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Building authority and visibility for a trusted caravan brand

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Background

Ropers Caravan World is a family-run business based in Catterick, North Yorkshire, established in 1981. With over 250 years of combined industry experience, they are a leading retailer of new and used caravans and motorhomes, and an approved dealer for Bailey Caravans. Known for their expertise and personal service, Ropers partnered with Bronco to strengthen their digital footprint – spanning web development, SEO, social media, and digital PR.

Objective

Ropers’ digital goals were multifaceted. First, they needed a stable, high-performing website to showcase an ever-changing inventory of caravans and motorhomes, and to support customer enquiries and showroom visits. Alongside this, they wanted to improve organic visibility, particularly for non-branded searches, and establish Ropers as an authority in the caravan sector through earned media placements. Conversion-led SEO, dynamic content, and media recognition were key to competing with national retailers and aggregator platforms.

Solution

To meet these goals, we developed a digital strategy focused on three pillars: a robust, scalable website; an adaptive SEO approach; and reputation-building through digital PR. Each element was designed not only to deliver short-term gains but also to lay a foundation for long-term authority and visibility in a competitive market.

A website built to scale with the business

Although produced some time ago, the bespoke website we built for Ropers continues to serve as a stable, high-performing platform. It replaced their ageing WordPress setup with a custom build designed for performance, flexibility, and future growth. While not packed with advanced ecommerce features, the site has supported a responsive, conversion-friendly user experience. Importantly, it laid the groundwork for all ongoing SEO and marketing activity.

Driving SEO success with smart, evolving strategies

Our SEO strategy for Ropers balances technical improvements with audience-focused content. We continually track trends in consumer queries, seasonal demand, and new model launches, creating content that targets both experienced caravanners and newcomers. Keyword planning is informed by PPC performance and organic search trends, allowing us to prioritise high-converting terms. Content is developed around emerging products, new brand launches, and frequently asked questions – helping Ropers stay ahead of competitor and marketplace sites.

Strengthening brand trust with Digital PR

To boost domain authority and reach within the caravanning community, we launched targeted digital PR campaigns. This involved brainstorming campaign angles, crafting outreach materials, and securing placements in well-respected publications. Ropers has since been featured in key outlets like Caravan Times and Practical Caravan, adding high-quality backlinks and brand credibility. These campaigns also provided valuable referral traffic and visibility in a competitive niche.

Outcome

Over the past 12 months, Ropers has seen meaningful gains across all core digital metrics. Search impressions and clicks more than doubled year-on-year, while non-branded impressions and clicks more than tripled – evidence that the brand is now reaching beyond existing customers and building new visibility.

Content is continually refined to reflect real user search behaviour, and product listings are adapted to maximise exposure and conversion. Meanwhile, targeted digital PR has positioned Ropers as a respected voice in the industry, strengthening SEO signals and building brand trust.

By combining technical capability with smart strategy and consistent media outreach, Bronco has helped Ropers stay ahead of the curve – ensuring their digital presence works as hard as they do on the forecourt.