Why Read This
We spoke with John Peebles, vice president of online marketing at Avis Budget Group, about a site redesign project he and his team undertook to improve the search engine optimization (SEO) results for Avis' website. Working with digital experience agency Roundarch, Avis used search personas to structure its site content and SEO process. The eureka moment for Avis? Optimize for your most profitable searchers, not for every possible customer scenario. The results: For four years, Avis' year-over-year revenue has grown, driven by organic search.