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Car Hire sector report

Search is constantly evolving due to factors such as new technology and changing consumer trends. Data is crucial for succeeding in SEO; it underpins any successful strategy and helps you make decisions. This report explores the competition for organic search results in the Car Hire sector, and offers you useful tips you can implement today.

What our Car Hire report offers


Latest insights

  • You should optimise your keywords to focus on specific flight locations, and ensure your page titles and meta descriptions are updated accordingly.
  • A strong website landing page is needed to rank effectively, and this should include images and videos.
  • Your website should have a Facebook business page that is optimised with images, reviews and contact information.

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What does our Car Hire report cover?

Sector overview

At the start of the year, search interest is fairly high as people look to hire a car when booking their holiday. This peak continues into April and May, and sees a decrease in June. There is another increase in July and August as people book last-minute car hire. As the holiday season drops off, so do searches.


The top three keywords that consumers search for in the Car Hire sector are:


  • car rental
  • hire car UK
  • cheap hire car


It is crucial to rank for these keywords, and it is clear that the location of the car hire and generic terms such as ‘cheap’ are good keywords to target.


Who currently dominates the market?

The top two competitors, Enterprise and Sixt, share 7,289 keywords containing ‘car hire’ – 2,955 more than the remaining 13 competitors. Enterprise ranks for the most keywords and as a result of this, brings in the most organic traffic.


Hertz and Avis have the lowest average ranking across the top 20 terms, and this is mainly due to their rankings for location-based terms such as ‘car hire lanzarote’.


Content types in the Car Hire sector

Content plays an important role in SEO and gaining online visibility. Reviews are displayed on every listing and images appear in just over half of the results in the SERPs. This suggests that different content types such as videos or answers to questions should be used to start ranking in Google’s results.

Facebook landscape

Companies with a higher number of Facebook likes generally rank better in the SERPs, and this evident with both Hertz and Enterprise. Social media is a ranking factor in SEO, so you should use varied content types such as video to engage your audience.


Authority and links

Link building is an important aspect of SEO. The more you are mentioned by other sites, the more Google will reward you. This is measured by Domain Authority (DA) – the score is based on the number of linking domains pointing at your site and how strong their authority is. The rankings of each competitor based on Domain Authority can be seen below (out of 100):


Rentalcars – 84

Hertz – 62

Avis – 61

Enterprise – 60

Sixt – 57


With the exception of Rentalcars, all the sites in this sector have similar DA scores – this suggests it is a very competitive sector. However, there are still opportunities to gain traffic from these sites.


Key takeaways from this report include how the Car Hire sector is mainly focused around location-based keywords. The selection of keywords should be focused around those with low competition to ensure successful entry to the market.


Want more information?

You can read the full report by completing the form above, or you can contact Ad-Rank Media to discuss this report using the contact details below.


Chad Harwood-Jones (MD)

T: 01442 817080

E: [email protected]

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