{"id":183962,"date":"2024-12-31T18:32:26","date_gmt":"2024-12-31T23:32:26","guid":{"rendered":"https:\/\/ahrefs.com\/blog\/?p=183962"},"modified":"2025-01-10T18:44:04","modified_gmt":"2025-01-10T23:44:04","slug":"carmats-case-study","status":"publish","type":"post","link":"https:\/\/ahrefs.com\/blog\/carmats-case-study\/","title":{"rendered":"\u00a39M Ecommerce Sales: 6 Takeaways From the Success of CarMats.co.uk"},"content":{"rendered":"\n<div class=\"intro-txt\">In May 2020, during the height of the COVID pandemic, <a href=\"https:\/\/twitter.com\/webmonkeyash\">Ash Young<\/a> started an ecommerce store selling car mats in the UK. His goal was to hit \u00a31M in sales in a year. He hit that target in just 9 months. Today his store has turned over ~\u00a39M.<\/div>\n\n\n\n<p>Given that the site\u2019s monthly traffic peaked at just ~23K (according to Ahrefs), that\u2019s impressive!<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1590\" height=\"752\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/12\/peak-monthly-search-traffic-for-carmats-co-uk-acco.png\" alt=\"Peak monthly search traffic for carmats.co.uk according to Ahrefs\" class=\"wp-image-183963\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/12\/peak-monthly-search-traffic-for-carmats-co-uk-acco.png 1590w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/12\/peak-monthly-search-traffic-for-carmats-co-uk-acco-680x322.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/12\/peak-monthly-search-traffic-for-carmats-co-uk-acco-768x363.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/12\/peak-monthly-search-traffic-for-carmats-co-uk-acco-1536x726.png 1536w\" sizes=\"auto, (max-width: 1590px) 100vw, 1590px\"><\/figure>\n\n\n\n<p>Curious how he did it (and how the rest of us mere mortals might be able to replicate his success), I sat down with Ash to dissect the key pieces of the puzzle and learn about his future plans for the&nbsp;store.<\/p>\n\n\n\n<p>Below are takeaways from our chat that I hope will help anyone looking to follow in his footsteps.<\/p>\n\n\n<div class=\"intro-tok\" id=\"intro_tok\" style=\"display:none;\"><div class=\"intro-title\">Contents<\/div><a href=\"#\" class=\"expand-dots\"><span><\/span><span><\/span><span><\/span><\/a><\/div>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"Test the niche with one product\" data-section=\"test-the-niche-with-one-product\">\n\n\n\n<h2 class=\"wp-block-heading\"><a id=\"post-183962-_ml0si119niws\"><\/a>Start with just one product to test the&nbsp;niche<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Having landed on the niche of car mats due to previous industry experience, Ash didn\u2019t do the usual thing of setting up a fully populated store with hundreds of products. He launched his store with just one product type: Ford Focus car&nbsp;mats.<\/p>\n\n\n\n<p>Why? Here\u2019s what he&nbsp;said:<\/p>\n\n\n\n<blockquote class=\"small\"><div class=\"quote-content\">\n\n\n\n<p>It was one of the more popular products at the time, pretty well searched for. But actually, we had a Ford Focus at the time so we knew it was right. We knew it was a product we could talk&nbsp;about.<\/p>\n\n\n\n<\/div><div class=\"quote-info clearfix\"><div class=\"quote-photo\"><img decoding=\"async\" alt=\"Ash Young\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/12\/ash-young.jpeg\"><\/div><div class=\"extra-box\"><span class=\"quote-author\">Ash Young,<\/span> <span class=\"quote-author-job\">Founder <a href=\"https:\/\/carmats.co.uk\/\" target=\"_blank\">CarMats.co.uk<\/a><\/span><\/div><\/div><\/blockquote>\n\n\n\n<p>If we check in Ahrefs, it\u2019s still one of the most searched types of car mats in the UK (probably due to it being <a href=\"https:\/\/motorway.co.uk\/sell-my-car\/guides\/most-popular-cars-in-the-uk\">the second most popular car<\/a> here), but it\u2019s interesting how Ash didn\u2019t just do the typical SEO thing of relying solely on <a href=\"https:\/\/ahrefs.com\/blog\/keyword-research\/\">keyword research<\/a>.<\/p>\n\n\n\n<figure class=\"wp-block-image is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"798\" height=\"422\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/12\/estimated-search-volume-for-keywords-related-to-fo.png\" alt=\"Estimated search volume for keywords related to Ford Focus car mats\" class=\"wp-image-183964\" style=\"width:452px;height:auto\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/12\/estimated-search-volume-for-keywords-related-to-fo.png 798w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/12\/estimated-search-volume-for-keywords-related-to-fo-680x360.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/12\/estimated-search-volume-for-keywords-related-to-fo-768x406.png 768w\" sizes=\"auto, (max-width: 798px) 100vw, 798px\"><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<p>While it matters that people are searching for your products if you plan to drive traffic from search, knowing the target market is equally as important. Ash having a Ford Focus meant he <em>was<\/em> the target market and could actually test his product firsthand.<\/p>\n\n\n\n<p>It also meant that he only had to find and source one product to begin with, allowing him to test and validate his idea quickly.<\/p>\n\n\n\n<p>How did he do that? By driving paid traffic to the product landing page via Google Ads:<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1594\" height=\"632\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/12\/paid-traffic-to-the-site-over-time-according-to-a.png\" alt=\"Paid traffic to the site over time, according to Ahrefs\" class=\"wp-image-183965\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/12\/paid-traffic-to-the-site-over-time-according-to-a.png 1594w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/12\/paid-traffic-to-the-site-over-time-according-to-a-680x270.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/12\/paid-traffic-to-the-site-over-time-according-to-a-768x305.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/12\/paid-traffic-to-the-site-over-time-according-to-a-1536x609.png 1536w\" sizes=\"auto, (max-width: 1594px) 100vw, 1594px\"><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<p>Doing this allowed him to get a sense of whether the numbers worked. Could he drive consistent traffic, deliver a quality product, and make at least <em>some<\/em> profit\u2014or did things simply not add&nbsp;up?<\/p>\n\n\n\n<p>Given that he\u2019s on track to hit \u00a310M in total sales early next year, you can probably guess the answer\u2026<\/p>\n\n\n\n<p>Crucially, though, he made an effort not to make his store look like it only stocked one product. He built out the full menu so it looked like any other store. The only difference was that the rest of the products weren\u2019t clickable.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1910\" height=\"1268\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/12\/ash-launched-the-site-with-just-one-product-ford.jpg\" alt=\"Ash launched the site with just one product: Ford Focus car mats\" class=\"wp-image-183966\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/12\/ash-launched-the-site-with-just-one-product-ford.jpg 1910w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/12\/ash-launched-the-site-with-just-one-product-ford-640x425.jpg 640w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/12\/ash-launched-the-site-with-just-one-product-ford-768x510.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/12\/ash-launched-the-site-with-just-one-product-ford-1536x1020.jpg 1536w\" sizes=\"auto, (max-width: 1910px) 100vw, 1910px\"><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<p>He then slowly populated the store with other models over the coming months, again by combining a mix of keyword research and common sense to keep things logistically possible.<\/p>\n\n\n\n<blockquote class=\"small\"><div class=\"quote-content\">\n\n\n\n<p>We tried to do it one manufacturer at a time, so we did all of Ford and then moved on to other popular manufacturers before smaller ones. [\u2026] If you end up running around doing, say, the top 20 top-selling models [as per keyword research] then you\u2019ll end up in a pickle very quickly.<\/p>\n\n\n\n<\/div><div class=\"quote-info clearfix\"><div class=\"quote-photo\"><img decoding=\"async\" alt=\"Ash Young\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/12\/ash-young.jpeg\"><\/div><div class=\"extra-box\"><span class=\"quote-author\">Ash Young,<\/span> <span class=\"quote-author-job\">Founder <a href=\"https:\/\/carmats.co.uk\/\" target=\"_blank\">CarMats.co.uk<\/a><\/span><\/div><\/div><\/blockquote>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"Master one marketing channel at a time\" data-section=\"master-one-marketing-channel-at-a-time\">\n\n\n\n<h2 class=\"wp-block-heading\"><a id=\"post-183962-_310a54dniqox\"><\/a>Master one marketing channel at a&nbsp;time<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Ash\u2019s laser focus strikes me as another reason for the store\u2019s success. He chose to focus solely on Google Ads at the start, and didn\u2019t even think about other marketing channels like SEO until he had scaled PPC as far as he&nbsp;could.<\/p>\n\n\n\n<p>In terms of what that involved, here\u2019s what he&nbsp;said:<\/p>\n\n\n\n<blockquote class=\"small\"><div class=\"quote-content\">\n\n\n\n<p>Scaling for us was really about adding new models and manufacturers into the campaign. You reach a point where you\u2019ve covered all the major models that there\u2019s any sensible search volume for. At that point, you start to look at other channels.<\/p>\n\n\n\n<\/div><div class=\"quote-info clearfix\"><div class=\"quote-photo\"><img decoding=\"async\" alt=\"Ash Young\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/12\/ash-young.jpeg\"><\/div><div class=\"extra-box\"><span class=\"quote-author\">Ash Young,<\/span> <span class=\"quote-author-job\">Founder <a href=\"https:\/\/carmats.co.uk\/\" target=\"_blank\">CarMats.co.uk<\/a><\/span><\/div><\/div><\/blockquote>\n\n\n\n<p>It\u2019s for this reason that you see the site\u2019s link profile flatlining in Ahrefs for the first year or two. Ash simply wasn\u2019t focused on SEO or building links (this changed later on, keep reading):<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1594\" height=\"596\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/12\/link-profile-growth-for-the-site-over-time.png\" alt=\"Link profile growth for the site over time\" class=\"wp-image-183967\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/12\/link-profile-growth-for-the-site-over-time.png 1594w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/12\/link-profile-growth-for-the-site-over-time-680x254.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/12\/link-profile-growth-for-the-site-over-time-768x287.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/12\/link-profile-growth-for-the-site-over-time-1536x574.png 1536w\" sizes=\"auto, (max-width: 1594px) 100vw, 1594px\"><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<p>He also noted that he didn\u2019t bid on broad keywords like \u201ccar mats\u201d at the start as there was no point driving people to his site for a product he didn\u2019t sell.<\/p>\n\n\n\n<p>You can see evidence of this in Ahrefs. Even 1.5 years after starting the store, all of the site\u2019s paid keywords relate to specific car models like \u201dvw polo car mats\u201d and \u201cpeugeot 208 car&nbsp;mats\u201d:<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1324\" height=\"1134\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/12\/ash-originally-targeted-keywords-related-to-specif.png\" alt=\"Ash originally targeted keywords related to specific car brand models\" class=\"wp-image-183968\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/12\/ash-originally-targeted-keywords-related-to-specif.png 1324w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/12\/ash-originally-targeted-keywords-related-to-specif-496x425.png 496w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/12\/ash-originally-targeted-keywords-related-to-specif-768x658.png 768w\" sizes=\"auto, (max-width: 1324px) 100vw, 1324px\"><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<p>If you check the same report for today, you\u2019ll see that he also bids on broader terms like \u201ccar floor mats.\u201d This is because his store now sells car mats from pretty much every make and model, so there\u2019s a product for everyone.<\/p>\n\n\n\n<figure class=\"wp-block-image is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"908\" height=\"490\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/12\/ash-now-targets-broader-keywords-like-car-floor-m.png\" alt=\"Ash now targets broader keywords like &quot;car floor mats&quot;\" class=\"wp-image-183969\" style=\"width:582px;height:auto\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/12\/ash-now-targets-broader-keywords-like-car-floor-m.png 908w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/12\/ash-now-targets-broader-keywords-like-car-floor-m-680x367.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/12\/ash-now-targets-broader-keywords-like-car-floor-m-768x414.png 768w\" sizes=\"auto, (max-width: 908px) 100vw, 908px\"><\/figure>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"Ship quality products from day one\" data-section=\"ship-quality-products-from-day-one\">\n\n\n\n<h2 class=\"wp-block-heading\"><a id=\"post-183962-_v7cj28a0yt9h\"><\/a>Build a solid reputation by shipping quality products from day&nbsp;one<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>One question I asked Ash was if he actually shipped his initial orders or just refunded them? After all, going the true <a href=\"https:\/\/en.wikipedia.org\/wiki\/Minimum_viable_product\">MVP<\/a> route makes sense in theory\u2026 why have the hassle of fulfilling products from day one when your goal is just to prove the model, right?<\/p>\n\n\n\n<p>But Ash said he fulfilled all orders from the start, and his reason was super interesting.<\/p>\n\n\n\n<blockquote class=\"small\"><div class=\"quote-content\">\n\n\n\n<p>If you took 50 orders and didn\u2019t fulfill any of them and refunded them all, you\u2019re going to get some really negative press right off the bat. Negativity is just not what you want when you\u2019re trying to start&nbsp;up.<\/p>\n\n\n\n<\/div><div class=\"quote-info clearfix\"><div class=\"quote-photo\"><img decoding=\"async\" alt=\"Ash Young\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/12\/ash-young.jpeg\"><\/div><div class=\"extra-box\"><span class=\"quote-author\">Ash Young,<\/span> <span class=\"quote-author-job\">Founder <a href=\"https:\/\/carmats.co.uk\/\" target=\"_blank\">CarMats.co.uk<\/a><\/span><\/div><\/div><\/blockquote>\n\n\n\n<p>It\u2019s important to remember that Ash was trying to build a legit brand here, not just a throwaway site to make bank for a few months before tanking.<\/p>\n\n\n\n<p>Of course, it might seem like this isn\u2019t so important for a site selling car mats. After all, even Ash himself admitted that repeat custom isn\u2019t a big driver of sales for the brand. So, pride aside, why does reputation <em>really<\/em> matter?<\/p>\n\n\n\n<p>Personally, I think it has to do with how people buy things online\u2026<\/p>\n\n\n\n<p>If you\u2019re anything like me, then I doubt you would just search \u201ccar mats\u201d and pull the trigger on the first site you click. You\u2019d at least head back to Google and search for the brand\u2019s reviews first.<\/p>\n\n\n\n<p>Here\u2019s what you see if you do that for Ash\u2019s&nbsp;site:<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1426\" height=\"518\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/12\/positive-reviews-for-the-site-like-this-help-to-in.png\" alt=\"Positive reviews for the site like this help to increase conversions\" class=\"wp-image-183970\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/12\/positive-reviews-for-the-site-like-this-help-to-in.png 1426w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/12\/positive-reviews-for-the-site-like-this-help-to-in-680x247.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/12\/positive-reviews-for-the-site-like-this-help-to-in-768x279.png 768w\" sizes=\"auto, (max-width: 1426px) 100vw, 1426px\"><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<p>By shipping quality products from day one, Ash was able to build a solid reputation from the get-go. Just scroll back to early reviews on TrustPilot and you\u2019ll see that these were coming in thick and fast just months after he started the&nbsp;site.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1542\" height=\"988\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/12\/ash-focussed-on-getting-reviews-right-from-the-sta.png\" alt=\"Ash focussed on getting reviews right from the start\" class=\"wp-image-183971\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/12\/ash-focussed-on-getting-reviews-right-from-the-sta.png 1542w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/12\/ash-focussed-on-getting-reviews-right-from-the-sta-663x425.png 663w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/12\/ash-focussed-on-getting-reviews-right-from-the-sta-260x166.png 260w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/12\/ash-focussed-on-getting-reviews-right-from-the-sta-768x492.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/12\/ash-focussed-on-getting-reviews-right-from-the-sta-1536x984.png 1536w\" sizes=\"auto, (max-width: 1542px) 100vw, 1542px\"><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<p>This helps to relieve any anxiety potential customers might have and no doubt leads to more of them actually pulling the trigger and buying from his store. In turn, this leads to a better return on ad spend and other marketing activities.<\/p>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"Beat competitors by optimizing for conversions\" data-section=\"beat-competitors-by-optimizing-for-conversions\">\n\n\n\n<h2 class=\"wp-block-heading\"><a id=\"post-183962-_mfm8d27rbso4\"><\/a>Beat competitors by continually optimizing for conversions<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Ash has been public about the success of his site on social media, which has caused exactly what you\u2019d expect: entrepreneurial online marketers launching competing sites in the niche. So I was curious to ask Ash how he dealt with&nbsp;this.<\/p>\n\n\n\n<p>His answer? Focus on conversions to stay&nbsp;ahead.<\/p>\n\n\n\n<blockquote class=\"small\"><div class=\"quote-content\">\n\n\n\n<p>Whatever we can do to increase our conversion rate means we can spend more money on ads, better compete, and get more clicks.<\/p>\n\n\n\n<\/div><div class=\"quote-info clearfix\"><div class=\"quote-photo\"><img decoding=\"async\" alt=\"Ash Young\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/12\/ash-young.jpeg\"><\/div><div class=\"extra-box\"><span class=\"quote-author\">Ash Young,<\/span> <span class=\"quote-author-job\">Founder <a href=\"https:\/\/carmats.co.uk\/\" target=\"_blank\">CarMats.co.uk<\/a><\/span><\/div><\/div><\/blockquote>\n\n\n\n<p>For example, when Ash spent time watching visitor sessions in HotJar, he noticed that people weren\u2019t actually reading his \u201cwitty and funny\u201d product descriptions. They were just scrolling up and down and bouncing. This prompted him to rewrite shorter ones, which improved conversions.<\/p>\n\n\n\n<p>He also saw a small uplift by adding an alternative payment option\u2026<\/p>\n\n\n\n<blockquote class=\"small\"><div class=\"quote-content\">\n\n\n\n<p>We added Klarna [a buy now pay later option] last year because there\u2019s a proportion of people who want to buy this way and are looking for somewhere that offers it.<\/p>\n\n\n\n<\/div><div class=\"quote-info clearfix\"><div class=\"quote-photo\"><img decoding=\"async\" alt=\"Ash Young\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/12\/ash-young.jpeg\"><\/div><div class=\"extra-box\"><span class=\"quote-author\">Ash Young,<\/span> <span class=\"quote-author-job\">Founder <a href=\"https:\/\/carmats.co.uk\/\" target=\"_blank\">CarMats.co.uk<\/a><\/span><\/div><\/div><\/blockquote>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1210\" height=\"450\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/12\/ash-added-this-payment-option-to-increase-conversi.png\" alt=\"Ash added this payment option to increase conversions even further\" class=\"wp-image-183972\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/12\/ash-added-this-payment-option-to-increase-conversi.png 1210w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/12\/ash-added-this-payment-option-to-increase-conversi-680x253.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/12\/ash-added-this-payment-option-to-increase-conversi-768x286.png 768w\" sizes=\"auto, (max-width: 1210px) 100vw, 1210px\"><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<p>\u2026 as well as offering free returns:<\/p>\n\n\n\n<blockquote class=\"small\"><div class=\"quote-content\">\n\n\n\n<p>If you take a set of car mats to the post office, they\u2019re going to charge you \u00a313 or \u00a314 to send it back to us which is a lot of money. So last year we started offering free returns. Customers now have 60 days where they can get in touch and say they want to return it for any reason for a full refund.<\/p>\n\n\n\n<\/div><div class=\"quote-info clearfix\"><div class=\"quote-photo\"><img decoding=\"async\" alt=\"Ash Young\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/12\/ash-young.jpeg\"><\/div><div class=\"extra-box\"><span class=\"quote-author\">Ash Young,<\/span> <span class=\"quote-author-job\">Founder <a href=\"https:\/\/carmats.co.uk\/\" target=\"_blank\">CarMats.co.uk<\/a><\/span><\/div><\/div><\/blockquote>\n\n\n\n<p>In short, he stays ahead by going above and beyond to remove the buyer\u2019s fear and uncertainty. This puts more money in his pocket to spend on ads and other marketing campaigns, such as sponsoring a local football team.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-rich is-provider-twitter wp-block-embed-twitter\"><div class=\"wp-block-embed__wrapper\">\n<blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\"><p lang=\"en\" dir=\"ltr\">Quality day today. <br><br>Over the moon that <a href=\"https:\/\/twitter.com\/CarMatsCoUK?ref_src=twsrc%5Etfw\">@CarMatsCoUK<\/a> are the back of shirt sponsors for <a href=\"https:\/\/twitter.com\/SheffieldUnited?ref_src=twsrc%5Etfw\">@SheffieldUnited<\/a> this season \u2694\ufe0f <a href=\"https:\/\/t.co\/QZkGR6bAtf\">pic.twitter.com\/QZkGR6bAtf<\/a><\/p>\u2014 Ash Young (@webmonkeyash) <a href=\"https:\/\/twitter.com\/webmonkeyash\/status\/1816793179485528379?ref_src=twsrc%5Etfw\">July 26,&nbsp;2024<\/a><\/blockquote><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script>\n<\/div><\/figure>\n\n\n\n<p>This has somewhat of a flywheel effect. More conversions = more money to spend on marketing = better reputation = more conversions = \u2026 and so&nbsp;on.<\/p>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"Keep bidding on keywords even if you rank #1\" data-section=\"keep-bidding-on-keywords-even-if-you-rank\">\n\n\n\n<h2 class=\"wp-block-heading\"><a id=\"post-183962-_euxhqwoisy73\"><\/a>Keep bidding on keywords even if you rank #1<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>I asked Ash whether he turns paid ads off once he ranks number one for a term. His answer was a resounding no.<\/p>\n\n\n\n<blockquote class=\"small\"><div class=\"quote-content\">\n\n\n\n<p>We don\u2019t dial it back because you\u2019re leaving money on the table at that point. Google\u2019s going to show ads at the top and if I\u2019m not one of them then someone else is getting that click. Even if we rank number one for a term, we still go as hard on the paid channel as we&nbsp;can.<\/p>\n\n\n\n<\/div><div class=\"quote-info clearfix\"><div class=\"quote-photo\"><img decoding=\"async\" alt=\"Ash Young\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/12\/ash-young.jpeg\"><\/div><div class=\"extra-box\"><span class=\"quote-author\">Ash Young,<\/span> <span class=\"quote-author-job\">Founder <a href=\"https:\/\/carmats.co.uk\/\" target=\"_blank\">CarMats.co.uk<\/a><\/span><\/div><\/div><\/blockquote>\n\n\n\n<p>Ash isn\u2019t alone here. <a href=\"https:\/\/ahrefs.com\/blog\/ppc-vs-seo-overlap-study\/\">Our study<\/a> of 2.3 million keywords found that 37.9% of advertised websites already rank in the top 10 for their keyword.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1896\" height=\"2048\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/12\/37-of-advertised-websites-rank-in-the-top-10-orga.jpg\" alt=\"37% of advertised websites rank in the top 10 organically already\" class=\"wp-image-183973\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/12\/37-of-advertised-websites-rank-in-the-top-10-orga.jpg 1896w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/12\/37-of-advertised-websites-rank-in-the-top-10-orga-393x425.jpg 393w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/12\/37-of-advertised-websites-rank-in-the-top-10-orga-768x830.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/12\/37-of-advertised-websites-rank-in-the-top-10-orga-1422x1536.jpg 1422w\" sizes=\"auto, (max-width: 1896px) 100vw, 1896px\"><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<p>15.7% of these sites even advertise the same page that ranks in the top 10, and 40.66% of advertised pages rank #1 organically.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1896\" height=\"2048\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/12\/40-66-of-the-advertised-pages-rank-1.jpg\" alt=\"40.66% of the advertised pages rank #1\" class=\"wp-image-183974\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/12\/40-66-of-the-advertised-pages-rank-1.jpg 1896w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/12\/40-66-of-the-advertised-pages-rank-1-393x425.jpg 393w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/12\/40-66-of-the-advertised-pages-rank-1-768x830.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/12\/40-66-of-the-advertised-pages-rank-1-1422x1536.jpg 1422w\" sizes=\"auto, (max-width: 1896px) 100vw, 1896px\"><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<p>In short, Ash and many other site owners are paying Google for ad clicks even when they rank #1 for the same keyword.<\/p>\n\n\n\n<p>Why? As Ash explains, you simply need to be there if a good percentage of clicks are going to ads in your industry.<\/p>\n\n\n\n<blockquote class=\"small\"><div class=\"quote-content\">\n\n\n\n<p>It\u2019s all about what does the average person do? In our marketplace, a huge percentage of the clicks go to paid anyway. If you\u2019ve got half the searches or more going to paid then you\u2019d be mad not to be pushing it as hard as you&nbsp;can.<\/p>\n\n\n\n<\/div><div class=\"quote-info clearfix\"><div class=\"quote-photo\"><img decoding=\"async\" alt=\"Ash Young\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/12\/ash-young.jpeg\"><\/div><div class=\"extra-box\"><span class=\"quote-author\">Ash Young,<\/span> <span class=\"quote-author-job\">Founder <a href=\"https:\/\/carmats.co.uk\/\" target=\"_blank\">CarMats.co.uk<\/a><\/span><\/div><\/div><\/blockquote>\n\n\n\n<p>You can see that this is the case for the car mats industry in Ahrefs. For \u201cford fiesta car mats,\u201d only 38% of clicks go to organic only. 28% go to paid only and a further 11% go to both paid and organic.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1280\" height=\"960\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/12\/traffic-distribution-to-paid-and-organic-for-the-k.png\" alt=\"Traffic distribution to paid and organic for the keyword &quot;ford fiesta car mats&quot;\" class=\"wp-image-183975\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/12\/traffic-distribution-to-paid-and-organic-for-the-k.png 1280w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/12\/traffic-distribution-to-paid-and-organic-for-the-k-567x425.png 567w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/12\/traffic-distribution-to-paid-and-organic-for-the-k-768x576.png 768w\" sizes=\"auto, (max-width: 1280px) 100vw, 1280px\"><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<p>This might seem surprising to us web-savvy marketing folks but, as Ash pointed out, it\u2019s pretty common for people to click&nbsp;ads.<\/p>\n\n\n\n<blockquote class=\"small\"><div class=\"quote-content\">\n\n\n\n<p>Most people click ads. They either don\u2019t realise they\u2019re ads or they don\u2019t care because it\u2019s a good result for them. More often than not, when you\u2019re looking for stuff to buy online, the ads are quite often better than some of the organic results because some of those have been there forever. They might not be the newest things or the best things; they\u2019re just relying on the fact that they get some free traffic from Google.<\/p>\n\n\n\n<\/div><div class=\"quote-info clearfix\"><div class=\"quote-photo\"><img decoding=\"async\" alt=\"Ash Young\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/12\/ash-young.jpeg\"><\/div><div class=\"extra-box\"><span class=\"quote-author\">Ash Young,<\/span> <span class=\"quote-author-job\">Founder <a href=\"https:\/\/carmats.co.uk\/\" target=\"_blank\">CarMats.co.uk<\/a><\/span><\/div><\/div><\/blockquote>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"Be proactive about getting links\" data-section=\"be-proactive-about-getting-links\">\n\n\n\n<h2 class=\"wp-block-heading\"><a id=\"post-183962-_qa9btw1g9223\"><\/a>Links still matter\u2026 so be proactive about getting them<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>If you check the referring domains graph for Ash\u2019s site in Ahrefs, you\u2019ll see that there\u2019s been significant and healthy growth in his link profile over the past couple of&nbsp;years.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1598\" height=\"598\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/12\/link-profile-growth-for-the-site.png\" alt=\"Link profile growth for the site\" class=\"wp-image-183976\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/12\/link-profile-growth-for-the-site.png 1598w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/12\/link-profile-growth-for-the-site-680x254.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/12\/link-profile-growth-for-the-site-768x287.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/12\/link-profile-growth-for-the-site-1536x575.png 1536w\" sizes=\"auto, (max-width: 1598px) 100vw, 1598px\"><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<p>This growth also correlates nicely with the site\u2019s organic traffic growth, so it\u2019s clear that the links he\u2019s earning are decent.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"746\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/12\/correlation-between-links-and-traffic.png\" alt=\"Correlation between links and traffic\" class=\"wp-image-183977\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/12\/correlation-between-links-and-traffic.png 1600w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/12\/correlation-between-links-and-traffic-680x317.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/12\/correlation-between-links-and-traffic-768x358.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/12\/correlation-between-links-and-traffic-1536x716.png 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<p>None of this is by accident. Ash and his team have been very proactive about link building.<\/p>\n\n\n\n<p>If we check the <strong>Best by Links<\/strong> report in Ahrefs, we can see the types of things that have earned links for the site. For example, Ash and his team produced a \u201ccost of driving report\u201d which earned links from 66 referring domains:<\/p>\n\n\n\n<figure class=\"wp-block-image is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"1026\" height=\"938\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/12\/example-of-a-content-piece-that-earned-links-for-t.png\" alt=\"Example of a content piece that earned links for the site\" class=\"wp-image-183978\" style=\"width:576px;height:auto\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/12\/example-of-a-content-piece-that-earned-links-for-t.png 1026w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/12\/example-of-a-content-piece-that-earned-links-for-t-465x425.png 465w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/12\/example-of-a-content-piece-that-earned-links-for-t-768x702.png 768w\" sizes=\"auto, (max-width: 1026px) 100vw, 1026px\"><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<p>Many of these are links from high DR British newspapers:<\/p>\n\n\n\n<figure class=\"wp-block-image is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"902\" height=\"606\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/12\/ash-has-earned-some-great-links-with-digital-pr.png\" alt=\"Ash has earned some great links with digital PR\" class=\"wp-image-183979\" style=\"width:656px;height:auto\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/12\/ash-has-earned-some-great-links-with-digital-pr.png 902w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/12\/ash-has-earned-some-great-links-with-digital-pr-633x425.png 633w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/12\/ash-has-earned-some-great-links-with-digital-pr-768x516.png 768w\" sizes=\"auto, (max-width: 902px) 100vw, 902px\"><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<p>These links are the result of classic digital PR. Ash\u2019s team created content that journalists were likely to be interested in, published it on the site, reached out and shared the content piece with them, and they covered it.<\/p>\n\n\n\n<p>However, Ash noted that he doesn\u2019t always publish content on the site when doing digital PR. Sometimes his team will simply reach out to journalists with unique data or stories. If they cover it, they\u2019ll usually just link to the site\u2019s homepage instead.<\/p>\n\n\n\n<p>For example, Ash\u2019s team told local journalists about a cheap tool that can save drivers hundreds in garage fees. Two newspapers covered it.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1992\" height=\"768\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/12\/example-of-digital-pr-without-a-content-piece.jpg\" alt=\"Example of digital PR without a content piece\" class=\"wp-image-183980\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/12\/example-of-digital-pr-without-a-content-piece.jpg 1992w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/12\/example-of-digital-pr-without-a-content-piece-680x262.jpg 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/12\/example-of-digital-pr-without-a-content-piece-768x296.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/12\/example-of-digital-pr-without-a-content-piece-1536x592.jpg 1536w\" sizes=\"auto, (max-width: 1992px) 100vw, 1992px\"><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<p>Ash said he does this because he wants to keep the content on the site pretty tight so as not to confuse visitors or Google.<\/p>\n\n\n\n<blockquote class=\"small\"><div class=\"quote-content\">\n\n\n\n<p>I\u2019m conscious as a retailer that we don\u2019t put lots of content on the site that confuses what we\u2019re about. We\u2019re here to sell car mats, so when we start talking about fines or other things actually on the site, that\u2019s a bit of a negative. It can confuse Google but also people as well. That\u2019s why we try to keep the big stuff on our site, but everything else off&nbsp;site.<\/p>\n\n\n\n<\/div><div class=\"quote-info clearfix\"><div class=\"quote-photo\"><img decoding=\"async\" alt=\"Ash Young\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/12\/ash-young.jpeg\"><\/div><div class=\"extra-box\"><span class=\"quote-author\">Ash Young,<\/span> <span class=\"quote-author-job\">Founder <a href=\"https:\/\/carmats.co.uk\/\" target=\"_blank\">CarMats.co.uk<\/a><\/span><\/div><\/div><\/blockquote>\n\n\n\n<p>He also made an interesting point about making sure to squeeze every link he can out of day-to-day operations.<\/p>\n\n\n\n<blockquote class=\"small\"><div class=\"quote-content\">\n\n\n\n<p>It\u2019s making sure that whatever else we\u2019re doing in the business, we get those links off the back of it at the same&nbsp;time.<\/p>\n\n\n\n<\/div><div class=\"quote-info clearfix\"><div class=\"quote-photo\"><img decoding=\"async\" alt=\"Ash Young\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/12\/ash-young.jpeg\"><\/div><div class=\"extra-box\"><span class=\"quote-author\">Ash Young,<\/span> <span class=\"quote-author-job\">Founder <a href=\"https:\/\/carmats.co.uk\/\" target=\"_blank\">CarMats.co.uk<\/a><\/span><\/div><\/div><\/blockquote>\n\n\n\n<p>He gave the example of sponsoring a local football club. Although he didn\u2019t do this solely for a backlink, it obviously wasn\u2019t cheap so he made sure that was one of the benefits.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><a id=\"post-183962-_7easp4qty593\"><\/a>What\u2019s next for Ash and CarMats.co.uk?<\/h2>\n\n\n\n<p>Ash is currently exploring offline advertising for the site. He recently sponsored Sheffield United Football Club and even launched his first national TV ads in September 2024.<\/p>\n\n\n\n<blockquote class=\"small\"><div class=\"quote-content\">\n\n\n\n<p>TV ads are going well. You can see the correlation between when they\u2019re on and visits and sales on the site. It\u2019s kind of fascinating which slots work well and which don\u2019t.<\/p>\n\n\n\n<\/div><div class=\"quote-info clearfix\"><div class=\"quote-photo\"><img decoding=\"async\" alt=\"Ash Young\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/12\/ash-young.jpeg\"><\/div><div class=\"extra-box\"><span class=\"quote-author\">Ash Young,<\/span> <span class=\"quote-author-job\">Founder <a href=\"https:\/\/carmats.co.uk\/\" target=\"_blank\">CarMats.co.uk<\/a><\/span><\/div><\/div><\/blockquote>\n\n\n\n<p>He\u2019s also planning to expand into Europe, starting with Ireland.<\/p>\n\n\n\n<blockquote class=\"small\"><div class=\"quote-content\">\n\n\n\n<p>We also launched the Irish site recently. Ireland\u2019s a bit easier than the rest of Europe because they\u2019re all the same vehicles. If you go into another country, there\u2019s a different set of products. It\u2019s very similar, but it won\u2019t be as quick as it was to do as Ireland.<\/p>\n\n\n\n<\/div><div class=\"quote-info clearfix\"><div class=\"quote-photo\"><img decoding=\"async\" alt=\"Ash Young\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/12\/ash-young.jpeg\"><\/div><div class=\"extra-box\"><span class=\"quote-author\">Ash Young,<\/span> <span class=\"quote-author-job\">Founder <a href=\"https:\/\/carmats.co.uk\/\" target=\"_blank\">CarMats.co.uk<\/a><\/span><\/div><\/div><\/blockquote>\n\n\n\n<p>Then there\u2019s VanMats.co.uk, another site he recently launched:<\/p>\n\n\n\n<blockquote class=\"small\"><div class=\"quote-content\">\n\n\n\n<p>We launched VanMats.co.uk because vans get lost on the car mats site. The van mats site works really well for trades that are wanting to order because it\u2019s a more limited range of manufacturers and models so it\u2019s a lot easier to find the product that you&nbsp;want.<\/p>\n\n\n\n<\/div><div class=\"quote-info clearfix\"><div class=\"quote-photo\"><img decoding=\"async\" alt=\"Ash Young\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/12\/ash-young.jpeg\"><\/div><div class=\"extra-box\"><span class=\"quote-author\">Ash Young,<\/span> <span class=\"quote-author-job\">Founder <a href=\"https:\/\/carmats.co.uk\/\" target=\"_blank\">CarMats.co.uk<\/a><\/span><\/div><\/div><\/blockquote>\n\n\n\n<p>Considering all this, it\u2019s no real surprise that Ash is confident about hitting \u00a310M in total sales next&nbsp;year.<\/p>\n\n\n\n<blockquote class=\"small\"><div class=\"quote-content\">\n\n\n\n<p>Yeah. Trying to get 10 million. I won\u2019t do it this year. We\u2019ll definitely do it next&nbsp;year.<\/p>\n\n\n\n<\/div><div class=\"quote-info clearfix\"><div class=\"quote-photo\"><img decoding=\"async\" alt=\"Ash Young\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/12\/ash-young.jpeg\"><\/div><div class=\"extra-box\"><span class=\"quote-author\">Ash Young,<\/span> <span class=\"quote-author-job\">Founder <a href=\"https:\/\/carmats.co.uk\/\" target=\"_blank\">CarMats.co.uk<\/a><\/span><\/div><\/div><\/blockquote>\n\n\n\n<p><a href=\"https:\/\/x.com\/webmonkeyash\">Follow Ash on X<\/a> to keep following his journey, or learn more on how to get started in <a href=\"https:\/\/ahrefs.com\/blog\/ecommerce-seo\/\">our ecommerce SEO guide<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Given that the site\u2019s monthly traffic peaked at just ~23K (according to Ahrefs), that\u2019s impressive! Curious how he did it (and how the rest of us mere mortals might be able to replicate his success), I sat down with Ash<span class=\"ellipsis\">\u2026<\/span><\/p>\n<div class=\"read-more\">Read more \u203a<\/div>\n<p><!-- end of .read-more --><\/p>\n","protected":false},"author":114,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"wp_typography_post_enhancements_disabled":false,"footnotes":""},"categories":[335,196],"tags":[],"coauthors":[336],"class_list":["post-183962","post","type-post","status-publish","format-standard","hentry","category-general-seo","category-paid-marketing","odd"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>\u00a39M Ecommerce Sales: 6 Takeaways From the Success of CarMats.co.uk<\/title>\n<meta name=\"description\" content=\"In 2020, Ash Young started CarMats.co.uk. Today his store has turned ~\u00a39M. I interviewed him on his success and extracted some key lessons.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ahrefs.com\/blog\/carmats-case-study\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"\u00a39M Ecommerce Sales: 6 Takeaways From the Success of CarMats.co.uk\" \/>\n<meta property=\"og:description\" content=\"In 2020, Ash Young started CarMats.co.uk. Today his store has turned ~\u00a39M. I interviewed him on his success and extracted some key lessons.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/ahrefs.com\/blog\/carmats-case-study\/\" \/>\n<meta property=\"og:site_name\" content=\"SEO Blog by Ahrefs\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/Ahrefs\/\" \/>\n<meta property=\"article:published_time\" content=\"2024-12-31T23:32:26+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-01-10T23:44:04+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/12\/peak-monthly-search-traffic-for-carmats-co-uk-acco.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1590\" \/>\n\t<meta property=\"og:image:height\" content=\"752\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Joshua Hardwick\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@JoshuaCHardwick\" \/>\n<meta name=\"twitter:site\" content=\"@ahrefs\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/ahrefs.com\/blog\/carmats-case-study\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/ahrefs.com\/blog\/carmats-case-study\/\"},\"author\":{\"name\":\"Joshua Hardwick\",\"@id\":\"https:\/\/ahrefs.com\/blog\/#\/schema\/person\/e6a89cbde8e750d22996aa26e213e712\"},\"headline\":\"\u00a39M Ecommerce Sales: 6 Takeaways From the Success of CarMats.co.uk\",\"datePublished\":\"2024-12-31T23:32:26+00:00\",\"dateModified\":\"2025-01-10T23:44:04+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/ahrefs.com\/blog\/carmats-case-study\/\"},\"wordCount\":3117,\"publisher\":{\"@id\":\"https:\/\/ahrefs.com\/blog\/#organization\"},\"image\":{\"@id\":\"https:\/\/ahrefs.com\/blog\/carmats-case-study\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/12\/9m-ecommerce-sales-6-takeaways-from-by-joshua-hardwick-general-seo.jpg\",\"articleSection\":[\"General SEO\",\"Paid Marketing\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/ahrefs.com\/blog\/carmats-case-study\/\",\"url\":\"https:\/\/ahrefs.com\/blog\/carmats-case-study\/\",\"name\":\"\u00a39M Ecommerce Sales: 6 Takeaways From the Success of CarMats.co.uk\",\"isPartOf\":{\"@id\":\"https:\/\/ahrefs.com\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/ahrefs.com\/blog\/carmats-case-study\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/ahrefs.com\/blog\/carmats-case-study\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/12\/peak-monthly-search-traffic-for-carmats-co-uk-acco.png\",\"datePublished\":\"2024-12-31T23:32:26+00:00\",\"dateModified\":\"2025-01-10T23:44:04+00:00\",\"description\":\"In 2020, Ash Young started CarMats.co.uk. 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