MGOC Spares
Client
MGOC Spares
Channels
SEO
Google ads
Social ads
Project Description
Dandy began working with MGOC Spares in December 2022, providing both SEO and PPC support following a major site migration and re-platforming. The primary objectives were to increase online visibility, drive more qualified traffic, and grow revenue through improved organic and paid performance.
A key focus of the SEO strategy was to expand the site’s content and keyword coverage to include new marques, helping MGOC Spares reach a broader audience of classic car enthusiasts. With a comprehensive approach spanning technical SEO, content optimisation, and targeted campaigns, Dandy worked to boost transactions and revenue directly from the website.
Performance
The results
Our strategic SEO and PPC partnership with MGOC Spares has delivered strong, measurable growth across all key performance areas. Organic traffic has surged by 75%, with total clicks increasing from 115,731 to 203,540. Most importantly, total revenue increased by 61% year-on-year.
SEO audit & implementation
Technical review & website restructure
Our work began with a full technical SEO audit to assess the impact of MGOC Spares’ recent site migration and ensure a smooth transition without sacrificing rankings or traffic. We collaborated closely with developers throughout the staging phase to identify and resolve technical risks ahead of launch.
Key improvements included:
- Auditing redirects and preserving top-performing URLs to avoid any post-migration ranking drops.
- Auditing & optimising over 10,000 product URLs—a major leap from the old site structure, which had none.
- Streamlining site architecture by reducing parameterised URLs, limiting pagination, and refining product display settings for better crawlability and user experience.
- Overhauling navigation, metadata, and internal linking to improve indexing, boost page authority, and enhance usability.
- Building and submitting XML sitemaps and a new product feed to support search engine indexing and open up merchant listing opportunities.
Content
Strategically crafting compelling supporting content
With the technical groundwork complete, we focused on building a content strategy to drive organic growth and strengthen MGOC Spares’ authority in the classic car space. This began with a full audit of existing content to assess performance and spot opportunities for optimisation.
From there, we launched targeted campaigns to support new product ranges and created supporting content to increase relevance, visibility, and engagement. Key actions included:
- Auditing existing content to identify underperforming pages and prioritise updates or removals, while highlighting strong pieces to expand.
- Launching new category and blog content, focused on relevant search terms, buyer intent, and technical guidance to support the Mini launch and other marque expansions.
- Enhancing product-level content across key categories to improve keyword targeting, increase conversions, and reinforce topical authority.
PPC
Conversions-focused paid strategies
Alongside organic efforts, we restructured MGOC Spares’ paid search strategy to improve efficiency, reduce overreliance on brand terms, and drive scalable growth across key product lines. We shifted focus toward high-intent, non-brand campaigns while adopting a test-and-learn mindset that allowed us to adapt quickly to performance data at the product level.
Key actions included:
- Launched new Shopping and Performance Max campaigns, using a custom-built product feed segmented by bestsellers and high-margin items to maximise ROAS and keep CPA low.
- Reduced dependence on branded search terms by introducing generic campaigns targeting key model categories and products, expanding reach and driving new customer acquisition.
- Adopted a seasonal budget strategy, aligning spend with peak demand periods and optimising campaigns against agreed CPA targets—achieving a CPA of £9.40 and a 2024 ROAS of £9.50.
We’ve worked with Dandy Marketing for a number of years and continue to value their deep, nuanced, and experience-led approach to SEO and PPC. This isn’t a sausage machine process, the digital landscape constantly shifts, and Dandy have helped us navigate it with clarity and confidence. They’re conscientious in their work, working to budgets while being open to exploring alternative strategies, testing new ideas, and providing actionable insights we can trust. Their reporting is clear, data-led, and dependable, and they’re on hand with practical guidance when we need it. For any SME trying to make sense of search marketing, Dandy Marketing bring not just knowledge, but a real energy and commitment. We genuinely couldn’t do it without them.
Chris Bentley
Sales & Marketing Director, MGOC Spares
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