Comprehensive analysis of the OLX Group automotive verticals
Otomoto (PL)·Standvirtual (PT)·Autovit (RO)
May 2026 · Jose Luis Hernando · SEO/GEO Lead Motor, OLX Group
OLX Motor Stack - Full History
Monthly Clicks Across 28 Months (Jan 2024 → Apr 2026)
The shape of the year - read with care: the May 2025 step (~25M → ~34M, ~+65%) is a GSC data backfill, not a real traffic event - same magnitude appeared on all three markets the same month with no underlying cause (see next slide). The Jul-Aug 2025 Discover inflection that pushed the stack to ~68M in Oct 2025 is real. Since the Oct peak the stack has wobbled in the 49M-65M band. Using a post-backfill baseline (Jun 2025) gives a cleaner ~+40% YoY read; the headline "+159%" partially reflects the backfill, not organic growth.
The risk shape, too: Of the +40M monthly clicks gained Apr 2025 → Apr 2026, roughly 24M sit on Google Discover. That's not a moat - it's a channel that can re-rate down (as it already has in Standvirtual, −35% from Oct 2025 peak). The strategic question is how quickly we convert Discover-borrowed traffic into Web-search durable traffic.
⚠ Read all YoY numbers with this caveat
The May 2025 Step Is a GSC Data Backfill, Not a Real Event
+65%
🇵🇱 Otomoto · Apr → May 2025 in one month
20.7M → 34.2M clicks
+73%
🇵🇹 Standvirtual · same month
Identical pattern, no local cause
+59%
🇷🇴 Autovit · same month
Three markets, one root cause
Evidence (Otomoto, Apr → May 2025)
Reading
What it kills
98.95% same pages · only 1.05% of May clicks came from pages new since April
27.0M of 27.3M May clicks were earned by pages already earning in April
"Ad-detail indexation expansion" theory
Avg position got worse · osobowe/category 14.87 → 15.38
Top sections didn't climb - they earned more clicks at lower ranks
Conclusion: the +65%/+73%/+59% three-market step in May 2025 is a GSC data backfill — most likely previously-anonymized queries getting re-attributed. Any "YoY" crossing May 2025 overstates real growth. Clean post-backfill baseline = June 2025, which gives ~+40% YoY driven almost entirely by the Jul-Oct 2025 Discover ramp.
OLX Motor Stack - Otomoto · Standvirtual · Autovit
Key Performance Indicators (Apr 2026)
65.4M
Total clicks / month across the 3 markets
▲ +159% YoY combined
40.6M
Web Search clicks (3-market sum)
▲ +63% YoY
23.9M
Google Discover clicks (3-market sum)
37% of total · new channel · already volatile
861M
Total impressions / month (3-market sum)
▲ +200% YoY
Market
Total Clicks
Web
Discover
Impressions
CTR
Brand share
YoY clicks
🇵🇱 Otomoto
53.94M
32.9M (61%)
20.3M (38%)
684M
7.88%
52%
+160.7%
🇵🇹 Standvirtual
5.30M
3.58M (68%)
1.65M (31%)
84.9M
6.24%
54%
+185.9%
🇷🇴 Autovit
6.13M
4.12M (67%)
1.92M (31%)
92.8M
6.60%
34%
+126.3%
Three markets, one stack: Otomoto carries ~83% of motor stack clicks but STV + ATV are growing faster on a percentage basis. All three rely heavily on Google Discover (31-38%) - a channel that drove the Apr 2025 → Apr 2026 acceleration but is already declining from its 2025 peaks. Platform-level SEO improvements compound across all 3 properties.
YoY click figures (+126% to +186%) cross the May 2025 GSC data backfill - see prior slide. A clean post-backfill YoY (Jun 2025 → Apr 2026) is ~+40% across the stack.
Google Trends - 5 Year View
Brand Search Demand is Declining
All four marketplace brands sit below their 2021-2022 Google Trends peaks (relative index, not absolute clicks).
Google Trends
5-Year Brand Demand by Market
🇵🇱 Poland
🇵🇹 Portugal
🇷🇴 Romania
🇫🇷 France
Google Trends
Brand Demand Key Takeaways
-50%
Otomoto (PL)
100 → 50
-56%
Standvirtual (PT)
100 → 44
-66%
Autovit (RO)
100 → 34
-40%
La Centrale (FR)
100 → 60
Implication:Both brand AND broad-category search are declining. Marketplace brand demand fell -40% to -66% over 5yr; the generic head term "samochody używane" fell ~50% (PL Trends, in lockstep with the brand decline). Where demand has grown is specific attributes (SUV up ~40% over 5yr) and specific models (e.g. Toyota RAV4 up ~50% in 2025-26).
Decline asymmetry: La Centrale (-40%) and Otomoto (-50%) have the gentlest decline. Autovit is dropping fastest at -66% - still SERP-dominant (9/15 at #1) but losing brand mindshare quickest. AutoScout24 remains weak across all markets.
OLX Motor Stack
Brand vs Non-Brand Traffic - Cross-Market
🇵🇱 Otomoto (Apr 2026)
9.54M brand · 8.67M non-brand
🇵🇹 Standvirtual (Apr 2026)
1.26M brand · 1.07M non-brand
🇷🇴 Autovit (Apr 2026)
0.87M brand · 1.71M non-brand
Non-Brand Click Share by Market (Monthly Trend)
Asymmetric brand dependency: ATV at 66% non-brand (closest to target), STV at 46% (most brand-reliant). Playbook tuned per market: STV aggressive, ATV defensive, OT balanced.
Target: ~85% non-brand / 15% brand. Goal is not to shrink brand — keep it strong and grow it. Non-brand share should grow because non-brand grows faster.
GSC anonymization caveat: 60-70% of clicks are query-anonymized — real non-brand share is materially higher.
OLX Motor Stack - Section by Section
Where the Traffic Actually Lives
Cars carry the stack, ad-detail eats nearly half, and one market has lost its informational engine
Otomoto - All Verticals
Traffic by Site Section
Section
Clicks (Apr 2026)
Share
CTR
YoY Change
Ad Detail (osobowe/oferta)
19.7M
43.3%
6.48%
+9,048%
Category Listings (osobowe)
11.6M
25.6%
7.52%
+34.4%
Homepage
6.5M
14.4%
59.58%
+80.1%
Dealer Subdomains
2.6M
5.6%
17.38%
+39.1%
Motocykle
1.2M
2.6%
5.49%
+172.4%
News / Editorial
0.9M
2.1%
4.81%
+73.6%
Maszyny Rolnicze
0.5M
1.1%
5.58%
+1,817%
Dostawcze
0.5M
1.0%
6.45%
+487.6%
Czesci (Parts)
25K
0.1%
3.44%
Migrating to OLX
Leasing
8.1K
0.0%
1.06%
-37.6%
Cars (osobowe) = 69% of all traffic. Non-car verticals growing explosively from small bases. Leasing is the only declining section.
OLX Motor Stack
The Ad Detail Page Dilemma - Platform-Wide
Ad detail pages are the largest section across all 3 markets and the surface most exposed to Google Discover. The scale is real and uniform; the mechanism (and how to mitigate) is on the next slide.
Market
Ad-Detail Clicks (Apr 2026)
Share of Total
Discover Share
YoY
From Peak
🇵🇱 Otomoto
19.7M
43.3%
37.7%
+9,048%
Watch
🇵🇹 Standvirtual
1.86M
35.1%
31.2%
+3,393%
−35% from Oct 2025
🇷🇴 Autovit
2.11M
34.4%
31.3%
+2,563%
−8% from Dec 2025
~30-40%
Discover share - every market
Single channel risk across the stack
Soft-expired
Page state after listing closes
Page persists with "no longer available" template + similar-ads carousel - but conversion value collapses
~24M
Discover clicks/month at risk (3-mkt)
Aggregate exposure on a single Google channel
Cross-market reading: Almost identical Discover dependency on ad detail across the three markets (31-38%) and almost identical YoY shape - this is platform behaviour, not market-specific strategy. STV is already showing the downside (-35% from Oct 2025); ATV starting to follow (-8% from Dec 2025). The mechanism and the recovery options are walked through next.
Ad Detail · How the Value Collapses
The Problem Chain - and Two Ways to Cushion It
The Problem Chain:
Discover surfaces car listing (with photos)
→
User clicks ad detail page (osobowe/oferta)
→
Listing sells/expires (no longer available)
→
Conversion value collapses (no inventory to transact on)
What users see when they click a Discover-surfaced ad that has expired.
What actually happens at expiry:
→ Page persists with a soft-expired template ("no longer available")
→ Shows a similar-ads carousel as a recovery surface
→ Original listing's content, photos, intent are gone
→ Page can receive impressions, but CTR and conversion both collapse - Discover loses interest, listing has nothing to convert
Not a hard 410 - it degrades. But the marketplace value (a specific car, city, price) evaporates the moment the listing closes.
Shift weight toward category pages: /osobowe/hyundai/tucson · /carros/tesla · /autoturisme/bmw/seria-3 are evergreen — SEO investment compounds. Ad detail is a treadmill. Autovit shows the target state: category-autoturisme (38%) outperforms ad-detail (34%).
Make the expired-ad surface work harder: Keep the page (external links + Discover don't break), but turn the "similar ads" carousel into a true "find me one like this" experience — same model, generation, fuel, price band, city. A smarter recovery surface could preserve most of the click value.
OLX Motor Stack - Web vs Discover
Same Inflection, Same Risk, Three Markets
🇵🇱 Otomoto
🇵🇹 Standvirtual
🇷🇴 Autovit
Discover inflection is uniform across the stack: All 3 markets saw Discover go from zero to 30-40% of total clicks between Jul-Aug 2025. Same template behavior, same Google decision. ~24M clicks/month across the stack now ride on this single channel. STV already shows the downside - Discover clicks peaked at 2.55M in Oct 2025 and have since dropped to 1.65M (−35%). The Discover bump is a platform-wide tailwind, not a strategic moat - treat it as borrowed traffic until further notice.
🇵🇹 Standvirtual - Cars (Carros)
Market Snapshot
5.3M
Total Clicks / Month (Apr 2026)
▲ +185.9% YoY
3.58M
Web Search Clicks
▲ +97.3% YoY
1.65M
Google Discover Clicks
31% of total · same platform pattern
54%
Brand share of clicks
Most brand-dependent OLX motor market
Section
Clicks (Apr 2026)
Share
YoY Change
Note
Ad Detail (anuncio)
1.86M
35%
+3,393%
Discover-driven
Category Carros
1.28M
24%
+68.2%
Healthy listing growth
Homepage
1.10M
21%
+112.1%
CTR 48.9% (vs Otomoto 59.6%)
Category Motos
101K
1.9%
+157.7%
Small but growing
Category Comerciais
14K
0.3%
+78.6%
Underdeveloped
Editorial (/diarioautomovel/)
141K
2.7%
+74.7% YoY (80,656 → 140,841)
Isolated from marketplace
Editorial migrated to /diarioautomovel/ ~Aug 2024 with no 301s — lost 360 /blog/* URLs that earned 444K Apr-Jul 2024. New path now 141K/mo (+74.7% YoY) but isolated from marketplace. Fix: 301 high-value /blog/* URLs + integrate /diarioautomovel/ into sitemap + link graph.
🇷🇴 Autovit - Cars (Autoturisme)
Market Snapshot
6.13M
Total Clicks / Month (Apr 2026)
▲ +126.3% YoY
4.12M
Web Search Clicks
▲ +56.9% YoY
1.92M
Google Discover Clicks
31% of total · same platform pattern
66%
Non-brand share of clicks
Healthiest non-brand profile in motor stack
Section
Clicks (Apr 2026)
Share
YoY Change
Note
Category Autoturisme
2.35M
38%
+50.7%
Dominant section - listings doing the work
Ad Detail (anunt)
2.11M
34%
+2,563%
Discover-driven
Homepage
0.72M
12%
+65.9%
CTR 37.7% (lowest of the 3)
Editorial / Blog
251K
4.1%
-6.7%
Holding ground but eroding
Category Moto
23K
0.4%
+402.8%
Off small base
ATV is the most balanced market: Category-led (38%), healthiest non-brand share (66%), 15/15 SERP coverage with 9 at #1, editorial still contributing. Treat ATV as the benchmark.
Editorial proof point: One ATV post (martorii-de-bord, dashboard warning lights) drives 13.5K clicks/mo at 4.78% CTR — evidence practical "how-to" content earns major share. STV could replicate immediately.
The Biggest Growth Levers
Taxonomies & On-Page are ~10× Every Other Lever
Multi-millions of clicks/mo addressable across PL · PT · RO on the shared stack - while every other named lever (lease, dealers, editorial, new cars) sits in the 30-130K range.
Otomoto - Cars: Taxonomy Expansion
Taxonomies - Discovered by Google, Under-Exposed by Us
Micelio crawl said "fuel/body/gearbox don't exist" — but GSC shows Google found them via search history. Gap is not "doesn't exist" — it's not deliberately exposed, scaled, or treated.
Taxonomy level
URL pattern
Pages found (Micelio)
URLs ranking (GSC)
Clicks (Apr 2026)
Status
Make / Model (± Location)
✅ Clean
106,400
-
(part of category 11.6M)
Exists — optimise titles + attributes
Make only
✅ Clean
2,441
-
-
Mostly noindexed
Generation (version/trim)
⚙️ Param
12,137 (crawler)
1,347
1,480,488
WORKS - replicate the pattern
Fuel type
⚙️ Param
62 (crawler missed)
508
113,109
Partial - scale + expose
Body type
⚙️ Param
0 (crawler missed)
92
9,919
Tiny - scale dramatically
Gearbox
⚙️ Param
0
9
0
Not exposed
Price range
⚙️ Param
15
~9 (price-related)
0
Not exposed
Year / Colour
⚙️ Param
1
68
207
Almost nothing
The gap is "not deliberately exposed": Generation works (1.34K URLs / 1.48M clicks) because the platform exposes it. Body, gearbox, year, colour, price exist as params but aren't linked — bulk of indexable surface is invisible. Scale the patterns that work; noindex the dead weight.
Otomoto - Cars: Taxonomy Action Plan
Three Moves to Unlock the Hidden Surface
1. Sitemap + internal-link exposure for fuel × body × gearbox × price combinations at the make/model layer (the generation playbook). Param URLs already prove this works — 1.34K generation URLs / 1.48M clicks.
2. On-page attribute treatment on every facet page (param or otherwise): title + H1 + intro + Vehicle schema focused on that page's one attribute. This is what closes the rank-5-to-rank-1 gap, not the URL form.
3. Canonical hygiene on multi-filter combinations and pagination — one canonical destination per attribute combination so we don't fragment Google's signal across ?fuel=…&body=…&page=… variants.
Cross-market signal: Standvirtual already exposes /carros?filter_enum_fuel_type=electric (14K clicks) and a motos body-type URL (motor-125, 7.7K clicks). Autovit has fuel+generation. None has the complete picture. Same platform, same fix benefits 3 markets.
Otomoto - Param URL Traffic Deep Dive
What Filter Params Actually Earn (Apr 2026)
All URLs with query strings across Otomoto. Direct GSC × Glue query, not estimates.
3.6%
Share of total Otomoto clicks
1.64M of 45.5M clicks · 13.9K URLs
90.4%
Of param clicks come from filter_enum_generation
1.48M clicks · 1,347 URLs · 1,100 clicks/URL avg
6.9%
filter_enum_fuel_type share
113K clicks · 508 URLs · 223 clicks/URL
0.6%
filter_enum_body_type share
Only 92 indexed URLs sitewide · 10K clicks
Car-attribute params (should rank)
Param signature
Indexed URLs
Clicks
Verdict
generation alone
1,287
1,480,488
Works — extend pattern
fuel_type alone
460
112,919
Works at small scale
body_type alone
91
9,917
Almost no indexable surface
fuel_type + generation · body_type + fuel_type
1 each
2-6
Real attribute combos — gap
Pagination params (noindex targets)
Param signature
Indexed URLs
Clicks
Verdict
page + page + generation
1,206
24,624
Pages 2-9 canonical. 10+: robots.txt block
Headline: A single attribute (generation) does 90% of param traffic. Body, gearbox, price barely exist as indexable surfaces.
Which sections lean on which param pattern, and where pagination clicks actually live. Same GSC × Glue April 2026 dataset as the prior slide.
Params by section
Section
Top param
Clicks
osobowe
generation
1,481,475
osobowe
fuel_type
109,216
motocykle-i-quady
body_type (motor-125…)
3,700
dostawcze
fuel_type
2,009
czesci
parts-category
2,370
maszyny-budowlane
make
1,040
Motos already use body_type successfully (motor-125 etc.) - proof the platform supports it; just not wired for cars.
Pagination distribution
Page
URLs
Clicks
% of pagination
2
622
8,680
32.7%
3
457
16,393
61.8%
4-5
173
1,218
4.6%
6-10
103
83
0.3%
11-50
177
37
0.1%
50+
407
128
0.5%
Read: pages 2-3 leak ~25K clicks/month that should accrue to canonical category pages. Pages 4-9 = trickle. Pages 10+ = pure crawl waste (584 URLs, ~165 clicks total). The fix splits at page 10: canonical for pages 2-9; robots.txt block from page 10 onwards.
Three concrete actions: (1) Replicate the generation pattern for body/gearbox/fuel/price on osobowe. (2) Build real attribute combinations — fuel + generation, body + fuel have 1 URL each today. (3) Two-tier pagination: pages 2-9 canonical; pages 10+ robots.txt block. Compensate ad-discovery via sitemap.xml + "similar cars / recent listings" modules.
Otomoto - Cars: The Biggest Quick Win
On-Page Attributes Are Under-Surfaced
The gap is two-layered. (1) Destination gap: high-demand attribute combinations have no dedicated page (no "electric cars", "BMW electric", "electric SUVs", "diesel SUVs", "hybrid kombi"). (2) Treatment gap: where pages exist (mostly param URLs), the attributes users search appear only in the URL — not in title, H1, text, or schema. Both layers cap rankings.
What's already working — proves the platform can rank attribute pages:
All param URLs add up to just 3.6% of Otomoto's clicks (1.64M of 45.5M).90.4% is generation alone; fuel 6.9%; body 0.6%; multi-filter combos ~0.
Body, gearbox, price
Attributes with NO indexable surface at all
Not as text, not as param, not as schema
~0%
Category pages with attribute terms in title / H1 / intro
Even working param URLs use the bare template
0
Pages with Vehicle / Car schema
Attributes invisible to AI / structured-data consumers
0%
Titles with buying-intent terms (używane, oferty, na sprzedaż)
Brand+model+location alone leaves intent on the table
Otomoto - On-Page · Layer 1 of 2
Destination Gap: Pages That Don't Exist Yet
Otomoto has the inventory for every fuel × body × make combination, but the destination pages don't exist. Users land on the homepage, a make page, or a generic filter — never a page actually about their attribute combination. URL form (param vs clean) is not the lever — what's missing is a destination page with proper attribute treatment.
Single attribute
User searches:
"samochody elektryczne"
❌ Today:?filter_enum_fuel_type=electric exists but template treats it as a generic listing - no "samochody elektryczne" anywhere on-page
✅ Needed: a destination page about electric cars (URL form: indifferent - param fine if treated properly)
Make × fuel
User searches:
"bmw elektryczne"
❌ Today: 1 indexable make+fuel URL, 6 clicks. No destination page for "BMW electric" exists in any form.
✅ Needed: BMW-only EV destination - internally linked from /osobowe/bmw, with H1/intro about electric BMWs
Body × fuel
User searches:
"elektryczne SUV-y"
❌ Today: 1 body+fuel combo URL, 2 clicks. No destination for "electric SUV" at all.
✅ Needed: electric-SUV destination - schema bodyType=SUV · fuelType=Electric, intro about electric SUV variants
Same gap repeats across every combination:diesel SUV, hybryda kombi, automat do 30 000 zł, elektryczne hatchback. The inventory is there; the destination + treatment is what's missing.
Otomoto - On-Page · Layer 2 of 2
Treatment Fix: One Attribute Per Page, Done Right
Each destination page targets one intent — surfacing that one attribute clearly in title, H1, intro, schema. Electric-cars page says "samochody elektryczne". Electric-SUV page says "elektryczne SUV-y". Brand+model pages stay about brand+model.
Today's template (every category page):
Title: "Hyundai Tucson Warszawa - Samochody Osobowe - Otomoto.pl"
H1: "Hyundai Tucson Warszawa" — no descriptive paragraph; straight into listing grid
Right pattern — one attribute per page, surfaced cleanly:
Intro: "342 oferty. BMW iX, Tesla Model Y, Audi e-tron…"
Schema:bodyType=SUV · fuelType=Electric
Why this caps rankings: Indexable param URLs rank at avg position 5-6, not 1-3 — the page itself doesn't reinforce the one attribute the URL is about. ?filter_enum_generation=gen-e90 ranks despite the title only saying "BMW Seria 3 Warszawa"; if title+H1+intro+schema said "BMW Seria 3 E90", it would rank 1-3. Same template engine on STV + ATV — one fix benefits 3 markets.
A New Topic
Beyond Used. Owning New Cars Too.
The platform is perceived as a used-car marketplace. The opportunity is to own new cars with the same authority.
Otomoto - Growth Lever
New Cars: The Authority Gap
Today:
"Otomoto = used cars"
→
Target:
"Otomoto = THE automotive marketplace"
Used + New + Leasing + Parts + Commercial
How to build new-car authority
Dedicated Taxonomies
→ /nowe/[make]/[model]
→ "Nowe samochody" category pages
→ New-car price pages per model
→ New vs used comparison pages
Editorial → Stock Linking
→ New-car reviews link to new stock
→ Model launch articles → listings
→ Comparison guides (new vs new)
→ Price tracking / market reports
Proprietary Data Pages
→ Avg new-car prices per model
→ Dealer inventory depth signals
→ Price history / depreciation
→ Regional availability maps
Why this matters for GEO: AI engines need authoritative sources for pricing + availability. Publishing proprietary data for new + used makes Otomoto the cited source — not manufacturer MSRPs.
3 markets, same gap: STV already proves it (BYD pages at 11K/mo), ATV dominates new-model queries (Zeekr 9x, BMW M3, BYD in top 30). Scales across the shared stack.
Otomoto - INFORMATIONAL Pillar · The Problem
New-Car SERPs are Owned by Manufacturers + AI Overviews + autocentrum
Otomoto owns used cars — but isn't in the picture for new-car info queries (price, specs, dimensions, range). The slot is split between manufacturers, the AI Overview at the top (which cites them), and 3rd-party aggregators. We want to displace all three.
Control brand narrative. Specs + MSRP + configurator. Top 1-3 in SERP. Cited by AIO for spec questions.
Layer 2 — AI Overview
Pulls from manufacturer + autocentrum + EV blogs
AIO on ~13% PL car queries today (growing). Otomoto never cited. AIO answers "BMW i4 cena" with someone else's data.
Layer 3 — 3rd-party aggregators
autocentrum.pl · samochody.pl · mototarget.pl
Thin spec pages with estimates but at scale. autocentrum.pl/dane-techniczne/ alone earns ~641K/mo — the biggest car-info surface in PL. No real prices, no inventory.
Concrete examples — Otomoto absent from top 10 for new-car info queries
Query
Top 3 today
AI Overview source
Otomoto
bmw i4 cena
bmw.pl · autocentrum.pl · samochody.pl
bmw.pl + autocentrum.pl
Not in top 10
tesla model y zasięg
tesla.com · autocentrum.pl · EV blogs
tesla.com + EV blogs
Not in top 10
hyundai tucson wymiary
hyundai.pl · autocentrum.pl · samochody.pl
hyundai.pl
Not in top 10
toyota corolla 2025
toyota.pl · autocentrum.pl
toyota.pl
Not in top 10
byd seal cena
byd-electric.pl · autocentrum.pl · EV blogs
byd-electric.pl
Not in top 10
Otomoto - INFORMATIONAL Pillar · New Surface
A /info/ Namespace: Specs, Price, Dimensions, Trunk, Interior, Range
A separate URL space (/info/<make>/<model>) that attacks research/specification queries — distinct from marketplace listings and from long-form editorial. Three surfaces, three intents, one cross-linked authority.
Single-URL pattern matches what wins SERPs today (autocentrum, edmunds). One comprehensive page concentrates link equity; section schema (Vehicle, VehicleDimensions, Offer, FAQPage) signals the parts to Google + AI engines.
Otomoto - INFORMATIONAL Pillar · The Opportunity
~1M+ Monthly Visits Addressable Across PL · PT · RO
Scale of the opportunity (PL alone)
~120K est. monthly traffic on top 10 [make] [model] cena queries (470K SV today)
~360-500K extended across all major makes/models (3× the top-10 baseline)
~641K dane techniczne category traffic (autocentrum benchmark)
~1M+ combined cena + dane techniczne addressable on /info/
Both query universes target the same /info/[make]/[model] URL — one page captures both, like autocentrum's /dane-techniczne/ pages do today.
The strategic shift: Stop being just "the marketplace for used cars" and become the centralised authority on every make/model in PL · PT · RO — new-car prices + offers, leasing, second-hand inventory, specs, dimensions, range — all on one URL per model. Manufacturers only know their own brand; autocentrum has thin estimates. Otomoto has the real cross-brand data + inventory + lease.
⚡ Programmatic foundation + editorial polish
One template, 4 data sources: manufacturer specs, marketplace listings, OtomotoLease offers, linked editorial reviews. ~500 models × 3 markets = ~1,500 pages from a single template. Editorial layer on top (model overview, curated photos, "what we'd buy") keeps the page feeling like a recommendation, not a spec sheet. Long-term moat: aggregators can't replicate live-price + inventory.
The headline /info/ opportunity. Both target the same URL. Real-market price + full spec sheet + manufacturer MSRP all on one page - structured for AI extraction
bmw i4 wymiary
bmw.pl / forums
Dimensions block + visual comparison vs similar models
WLTP + real-world (from owner anecdotes in listings) side-by-side
bmw i4 bateria / ładowanie
Manufacturer / EV blogs
kWh + AC/DC charging time table + connector compatibility
Why /info/ wins on GEO/AI: AI engines need structured, citable answers to "what does X cost?" / "what's X's range?" / "is X reliable?". /info/ pages stack Vehicle + AggregateOffer + FAQPage + Review schema with proprietary real-price data underneath - the structured passage they'll quote, with attribution. Coches.net is already cited by ChatGPT for Spanish car specs; the same role is open in PL/PT/RO.
Cross-market + phasing: Same template: otomoto.pl/info/ · standvirtual.com/info/ · autovit.ro/info/. Phase 1: top 100 models by used inventory (covers ~80% of model-search demand) - prioritise the EVs (Tesla, BMW i-series, Kia EV6, Hyundai Ioniq, BYD) given the high-intent EV query landscape; Phase 2: dimension/trunk/interior + range/battery deep-pages; Phase 3: year archives + trim variants. /info/ lives on the marketplace stack so it can read live listing data; long-form editorial stays where it is.
Dealers - Subdomain Network
When a Dealer Leaves, Their URLs Die With Them
Each dealer subdomain accrues organic equity. When the dealer churns off the platform, that equity evaporates - a quiet, recurring loss.
Otomoto - Dealer Subdomains
The State of the Dealer Network
2.55M
Dealer-subdomain clicks (Apr 2026)
▲ +61% vs Jan 2024 · ▼ −24% from Oct 2025 peak (3.35M)
2,069
Indexed dealer subdomains (Apr 2026)
▼ 3,998 → 2,069 since Jan 2024 (−48%)
1,243
Avg clicks / active dealer / month
▲ 397 → 1,243 (3.1× since Jan 2024)
36.7%
Annual dealer churn (Apr 25 → Apr 26)
990 of 2,700 active dealers went dark
The honest trajectory: dealer clicks were flat at ~1.5-1.8M/month for 18 months, jumped to 3.1M in May 2025 (GSC data backfill - Discover was zero that month; see "May 2025 step" slide), peaked at 3.35M in Oct 2025 on the real Discover ramp, then dropped back to ~2.5M and have stayed there. Subdomain count has fallen steadily through all of this (−48%). The network is doing two things simultaneously: consolidating (fewer dealers, each earning more), and absorbing Discover-volatility. The "+61% YoY" headline hides a "−24% from peak" reality.
Otomoto - Dealer Subdomains
The Annual Churn - and What Dies With It
Annual churn breakdown (Apr 2025 → Apr 2026)
Cohort
Dealers
Apr 2025 clicks
Apr 2026 clicks
Active Apr 2025
2,700
1,836,385
-
Still alive Apr 2026
1,710
1,708,238
2,501,163
Churned (zero clicks Apr 26)
990
128,147
0
990 subdomains went dark — 36.7% of active roster — walking off with 128K clicks/mo. Net section growth (+665K) comes entirely from survivors compounding.
Top 10 recent churners (Oct 2025 peak → Apr 2026)
Dealer
Oct 25 clicks
Apr 26
pestrol-rolnicze
5,379
0
certyfikowanevolkswagen
3,524
0
primecar
2,561
0
makarewicz
2,438
0
topcarimport
2,067
0
pieluszynska
1,888
0
uscars-lodz
1,680
0
Each was a working subdomain at the Discover peak — years of accrued authority, now serving zero. Multiply by hundreds in the long tail.
When a dealer leaves, the subdomain's equity dies with them. Platform doesn't capture or redirect it — permanently lost. 36.7% churn × ~130K clicks/mo evaporating, year after year.
The play — preserve the subdomain post-churn. Subdomain stays online, serves one templated page: short header ("0 ads for this dealer") + primary section ("Check dealers nearby") listing active dealers in the same region. User lands somewhere actionable, platform monetises residual demand, subdomain authority keeps working. One template; region/category from last-known profile. Turns "+665K survivors" into "+665K + ~130K preserved = +795K", every year compounding.
Lease - Structurally Subscale
Otomoto doesn't compete in the lease market.
8.1K clicks/mo (-37.6% YoY) is the GSC view. The market view: Otomoto ranks 11th with 1.70% share - and is missing 85,729 visits/month of addressable lease traffic on Polish queries.
Otomoto - Lease: Where We Stand in the Market
1.70% Market Share, 11th Place, 94.7% of Keywords Uncovered
Source: 2,202 PL lease keywords / 410,930 monthly searches (Ahrefs + DataForSEO). GSC view (8.1K clicks / -37.6% YoY / 1.06% CTR) is the symptom; keyword universe below is the underlying competitive position.
Adjusted opportunity (visits/mo if at #1, difficulty-weighted)
98.8% non-brand · 933 keywords drive 80% (Pareto)
Fragmented
No single player breaks 8% share
Top 4 are lease specialists with focused content + UX
Top 12 PL lease competitors (position-weighted share)
Domain
Keywords ranked
Share
Domain
Keywords ranked
Share
superauto.pl
321
7.93%
portal.toyotaleasing.pl
4
2.43%
vehis.pl
394
7.75%
bmw.pl
20
2.42%
automarket.pl
291
7.65%
multisalon24.pl
133
2.05%
carleasepolska.pl
251
6.31%
toyotabank.pl
24
1.97%
mleasing.pl
165
2.50%
go-leasing.pl
146
1.81%
🇵🇱 otomoto.pl (lease)
116
1.70%
kalkulator.vwfs.pl
77
1.65%
Reframe: The -37.6% YoY is the symptom; Otomoto Lease was never structurally competitive. 8.1K is the floor — +85,729 visits/mo sit on competitors.
Otomoto - Lease: The Path Forward
Top Missing Keywords → Four Moves That Change the Trajectory
Top missing lease keywords (Otomoto not ranking · ordered by adjusted opportunity)
Keyword
Vol/mo
Opp (adj)
Keyword
Vol/mo
Opp (adj)
leasing
24,000
+4,195
audi leasing
3,600
+816
leasing konsumencki
14,000
+3,220
mercedes leasing
3,500
+805
leasing samochodu
12,000
+2,401
vw leasing
3,100
+677
toyota leasing
6,800
+1,556
skoda leasing
3,000
+676
volkswagen leasing
5,600
+1,262
leasing kalkulator
3,000
+669
bmw leasing
4,700
+1,070
+ 922 more keywords across the Pareto 933
All eleven shown are pos 0 in the DataForSEO scrape (not in top 10) with no otomoto.pl ranking URL. Opportunity = difficulty-discounted gain at position 1.
What changes the trajectory — enhance, don't replatform:
Optimise existing lease URLs — titles, H1, intros, content tuned to keywords today's pages miss (leasing konsumencki, leasing kalkulator, [make] leasing). URL changes are expensive (product + indexing); lift is on-page.
FAQPage + Product/Offer schema on existing lease pages — 88% of lease SERPs have PAA; Otomoto owns 1 snippet vs ~100 PAA answers available.
Marketplace → lease internal linking — category/model/ad-detail pages link to matching lease offers. Compounds otomoto.pl authority into lease.
Leverage otomoto.pl authority — Otomoto can rank for "leasing" faster than vehis can rank for "samochody używane". The brand is the moat.
Editorial / News - INFO Pillar
Editorial Across Our Markets
Otomoto 950K · Autovit 251K eroding · Standvirtual 141K - all three sections live on the same separate editorial platform.
OLX Motor - Editorial / News
Editorial Performance by Market
Monthly editorial clicks per market, Jan 2024 → Apr 2026. Same shared platform — changes ship 3×, problems repeat 3×.
🇵🇱 Otomoto /news/
950,238
+73.6% YoY · /news/* first appears in GSC Aug 2024 at 99K
🇵🇹 STV legacy /blog/
0
Apr 2024 peak 137K → 22 by Sep → 0 from Oct · 360 URLs lost, no 301s
🇵🇹 STV /diarioautomovel/
140,841
+74.7% YoY · rebuilt from 31 clicks (Jul 2024)
🇷🇴 Autovit /blog/
251,127
-6.7% YoY · slow erosion from May 2025 peak (407K)
OT and STV grow at the same rate (+73.6% / +74.7% YoY). Both /news/* (OT) and /diarioautomovel/* (STV) first appear in GSC in Aug 2024 - consistent with a same-window CMS rollout. Same platform, same CMS, parallel growth curves. Both stepped up in May 2025 alongside the GSC data backfill visible in listings too, then OT kept climbing while STV plateaued.
ATV is the only market going backward. Sat at ~270-400K clicks/mo through 2024-2025 (peaked at 423K in Jul 2025), now decaying back toward 250K. Same stack as the growing markets, so the problem is content/refresh - not platform. ATV is sitting on the most mature editorial library and letting it rot.
OLX Motor - Editorial / News
What Actually Works: Top Editorial Pages by Market (Apr 2026)
Top 6 editorial pages per market by April 2026 clicks. Different shapes per market tell us different playbooks.
🇵🇱 OT /news/ - News-cycle driven
Page
Clicks
Umowa-kupna-sprzedazy.pdf
189,777
volkswagen-jetta-x-chiny
76,058
audi-rs-6-sedan-2027
44,271
volkswagen-touareg-nastepca
22,254
czy-lpg-sie-oplaca
21,365
najlepiej-sprzedajace-chinskie
20,544
Top 10 = 437K (46%). Model launches + news + one viral PDF (33.7% CTR).
🇵🇹 STV /diarioautomovel/ - Long tail
Page
Clicks
dacia-duster-hybrid-g-155
8,303
portagens-a2-a6 (toll guide)
5,481
motos-eletricas-todo-terreno
3,239
microcarros-eletricos-16-anos
3,031
xiaomi-su7-precos
2,505
valor-de-iuc 🔁
2,472
Top 10 = 33.6K (24%). No anchor. IUC page is re-published legacy winner — 83% lost from missing 301.
🇷🇴 ATV /blog/ - Utility / how-to
Page
Clicks
martorii-de-bord
13,535
redobandirea-permisului-suspendat
6,793
verificare-numar-inmatriculare
5,455
Contract-de-comodat-auto.pdf
4,263
top-masini-electrice-2021
3,941
martori-bord-dacia-logan
3,622
Top 10 = 49.8K (20%). 3 of top 10 = dashboard lights (one cluster, 20K). Evergreen utility — and the decay shows nothing's being refreshed.
Different shape, different playbook:OT — keep shipping launches fast; add more high-conversion utility PDFs. STV — recover IUC + carta-de-conduzir + carros-usados-5000-euros legacy URLs via 301 (14.7K / 9.0K / 8.2K each in 2024, now 2.5K / 1.4K / 1.5K). ATV — refresh top 20 utility pages quarterly; replicate the dashboard-lights cluster pattern.
OLX Motor - Editorial / News
Where the Clicks Live: Article Lifecycle by Market
Each article bucketed by months earning clicks. Reveals which markets live off a deep evergreen library vs a stream of single-month news hits.
STV's 80.5% churn = year-one /diarioautomovel/ news spikes. Surviving 266 articles gained +31K clicks — evergreens are real, the rest is noise.
🇷🇴 ATV evergreen share
95.1%
1,207 evergreens avg 6,066 clicks each. 7-12mo cohort averages 532 — next generation not replenishing.
🇵🇱 OT evergreen share
74.4%
9.66M from evergreens + 25% from articles < 1 year. Healthiest mix.
🇵🇹 STV evergreen share
59.1%
Library only 21 months old. Evergreens forming now; another year pushes past 75%.
Per-market interventions:ATV — replicate what legacy evergreens did (utility/how-to depth, not volume). OT — the model to aim at: deep base + 200/mo news factory. STV — consistency, not volume; let 7-12mo utility/EV articles age into the evergreen bucket.
OLX Motor - Editorial / News
Live Library vs Pages Actually Earning Clicks
CMS sitemap (snapshot 19 May 2026) vs pages earning ≥1 GSC click in Apr 2026. Gap = editorial content debt.
🇵🇱 Otomoto /news/
7,739 live · 5,187 earning
33% silent (2,552 articles)
Largest absolute dead pile (2.5K articles) but the youngest library is dragging the count - many are too new to have caught up yet.
🇵🇹 STV /diarioautomovel/
2,371 live · 1,620 earning
32% silent (751 articles)
Best ratio of the three despite the youngest section. The Apr-May 2025 utility refresh push is paying off - most of what's live is also earning.
🇷🇴 Autovit /blog/
3,474 live · 1,542 earning
56% silent (1,932 articles)
Worst signal:noise of the three. More than half of ATV's editorial library is published but dark in GSC - the decay story told as inventory.
ATV is sitting on a 1,932-article dead pile — published in CMS, in sitemap, zero Google clicks. Combined with 95% of earnings from evergreens + -6.7% YoY decline: library is aging without intervention. Most need refresh, internal links, schema — not removal.
Per-market actions:ATV — audit the 1,932 silent; refresh top 100 once-earning. STV — 32% silent is mostly recent publishes still ramping; prioritise the legacy /blog/* 301 recovery. OT — one-time prune of >12mo articles that never earned a click.
OLX Motor - Editorial / News
STV /blog/ → /diarioautomovel/: A Migration Without Redirects
What we found
Editorial migrated from /blog/* (on-platform) to /diarioautomovel/* (separate platform) around Aug 2024. No 301 redirects were put in place - /blog today returns 502 and the legacy URLs were dropped from Google's index.
Net traffic impact
Recovered. The section dropped from 137K clicks (Apr 2024) to a 80K trough (Apr 2025), then rebuilt to 140,841 clicks (Apr 2026, +74.7% YoY). Total editorial traffic is back to pre-migration levels and growing at the same rate as OT's /news/.
Lost equity (still recoverable)
360 legacy /blog/* URLs that earned ~444K clicks Apr-Jul 2024 were never redirected. Pattern is utility / how-to content - much of it has direct equivalents already published on /diarioautomovel/.
Recommendation - two parallel workstreams:
301 the high-value legacy URLs to live equivalents. Top legacy candidates (Apr-Jul 2024 clicks): /blog/valor-de-iuc-do-seu-veiculo/ (14.7K) → /diarioautomovel/valor-de-iuc-do-seu-veiculo; /blog/tirar-carta-mota/ (9.0K) → /diarioautomovel/tirar-carta-mota; /blog/carros-usados-5000-euros/ (8.2K) → /diarioautomovel/carros-usados-5000-euros; /blog/quais-sao-os-custos-da-legalizacao-de-um-carro-importado/ (8.0K); /blog/posso-conduzir-com-a-luz-do-motor-acesa/ (6.9K). Full list of 360 URLs in STV-Q28b.
Rebuild the legacy articles that don't have a current equivalent. Where there's no matching /diarioautomovel/ article, republish the legacy content on the new path - the search demand for these utility topics is durable (IUC tax, driving licenses, registration costs) and the equity can be earned back once a destination URL exists.
GEO / AI Visibility
The New Search is Already Live.
Editorial is the bridge: same content that wins comparison SERPs also wins AI citations. Otterly's May 2026 baseline quantifies where we are today.
Otomoto is the most-named marketplace in PL AI answers — 40% mention SoV, ahead of OLX.pl (24%) and autocentrum.pl (16%). But mentions don't equal sources: when engines actually cite a URL as evidence, only ~8% of citations are otomoto.pl. The 50% "Specific Inventory" tilt of the prompt set flatters even that. On the decision-stage Comparison pillar citation SoV collapses to 0.9% and pure editorial autocentrum.pl wins 76%. Same shape in PT (0.3% on comparison). In RO, autovit.ro takes 90% of comparison — the editorial pattern is the variable, not the engines. Translation: named everywhere, sourced rarely.
GEO Comparison Gap · PL
The Pillar We Lose: 0.9% Citation SoV on Comparison Prompts
Source: Otterly export, May 2026 · 200 PL prompts (28 "Car comparison") across ChatGPT, Gemini, Perplexity, Google AIO · ~15.9K citations on the comparison subset · Citation SoV = otomoto.pl citations ÷ all citations.
Otomoto Citation SoV by intent · PL
Tag
SoV
Specific Inventory
12.8%
General / Info
5.7%
Budget-Driven
5.0%
Persona-Driven
4.1%
Car comparison
0.9%
Transactional strength (12.8%) collapses 14× on the decision-stage pillar.
Who wins PL Comparison citations
Domain
Share
autocentrum.pl
76.0%
otomoto.pl
22.5%
Sprzedajemy.pl
1.5%
Everyone else
0.0%
autocentrum has zero inventory — wins on content alone.
How to read these numbers
Mention SoV = brand named in answer. Otomoto PL: 40% (#1 of 9) — we're known.
Citation SoV = our URL is the source. Otomoto PL: ~8%; comparison 0.9%. We're not the evidence.
Engines reward extractable editorial — listings get namedropped, articles get sourced.
PL · 0.9%
autocentrum.pl wins 76%. No marketplace breaks 25%.
PT · 0.3%
Guia do Automóvel + Razao + AutoUncle take 77%.
RO · 90.3%
Benchmark. Autovit's editorial dominates the same engines.
So what: Comparison = highest-intent prompt class. As AIO + ChatGPT browsing displace classic SERPs, this gap converts to lost clicks and lead share — autocentrum.pl monetises through ads, not us. Fix: Ship a comparison-stage editorial pillar (model-vs-model, cost-to-run, residual value) on OT + STV, structured for passage extraction. Autovit's 90.3% RO SoV proves the same engines reward the pattern.
GEO Measurement · Prompt Set v2
Rebalance Pillars · Measure Each LLM
Prompt mix · today vs target
Pillar
Today
v2 target
BUY
~92%
40%
SELL
0%
20%
LEASE
0%
15%
INFO
5%
25%
SELL & LEASE are unmeasured. INFO collapsed into "General".
Per-LLM blind spot
Otterly gives one column: All Engines. We can't see ChatGPT vs Gemini vs Perplexity vs Google AIO — the cross-LLM question we most need to answer.
Objective: Be #1 and #2 in SERPs (vertical + horizontal brand) across all 4 pillars. Not just rank - be the inevitable first stop for every automotive need. Own the transactional pillars (BUY, SELL, LEASE) and influence decisions through proprietary data (INFORMATIONAL). Same framework applies to cars, commercial vehicles, and agricultural machinery.
BUY Pillar - Deep Dive
Be Everywhere in the Buyer Journey
🔍
Awareness
Editorial content GEO/AIO citations "best used cars 2026"
Key insight: Transactional queries ("find me SUVs under 50K in my area") should be served by listings directly via WebMCP, schema markup, and API integration - not content pages. The BUY pillar needs both: informational touchpoints (awareness, research) to build authority, and transactional pages (taxonomy, listings) to capture the conversion.
Traditional Search
Own Every SERP Feature
The modern SERP has 10+ touchpoints. We should own them all.
Organic #1-2
Vertical + OLX dual-brand
Have it
Featured Snippet
Price data, model specs
Build
Image Pack
Photos, gallery, alt + metadata
Gap
PAA
FAQ schema · answer-first
Build
Video
40-80% of SERPs have video
Gap
Image Optimization = Multimodal Search Strategy
Google Images / Lens
Search by photo. Cars need alt text + Vehicle schema + optimised filenames. Today: generic filenames, no alt strategy.
AI Multimodal
ChatGPT + Gemini process images. Cars with structured metadata become AI-searchable. Our library is a competitive asset.
Discover Feed
20.3M clicks via car photos already. Better quality + metadata amplifies and diversifies beyond ad detail.
Goal: For any car-related query, OLX should appear in organic + image pack + snippets + PAA + local. Max SERP real estate = max inevitability.
OLX Motor Stack (PL · PT · RO)
SWOT - Cross-Market View
Strengths
OT 18.2M · ATV 6.1M · STV 5.3M brand+nonbrand clicks/mo
OT 13/15 · STV 14/15 · ATV 15/15 core car keywords ranked
Dual-brand SERP moat (vertical + m.olx.xx) in all 3 markets
ATV is the non-brand benchmark: 66% non-brand share
Shared stack = one fix benefits 3 markets
Weaknesses
Weak marketplace ↔ editorial internal linking across all 3 markets — authority doesn't compound
STV editorial migration lost 360 /blog/* URLs (444K clicks Apr-Jul 2024) — no 301s, /blog returns 502
Discover diversification — reduce single-channel dependency below 25% across all 3 markets
Platform leverage: OT, STV, and ATV share the same tech stack. Title, taxonomy, schema, and depth fixes implemented once benefit all three markets. The Discover bump already demonstrated this platform symmetry - strategic changes should too.
Thank You
Jose Luis Hernando · SEO/GEO Lead Motor · OLX Group
Technical SEO crawl · structure, links, page weight
Otomoto · May 2026
Site efficiency baseline
Caveats: (1) May 2025 GSC backfill — YoY crossing May 2025 overstates growth; clean baseline = Jun 2025 (~+40% real vs +159% headline). (2) GSC anonymization — 60-70% of clicks query-anonymized; non-brand shares are conservative floors. (3) La Centrale — GSC unavailable; only in Trends brand decline.
