How Cazoo Grew to 1 Million Visitors (and IPO'd for £6bn)

More eCommerce SEO Case Studies

This is a Premium SEO case study. Access the full library for £17 per month.

The British online car retailer, Cazoo, went from launch to £6 billion IPO in ~2 years.

In this case study, I sat down with their former Head of Organic Performance, Andy Francos, who led SEO from the very start.

There are no hacks in this story.

Cazoo case study SEO graph

A career in organic performance has crafted Andy into a customer-centric strategist, focused on:

  • The user experience
  • The brand

In a company destined to be a household name, it was essential to align optimization and discoverability for their key terms with clean UX and customer-centric decisions.

And, ultimately, sticking to a strong customer-centric ethos paid off.

Expect to learn

Part One: How do wider brand campaigns impact SEO (e.g. TV ads, PR, and sponsoring football teams)

Part Two: How Cazoo chose keywords (and their on-page strategy)

Part Three: Cazoo’s Traffic Growth Results

Part Four: How SEO informed product launches at Cazoo

The Role of SEO in IPOs

About the Creator

Andy Francos is Head of Commercial Marketing UK at, he was Cazoo's organic performance director from launch through to IPO.

In the past, he's lead the SEO strategy for brands like Publicis Media, Starcom, and Wavemaker. He's been in SEO since 2006.

A Sneak Peek Inside

In this LinkedIn carousel, I shared part one of the case study: How brand and SEO work together. Read it here.

brand and SEO work together

Unlock the full case study below 👇

The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

How to customize formatting for each rich text

Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.

Read the full strategy teardown

Steal the secrets to +30 SEO case studies, including this one. So you can continue to stay at the cutting-edge of search-led growth.

Unlock Case Study
How Cazoo Grew to 1 Million Visitors (and IPO'd for £6bn)

A How the F*ck Project

CN: 13705837 Westbury Court Church Road, Westbury On Trym, Bristol, United Kingdom, BS9 3EF