Ranking keywords on page one
Backlinks earned
Peak daily visitors
Overview
Zego is a London-based motor insurance company centred on using technology to reduce customers’ insurance premiums. They offer different types of vehicle insurance for domestic and commercial purposes, including telematics car insurance, delivery insurance, private hire insurance, van insurance and learner driver insurance.
Car theft is closely connected to the products Zego offers, making it a hyper-relevant topic for the brand to build organic authority around. It also gave us an opportunity to create an evergreen resource that could compete for valuable terms related to car theft, while attracting links from automotive and other relevant publications.
The brief
Zego wanted to increase its organic visibility around topics closely related to motor insurance, while strengthening the authority of its website through relevant backlinks.
To do this, we created a ‘Car Theft Statistics’ Hyper-Relevancy Project covering the latest UK vehicle theft facts, figures and trends. The aim was to rank for topically relevant searches, earn links from relevant websites and establish Zego as a useful source of car theft data alongside established comparison brands and authoritative publishers already competing in the space.
Our strategy
We built the HRP™ around a broad range of questions and statistics relating to vehicle theft, from the most stolen makes and models and keyless car theft rates to regional trends, methods of entry and the average cost of car theft.
To give the asset both depth and credibility, we combined primary and secondary data from sources including the ONS, DVLA and UK police forces, before presenting the findings through maps, graphics, data tables and infographics that made the information easy to understand and reference.
The page was also optimised around relevant search terms and supported by an internal linking strategy, tying it with Zego’s existing on-site content. By bringing this information together in one resource, we created an asset that could serve both searchers looking for car theft data and publishers looking for statistics to reference in their own coverage. Its relevance to Zego’s core services also increased the opportunity to earn links from automotive and motoring websites, strengthening the topical authority around its insurance content.
Key campaign
Evergreen statistical asset – “Car theft statistics”
Ranking for
target keyword
Top 3
rankings
Total keywords
ranking
Backlinks
“Our car theft statistics HRP™ is a prime example of how an SEO strategy can help sustain organic traffic and acquire quality backlinks over time in a competitive space, such as the automotive industry.
Within 12 months, this page was ranking second for its primary keyword in the SERP and ahead of several competitors and reputable sources of data.
Of the 69 keywords that the page ranks for, 93% were within the top 10 and appearing on page 1 of Google, meaning users are more likely to click through to the site.
This page provides a comprehensive data source for journalists and those writing about car theft in the UK. By pulling this data from multiple sources as well as proprietary data, we’ve created a resource that saves these people time searching for it themselves and adds unique content to the web, which Google highly values!
Combined with a robust internal linking strategy, deliberate keyword optimisation, and well-structured content, our HRP™ strategy has helped increase organic visibility for our client and positioned them as one of the go-to sources of information on the internet for all things related to car theft statistics.”
Sean Rainforth
Senior SEO Content Strategist, Reboot Online
Some of our favourite links
Results
Organic backlinks - including automotive publications and a DR97 Wikipedia citation
Total keyword rankings, with 64 in position 1–10
Average daily visitors, reaching a peak of 220 12 months post-launch
Position 2 for target keyword “car theft statistics”
Ranking ahead of competitors and reputable data sources (ONS, BBC)
