​​CarePark - Review of Performance

Carepark Performance Review

Since the start of the campaign on July 1st 2021, Care Park has grown significantly in terms of total traffic to its website via its SEO efforts. From the graph below, it outlines the traffic trend over the span of the past 2 years.

To understand what contributed to this increase in traffic, please check the image below. We can see that since July 2022 (which is the earliest period we can track from) we see Care Park improving for many high-volume and competitive keywords. For example, we are now position 2 for terms like ‘event parking’ Australia-wide, coming from no rankings completely in July 8, 2022. Another example is ‘night parking’ which like ‘event parking’ had no position on the Search results in 2022, but is now averaging 3rd Australia-wide. Another thing to point out is location-specific keywords like ‘early bird parking brisbane’ or ‘early bird parking sydney’ which improved to the top 5 results generally but can be improved further with a designated location page which I will cover next.

Pages recommended by Calibre9 are driving consistent traffic:

Further Opportunities for traffic growth include

• Location pages:

One large opportunity that Care Park can really capitalise on is creating city-level location pages for all cities they have their parking facilities offered. A good example of a location page that would be well rewarded is an Adelaide location page.

Currently, Care Park is ranking at the top of page 2 for ‘car park adelaide’ with the following URL (https://www.carepark.com.au/find-a-care-park/100-waymouth-street-adelaide/). This page is specific to ‘100 Waymouth Street Adelaide’, hence the targeting is not focused purely on just ‘Adelaide parking’ which means Google will never place it in the top 3 results. However, the fact that Google is willing to reward Care Park at the top result of page 2 for a highly competitive keyword with an irrelevant page by Care Park, shows Care Park’s perceived authority by Google to rank for such terms. Chances are, if a location page specific to ‘Car Parking Adelaide’ is created, Care Park will be able to rank well for those keywords.

Likewise for cities like Melbourne, where search volume out of all cities will be the highest. As of now, Care Park is still lacking a specific page to target these keywords. From the images below, we see the home page ranking roughly 9th for the term ‘car park melbourne’. However, we see that multiple different pages like /find-care-park/ and /find-a-care-park/517-flinders-lane-melbourne/ are also ranking occasionally. This phenomenon is known as keyword cannibalization, where we see multiple pages competing for a specific keyword. In this case however, the home page has the most consistent ranking value for the keyword ‘car park melbourne’. However, at position 9, it is clear that Google is not seeing the home page (which is targeted to Australia wide) as specific enough for Melbourne.

• Attractions near a Care Park Parking Lot

Attractions that have a Care Park parking lot nearby are opportunities to consider as well. As outlined in the (https://www.carepark.com.au/best-parking-sports-stadiums/), Care Park values providing parking to many major stadiums in the largest cities in Australia.

Two of some of the most popular stadiums in Australia: Sydney Cricket Ground and MCG have Care Park parking lots available for visitors to park in. We can see from the keywords below that a lot of people search for these parking spaces on a monthly basis, particularly for MCG. Ranking top 3 for these keywords will almost secure the leads looking to park at Care Park due to most searchers likely searching for parking while on the road rushing to an event, hence their urgency to find a parking space quickly is high. Therefore, this must be capitalised and prioritised, hence ranking top for parking keywords related to both stadiums is crucial.