Growing online visibility with a new multi-language WordPress site for AB Dynamics.

AB Dynamics is a global leader in automotive testing and verification solutions, enabling the development of safer and more efficient vehicles.

With an extensive range of products and a global network of partners, AB Dynamics has evolved into one of the most trusted suppliers of automotive test systems worldwide. Their clients include top global vehicle manufacturers, Euro NCAP laboratories, and numerous government testing authorities.

How we helped

Challenge

After a period of growth and expansion, AB Dynamics approached Appeal Digital to help solve four challenges:

Content audit and keyword research: As their services and solutions had expanded with acquisitions and organic growth, so to had their website. The original structure and sitemap was no longer fit for purpose and needed to evolve.
Integrate systems: Systems existed in silos, with the careers portal and available roles sitting separate to the core site. Integrating their applicant tracking system (ATS) would reduce admin and provide a better candidate experience.
Migrate and re-platform on WordPress: Their previous website was built on the Craft CMS and was reaching end of life for security updates. Security updates alone would be a significant expense delivering little commercial value.

Solution

We started with a strategic review of the existing website, including a full content audit and keyword analysis covering the full suite of services and solutions.

We also reviewed how the network effect between other subsidiaries in the group would contribute to maximising ranking opportunities.

This lead to a clear sitemap that managed products and keywords for different international markets and customer segments.

WordPress for enterprise

By adopting WordPress, AB Dynamics gained greater ownership and autonomy over their website. With robust features for international SEO and content creation, future enhancements will be delivered faster and more cost effectively.

It has been a pleasure working with Appeal Digital. The initial engagement was to develop a website for one of our subsidiary brands based in the US. I was hugely pleased with the result, which has lifted the brand to another level visually and has significantly raised search performance.

Having worked with many other web developers, Appeal is notable for their desire to do whatever it takes to get the best outcome for the customer, and their after-deployment support. I have since engaged Appeal on another two web development projects and look forward to working with them on many more.

Justin Simon

Group Brand and Marketing Director

Result

The new website is significantly more effective at generating leads and engaging prospects. Since launch, lead generation has increased and unbranded search impressions have risen substantially.

More work is underway to expand AB Dynamics’ presence in international markets and introduce additional localisation features.

42%

Year-over-year increase in unbranded impressions compared with the previous website.

The average number of positions moved up in Google in the 4 months after launch.

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