Case Study: GPS Fleet Tracking Search

Two related properties in the same category, run as a single programme so they complement rather than compete, across a combined estate of nearly 600 URLs.

The situation

Two properties in GPS fleet tracking, serving overlapping audiences with different products. Run separately, they had begun competing for the same queries, which meant paying twice to split one result.

The category is also unusually broad. Buyers range from an owner with three vans to a logistics operation with a thousand assets, and they search in completely different language.

What was done

Split the query space deliberately. Each property was assigned the segments it genuinely serves, so the two estates stopped bidding against each other on the same organic terms.
Built for the full range of buyer sophistication. Separate routes for the small operator comparing on price and the fleet manager comparing on integration and reporting depth.
Ran a continuing programme across both estates. A shared editorial calendar with cross-property linking rules, so an article on one site supports the commercial page on whichever property should own that buyer.
Added off-site presence. Category discussion happens in communities and directories rather than only on brand sites, so the programme worked those surfaces alongside the estates themselves.

Results

1,364,470 combined impressions in 90 days
6,992 combined clicks in the same period
43,766 distinct queries across both properties
598 URLs earning search traffic

Figures are the sum of the two connected Search Console properties for the 90 days ending 25 August 2026. The two behave differently and that is the point: one earns a 1.35 percent click-through rate on a more commercial query mix, the other a broader impression base on earlier-stage queries. Reported as one number they would look like an average that describes neither.

What transfers to other businesses

Where a business runs more than one brand in a category, the first question is not how to grow each one. It is which queries each should own, because without that decision they compete and the combined result is worse than either would achieve alone.

Related services

Client names are not published on this site. Sectors are described instead, and every figure above is taken from the connected analytics property or from a count of work delivered.

Talk about your situation

The first conversation is short and mostly questions. Get in touch and tell me what you are trying to fix.