increase in organic traffic
increase in ad revenue
increase in Google discover visibility
About the Supercar Blondie Technical SEO Case Study
-
About the client and the brief
-
What we delivered
-
The results
Supercar Blondie is a digital media brand specialising in automotive content, publishing industry news, and viral stories. Following a headless migration and a very turbulent March Core Update in 2024, organic visibility declined, impacting ad revenue.
We analysed several factors contributing to this drop in traffic and revenue. The headless migration introduced the infinite scroll, causing URLs to change frequently as users scrolled. While beneficial for users, we needed to assess how Google was crawling the site and identify efficiencies to improve signalling. Underperformance in Core Web Vitals also required a review of page rendering and site-wide recommendations for greater impact.
Infrequent wins in Discover were the norm, but they needed greater stability in their search strategy to ensure they could feature in Discover, News and appear dominant in all of their relevant automotive topics in search rankings. If search dominance was the target, we needed to ensure our E-E-A-T standards and overall credibility in our content was conveyed to our users. Diversifying content was another opportunity, as relying on high-volume viral stories delivered results but wasn’t the most sustainable approach for long-term search success.
Our key challenges:
- Inefficient crawl budget allocation, causing delays in discovering and indexing new important content.
- Lack of structured internal linking, making it difficult for users and search engines to navigate the site effectively.
- Underperformance in Core Web Vitals and infrastructure challenges.
- Content sprawl leading to fragmented page distribution and missed opportunities to consolidate topical authority.
Strategy & Implementation:
- Conducted a crawl audit to identify pages with low-value content, duplicate pages, and orphaned URLs.
- Optimised the robots.txt and XML sitemap to prioritise high-value pages and exclude unnecessary URLs from crawling.
- Improved internal linking strategy to create clear content pathways, making it easier for Google to understand site hierarchy.
- Creation of an HTML sitemap to aid signalling.
- Correct implementation of canonical tags to optimise crawl budget.
Google Discover & News strategy
- Enhancing E-E-A-T signals: increased author bylines, structured data, and high-quality content formats to boost credibility in Discover and News.
- Optimising for freshness & engagement: prioritised trending automotive stories, ensuring regular content updates and compelling headlines.
Content Structuring & New Page Opportunities:
- Conducted keyword research to identify missing content opportunities and better organise existing content.
- Implemented pillar-cluster content strategy, consolidating scattered content under brand-specific pages to aid Google and user discoverability.
- Introduced category-level pages for improved navigation and topical relevance.
After starting our partnership in November and working through core issues, we were able to report on the following results for Q1 2025:
- Year-on-year organic traffic increased by 90%
- Ad revenue increased by 145%
- Google Discover visibility increased by 48%
Quote From Client
“Distinctly has provided a strategic, long-term plan to take our site’s SEO performance to the next level and beyond. From technical expertise to content guidance, all elements of the process have been provided in simple-to-implement methods, with clarity across timelines, deliverables and outcomes. Distinctly has also operated an always-on level of communication, which has provided a proactive approach to troubleshooting or short-term opportunities. Distinctly are hands-on and care about helping us achieve our goals”
Pete Fraser, Editorial Director, Supercar Blondie
Do you want to stand out from the crowd?
"*" indicates required fields
