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Case Study

Motopool → Karmo

From 7th to 2nd in organic traffic value. Then acquired for $33 million.

7th → 2nd

Traffic value rank

$33M

Acquisition price

12 mo

Campaign duration

Eagers

Acquired by

The Challenge

Motopool was a used car marketplace operating in one of the most competitive organic search landscapes in Australia. They were competing against CarSales (the dominant player), Gumtree, Facebook Marketplace, and several other established platforms.

At the start of the engagement, Motopool ranked 7th in organic traffic value among Australian car marketplace sites. Their technical SEO was weak, content was thin, and they had no systematic approach to search optimization.

The goal was to dramatically improve organic visibility to make the platform more attractive for acquisition. Every position gained meant millions more in perceived platform value.

The Strategy

Month 1-3

Foundation

  • +Complete technical SEO audit
  • +Site architecture restructure for car make/model hierarchy
  • +Schema markup implementation for vehicle listings
  • +Core Web Vitals optimization
Month 4-6

Growth

  • +Content strategy: location + make + model landing pages
  • +Internal linking structure for category authority
  • +Competitor gap analysis (CarSales, Gumtree, Facebook)
  • +Link building campaign targeting automotive publications
Month 7-9

Authority

  • +Moved from position 7th to 4th in organic traffic value
  • +Featured snippets for high-value car buying queries
  • +Local SEO optimization for dealer network
  • +Conversion rate optimization on listing pages
Month 10-12

Acquisition

  • +Reached 2nd position in organic traffic value
  • +Organic traffic became primary acquisition channel
  • +Eagers Automotive acquisition discussions began
  • +$33M acquisition completed

The Outcome

$33M acquisition by Eagers Automotive.

Within 12 months, Motopool moved from 7th to 2nd in organic traffic value among Australian car marketplace sites. This growth in organic visibility was a significant factor in Eagers Automotive's decision to acquire the platform.

Motopool was subsequently rebranded to Karmo under Eagers Automotive's portfolio. The organic search infrastructure built during the engagement continued to drive traffic post-acquisition.

What this means today

The Motopool engagement was done before NEXUS existed. Every optimization was manual. Every audit was a one-off effort. Every implementation required human coordination.

Today, NEXUS automates the analysis across 25 engines and 5 data sources. The same strategic thinking that drove Motopool from 7th to 2nd now runs continuously, on every client, with insights implemented within days rather than weeks.

See what NEXUS finds for your business.

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