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Dealership: Sport Mazda

Locations: Orlando, FL

Website Platform: DealerInspire

Service Scheduler: xtime

Customer Since May 2019

Mazda Fixed Ops Marketing Client Spotlight

Welcome, Sport Mazda!

In the Orlando area, Sport Mazda began with Fixed Ops Digital in May of 2019. The intent for them signing on was for a high-performing digital marketing strategy specifically for their Mazda Service & Parts Departments. Wanting this to include tires and accessories along with the higher trafficed generic service terms. Additional organic fixed ops search traffic is being directed to beautifully designed and converting maintenance and service-specific content and call-to-actions on their primary DealerInspire website. Instead of directing them straight to a high bouce rate schedule service page, we educate the customer first. Check out the Google Analytics below to shows this method pays off!  

FIXED OPS DIGITAL works directly with dealership’s ensuring our monthly strategies coincide with their current campaigns/goals. Custom Automotive SEO strategy pays off quickly and is “sticky” so these gains will also pay off well into the future.

Our focus on primary and secondary Orlando markets (getting specific with area name/phrases that locals would search), as well as the big general keywords that are supported by “long-tail keywords”. We aim to saturate the key area that the majority of customers will travel from for Mazda service in Orlando. For more on this watch our FIXED OPS FEATURE: LOCATION, LOCATION, LOCATION.


Mazda Dealership Schedule Service Page Traffic

> Visits to the Schedule Service page are up 39% from June – October 2019. Compared to the same time period in 2018.

Service Menu Page Traffic Google Analytics

> Visitors landing (meaning they did not have to navigate to said page) on both the Schedule Service Page and Service Menu Page (old service specials page) are up 48% and 38% respectively from June through October, 2019 compared to the same time period in 2018.

Google Analytics Conversion Events for Dealership Service and Parts

> Conversion events are up nearly 159% June through October, 2019 vs same period in 2018.  (measuring chats, clicks, leads, etc.)

(This is a page path custom report that was created in GA.  This is measuring where the traffic from a specific page goes to next.  In this case, we’re using the SMP, and measuring the next page the consumer visits.)
Fixed Ops Organic Website Traffic

> 26% Of the traffic on the SMP visits is the Schedule Service Page. Therefore, 1 in 4 service visitors on the SMP, go directly to Schedule Service as the next visited page on the website.

Automotive SEO Organic Search Rankings

> Initially, in May 2019, we focused on improving the rankings on branded terms, such as “Mazda Oil Change Service.”


> Currently we are also focusing on non-branded keyword terms.  In the past 90 days, broad terms, such as “Orlando Oil Change Coupons” are moving up in rankings.

Want to Learn More?

Want to learn how you can improve your own Mazda dealership’s Service & Parts online marketing efforts today?

Sign up for a free Fixed Operations digital audit from our service marketing experts or fill out the form below.

Mazda Website Review & Meeting

Julie Branum

Julie Branum

Julie has a decade of experience in the car business and marketing specifically for manufacturer dealerships in the U.S. Utilizing best practices and her background in design, Julie believes in presenting and converting dealerships online visitors into high RO Service and Parts Department customers.

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