Client
The company auto-travel.me is a car rental service in Montenegro.
Tasks
Confirm the hypothesis and prove the growth of taiyuan mobile phone numbers database demand in the English-speaking segment.
Direct English-language traffic to the client's website.
Increase the number of applications.
Difficulties
The dynamics of demand in this niche are shown by low-frequency queries. To check them, it is necessary to combine a number of tools.
It is necessary to promote the newly created English version of the site.
Work order
Analysis of competitors and development of a link strategy.
Technical optimization of the site.
Search for authors, writing informational and sales texts for the website, preparing articles for external placement.
Finding suitable blogs and media outlets, negotiating with editors, publishing articles with active backlinks.
Adjusting the strategy, working with usability, adaptive version of the site and conversion.
Result
117 English-language applications for the tourist season: May - September.
Applications
Background
auto-travel.me confidently occupies the first lines of search results in Yandex and Google for the necessary queries. If you go to Montenegro and want to rent a car, most likely, the Internet will offer you to contact our client.
Automobile
But this applies to tourists from Russia, while residents of Berlin and Paris would get a car from competitors.
In August 2017, a client approached us with an unverified hypothesis:
"There is a rumor that this year the demand for car rental in Montenegro has grown significantly from tourists from Israel, France, America and other European countries. That is, English-speaking traffic. I am currently trying to ask all the rental companies I know about their experience. The opinions are contradictory."
Rent a car Montenegro is not the most frequent request. It is not easy to see its dynamics in the English-speaking segment using standard tools, but even minimal growth could mean dozens of new orders for the client. In the hot season, we are already talking about hundreds of requests.
Testing the hypothesis
In Russian-language SEO, demand analysis often comes down to looking at Wordstat. You can immediately see whether people are looking for your product or not. Most projects actually start with collecting the core.
An important nuance in the study was that in the English-language segment it is not easy to assess demand and dynamics for mid- and low-frequency queries using standard tools. To confirm the hypothesis and see the dynamics of demand, it is necessary to use a whole set of different services.
In this project, the client conducted the research themselves, and we show it as a good example of demand and competition analysis in the English-speaking segment.
Google Trends
It shows the dynamics of global trends only well. However, Trends shows that the request for rent car Montenegro has been growing all summer.
Request
However, the graph for two years showed a less encouraging result, so it was impossible to rely solely on it...
Google Keyword Planner
The planner shows the dynamics well if you already have a list of specific requests. But it cannot give you the list itself.
With the help of the Semrush service, a list of the most popular queries related to car rental was compiled. More than 100 queries, including branded ones, of which it was possible to identify about 20 commercial English-language queries.
The final list was loaded into Google's word planner and their dynamics were seen since 2014 in the territory of major European countries, Great Britain, Israel and the USA:
Search query
The graph shows a seasonal increase in requests and an increase compared to last year and the year before.
Additionally, the growth of more general queries related to tourism in Montenegro was checked. The result is almost identical:
