Spinny's Non-Brand Clicks Increased By 120% Via Blogs

The Client

Founded in 2015, Spinny is a full-stack used car retailing platform that aims to bring about transparency and convenience in buying and selling pre-owned cars. As a testimony of Spinny’s commitment to transparency and quality, every vehicle on their platform comes with a 200-point inspection checklist, 5-day money-back guarantee, and 1-year after-sales warranty. Spinny has about 36 car hubs operating across 22 cities in India. Last year, Indian cricket legend Sachin Tendulkar partnered with Spinny as a strategic investor and a lead brand ambassador. Sports icon, PV Sindhu, a believer & customer of Spinny, is also a part of a series of marketing initiatives focused on realising the aspirations of a billion car dreams.

The Objective

  • Building a knowledge hub via blogs to provide correct and relevant information related to automotive sector.
  • To improve organic traffic on the website through blogs.
  • Enhance the user experience by improvements in the layout.

The Challenge

  • As an emerging leader in buying and selling pre-owned cars online, it is essential to also provide relevant information to the online users.
  • Compete with online competition such as Cars24, Godigit, Gomechanic, etc who has a rich repository of content related to automobiles with pole positions on SERP by generating high-quality content.

The Solution

Content Generation

The automotive industry is vast, and there is an array of information to cover. The team at Infidigit started identifying the content gap, and with detailed competition analysis, a content calendar was created, which helped in the timely creation of new content on the website.


While generating new content to fill the gap was important, it was imperative to re-optimize the existing content on the blogs. The team worked on restructuring and adding content to ensure the content is refreshed and usual for both users and google bots.

Resolved Keyword Cannibalization

 Keyword cannibalization is one of the most common mistakes an SEO individual makes. While doing the analysis, we observed multiple blogs getting targeted for a single keyword, causing the keyword cannibalization issue. Post identifying the cannibalizing issues, necessary actions such as re-direction or canonicalization were taken to give clear signals to google on the primary page which we are targeting.

Improve Crawing

Internal links play a crucial role in modern SEO. The right internal linking strategy can help search engine bots crawl content easily. We also need to maintain the count and quality of internal links by ensuring it is contextual in nature.

Technical Hygiene

 While relevant and good quality content is important, website technical performance is also essential in order to ensure continuous growth. Post implementing our technical recommendation, we made sure that the website was technically stable & ready for exponential growth.

The Result

Post execution of all the above mentioned strategies, Infidigit observed the following growth in results:


Improvement in Blog Non-brand Clicks in 8 Months


Improvement in Organic Non-brand Impressions


Improvement in Organic Sessions


Increase in New Users


Increase in Users


Keywords in Top 5 Position

Spinny benefited from evergreen content that helped sustain organic traffic.

Also, the intent-based content on the blog helped in generating organic leads.

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How Infidigit helped Spinny improve Non Brand Clicks By 120% Via Blogs in 8 Months