The home of Jeep in Nepal
Jeep Nepal is the authorised Jeep brand in the country, operated by Life Automobiles Pvt. Ltd., part of the MAW Group. MAW has distributed Yamaha in Nepal since 1996 and now manages a portfolio of more than 25 automotive, commercial vehicle and equipment brands.
Jeep sits at the top end of Nepal’s SUV market. Its buyers are not impulse shoppers: they compare variants, trims, 4×4 systems and prices for weeks before they ever visit a showroom, and much of that research happens on Google. For a premium 4×4 brand in a country built on mountain roads, being the answer to those searches matters as much as the showroom itself.
The line-up buyers research online
Why Jeep Nepal came to us
In early 2021 Jeep Nepal was not even ranking for its own name. People searching for “Jeep Nepal” or “Jeep Compass price in Nepal” were landing on content-heavy car review and price portals instead of the official dealer, and those sites were happy to show them every other SUV brand too.
Review sites were taking Jeep’s own branded searches
Car review and price-comparison portals, packed with content, ranked above Jeep Nepal for Jeep’s own name, models and prices. A buyer who started out searching for a Jeep would read about it on a third-party site, then be invited to compare it with rival SUV brands. Every one of those visits was a warm, ready-to-buy lead that Jeep had paid to create through its brand, being handed to a site that could send it to a competitor.
An official site Google wasn’t showing
Issues in the website’s technical setup meant search engines were not showing the official site properly, even for searches on the brand’s own name.
No clear view of what was working
Without a dependable measurement setup, the team could not see which channels were bringing visitors and enquiries.
Pages not matched to how buyers search
Buyers search by model, variant and price. The site’s pages were not organised around that demand, which left the field open to review portals.
Little to back the brand online
Google had few outside signals that this was the official home of Jeep in Nepal, while review portals had years of content behind them.
What we did for Jeep Nepal
We started in February 2021 with a review of the site’s technical setup, then worked with Jeep Nepal’s marketing and development teams for more than two years on structure, content, authority and the enquiry journey.
Technical review and optimisation
A full review of how search engines were crawling, reading and understanding the site, followed by optimisation. In a market where review portals publish constantly, the official site has to be technically sound before any content can compete.
- Technical audit of the site’s search setup
- Priority optimisation rolled out with Jeep’s developers
- Search and analytics foundations put in place
Understanding how buyers search
Research into how Nepali buyers search for SUVs, models, variants and prices, then aligning the site’s pages with that demand through search engine optimisation so the official site could answer the searches review portals were winning.
- Search demand research across models, prices and dealers
- Pages aligned with buyer intent
- Gap analysis against the review portals
Content that keeps buyers on Jeep’s site
Comparison, pricing, model and ownership content, so the research buyers used to do on review portals could happen on the official site instead.
- Model comparisons and pricing content
- Launch coverage as new models arrived
- Ownership and lifestyle content for Nepal’s roads
Authority as the official dealer
Building the outside signals that tell Google Jeep Nepal is the genuine, local home of the brand.
- Local presence and business listings
- Authority building from relevant sites
- Consistent brand information across the web
A structure built for search and for buyers
We optimised the site’s structure so model, variant and price pages sat where both Google and shoppers expect to find them.
- Site structure and architecture optimised
- Pages brought in line with SEO and user-experience standards
Working with the Jeep team on enquiries
Alongside Jeep Nepal’s marketing and development teams, we improved how visitors move from reading about a model to asking for a quote or a test drive.
- Enquiry journey reviewed with the in-house team
- Enquiries measured by channel
Where the work led
Within the first month of the technical work, the official site ranked first on Google for “Jeep Nepal”, “Jeep showroom in Nepal” and “Jeep Compass showroom in Nepal”. By mid-2023 Jeep Nepal had taken back its branded model, price and dealer searches from the review portals, and was showing up on page one for broader, non-branded SUV searches where buyers had not yet picked a brand.
Organic search was the 4th traffic source, behind direct, social and referral visits.
Organic search was the top traffic source, bringing 59% of visitors and 53% of website enquiries.
Branded searches won back from review sites
Non-branded searches on page one, where buyers have not picked a brand yet
Google Nepal rankings from Queens Digital’s July 2022 to June 2023 annual report for Jeep Nepal. More than 25 tracked searches ranked #1 at the time; a selection is shown.
How the engagement unfolded
- February 2021
Technical review and optimisation
The site’s technical setup reviewed and optimised, with measurement foundations put in place.
- February to March 2021
First #1 rankings
Top spot for “Jeep Nepal” and “Jeep showroom in Nepal”, with model searches starting to reach page one.
- Spring 2021
Search demand research
The site’s pages aligned with how buyers search for each model, price and dealer.
- 2021 onwards
Content programme
Comparison, pricing and model content published to keep researching buyers on the official site.
- 2022 to 2023
Structure, launches and enquiries
Site architecture optimised, new model launches covered, and the enquiry journey improved with Jeep’s own team.
- June 2023
Annual review
Organic search is the brand’s biggest source of visitors and enquiries.
What Jeep Nepal came away with
Its own name back
A clean, trusted official site that ranks first when people search for Jeep, instead of review portals that point buyers to rival brands.
A page for every buying question
Model, variant, price and comparison pages mapped to the exact searches buyers make before visiting a showroom.
Enquiries it can trace
Tracking that shows which channels bring visitors and enquiries, so marketing spend can be judged on evidence.
Premium car buyers do their homework online. The job was to make sure that when they searched for a Jeep in Nepal, the first answer they found was Jeep Nepal.
Queens Digital project team
Services behind this work
Selling cars, bikes or other considered purchases where buyers research for weeks? Read our digital marketing guide for automotive dealers, or see the services we used for Jeep Nepal below.