Founder-led work, before Project Station was founded
Founder-led work, before Project Station was founded
UAE number plate marketplace · Automotive marketplace
From launch to 25% of UAE organic search share in four months
A brand new UAE number plate marketplace, taken from zero to 40,000+ organic visits a month and about a quarter of UAE search traffic in its category, in four months. No paid links. Just the right site structure and technical SEO from day one.
40,000+organic visits every month
~25%of UAE organic search share in the category
4months from launch to that result
Timeframe: 4 months
The goal
Launch a new number plate marketplace in the UAE and win search traffic from older sites with years of links and trust. The new site had none of that, so it had to win on structure.
How we did it
Site structure first, content second, and lead tracking from day one.
- 01
Map every search to one page
Buyers search by emirate, plate code, digit count and price. Each of those patterns got a single page that owns it, decided before any design work started.
- 02
Get the technical basics right at launch
Clean page addresses, controlled filter pages, internal links and schema all went live on day one, so nothing had to be fixed later.
- 03
Link guides to the listings
Guides on plate codes, valuation and the transfer process caught people still researching, then linked them straight to the listings that convert.
- 04
Track every enquiry
Lead tracking ran from launch, so every SEO decision was judged on enquiries rather than on traffic alone.
What made it hard
Listings sites create thousands of thin filter pages that flood Google with near duplicates. We decided up front which filter pages deserved to exist, made only those indexable and kept the rest out.
The result
Four months after launch the site had 40,000+ organic visits a month and about 25% of UAE search traffic in its category, ahead of older rivals. The structure still handles new listings without pages competing with each other.
Three decisions did most of the work
First, we decided which page would rank for each search before any page was designed, so pages never competed with each other. Second, we controlled filter pages from day one: only the filters people actually search for could appear on Google, so Google spent its time on pages that could rank. Third, the guides linked straight to the listings, instead of sitting in a blog nobody visits.
What this means for your site
None of this came from buying links or publishing a hundred posts. It came from structure, and structure can be repeated. We use the same approach for marketplaces, product catalogues and businesses with several locations, wherever they sell.
The architecture was the campaign. Everything after launch was compounding.
Abdul Hakeem, Project Station co-founder
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Founder-led work, before Project Station was founded