Dakdragerwinkel.nl

In brief

In a short space of time, Dakdragerwinkel.nl has grown from a modest webshop into the number one in Google Organic for roof racks and roof boxes. Thanks to a sharp focus on content, strategic technical optimisations and a powerful boost to the domain’s authority, sustainable growth has been achieved. The webshop is now shifting its focus to other product categories, ready for its next leap in growth.

The start of the process: 2019

In 2019, Dakdragerwinkel.nl approached us with a clear request: “Help us grow.” Since 2007, this specialist has offered an extensive range of A-brands, lightning-fast delivery and competitive prices. Their expertise in the automotive sector convinced customers, but their online visibility lagged behind. And this despite the fact that two crucial keywords, with a monthly search volume of 13.500, remained stuck on the second page of Google. Invisible to most search engine users, as the top 3 captures half of all clicks, while the second page scores less than 1 percent.

Moreover, internal competition between categories and products caused confusion for the search engine, further undermining rankings.

Strategy

Our approach began with a thorough SEO analysis. Keyword research revealed a wealth of untapped opportunities. By optimising existing pages and creating new, relevant pages, we laid the foundation for improved discoverability. Smart internal links resolved the clash between competing pages and added structure and focus.

The finishing touch came from external optimisations. With our extensive network of more than 300.000 publishing opportunities, we focused on high-quality, relevant platforms. This not only delivered powerful backlinks for specific keywords, but also boosted the overall domain authority. The result? A website that performed better across the board.

At the beginning of 2021, Dakdragerwinkel.nl reached the coveted number 1 position for its most important keywords. These top positions have remained rock-solid ever since, demonstrating a solid SEO strategy that not only delivers results quickly, but is also sustainable.

Graph 1: The position trend of Dakdragerwinkel for two keywords between January 2020 and January 2023.

What next?

The first goal had been achieved, but SEO does not stop there, of course. To achieve further growth, we organised Dakdragerwinkel.nl’s product categories thematically. Top positions had already been achieved within the ‘roof racks’ theme, but there were still plenty of opportunities in other categories.

Our analysis showed that there was particularly strong growth potential within the ‘bike racks’ theme. We focused fully on this area with targeted optimisations. The result? In July 2023, Dakdragerwinkel.nl was still in position 8-10 in Google for the keyword ‘bike racks’. In May 2024, the webshop dominated the first four positions.

We then expanded the keyword research further. The new keywords were once again organised thematically, which helped us respond even more precisely to concrete opportunities through a Theme Share of Voice analysis. Each theme was therefore given a tailored strategy, enabling Dakdragerwinkel.nl to continue increasing its online visibility.

Graphs 2 & 3: A Share of Voice is a visualisation of market share based on a set of keywords. This Share of Voice shows the difference between competitors in how well they rank for keywords related to bike racks in the top-20, measured on 11 May 2023. The Y-axis shows the total percentage of keywords for which the domain ranks in the top-20, and the X-axis shows the average position within the top-20. It can be seen that Dakdragerwinkel has grown to the position of market leader in both respects.

Within these subcategories, we thoroughly addressed the content: writing, improving and perfectly aligning it with the right search intent. We also optimised the internal link structure and added new, relevant pages. Targeted link building gave the subcategories additional strength, resulting in significantly improved discoverability across the board.