The client

Jamjar is a car buying comparison website. They have over 20 years of experience and transparency is at the heart of what they do. Not only do they provide a service for selling your car, but they can also provide quotes for your van and car scrapping.



The challenge’s overall objective was to replicate the success once achieved by Sell Your Jamjar (SYJJ), the client’s sister company. SYJJ previously experienced organic dominance in the same niche but the domain was negatively affected by Penguin 4.0, a 2016 Google algorithm update that penalised sites for using low-quality link building tactics.

Our objectives broke down as follows:

  • Short-term: Reach comparable levels of monthly organic traffic and conversion as reported by Sell Your Jamjar in 2018.
  • Long term: Regaining positions #1 – #3 rankings for the core keywords topics:
    • “sell my car” 
    • “scrap my car”
    • “sell my van”

The strategy


As a brand, “” was previously owned by Royal Bank of Scotland (RBS) – we recognised that the history of the brand and the domain’s value should not be lost. The competitive marketplace also showed that there was a gap for a comparison site that would better serve its users by taking a more customer-centric approach.

Our strategy therefore comprised of a combination of reactive and proactive SEO:

Reactive SEO

We aimed to extract the existing value from the historical site and strategy, conserving link equity where possible. The domain had already acquired a number of high-quality backlinks when it was owned by RBS. However, amongst their profile were broken backlinks – from the BBC, for example – and several toxic domains. We redirected their broken backlinks and conducted a thorough disavow process to allow their profile to communicate relevancy and quality.

While was a new venture, traces of its previous entity with the RBS group could be found online. We discovered their previous Wikipedia entry and updated this to detail how the brand had evolved over time. This, along with incorporating the “AutomotiveBusiness” structured data into their site, allowed us to rebuild the “Jamjar” entity from a search engine perspective.’s early website was predominantly built on Laravel to accommodate their comparison functionality. However, this was largely non-indexable and left little room for other core conversion-focused landing pages. We recommended migrating the Laravel site to a subdomain,, while introducing WordPress to feature on the main site. This migration also involved the introduction of Amazon Web Services (AWS), allowing for a performance-focused website.

Proactive SEO

From a proactive SEO perspective, we aimed to use content to better serve the cross-funnel needs of the end-user and broaden search visibility. We created a user-focused search journey with topics to target users throughout the entirety of the conversion funnel. At the top of the funnel, the content strategy featured longer-tail keywords that were less competitive, allowing us to demonstrate our short-term value; lower down the funnel, we created content that targeted shorter-tail queries and would become part of the longer-term strategy.

With the clearly defined objective of obtaining top rankings for three keywords (“sell my car”, “scrap my car”, and “sell my van”), we knew that a silo approach would be effective. The content was organised into a sitemap that clearly dictated our content schedule, separating out each of the topics into one of the three content silos.

When creating the content, we first tackled more conversion-focused landing pages with our team of content writers working collaboratively with our designers to introduce our core service pages. Once these were launched, it was then a process of writing the supporting guides until our content strategy was complete.

With each landing page that was created, careful considerations were made in terms of page segmentation, architecture, and internal linking whilst using TF*IDF to understand how competitors had framed each topic. This led to an incremental and thorough approach that was core to the campaign’s success.

The results

As a result of our work on this campaign, Impression was shortlisted for Best SEO Campaign in the 2019 UK Search Awards.

In addition to this, the campaign delivered excellent results for Jamjar. Over the course of the campaign (January 2018 - March 2019), Impression achieved the following results on behalf of the client:

ranking position for 'sell my car online'
ranking position for 'sell my van'
ranking position for 'scrap my car today'

Find out what we can do for you

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