Car Leasing Online Comparison 2022

The car leasing sector is currently undergoing a blip at the moment due to several things including the economic downturn, but it is only temporary. However, I thought it was a good time to take a look at some of the leading players in the sector to see how they have fared over the past few years.

The sites that I have observed are:

• leasecar.uk
• selectcarleasing.co.uk
• nationwidevehiclecontracts.co.uk
• firstvehicleleasing.co.uk
• rivervaleleasing.co.uk
• leasing.com
• synergycarleasing.co.uk
• leaseloco.com

Visibility

This graph reports on visibility of each website when compared to each other. As you can see, Select Car Leasing leads the way significantly, with Nationwide a distant second. The rest of the sites observed are someway further back, with leasing.com being a real surprise to be so low, and to have significantly dropped in visibility over the past two years.

Organic Keyword Reach

It is no coincidence that the two sites with the highest visibility scores are also those with the highest keyword reach score - as in the number of keywords that can find each site. My strong hunch at this point is that there are an awful lot of content gaps still in the car leasing market, but only a few sites are taking this challenge on at full steam. I am again surprised at the low number of keywords that can find the leasing.com site, considering its offline profile.

Inbound Links

Here there is a surprise, with leasecar.uk leading the way in terms of pure link numbers. Select and Nationwide fair very well again, with leasing.com doing better than in other categories, but still not at the levels that I would have expected. Especially considering their undoubted online skills that they have proven over a number of years in various guises. This makes it clear to me that both leasing.com and leasecar.uk favour a link-first strategy, which means they are probably missing huge opportunities that a solid content strategy can bring them.

Domain Strength

Because domain strength reported by several online tools is always closely-linked to the number of links that point to a website, it is no coincidence that leasecar.uk and leasing.com both fair very well again in the graph below. It does, however, make their lack of keyword reach and visibility almost certainly down to an incorrect or malformed content strategy and application.

Paid Keywords

The following graph shows the paid keyword activity (the number of paid keywords each company is bidding on) for each site observed over the past three months. It is interesting to see the difference in approach to paid search between Nationwide and Select (the two leading sites organically), with Nationwide taking a full-steam ahead approach despite their healthy organic presence.

Combined Data Table

Here’s most of the above data but in table form, for those that prefer this view. Also added here is a column that shows the number of indexed pages for each site in Google. Again, Select Car Leasing is a front-runner here, with lots of pages indexed, helping them to be seen in the ‘messy middle’ when people are searching for their perfect car choice. Surprisingly low scores are for leasecar.uk (considering their very powerful domain score), and to a lesser degree, leasing.com again.

Intermingle Report

To finish off this article, here is an intermingle report of four leading car leasing keywords. Intermingle is Embryo’s own creation and allows marketing directors and business owners to easily decipher Google SERPS. When used correctly, this allows for astoundingly simple, yet ‘killer’ business decisions to be made while other companies will take months to come up with the same kind of strategy. If you would like to know more about Intermingle, shoot me a message across.

Summary

While this is only a brief, surface-level, look into the car leasing sector, it is very easy to see that there are huge content gaps that only a few companies have really taken by the scruff of the neck. The remaining sites are all feeding in the same pool(s) for business, when it could be a much simpler affair, should they adopt a leading-edge content strategy. It is great to see that companies like Nationwide and Select are benefitting from a holistic approach to online marketing, where good strategies in each key area are paying dividends.

All in all, the car leasing is an interesting industry for a number of reasons. But I have to say that I am really surprised by the lack of innovation in the past few years. Also, that the answer to many car leasing firm's prayers is staring them right in the face.