Regtransfers Link Building Case Study
How we delivered consistent, quality links that follow EEAT guidelines to give Regtransfers increased brand visibility and tangible SEO benefits.
Regtransfers is the UK’s largest independent private number plates specialist, providing services to clients throughout the UK.
The Scope
Regtransfers have been a leading supplier of personalised number plates for some time, and as part of an ongoing SEO strategy, we engaged in a link-building strategy, seeking to not only cement Regtransfers status as a market leader, but to maintain Regtransfers’ position on SERPs and improve on them where possible.
Link Building is a fast-paced and highly competitive arena, and our work began with the understanding that motoring is a highly conversed topic with many subcategories of interest. Alongside the niche interest of personalised number plates, learning to drive, vehicle technologies, insurance premiums, crimes, accidents and the laws of the road were all topics within motoring “culture” that we knew would be lucrative to explore.
Our articles needed to strike a balance between achieving topical relevance to Regtransfers’ niche and captivating the interest of site editors and their audiences. We also needed to cater to both planned and reactive content, allowing us to blend a firm, strategic approach with a more malleable flexibility in order to respond to the constant shift of trending topics in the digital space.
With this in mind, our research began with gaining an understanding of the overall search landscape around motoring.
We began by identifying the most lucrative “themes” in motoring, whilst also considering current trends such as electric vehicles and self-driving cars, keeping our content research at the cutting edge of interest.
From the resulting data, we mapped out the best topics within motoring space to focus on. Each topic change marked the start of a new “marathon” of article generation, prospecting, and outreach. To ensure relevance, each of the themes was selected strategically, taking into consideration factors such as the seasonality of search.
When planning any link building campaign, we carefully map out a plan for the anchor texts we intend to use to build links and the topical relevance of the websites we place content on. What’s more, all sites we approach for coverage undergo strict quality checks against Google’s guidelines. While we aim to place content on similar sites to competitors, we also seek links from websites that are less popular among them – a strategy that helps to build a natural, highly competitive profile of backlinks.
Aside from generating strong, valuable backlinks for Regtransfers, all content we shared was designed to inform and educate, positioning Regtransfers as a knowledgeable expert and authoritative voice in their industry. This approach ensures we meet all the criteria of Google’s EEAT checklist – an essential part of search engine optimisation.
In Q1, we explored the highly emotive theme of learning to drive. At the end of the quarter, we produced a timely link-building article for International Women’s Day, celebrating women in motorsports.
In Q2, we capitalised on specific dates in the calendar, creating pieces that appealed to parents and celebrating “Dad Rock” (which offers some great driving tunes) for Father’s Day.
Entering into Q3, we’re approaching the highly emotive topic of money, and the finances of owning a car – a subject that has made headlines throughout the year as a result of increasing insurance premiums.
Honourable Mention
As part of our link building strategy, we always have an “ear to the ground”. Our link building team ensures they are constantly up-to-date on breaking news stories and trending headline topics. In late 2023, King Charles made headlines with his Royal Speech to both Houses of Parliament. During the speech, His Majesty announced “new legal frameworks to support the safe commercial development of emerging industries, such as self-driving vehicles”. In response, we sprung into action, generating a thought-provoking reactive piece on the present safety concerns around self-driving cars. The piece was well-received by site editors, achieving a total of 23 links in just 14 days.
Backlinks from niche-relevant websites
Average AS
Organic traffic increase
