Driving Growth with Strategic Content for Scrap Car Comparison

How we transformed a blog into a high-performing customer funnel

Scrap Car Comparison had been actively updating their blog, but without a clear strategy, much of the content lacked relevance and visibility in search. Since scrapping a car is typically a one-time need, repeat visitors were rare, limiting long-term audience growth. To address this, we expanded their content approach beyond scrap-related topics, focusing on broader car care, maintenance, and driving-related queries. This shift allowed us to attract a wider, yet still relevant audience to drive increased traffic and engagement.

What we did

Content

SEO

The results

Last 6 months of 2023 vs the same period 2022

0

Increase in views (155K to 195K)

0

Increase in users (114K to 151K)

The challenge

The existing blog content primarily targeted users already looking to scrap their cars, which meant the audience was limited and growth potential was capped. Without a structured content strategy, valuable search opportunities were being missed, and much of the content wasn’t optimised for visibility or engagement. We needed to attract a more qualified audience earlier in their journey, such as car owners who might not be ready to scrap their vehicles yet but could be in the near future. This required a shift from bottom-of-funnel content to a more comprehensive, search-driven approach that nurtured potential customers and remained relevant to Scrap Car Comparison’s core services.

Our approach

To expand Scrap Car Comparison’s audience while maintaining relevance, we started with in-depth audience research to identify key concerns of car owners who might need scrapping services in the future. We then broadened the blog’s focus beyond scrap-related topics to include car care, maintenance, driving regulations, and key vehicle documentation. Using focused keyword research, we developed SEO-driven content plans that aligned with high-intent search queries. Additionally, we provided training and ongoing support to Scrap Car Comparison’s in-house writers, ensuring content quality and consistency while optimising for long-term growth.

By strategically refining their content approach, we helped Scrap Car Comparison expand its audience, improve engagement, and drive high-value actions from potential customers.

"It is always a pleasure to work with the Propellernet team and we look forward to many more smash hit campaigns in the years ahead!"

Dorry Potter, Business Operations Manager at Scrap Car Comparison