More Content, Less Management.

Our SEO agency client was losing billable hours in an inefficient CMS, creating and managing unique variations of content for every product and service across 200+ independent dealer websites for a major US manufacturer.

The hours spent by our client’s content developers and SEO specialists was multiplied for every update and for each of the bespoke-branded sites in the network.

Keeping common product and service content current across 200+ dealer websites, sufficiently varied to avoid duplicate content penalties, localized and customised with each dealer’s bespoke content whilst still delivering compliant SEO, was not sustainable.

The challenge.

Lines created a WordPress multisite environment and plugged-in EditionAI to automate both creation of content variations for each local site and to publish them - massively reducing the time taken to update all 200+ websites from a single, central source.

The popular Avada website builder was familiar to our client, and so that was used to design customisable website templates. These could be quickly rebranded to suit each dealer, to build, vary and localize both corporate product and service content, and also to merge whatever bespoke content each dealer wanted.

The whole environment was hosted on US-based servers with 24/7 uptime monitoring and support, backed-up by both Cloudflare and server-side caching options to ensure all sites perform.

The benefits
- More billable hours / higher profit through improved efficiency
- Greater flexibility to customise, while still benefiting from automated corporate updates
- Reduced cost-per-lead enabling the SEO agency to be more competitive

We also solved
- Responsive development support for new feature requests
- Extension of in-house team when demand spikes
- No lock-in / freedom to take sites away

What we did, and how.