Fuel Injecting Customer Insight With Repurposed Content to Gain More SEO Horsepower.

Nissan Canada’s “Compare the 2021 Nissan Rogue” Landing Pages.

Nissan Canada Rogue Compare Landing Page Competititors Section.png — The ask:

When shopping for a new vehicle, buyers rarely look at just one option. And thanks to the vast array of car content available on the internet, a quick Google search makes it easier than ever to compare vehicles side-by-side. Nissan Canada understands that this is now a core component of the modern car buying process and wanted to capture search traffic for vehicle comparisons to highlight how they outshine their competition.
Working with a team from Critical Mass, Nissan Canada asked us to develop a strategy for how brand-owned comparison pages could work, focusing on their SEO optimization, and then building out a functional test using the 2021 Nissan Rogue.

The client's unique constraint on this project was that we could only use pre-approved language to describe certain vehicle features and imagery that already existed to create our unique new pages.

The big idea:

If you were to look at the webpage for almost all cars sold in North America, you would find that car features are all grouped in similar categories with slightly different titles. If we can only use pre-approved language for car features that appear on other pages, let's put those features together in unusual groupings and create more editorial-style copy around the pre-approved, pre-existing feature copy.

Nissan Canada Rogue Compare - Tucson - Wireless Apple Carplay.png — The solution:

The project kicked off with a deep dive into the Rogue's feature set and comparing them to discover where the vehicle outshines each of its competitors to focus our comparisons on those areas. At the same time, high-ranking car comparison keywords were being researched for inclusion in the pages' copy.

Nissan Canada Rogue Compare - Escape - See More.png

With a high-level plan in place, a designer and myself took the wheel and set out to create a content strategy and then build the five pages needed.

Using our research, we looked at the features we would highlight on each comparison page and began to think of unique ways to group sets of features in themes that differed from how features are typically presented throughout the industry. For example, the section titled "More ways to see Rogue blow past the competition" highlights the car's external cameras for safety and the larger touchscreen display for media.

Once we came up with clever groupings that the client approved, I conceived editorial-style copy that would highlight why a feature in the Rogue was superior to what a competitor car was offering.

In another break from industry tradition, and in an effort to make these pages stand out to readers as not just another features sales page, we used the liberty that editorial copy affords to add a little personality into the pages that take a few light and clever jabs at the competition where appropriate, like using their taglines against them in each page's subheadline.