Advanced Search

Save or Share this Report

For B2C Marketing Professionals

Case Study: Avis Uses Personas To Drive SEO

May 5, 2011

Primary author headshot

Authors

Why Read This Report

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.

Get Access

Already a Client?

Log in to read this document.

Become a Forrester Client

Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.

Purchase Report

This report is available for individual purchase ($499 USD).

Purchase

Recommended Research