AutoScout24 is the largest pan-European online car market, having grown to serve over 30 million customers per month since its inception in 1998.

Since then, the evolution of consumer behaviors and the digital marketing requirements that have come with it have seen the business shift and adapt to cater to 18 countries worldwide.

Automotive is a dynamic and competitive market that changes gears from day to day and, indeed, border to border, making SEO a crucial component of the organizational engine at AutoScout24.

The Challenge: adapt to SEO changes effectively

With such an active global presence, AutoScout24 faced the significant challenge of maintaining a smooth ride across an ever-changing search landscape.

Frequent algorithm updates would affect multiple territories and cause significant drops in market share, making it tough to pre-empt change and, indeed, react to it as it happened.

Without an efficient way of seeing what was working and what wasn’t for each territory at any given moment, the team couldn’t accurately and confidently map out its search strategy.

Put simply, AutoScout24’s global presence and weekly reporting schedule demanded a more robust and all-encompassing approach to SEO. The company's SEO Objectives are:

SEO Market Share: To dominate and demonstrate “share of voice” across all operational countries in both broad and specific segments, such as used cars.
Performance Comparisons: To more efficiently compare SEO performances between countries in a competitive industry using the right tools and features.
Content Updates: To understand which pages to optimize and when on an ever-changing domain of tens of thousands of URLs.

The Solution: An Enterprise-Grade SEO Platform

The only way to tackle complex, enterprise-level SEO needs was with a tailormade, enterprise-level SEO solution that delivers immediate insights.

Enter Semrush Enterprise—AutoScout24’s strategic tool of choice to help maximize results and minimize inefficiencies for its in-house SEO team.

Now, with ears-to-the-ground data and custom-built dashboards, the automotive leader can track its share of voice and engagement across multiple territories and relay the insights directly to management on a weekly basis.

What’s more, the understanding of SEO and its impact on business is on the rise across the entire organization, such is the incisive and accessible nature of Semrush Enterprise’s reports.

“I think this is everything we need right now. Semrush Enterprise showed us problems we hadn’t seen before—we now have a solution that gives us a ton of timely reports to help us tackle the SEO challenges we face as an in-house enterprise team.”

Stephan Walcher, AutoScout24

How AutoScout24 uses Semrush Enterprise to grow

Share of Voice: With a customized report that updates every Monday, AutoScout24 tracks 15+ metrics against competitors, including daily, weekly, and monthly averages, to demonstrate to management that it’s become a leader in car classifieds in Germany and other European countries.

SEO Forensics Reporting: With Semrush Enterprise’s AI solution, AutoScout24 can now quickly understand the impact of Google algorithm updates, from volatile keywords to movements in the market, and adapt its strategy as required.
Internal Linking: Thanks to an NPL model and tools like the Link Recommender, AutoScout24 can now easily analyze its huge site and pinpoint pages to be optimized in minutes, rather than hours or days—a process it used to conduct manually. Semrush Enterprise allows the team to automatically identify semantically related pages and reference GSC data to identify which ones need improvement.
Page Performance and Google Analytics Reports: Unique reports facilitate in-depth investigations into site performance, allowing AutoScout24 to rapidly compare itself to the competition and improve itself in the market, from search rankings to user experiences.
Content Workflow Optimization: Incisive prioritization metrics allow the content team at AutoScout24 to focus on the right keywords and boost its output as part of a more efficient content strategy. The creation (and translation of) content briefs for local SEO streamlines the process further still for its specialists.
Operational Improvements: Semrush Enterprise equips interdisciplinary teams with the tools to collaborate, which ultimately gives them the means to make the case for more budget and more people as the business grows.

Setting the industry pace

Rather than keeping up with the competition, AutoScout24 is setting the pace for the rest of the field thanks to Semrush Enterprise.

It can analyze and prioritize more effectively with a range of tools designed to fuel growth. With customization front and center, the personalized solution means that the different reporting needs of various departments can be met weekly.

A significant % of the German market share was won with Semrush Enterprise
AutoScout24 saved five hours per week on reporting thanks to automation, allowing more time to focus on crucial tasks

Ultimately, the solution has put SEO on the lips of the CEO and created a suite of business-boosting workflows across AutoScout24’s international domain.

“When it comes to SEO, Semrush Enterprise definitely helps us improve communication and transparency across the business. It’s allowing us to demonstrate the impact of our work and strengthen the relationships we have with other teams, which can only be a good thing for AutoScout24 at the forefront of the automotive industry.”

Stephan Walcher, AutoScout24

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