Online War: AA Is Much Stronger Than RAC

RAC has been in the news until the end of last year, but not much has happened since.

Singaporean sovereign wealth fund GIC has bought a stake in RAC from U.S. private equity firm Carlyle Group, a deal that will halt plans to list Britain’s second largest roadside recovery group,” Reuters reported in September 2014. Radio silence ensued.

Neither a float nor a trade sale has materialised in spite of insistent talk about a change of ownership and possible market appetite for its assets over the year, and we are not going to speculate what could be next.

Rather, we decided to check out what doesn’t work, if anything, in its online strategy, given that RAC is well known to those who have managed its account — it has invested heavily in SEO, PPC and so forth during the years.

Our preliminary findings? AA’s online strategy is much stronger than RAC’s.

Preliminary SEO Audit

Our preliminary SEO audit revealed several issues: a few aspects of its website and several key performance metrics suggest that RAC is not paying attention to its online strategy in the right places.

  • Technical: a decent technical set-up has been detected. However, the canonical tag has not been implemented on the majority of its pages, which yields several issues with regard to duplication
  • Speed: speed metrics for Mobile and Desktop are below average
  • Hierarchy structure: the platform is not fully optimised; hierarchy is problematic, too.

If you want to discuss how RAC could boost its online performance and you are interested in our premium audit of its website please contact our team at

(Alessandro Pasetti and Hedging Beta are not invested in any of the companies mentioned in this article.)

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