Case Study: Carwow achieves increased traffic and conversions with OnCrawl

How Business-Oriented SEO Increases Traffic and Conversions

Carwow, the London-based new-car comparison site, faced a competitive automotive vertical and a complex technical SEO challenge: thousands of variant pages (trims, engines, specs) producing duplicate and thin content, mobile performance issues, and a site structure that had Google prioritizing low-converting blog pages. To address mobile-first indexing and improve conversions, Carwow partnered with Oncrawl and used Oncrawl’s technical SEO platform for log analysis, crawl reports, Inrank/link-flow audits and duplicate-content detection.

Using Oncrawl’s insights, Carwow restructured site sections, overhauled internal linking to favor make-model and deals pages, removed or redirected thin/duplicate pages (including ~99% of underperforming leasing pages), and set mobile speed targets (Lighthouse >75–80). The measurable impact was substantial: organic traffic grew ~70% in the first year, activations/enquiries rose 68% YoY, make-model and deal pages became the most-crawled and improved in Inrank (avg from 6 to 2), review pages reached ~86% search visibility, and the site saw a +14–15% traffic lift after the Sept 2019 algorithm update — outcomes driven by Oncrawl’s data and dashboards.

Carwow

Robert Dawson Goodey

Head of Search Engine Optimization