An Aggregator With Integrator Strategy – Carwow SEO Case Study

An aggregator is a business that collects and rearranges an existing commodity in a way that provides value to the customer.

Aggregators typically don’t create content because the content is being provided to them through other creators. Think Google, Facebook, YouTube, or Spotify.

Integrators are on the opposite side of the spectrum. An integrator is a business that creates new commodities (products, services, content, etc.) to meet an existing demand on the market or generate new demand.

The subject of this case study is an aggregator. But unlike a typical aggregator, it follows a typical integrator promotion strategy: regular creation of SEO content. The results are quite impressive:

Let’s see what kinds of SEO opportunities it took and how it tackled them to generate this much traffic eachmonth.

If you haven’t heard of carwow, it’s a car-buying comparison platform where you specify the kind of car you want to buy, and dealers prepare offers to compete overyou.

It works the same way if you want to sell a car. Basically, carwow will connect you with the best offers from car dealers. You can also view the existing stock of new and usedcars.

But most people probably know carwow through its original video car reviews. It’s actually one of the biggest car YouTube channels in the world (7.73M subscribers, which may make it the biggest car channel).

And so the aggregator side of carwow is the part where it captures car deals from one side of the market and makes them...