Page 1

+

Rental Car Industry NZ Website Analysis Report Features: acerentalcars.co.nz thrifty.co.nz apexrentals.co.nz jucy.co.nz omegarentalcars.com nationwiderentalcars.co.nz a2b-car-rental.co.nz rentalcarhire.co.nz apollocarrentals.co.nz

ritepricecarrentals.co.nz exploremore.co.nz mcdonaldsrentacar.co.nz 123easydriverentalcars.co.nz carhireonline.co.nz

2nd August 2011 Copyright Digital Hothouse 0800 000 663


+ Contents: Introduction How does your website perform against the competition? • Free Search Performance •Paid Search Performance •External Links

Summary Contact Us

Copyright Digital Hothouse 0800 000 663


Introduction The rental car industry is becoming a growing industry in NZ and is preparing for some very exciting times ahead with the Rugby World Cup just around the corner. With the flood of tourists arriving and games all across the country, there is a huge market opportunity to take advantage of even for the smaller players. With a majority of research for rental cars conducted online, how does your website perform on Google vs your competition.

Why is search performance important? Research has always shown us that you get more traffic the higher you rank on the search results page – simple as that! The graph below shows just how important it is to rank in the first few search results for your particular phrases:

+ 36% of people click on the first search result on a results page, about 13% on the second-placed result, 10% on third, falling steadily to 2% by the time you get to the last result on page 1! The next step is then to look at who is ranking best in the industry, and therefore getting all this traffic. The data is summarised greatly for this report but the full set is available if you want to have a look in more detail at specific results.

Copyright Digital Hothouse 0800 000 663


+How does your website perform against the competition? Next we need to examine the performance of our websites chosen for this research. Using the Google keyword tool, we selected 49 of the most-used rental car related search phrases (July 2011) in New Zealand and then ran reports against them for a range of websites across NZ. A full list of the phrases used is available should you require it. The 14 rental car websites in this report are based on those who are NZ owned, operate as an ecommerce site (eg can book online); Those with branches nationwide and/or the main centres; Those websites who rank for typical keywords (eg “rent a car”) and the most popular search terms for specific websites and companies. They include: Ace Rental Cars – www.acerentalcars.co.nz Thrifty – www.thrifty.co.nz Apex Rentals – www.apexrentals.co.nz Jucy Rentals – www.jucy.co.nz Omega Rental Cars – www.omegarentalcars.com Nationwide Rental Cars – www.nationwiderentalcars.co.nz A2B Car Rentals – www.a2b-car-rental.co.nz Kiwi Direct Car Rentals – www.rentalcarhire.co.nz Apollo Car Rentals – www.apollocarrentals.co.nz Rite Price Car Rentals – www.ritepricecarrentals.co.nz Explore More – www.exploremore.co.nz McDonalds Rental Cars – www.mcdonaldsrentacar.co.nz 123 Easy Drive Rental Cars – www.123easydriverentalcars.co.nz NZ Car Hire Online – www.carhireonline.co.nz

Copyright Digital Hothouse 0800 000 663


+ How does your website perform against the competition? Free Search Performance Fig D: Free search performance

Natural Search Competitive Positioning by Keywords Good (1-10)

100% 90%

6

11

8 13

15

1

70%

6

33 22

60%

20%

40

40

44

44

45

48

48

37 30 19

18

13 11

10% 0%

35

37

16

50%

30%

None

3

80%

40%

Poor (11-50)

3

1

4 1

14 9

5 4

1 0

Copyright Digital Hothouse 0800 000 663


+ How does your website perform against the competition? Free Search Performance continued The graph above shows how well the different sites perform in Google results across all the different search phrases and shows us that: Unsurprisingly Ace, Thrifty and Apex are the clear leaders, appearing on the first page of Google results for 40/49, 37/49 and 30/49 of the top search phrases selected respectively. They are one of the largest NZ owned rental companies with multiple branches, larger car fleet and an established trusted brand. This is followed by Jucy Rentals (19 first page results) and Omega (18). With the exception of Nationwide, A2B and Apollo, the rest of the websites rank for very few or not at all in the top 50 results for any of the important rental car related search terms on Google. They are, therefore, getting no traffic at all from those online searching for rental cars in New Zealand! They are: Car Hire Online 123 Easy Drive Rental Cars McDonalds Car Rentals Explore More Rite Price Car Rentals Kiwi Direct Car Rentals

Copyright Digital Hothouse 0800 000 663


+How does your website perform against the competition? Paid Search Results (Google Adwords) Next we will look at paid search results (Google Adwords) which are the ads you see alongside the free search results. It is based on a CPC (Cost per Click) basis where you pay when someone actually clicks on your ad and goes to your site. Fig F: Paid Search Performance

Paid Search Competitive Positioning by Keywords 40

0 35

30

25

20

26

38

15 24 10

16

8 5 2

0

1 0

0 2 0

0

Position 1

6

5

0

0

Position 2

0 0

0

Position 3

0

0

Position 4

0

0

0

0

Position 5+

Copyright Digital Hothouse 0800 000 663


+How does your website perform against the competition? Paid Search Results (Google Adwords) continued The graph above shows how well the different sites perform in paid search results (Google Adwords) across all the different search phrases and shows us that: Apex Rentals outshine the rest here with 38 first position results in addition to their excellent free search performance. Omega also falls into the same category whereas Ace competes well in paid results also but not to the extent to which they rank in the free results. Other companies using Adwords include Jucy and 123 rentals. Very interestingly Car Hire Online ranks well for paid results from not ranking well or at all from the free search results! So they are paying for traffic which their competitors are also getting through free search results!

It is very surprising to see very few companies using Adwords as part of their SEO strategy especially when they don’t rank well in the free results. They are Kiwi Direct, Rite Price, Explore More and McDonalds. By doing a couple of quick searches yourself on Google, you will find that some of the ads listed are some international and fare compare sites– udrive.com, Auto Hire Online, grabaseat, Argus Car Hire etc.

Copyright Digital Hothouse 0800 000 663


+How does your website perform against the competition? External Links The links your website has to it have a significant effect on how your site will perform in search engines. The value of links to search performance varies enormously– it is far more subtle than a simple equation of more links = better ranking! Link Influence Score is calculated based on the quality and the number of links that point to a website. The higher the quality of inbound links , the higher the Link Influence Score (%). Unique Links is the number of different domains (websites) those total number of links come from.

Fig G: External Links Website

Link Influence Score (%)

Unique Links

Total Links

Jucy

26

251

1583

Ace Rental Cars

5

489

11388

Thrifty

4

226

1488

Apex

4

282

1007

Omega

4

285

399

Rite Price

3

74

212

Car Hire Online

3

58

79

Explore More

3

103

1394

Apollo

3

61

501

Kiwi Direct

3

120

153

Nationwide

3

38

91

A2B

2

28

143

McDonalds

2

31

44

123 Rentals

2

23

64

Jucy Rentals has the highest quality of links that go to their website. This is mainly coming from snow related websites whom they do a lot of car deals for during the ski season. This is followed again by the big 4 companies (Ace, Thrifty, Apex, Omega) unsurprisingly. Other notable mentions are Explore More, Apollo and Rite Price. The rest perform poorly with link popularity.

Copyright Digital Hothouse


+Summary From the research conducted, there are a few businesses that appear to have recognised the new business opportunity that both free search and paid search provide. They are: Apex, Omega and Ace Rentals. They rank very well for a majority of the top searches made on Google for rental cars in Auckland. They have also included Adwords as part of their online strategy which is not only generating additional traffic, but most likely driving sales. The other websites in this research have ranked well in free search but not in combination with paid searches. Thrifty is the other top performer for free searches but don’t use Adwords as part of their marketing strategy. This means they are less able to take advantage of using the Google search engine in marketing their business or promoting any deals, sales they may have at the time. Unlike free searches, with paid ads you can buy your way into the top listing and effectively dominate the first page results! Every time someone clicks on your ad, you know that person is a potential customer or lead, someone who is actively looking to book a rental car! On the flipside Car Hire Online is the only website that rank for paid searches but do not rank well or at all for free search results! 70-75% of search traffic is organic (free) rather than paid advertisements. Many of these searches are people who are in the early stages of the buying cycle conducting research and gathering information that these websites are not recognising and it is FREE too! It is very likely that their ads are not working as effectively as it should be without Search Engine Optimisation (SEO). Ace, Thrifty, Apex, Jucy & Omega are some of the bigger players in the market competing with international brands like Avis & Budget, which is reflected in their search performance. 123, McDonalds, Kiwi Direct, Explore More and Rite Price rank very poorly in both forms of search, so their websites are effectively only acting as expensive brochures for people who already know them therefore they are unable to use them as tools to generate new customers.

Copyright Digital Hothouse 0800 000 663


+Contact Us Digital Hothouse is a brand new digital agency helping SME’s make more money online! So whether you are looking for someone to set up an AdWords account for you; Or you already have, but it seems like its costing too much or returning too little. If you need someone to make sure that your website is optimised for search engines or to ensure you get as many conversions from it as possible then talk to us! We’ll make sure your new site gets more visitors and more sales for you! For a full version of this report or to have a chat about what we can do for you… contact us on 0800 000 663 or through our website http://www.digitalhothouse.co.nz/

Copyright Digital Hothouse 0800 000 663

Rental Car Website Research NZ  

Research looks at the top searches on Google NZ for rental cars (July 2011) and how select websites perform against these keywords relative...

Read more
Read more
Similar to
Popular now
Just for you