In the competitive landscape of automotive services, a prominent UK-based tyre retailer with over 300 locations nationwide sought to enhance its online presence and drive more foot traffic to its physical stores. This case study explores how SwiftPropel’s innovative local SEO strategies transformed the company’s digital footprint and significantly boosted its in-store visits.
Background 🏢
Established in 1970, our client has been a trusted name in the UK automotive industry for over five decades. With a vast network of tyre centres and mobile tyre-fitting vehicles, the company offers a wide range of services, from tyre replacements to brake repairs and battery installations. Despite its strong offline presence, the company recognized the need to adapt to changing consumer behaviors, where the customer journey increasingly begins online.
Challenges 🎯
The tyre retailer faced several key challenges in its digital marketing efforts:
- Limited Online Visibility: Despite having a robust network of physical stores, the company struggled to appear prominently in local search results, particularly in Google’s coveted local 3-pack.
- Inconsistent Local Listings: With hundreds of locations, maintaining accurate and consistent business information across various online platforms proved challenging.
- Weak Website Authority: The company’s website lacked authoritative content, hindering its ability to rank for valuable non-branded keywords.
- Bridging Online and Offline: While the company had an e-commerce platform, it needed to effectively drive online traffic to its physical locations.
- Measuring Local SEO Impact: The client struggled to quantify the impact of its SEO efforts on in-store visits and overall business growth.
SwiftPropel’s Solution 💡
SwiftPropel devised a comprehensive local SEO strategy tailored to the tyre retailer’s unique needs:
1. Hyperlocal Keyword Research 🔑
Utilizing advanced SEO tools, SwiftPropel conducted in-depth keyword research for each of the client’s locations. This allowed us to identify high-value, location-specific search terms that potential customers were using to find tyre services in their area.
2. Google Business Profile Optimization 📍
We meticulously optimized the client’s Google Business Profile listings for all 300+ locations. This included:
- Ensuring accurate and consistent NAP (Name, Address, Phone) information
- Adding high-quality photos of each location
- Crafting compelling business descriptions with local keywords
- Encouraging and managing customer reviews
3. Local Content Strategy 📝
SwiftPropel developed a robust content plan to boost the website’s authority and target local search queries:
- Created location-specific landing pages for each store
- Developed a blog with locally relevant topics (e.g., “Best Winter Tyres for Scottish Roads”)
- Implemented schema markup to enhance search engine understanding of the content
4. Citation Building and Management 🏆
We conducted a thorough audit of the client’s online citations and:
- Corrected inconsistencies across major directories and platforms
- Built new citations on authoritative local and industry-specific websites
- Implemented a system to monitor and maintain citation accuracy over time
5. On-Page SEO Enhancements 🖥️
SwiftPropel optimized the client’s website structure and content for local search:
- Improved internal linking structure to boost local page authority
- Optimized meta titles and descriptions with local keywords
- Enhanced loading speed and mobile responsiveness of the website
6. Local Link Building 🔗
We implemented a targeted link building campaign to increase the website’s local relevance:
- Secured partnerships with local automotive blogs and news sites
- Sponsored local events and gained backlinks from event websites
- Encouraged satisfied customers to link to the company from their own websites or social media
7. Performance Tracking and Reporting 📊
SwiftPropel set up comprehensive tracking and reporting systems:
- Implemented call tracking to measure phone calls generated from local SEO efforts
- Set up Google Analytics goals to track online-to-offline conversions
- Created custom dashboards to visualize local search performance across all locations
Results 🚀
The implementation of SwiftPropel’s local SEO strategy yielded impressive results for the tyre retailer:
1. Increased Online Visibility 👀
- 171% growth in page 1 rankings for local search terms
- 35% increase in non-branded keyword rankings
- Consistent presence in the Google local 3-pack for target keywords across multiple locations
2. Surge in Website Traffic 📈
- 1,372% increase in blog traffic within the first year
- Blog section now accounts for 13% of total site traffic, up from 1% previously
3. Improved Online-to-Offline Conversions 🏪
- 45% increase in “Get Directions” clicks from Google Business Profile listings
- 38% growth in phone calls to local stores originating from online searches
4. Enhanced Brand Authority 🏅
- 62% increase in positive online reviews across all locations
- 28% rise in domain authority, indicating improved overall website strength
5. Boosted In-Store Visits 🚶
- 52% increase in foot traffic attributed to local search efforts
- 31% growth in service bookings made through the website
6. Revenue Impact 💰
- 27% year-over-year increase in overall revenue
- 41% growth in revenue from new customers acquired through local search
Conclusion 🎉
SwiftPropel’s tailored local SEO strategy transformed the online presence of this UK tyre retailer, effectively bridging the gap between digital discovery and physical store visits. By leveraging advanced SEO techniques and focusing on hyperlocal optimization, we not only improved the company’s visibility in local search results but also drove tangible business growth.
The success of this campaign demonstrates the power of a well-executed local SEO strategy in today’s digital-first consumer landscape. For businesses with multiple physical locations, investing in local SEO is not just about improving online metrics—it’s about driving real-world results and revenue growth.
Through our partnership, the tyre retailer has established a strong foundation for continued digital success, positioning itself as a leader in both online visibility and offline service in the competitive UK automotive market.
https://www.national.co.uk/
Vijay Sood is a seasoned digital marketer with a passion for driving online growth and innovation. With a robust background in developing and executing comprehensive digital strategies, Vijay excels in leveraging SEO, content marketing, and social media to boost brand visibility and engagement. His expertise lies in transforming data-driven insights into actionable marketing campaigns, helping businesses achieve their digital objectives.