Speedway Subaru
Speedway Automotive • Indianapolis, IN • Jan 2026 – Aug 2026 (206 days on Hrizn)
Speedway Subaru is a franchise Subaru dealership in Indianapolis serving Central Indiana across 10 target markets. On January 22, 2026, the store onboarded with Hrizn and published its first article the same day. Over the next 206 days, Marketing & Technology Director Joe Zumpella and content creator Holli Parker published 212 structured articles at an average pace of 26.5 per month. Google Search Console impressions grew from 2,131,451 in the prior period to 7,395,992 (+247%). Average search position improved from 16.5 to 7.8. The program earned branded local demand, future-model research queries, and head-to-head comparison visibility without adding headcount or increasing paid media.
Thin OEM Pages Cannot Win Central Indiana Research Queries
Before Hrizn, Speedway Subaru relied on standard OEM boilerplate, inventory pages, and occasional blog posts. That footprint could not compete for the research queries shoppers ask before they choose a Subaru, compare trims, or decide where to buy in Central Indiana. National publishers and regional competitors were answering those questions instead. The dealership needed a publishing system that could match real shopper intent across Indianapolis, Speedway, Brownsburg, Plainfield, Avon, and surrounding markets without hiring an agency or expanding the marketing team.
Speedway Subaru holds a 4.7 Google rating and serves Central Indiana across 10 target markets: Indianapolis, Speedway, Brownsburg, Plainfield, Avon, Danville, Greenfield, Meridian Hills, Williams Creek, and Pittsboro. Capturing share across those distinct buying demographics required content that could rank for local, comparison, and future-model queries at the same time.
“We were competing against national publishers with thin OEM pages and inconsistent publishing. Central Indiana shoppers were researching Subaru models, comparisons, and future releases somewhere else. We needed a system that could answer those questions at scale without adding headcount.”
GSC Impressions Tripled. Position Moved to Page One.
Google Search Console site-level data shows impressions growing from 2,131,451 in the prior period to 7,395,992 post-onboarding (+247%). Average position improved from 16.5 to 7.8. Monthly impression volume expanded from 231,460 in January to a peak of 1,335,034 in May, with click volume reaching 13,316 in July.
Monthly GSC Impressions (2026)
212 Articles. Two Creators. 26.5 Per Month.
Speedway Subaru published its first Hrizn article on the day it onboarded. Joe Zumpella and Holli Parker built a lean production workflow: 177 Basic articles covering core Subaru capabilities, trims, and features; 30 head-to-head comparison matchups pairing Subaru models against Honda, Toyota, Tesla, and internal lineup rivals; and forward-looking coverage of upcoming releases like the 2027 Subaru Ascent alongside sales events, Q&A, and expert content. Hrizn IdeaClouds and content suggestions kept the calendar tied to emerging search demand.
Content Mix by Type
“We did not wait for a perfect launch window. We published on Day 0 because Hrizn already had the calendar, comparisons, and model research ready to go. Two people kept a monthly cadence that would have taken an agency team twice our size.”
Branded, Future-Model, and Comparison Queries All Earned Visibility
GSC query-level data shows Speedway Subaru building authority across high-intent branded searches, future-model research, and non-branded model queries. These are site-level receipts, not content-matched attribution.
Organic Sessions Compounded Through Spring and Summer
GA4 site-level organic sessions reached 56,314 from March through mid-August 2026. Monthly organic sessions grew from 7,140 in March to a peak of 13,724 in May. Total site sessions across all channels reached 263,524 with 217,685 active users in the same window. Average session duration was 431 seconds (over 7 minutes). These are absolute counts within labeled windows, not growth percentages.
GA4 Organic Sessions: March vs May 2026 (confirmed monthly data points)
Concentric Circles of Discovery
All-channel GA4 session geography for the post-onboarding window shows Speedway Subaru earning traffic from local communities, across Indiana, and nationwide through future-model and comparison content. These figures are not content-matched attribution. They show where site traffic originated.
Search visibility tripled. Position moved to page one. Two people did the work.
“We are not just filling a blog roll. We are building the answer layer shoppers use before they walk in. Branded searches, wilderness trims, future Ascent interest, and CR-V comparisons all show up because we kept showing up in search.”
Key Takeaways
How We Measured This Program
“The impressions and position moved because we kept publishing every month, not because we bought more ads. Hrizn gave us the research calendar and the production engine. We just had to execute.”
Common Questions About This Case Study
What data sources power this case study?
Google Search Console site-level metrics for impressions, clicks, and average position; GA4 site-level organic session counts and session duration; and Hrizn production data for article counts, content types, IdeaClouds, and creator attribution. Each metric is labeled with its source and measurement window in the page and methodology section.
Why are some session counts shown without a growth percentage?
We only publish growth percentages when a defensible pre-period baseline exists. The source report included +100% placeholders for organic and geographic session splits where no prior baseline was available. This case study reports those figures as absolute counts within labeled windows (GA4 organic sessions Mar through mid Aug 2026; all-channel geographic splits for the same period) rather than as growth claims.
Are geographic session splits attributed to Hrizn content?
No. The local (84,377), state (39,089), and national (154,351) session figures are all-channel GA4 geography splits for the post-onboarding window. They illustrate where site traffic originated, not content-matched attribution. Content-specific performance is measured through GSC site-level visibility and query-level receipts.
How many people produced the content?
Two creators: Joe Zumpella (180 articles) and Holli Parker (32 articles), for 212 total pieces over 206 days. Joe Zumpella is Marketing & Technology Director at Speedway Automotive.
When did Speedway Subaru start publishing?
Speedway Subaru onboarded with Hrizn on January 22, 2026 and published its first article on Day 0. GSC monthly impression data begins in January 2026. GA4 organic session trajectory is shown from March 2026 when meaningful organic volume was established.
+247% GSC impressions. 16.5 to 7.8 average position. 212 articles from two creators. See how IdeaCloud maps shopper demand and how Comparisons turn research queries into dealership-owned answers.
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