Volkswagen means “people’s car” in German. The history of the legendary brand began in 1937 with the creation of the company “Society for the preparation of the German people’s car” by Ferdinand Porsche. A year later, the company started the construction of the first factory in Wolfsburg.

Today, the Volkswagen brand is part of the huge Volkswagen AG group, the largest European car manufacturer, competing with Toyota for the first place in the world:

  • 12 European brands.
  • 118 factories in 30 countries.
  • Sales in 153 countries worldwide.
  • Over 300,000 employees.
  • Nearly 35,000 new cars produced every day.

Volkswagen has been represented on the Russian market for 3 decades:

  • 1993 – opening of a representative office in Russia.
  • 2003 – establishment of the importing company VOLKSWAGEN Group Rus LLC.
  • 2007 – opening of the first plant and launch of SKD production.
  • 2010 – launch of the production of a full cycle of the Polo sedan in Kaluga.
  • 2013 – start of Jetta production at the plant in Nizhny Novgorod.
  • 2016 – launch of full-cycle production of the new Tiguan crossover.
  • 2019 – for the second year in a row, the plant in Kaluga became the best in terms of efficiency among all Volkswagen plants in the world.
  • 2021 – start of production of the Taos crossover in Nizhny Novgorod.

As of August 2021, 100 brand dealers across Russia are connected to the online car sales service.

Start of work:
Country or region:
  • SEO
  • Vehicles and spare parts

Project Goals

Growth of site ranking for targeted keywords

and Solutions

Migration to a New Platform

One of the main challenges was to support the migration of the website to a new global platform. The problem was it was not only the design of the website that was changing, it was the entire structure. The information about each model used to be divided (review, equipment and prices, gallery, technical specifications, etc.) before. On the new platform everything was different: 1 model = 1 page. At the same time, all auxiliary content opened in pop-up windows on top of the main page of the model and was not indexed by search engines at all. As a result, the new website had many times fewer pages than there were on the old one.

During the migration, it was important for us not to lose the rankings of the site and maintain the maximum possible amount of organic traffic. This is what our team has been focused on. We paid a lot of attention to everything that could be changed on the new platform: page titles and descriptions, re-linking, content editing, etc. We also carefully worked out the redirect map.

Development of the “Cars in Stock” Service

The Cars in Stock service (CIS) is a separate subdomain (local development), devoid of Western platform restrictions. CIS allows you to view the catalog of cars available from dealers in Russia and immediately order the right one, without waiting for it to be assembled considering all the wishes for the configuration.

The service was not only important in terms of sales, but also turned out to be the solution to some of the SEO problems. We were able to redirect some types of keywords that we had difficulties with on the main domain (due to limited functionality) to CIS subdomain and rank higher in the search results.

YouTube Channel Optimization

To attract additional traffic both to the official YouTube channel and to the brand’s website itself, we have optimized videos and playlists. We selected keywords, rewrote titles and descriptions, added links to the brand’s website and official social media accounts in the video descriptions. In total, about 60 videos and 30 playlists were optimized.

Results Achieved

Although the migration to the new platform had a short-term negative impact on the ranking of the website, in the end we managed to restore and significantly improve its position in the search results, especially in Yandex:

  • The share of keywords in Yandex TOP-10 increased from 42% to 84%.
  • In Google – from 62% to 82%.

Thanks to the Volkswagen team for a unique experience!

2 times

more keywords in Yandex TOP-10

2 times

less bounce rate according to Adobe Analytics

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