Nextrent is a dynamically growing car rental company in Germany. Their target audience is diverse, ranging from users looking for a one-day rental to clients seeking long-term rentals.
Nextrent's primary promotion regions are Stuttgart, Karlsruhe, Pforzheim, and Mannheim, where local SEO helps the company stand out from competing international brands.
- Increase website visibility;
- Increase traffic from the Google Organic channel;
- Increase the number of conversions from organic search.
Nextrent's local nature required careful attention to the specific needs of its users. The company's audience had varied needs, ranging from short-term rentals (1-3 days) to long-term deals.
Since Nextrent is focused on the local market, it was especially important for the company to be included in Google's Local Pack, which displays nearby and most relevant businesses. For local businesses, being included in the Local Pack not only provides visibility but also increased user trust."
The project's semantic core began with an analysis of user queries seeking car rentals for various periods. A series of keywords was identified that reflected popular rental options: short-term queries (daily rentals, three-day rentals), medium-term queries (weekly rentals), and long-term queries (monthly rentals or longer). This allowed for the creation of a flexible structure to reach different audience segments: tourists visiting for a few days and locals seeking long-term transportation.
To accurately select relevant keywords, Semrush and Ahrefs tools were used to identify popular queries in each region: Stuttgart, Karlsruhe, Pforzheim, and Mannheim. The most in-demand phrases were identified by analyzing search volume, competition, and potential traffic.
This not only allowed us to attract the maximum number of users with different intents, but also laid the foundation for further targeting of specific types of queries, which is especially important for a company focused on the local market.
Nextrent's main competitors in local markets are large international companies such as Sixt and other well-known car rental brands.
These companies dominate search results and have significant resources for promotion, so to successfully compete, a clear strategy and an emphasis on high-quality on-site optimization were required.
During the competitor analysis, Ahrefs and Semrush were used. Using Ahrefs, we were able to gather detailed data on competitors' link profiles, which allowed us to understand their link building strategies and identify useful UGC links and local directories.
Ahrefs also helped identify competitors' most popular pages and evaluate their link profiles, which was useful when planning new pages and strengthening Nextrent's rankings.
Semrush was used to analyze competitors' website visibility by keywords and their search rankings. It allowed us to determine which queries drive the most traffic and identify optimization gaps in their search results, allowing us to create Nextrent pages with more targeted and relevant content.
By analyzing Semrush data, we were able to identify the most effective keywords and adapt the site's content and structure to them, which increased the relevance of pages and improved their rankings.
To achieve high competitiveness in the German market, a comprehensive technical optimization of the website was carried out.
One of the most important tasks was optimizing meta tags and titles. Including keywords that reflect local and time-sensitive user queries increased the website's visibility and relevance in search results.
Optimizing internal linking made navigation easier for users and helped improve page indexing, which also played a role in improving the site's ranking.
The implementation of the Local Business extended schema allowed us to provide search engines with structured information about the company, which increased its chances of being displayed in the Local Pack and attracting target users.
To reach audiences with different intents and needs, additional landing pages were created for each brand and city. This ensured maximum relevance of the website to user queries and improved the company's visibility in the selected regions.
To effectively promote Nextrent in local German regions, a comprehensive approach to link building was used. The focus was on creating high-quality backlinks tailored to the local market and specific local SEO requirements.
To increase the site's visibility and authority in search results, UGC (user-generated content) links were actively used. These links were posted on forums, blogs, and other resources where users share their car rental experiences and discuss local services.
This method helped build an organic link profile and increase brand trust, as links left by users are perceived as natural and support interaction with potential customers.
For local SEO in cities like Stuttgart, Karlsruhe, Pforzheim, and Mannheim, registering with local directories was an important step. Adding Nextrent to specialized directories increased the company's visibility in local search queries and improved its chances of being included in the Local Pack.
Listing in reputable local directories also increased the site's relevance to search engines and attracted additional traffic from users searching for car rentals through such resources.
To increase brand awareness and reach the target audience, press releases were used. The press releases were published on reputable news and information platforms, which not only helped attract attention to Nextrent but also generated high-quality backlinks to the website.
These links from reputable resources had a positive impact on the site's search rankings and strengthened its position in the competitive environment.
In 4 months of cooperation, Imaris and Nextrent have achieved significant results:
Nextrent's local SEO project in Germany demonstrated the effectiveness of a comprehensive approach: in-depth work with semantics, competition, and technical optimization resulted in a steady increase in the company's search rankings. The results confirm that strategic local SEO, based on market insights and target audience preferences, can strengthen the position of even small local players against major international brands.
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Main works:
As a bonus you will receive:
*The price is for agency work, excluding the media budget.
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