Toyota Deals Incentives

The Challenge

In the highly competitive automotive landscape, Toyota needed a solution that would not only align with continuous site redesigns but also optimize their deals and incentives pages to capitalize on organic traffic opportunities. These pages required regular updates to reflect new design elements, location-specific directories, and tailored offer types across states and cities. Without a streamlined, SEO-driven structure, Toyota risked losing visibility and engagement on high-value search terms.

The Solution

EDGY took full ownership of the design and development for Toyota’s 34,000 deals and incentives pages, deploying a comprehensive strategy to enhance both user experience and search performance:

1. Dynamic Page Optimization with AEM ComponentsWe leveraged Adobe Experience Manager (AEM) components to efficiently update and standardize the design across all pages, implementing location-based directories and city-specific offer cards to match Toyota’s brand requirements. This approach allowed us to create a cohesive, adaptable design that met both UX and SEO needs.

1. Schema Implementation for Enhanced Search VisibilityTo ensure Google’s algorithms could effectively interpret and rank Toyota’s deals and incentives pages, we implemented structured schema markup. This markup enhanced visibility in search results by providing context about each page’s content, resulting in increased click-through rates and engagement.
2. Strategic Content Testing and OptimizationOur team conducted A/B testing on top-performing page elements, refining copy, and reformatting meta descriptions to maximize search relevance. Through rigorous testing, we fine-tuned high-impact content and streamlined navigation, aligning with Google’s quality standards.
3. Eliminating Redundant Page ElementsWorking alongside Toyota’s development team, we removed extraneous elements on the /deals-incentives/ and /deals-incentives/STATE/ pages, focusing on a clean, user-friendly layout that supported Toyota’s brand message while driving organic traffic.

Results

• 45% Increase in Year-to-Date Organic Traffic Value
• 76% Increase in YoY Organic Traffic
• Growth After Algorithm Changes

The graph below shows Toyota’s traffic increase on deals and incentives pages, directly following EDGY’s targeted design and SEO updates (marked in green). Shortly after, a Google algorithm change (marked in red) further boosted results, highlighting the impact of EDGY’s timely, search-aligned optimizations. 

Our approach not only protected Toyota’s traffic but amplified it, proving our updates met Google’s evolving standards and kept Toyota competitive.