How we helped Lindskrog outrank the market’s strongest player
Lindskrog wanted more visibility on Google – a space dominated by one of Sweden’s heavyweight parking operators. Rather than slug it out over the broadest keywords, Topdog found a way around the problem. The result is a 40% increase in conversions and organic traffic that holds firm even when Google updates its algorithms and competitors slip.
The challenge
The biggest obstacle was a competitor that is, for all practical purposes, immovable. On broad terms such as “parking Arlanda”, it is simply too strong to beat.
Some rivals in the segment also leaned on tactics Google would normally penalise but that occasionally slip through in this niche. At the same time, Google’s algorithms were growing more sensitive to pages that overlap in topic and search intent.
The project also involved several external parties, all of whom had to pull in the same direction. Keeping them aligned – so that each change was implemented correctly and on time – called for clear, straightforward dialogue with everyone involved.
Goal
Lindskrog wanted to build enough organic traffic to ease its dependence on paid ads, while ranking as close as possible to the market leader on the searches that actually win business.
Strategy and approach
We accepted early on that the broadest keywords were the wrong battlefield, and focused instead on the more specific long-tail terms Lindskrog could realistically win.
The work began by mapping the content opportunities around parking and long-stay parking at Arlanda. We created new landing pages, removed internal competition between existing pages and pruned content that overlapped in search intent. A deliberate optimization for featured snippets let Lindskrog claim “position zero”, showing its pricing above the market leader.
In parallel, we developed a sustainable link strategy built on natural links and ran a UX review of the converting pages, recommending improvements that the client put live.
We also standardised Lindskrog’s information across external platforms and built a consolidated review page pulling in ratings from Trustpilot and Google – which strengthens both the customer journey and how AI models understand the brand.
The result
Lindskrog has grown its organic traffic and now appears in featured snippets above one of the market’s strongest players on key commercial keywords.
The groundwork was so thorough that visibility in Google’s AI mode arrived as a bonus, with no separate effort required.
Just as important is the stability. When Google updates its algorithms and competitors lose traffic, Lindskrog holds its ground – a sign the work was built to last.
Reliance on paid advertising is down, and SEO is now part of Lindskrog’s day-to-day operations rather than a one-off project.