From Low Visibility to Page One Control:
How Nielsen Auto Group Literally Took Over Google’s Page One
Automotive Industry Digital Marketing Case Study
THE CLIENT
For more than 40 years, Nielsen Automotive Group has been a staple in automotive retail and today operates from its network of 15 dealership locations across New Jersey. Their expansive lineup of 12 brands includes some of the most recognized names on the road—like Chrysler, Dodge, Jeep, RAM, Chevrolet, Kia, Ford and others.
THE CHALLENGE
Strong dealership search authority means Google consistently shows a brand for searches related to buying, servicing, or comparing vehicles, and sends shoppers who are ready to take action. When Nielsen joined Single Throw Marketing, the Auto Group parent site lacked this authority. It was not appearing for dealership-intent searches or sending potential buyers to dealership websites. At the same time, individual Nielsen dealerships were struggling to appear in:
- Local search results
- Competitive dealership searches
- AI-generated answers where shoppers compare dealers, inventory, and service options
In an industry with nearly 17,000 dealerships nationwide, this allowed Nielsen’s. competitors to own page one positioning, sales, and brand recognition that Nielsen should have won.
REFERRAL CLICKS
Clicks from Auto Group Parent Site
WEBSITE SESSIONS
Total Visits to Dealership Websites
AVERAGE PAGE RANKING
Average Page Rankings:
The Goal
Increase the number of Nielsen-owned websites shown on the same search results page, across both traditional search result listings and AI-generated answers.
The Approach
To improve how Nielsen appeared across traditional search results and AI-generated answers, Single Throw built a multi-location digital strategy designed to control page one.
The goal was simple: increase the number of Nielsen-owned websites shown on the same search results page, across both traditional search result listings and AI-generated answers.
The strategy centered on two connected moves:
Elevate the Authority of the Auto Group Parent Site
The Auto Group parent site was rebuilt so search engines like Google could clearly understand which Nielsen dealerships sell and service vehicles in New Jersey. Content was created around how real shoppers decide where to buy or service vehicles in New Jersey.
This was not about increasing pageviews. It was about attracting buyers who were actively deciding where to buy a car.
Drive Buyers to Dealership Websites
Every piece of content was designed to guide shoppers to the right Nielsen dealership.
We intentionally:
- Linked Auto Group content to specific dealership pages
- Passed authority and visibility down to each dealership
- Made it easy for shoppers to move from research to action
As a result, the Auto Group site became a reliable source for shoppers who are actively looking to buy a vehicle, not a place where users stop without buying.
Here’s how those efforts came together across marketing channels:
Single Throw helped Nielsen appear higher and more consistently in Google search results by strengthening the Auto Group site and using it to support rankings across every Nielsen dealership, resulting in more visibility, more clicks to dealership sites, and more shoppers taking action.
Original content was created to match the exact searches New Jersey shoppers use when looking to buy vehicles or schedule service. Each piece supported all relevant Nielsen dealerships and was built to drive real actions like inventory views, service appointments, and lead submissions.
Content was structured so it could be easily understood and referenced by AI-driven search experiences and Large Language Model (LLM) conversations. This allowed Nielsen to appear earlier in AI-generated answers when shoppers asked questions about dealers, inventory, and service options.
The Results
Nielsen did more than improve SEO metrics like search rankings and views per page. They changed how shoppers find and choose their dealerships.
Rankings improved, clicks from the Auto Group site to dealership websites increased, and individual dealerships captured more searches that led directly to vehicle sales and service appointments.
Today, multiple Nielsen dealerships hold top positions for key New Jersey searches, with Nielsen dealerships filling Google’s page one search results and leaving no space for competitors.
Groupwide Impact
This was not incremental growth, but consistent page one presence across searches that drive ready-to-buy users.
Average ranking position improved from page 3 to page 1, meaning Nielsen dealerships moved from being buried in Google results to appearing at the top of Google’s page one when shoppers searched for a dealer to buy from or service with.
Clicks from the Auto Group site to dealership websites increased 261%, turning the parent site into a consistent source of traffic to dealership inventory, service, and contact pages.
Organic search now consistently drives vehicle inquiries, service appointment requests, and parts inquiries.
Multiple Nielsen dealerships now rank in the top three positions for high-value New Jersey dealership searches, often filling page one with Nielsen-owned listings.
Dealership-Level Wins
Rather than focusing only on the auto group parent site, Single Throw built wins for every dealership.
Here are a few examples of results:
Demand grew where it matters most: inventory and service.
Search Visibility Improvement Examples
- Key dealership searches moved from being buried on page 4 and beyond to top of page one positions
- Previously mid-page results improved into top page one visibility
- These visibility gains supported increased inventory views and service appointment requests
Nielsen Ford of Morristown
Sessions
Nielsen Ford of Morristown
Shoppers Visiting New Inventory Pages
Nielsen Ford of Morristown
Service Appointment Requests
High-intent inventory traffic, like shoppers ready to buy or schedule service, increased year over year.
Search Visibility Improvement Examples
- Service-related searches improved from pages 4–5 to top page one positions
- Used inventory searches moved from page 3 and beyond into prominent page one placement
- Increased visibility directly supported higher inventory inquiries and service requests
Nielsen Dodge Chrysler Jeep Ram of Morristown
Sessions
Nielsen Dodge Chrysler Jeep Ram of Morristown
Used Inventory Traffic
Nielsen Dodge Chrysler Jeep Ram of Morristown
Inventory conversions and actions
Strong dealership-level results led to consistent increases in rankings, traffic, and leads across the entire Nielsen group.
Groupwide Results
Sitewide Performance
Groupwide Results
Average Ranking Improvement
Multiple dealerships now hold top-three positions on Google’s page one across NJ searches
Own the Search, Own the Market - Or Your Competitors Will
Your competitors aren’t waiting for you to get this right, and they’re thrilled to see that you aren’t. Together, we’ll combine our 24+ years of solving complex multi-location automotive marketing challenges with proven, ROI-driven models to integrate your unique value and capture unrealized market share.
What Happens When Auto Group and Dealership Sites Work as One System
Most auto groups market each dealership separately. That approach limits growth and forces locations to compete against each other in search.
When the Auto Group parent site and dealership sites are built to work together, Nielsen shows up more often across Google and AI-generated search results, leaving no search result space for competitors to occupy.
Single Throw delivers:
Multi-location search strategies designed to maintain strong rankings over time, not short-term spikes in traffic and conversions
Dealership-level gains that also strengthen the Auto Group site, so every location benefits
Content built to perform in Google search, AI-generated answers, and local results
Strategies based on how buyers search and take action, tied directly to website traffic and form submissions, phone calls, and service appointment requests.