Choreograph by WPP Media reshaped the digital strategy of one of Turkey’s leading automotive brands, Volkswagen, with a data-driven approach. Working in SEOmonitor from keyword research to forecasting to daily performance tracking, the team strengthened the brand’s organic presence and turned it into measurable business results.
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SUMMARY
- +962K organic clicks (9.62M to 10.58M, +10%), with category search demand up 11%
- Driving Guide blog clicks: 15.5K to 169K (+990%) in its first full year
- +60.8% clicks to After Sales pages (223K to 359K)
- +1,130 digital leads (test drives, quote forms, contact forms)
- +10,364 Build Your Own Car completions
- Mobile Visibility Score in SEOmonitor: 37% to 61% (+24 percentage points)
SEOmonitor Rank Tracker, Volkswagen mobile Visibility at 61%, up 24% YoY across the 1,300 keyword campaign.
1. Overview
Choreograph by WPP Media manages organic growth for Volkswagen Passenger Cars in the Turkish automotive market. By integrating a data-driven strategy, the team delivered significant year-over-year gains across calendar 2025: 962K more organic clicks, 1,130 more digital leads, 10,364 more Build Your Own Car completions, and a 60.8% increase in clicks to after-sales pages. Underpinning these results, Volkswagen’s mobile Visibility Score, tracked in SEOmonitor across the 1,300-keyword set, climbed from 37% to 61% within 12 months, making Volkswagen the most visible automotive brand across the tracked keyword set.
SEOmonitor Competition view: Volkswagen ahead of every automotive brand in organic Visibility across 2025. The only site above it, sahibinden.com, is a classifieds marketplace, not a carmaker.
2. The Challenge: Increasing Market Share in a Competitive Market
As a premier automotive brand in Turkey, Volkswagen Passenger Cars maintained a robust market presence with its diverse lineup, from the Polo and Golf to the electric ID. series. However, despite this commercial strength, the dominance of multi-brand aggregator platforms and fierce digital competition made it difficult for the brand to secure top-10 rankings on Google for key search terms.
3. The Approach
Choreograph implemented a holistic SEO strategy to increase Volkswagen’s digital authority and market share.
SEO Methodology
The strategy focused on building Topical Authority through a Pillar & Cluster model. The cornerstone was the “Driving Guide” blog hub, designed to align with Google’s E-E-A-T criteria by targeting high-interest topics like driving safety, fuel economy, and emerging automotive technologies.
Keyword Research & Competitor Analysis: Choreograph mapped the automotive market to identify competitor gaps and untapped traffic opportunities. By analyzing both commercial and informational search trends, they integrated high-potential keywords into a revamped strategy for their “Driving Guide” blog to capture broader audience interest.
Full-Funnel Content Strategy: The strategy focuses on a high-conversion digital ecosystem by prioritizing “action-oriented” queries over generic search terms. By restructuring category pages around specific buying signals, such as pricing and active campaigns, the plan directly funnels users toward test drives and car configurators, turning organic visibility into measurable sales leads.
To build long-term authority, the “Driving Guide” blog captures users early in the research phase through in-depth, informational content. This educational layer uses an internal linking structure to guide potential buyers from general curiosity to specific model evaluations, positioning Volkswagen as a trusted consultant throughout the entire decision-making journey.
The final layer addresses the full ownership cycle by optimizing the after-sales and service pages. By providing clear information on maintenance, warranties, and spare parts, the architecture ensures continuous engagement with existing owners. This holistic approach creates a sustainable organic structure that supports the user from their first search to long-term vehicle care.
How SEOmonitor Helped Choreograph
SEOmonitor became the data backbone of Choreograph’s SEO strategy, enabling the team not just to track data, but to interpret it effectively. Research, Daily rank tracking, forecasting, and reporting ran in one platform, which accelerated every stage of the work.
They started the process with extensive keyword research. By uploading all potential keywords to SEOmonitor, the Choreograph SEO team gained a clear view of where the opportunities lay and where the competition was stiffest. This phase formed one of the main frameworks of their roadmap.
From there, the team monitored the performance of the uploaded keywords daily. SEOmonitor’s Visibility Score, a single daily measure of how much of the available organic search traffic Volkswagen actually captures, weighted by real search demand and by the click potential of each ranking position, let the team read overall brand performance rather than keyword-level movement alone. They analyzed which keywords were driving traffic to which specific pages and how well those pages met user expectations.
Rank Tracking at Scale
They monitored over 1,300 keywords organized into 20+ strategic groups (e.g., “Brand SUV,” “Electric Car”). This granular segmentation allowed them to track performance across different vehicle segments daily, ensuring their content stayed relevant to shifting user intent.
SEOmonitor supported the strategy in four key areas:
- Market Visibility Tracking: Monitoring Volkswagen’s organic visibility against competitors weekly and monthly, with every competitor in the top 100 tracked automatically.
- Competitor Analysis: Tracking competitor movements to build the strategy for the top positions.
- Forecasting: The forecast made the business case. Management approved the Driving Guide project on the projected traffic numbers from SEOmonitor; in its first full year the blog delivered 169K clicks.
- Reporting: Visual dashboards demonstrated growth and project success to management clearly, keeping buy-in strong throughout the engagement.
Technical Foundation (Choreograph, alongside the platform work): The organic growth strategy was anchored by a comprehensive technical SEO overhaul to ensure long-term sustainability. By focusing on crawl efficiency, indexability, and page experience, the Choreograph team eliminated technical barriers that could hinder search engine performance. These optimizations created a healthy environment for search engines to discover and rank content more effectively.
4. The Results
The strategy delivered gains across every headline metric within a 12-month period (calendar 2025, year over year).
| Metric | Before | After | Change |
|---|---|---|---|
| Organic Clicks | 9.62M | 10.58M | +10% |
| Organic Impressions | 70.8M | 106.6M | +50.6% |
| Blog Clicks (“Driving Guide”) | 15.5K | 169K | +990% |
| Mobile Visibility Score (SEOmonitor) | 37% | 61% | +24 percentage points |
| Build Your Own Car Completions | Not disclosed | +10.364 | |
| Digital Leads | Not disclosed | +1,130 | |
Absolute figures for Build Your Own Car Completions and Digital Leads are not publicly disclosed; the year-over-year change is shown.
1. Year-over-Year Organic Traffic & Impression Increase
In 2025, Volkswagen’s total organic clicks grew from 9.62M to 10.58M (+10% year over year, a net gain of 962K), and impressions grew 50.6% to 106.6M. Against category search demand that rose 11% over the same period, clicks alone could read as merely keeping pace with the market.
This is exactly why the share metrics carry the story, and SEOmonitor’s Visibility Score is where the real gain shows up: Volkswagen’s mobile Visibility climbed from 37% to 61%, pulling the brand ahead of every automotive competitor in the tracked set. The rest of the headline numbers reflect that same shift in share, the Driving Guide built from a standing start and after-sales clicks up 60.8%, both well ahead of the market. Impression growth outpacing clicks fivefold is largely by design: the informational expansion led by the Driving Guide deliberately grew Volkswagen’s footprint in earlier-funnel queries, where impressions are high and clicks per impression are structurally lower.
2. Driving Guide: From a Standing Start to 169K Annual Clicks
The Driving Guide launched during 2024, so 2025 was its first full year: annual clicks grew from 15.5K to 169K (+990%), and impressions climbed from 1.38M to 15.33M. The project that SEOmonitor’s forecast helped get approved became the primary engine of organic growth.
3. After Sales: Driving High-Intent Traffic with SEOmonitor Performance Tracking
In 2025, the “After Sales” pages’ total organic traffic grew from 223K to 359K (a 60.8% YoY increase) with consistent monthly gains. This growth underscores our success in capturing high-intent user demand in the after-sales services sector.
4. Converting Performance into Value: Driving Leads & Configurations
In the organic channel, Build Your Own Car completions increased by 10,364, and digital leads, including quote forms, test drive requests, and contact forms, grew by 1,130.
5. Key Takeaway
Identifying content gaps through automated competitor analysis provides a clear roadmap for topical authority. For Volkswagen, the ‘Driving Guide’ became the primary engine of organic growth by directly addressing high-interest informational queries that were previously captured by competitors.
Contributors
Choreograph SEO Team
- Aybuke Yerlikaya, Growth Director
- Ilker Akin, SEO Manager
- Hilmi Kemal Cevik, Sr. SEO Executive
Volkswagen Team
- Didem Kızmaz Yeşilyurt, Digital Marketing Manager
- Yiğit Özyiğit, Digital Marketing Manager
About SEOmonitor
SEOmonitor is an AI-powered SEO data platform designed for agencies. It tracks organic performance at scale across Google, from rank tracking on desktop and mobile to Visibility Score and SEO forecasting, so teams can measure, predict, and prove the impact of their work in one system.
Built for SEO agencies and the brands they serve, SEOmonitor includes unlimited users, API access, and data exports in every plan.
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