEO team, no SEO strategy in place, no writers, and a smaller budget than that of the competition.
First Stop chose Incremys to help focus on guaranteed ROI. We used a long-term SEO strategy utilising content matching the search queries of web users on issues relating to car maintenance.
‘Our hesitant SEA campaigns only resulted in moderate successes. When writing our articles, we tended to choose topics that were not necessarily in line with SEO prerequisites. We needed to focus on the right areas to identify the topics and articles performing best in search results to acquire market shares over our competitors.’
Sandrine Ferrand, Digital maketing and customer experience Manager – First Stop
Optimise the technical health of the website
When starting on this project the First Stop domain had many technical issues that needed correcting so we could secure a strong base to support our traffic acquisition strategy.
The Incremys teams, via their platform, recommended to apply a whole set of corrections and supported us on the implementation of all those actions. This SEO expertise, which our own teams lacked, had a massive impact on our success.
All the issues were quickly corrected so we could effortlessly move onto the next phase of the strategy.
Data-driven strategy helps us make reliable decisions, based on proven results. The First Stop team is less undecisive and invests time and resources in high-impact content with a lot more assurance than ever before.
Focussing our effort on keywords with strong added value to gain market shares
First Stop needed to gain in productivity and get results capable of challenging our competition by firstly extracting and understanding the web users queries on search engines.
We aim to convey our expertise by publishing informative and practical articles. The Incremys platform provides this organic search extraction on all topics relating to car maintenance in just a few clicks.
Once we’ve established the keyword listing, the statistical algorithms provided by Incremys help support the teams at First Stop assess the risk level of our chosen strategy. For each keyword, First Stop is able to measure its chances of reaching the highest search results if content is created on that keyword.
First Stop was able to establish a data-driven – rather than intuition-based – editorial strategy with the support of Incremys and the platform functionalities, such as competition analysis, market analysis, forecasting and high ranking keyword search.
Stepping up a gear and producing massive amounts of publications
Once we’ve identified the successful content with the support of Incremys’s proprietary technology, still remains the hard task of producing this in a sufficient amount to gain market shares and challenge our competitors.
First Stop relies on the Incremys Content Factory made up of certified content writers who can be reached via the SaaS platform. A first batch of 70 articles is then commissioned and allocated directly via the software to the Content Factory.
The Content Factory writers use well-structured briefs created by the First Stop teams and write these within the Editor module to certify 100% optimised articles for Google referencing. The First Stop teams can easily follow up on the production progress via the shared editorial planner and proofreading and comments sections that facilitate the collaboration with the Factory.
✨ Our results:
- This first batch was produced in only a few months and literally skyrocketed organic traffic for First Stop: Over 117% increase in a year!
- This is only the beginning of the story: new content is being created right now to put us in pole position!
Making SEO easier and leading a data-driven strategy
The Incremys platform is easy-to-use and enables the First Stop teams to gain access to SEO. Without the help of experts, First Stop manages to lead its data-driven strategy daily, with the support of the Incremys teams and their Content Factory.
Built-in performance reports clearly show us the impact of the work done and the progress of First Stop ranking on search engines.
These reports also provide feedback on the Content Factory writers’ performance (SEO scoring, productivity…). They are also highly visual and user-friendly, even for non-specialists.