SEO Case Study: Car Rims and Tires Sales Website Promotion in Canada
The company specializes in the sale of custom car rims and tires, offering installation, replacement, and maintenance services for car wheels across multiple cities in Canada
– Increase Organic Traffic - enhance the website’s visibility in search engines through SEO content optimization, keyword management, and improved page structure
– Improve User Experience - optimize page-loading speed, enhance the mobile version, and improve site navigation for a seamless user interaction
– Boost Engagement and Conversions - increase the time users spend on the site and encourage desired actions, such as purchases, inquiries, and consultations or appointments for service
The primary audience includes car owners seeking unique and custom solutions for their wheels. The company also caters to those needing new tires or wheel-related services such as replacement and maintenance
May, 2024 - present day
Canada
Challenges of the project
The company focuses on developing and selling premium solutions for vehicle customization and upgrades. Their lineup includes stylish and functional products – from tires and rims to accessories – designed to enhance a vehicle’s personality and performance.
The products combine modern design, innovative technologies, and proven durability. Every item is thoroughly tested to ensure safety, comfort, and long-term reliability under any driving conditions.
Company specialists guide customers through every step – from choosing the right setup to installation and post-sale support for car rims and tires.
Project analytics prior to collaboration
Keyword position distribution:
Before collaborating with RegisTeam, the website already had some visibility and organic traffic. However, the project had stagnated, showing no significant growth over time.
The site lacked a comprehensive content structure, and while a blog was maintained, it wasn’t optimized for bringing in informational traffic.
We discovered that the company also provides service and installation of car wheels. The company has its own network of specialized service stations in more than 10 cities in Canada.
One major challenge was the client’s intention to compete with large eCommerce players – despite lacking the full functionality expected from platforms in that space.
Traffic trends prior to collaboration:
To turn things around, we began by analyzing competitors in the niche and worked on building an extensive structure for product categories. We also aimed to leverage the client’s network of specialized service centers to attract more traffic and new customers.
Before diving into structure expansion and keyword planning, we had to identify and resolve multiple on-site technical issues.
Our technical audit revealed significant issues across the site. Meta tags were not optimized for target keywords, product cards lacked SEO best practices, and there were no dedicated landing pages for specific cities.
Additionally, product listings didn’t display prices, and there was no shopping cart – key components of any competitive eCommerce platform. To close the gap with competitors, immediate improvements were necessary
Team actions
During the technical audit, our team identified several critical issues across the website.
Duplicate H1 headings:
The H1 heading is a crucial element of search engine optimization. It provides users with a clear understanding of the page’s purpose and content structure.
Duplicate Title tags:
The title tag is a key element of search engine optimization, and its content often appears as the first line in search engine results. When different pages share identical title tags, it usually means the site hasn’t been properly optimized yet, and titles are being auto-generated using poor-quality templates.
If many pages have the same title, search engines struggle to determine which version to display in search results. When these duplicates appear side by side, it becomes difficult for users to distinguish between them and decide which one to click. As a result, pages with duplicate titles may compete against each other for rankings – or worse, may not show up at all for important search queries.
Duplicate meta descriptions:
Having identical meta descriptions across different pages results in:
– When different pages have the same meta descriptions, Google may not display them in snippets. As a result – snippets become uninformative, and users are more likely to skip them.
– The description can include important keywords and calls to action. If they are not unique, we lose the opportunity to attract users in search results.
– Mass duplication can be perceived as a lack of attention to the website. It sends a signal: “the owner isn’t paying attention – the rest of the content might also be low quality”.
Missing meta descriptions:
Meta tag description is an important element of search engine optimization. Its content is often used as the search result description, helping users better understand the purpose of the page.
Broken redirects:
Broken internal redirects can lead to inefficient use of the website’s crawl budget, issues with page indexing, and disruption in the flow of internal link equity.
Our actions
After identifying a wide range of issues, we took immediate steps to address them. We made fixing technical errors and optimizing metadata the foundation of our SEO strategy for this website. These updates laid the groundwork for more advanced SEO efforts.
Project problematics:
- Lack of off-page optimization
The impact of external link quality on SEO cannot be overstated – it is one of the most crucial factors for successful search engine rankings. In this project, we discovered that some link-building efforts had been made earlier. However, after that, the website experienced a decline in the growth of referring domains. A poorly developed and low-quality backlink profile negatively affected the website’s trust level from search engines, which hurt its rankings and made it harder to reach the target audience.
Search engine algorithms view incoming links as indicators of a page’s authority and relevance. The absence of links from reputable, thematically relevant sources weakened the website’s competitiveness and prevented it from generating stable organic traffic. To fix the situation, it was necessary to develop a well-thought-out link-building strategy focused on acquiring high-quality, relevant backlinks from authoritative websites.
We began by conducting a thorough analysis of the existing backlink profile. During the audit, we identified weak, irrelevant, and potentially harmful links that could negatively impact the website’s rankings. Based on the findings, we compiled a list of links to be removed and identified strategic directions for strengthening the backlink profile through high-quality external sources.
Key stages of the work included:
1. Analysis of the current backlink profile
A comprehensive audit of all external links was conducted, evaluating their quality, sources, and relevance. This helped identify low-quality and broken links.
2. Creation of high-value content
Unique and useful materials – articles, instructions, guides – were developed to attract the target audience and organically gain external links.
3. Development of a link-building strategy
A plan was implemented for building high-quality external links, which included placements on niche platforms, guest post publishing and partnerships with relevant collaborators.
4. Working with thematic platforms and blogs
We established collaborations with authoritative thematic websites, allowing us to place relevant links and improve the site’s trust level from search engines.
5. Monitoring dynamics and assessing effectiveness
Regular monitoring of changes in the backlink profile and key SEO metrics was carried out using tools like Google Analytics, Ahrefs, and others.
6. Optimizing the promotion strategy
Based on the collected data, continuous adjustments were made to the link-building methods, introducing new approaches to improve the campaign’s effectiveness.
As a result of the work carried out, our team was able to achieve an increase in Domain Rating (DR), URL Rating (UR), and the number of high-quality referring domains, which strengthened the website’s authority in search engines. The improved backlink profile contributed to the growth of organic traffic and site visibility, providing a solid foundation for ongoing SEO efforts.
Project problematics:
- Expansion of the site structure
As part of the project work, we carried out a major task of expanding the site’s structure by adding new pages. Special attention was given to product categories and service description pages, enabling a more precise coverage of the target audience’s needs and improving the distribution of search traffic.
An essential part of the strategy was to incorporate regional targeting—adding geo-specific elements to pages in order to enhance the site’s visibility in local search results. This allowed the site to rank for geo-dependent queries and effectively compete on the level of specific cities and regions.
This approach not only improved the SEO structure of the site but also significantly increased its relevance for users from various locations, ultimately boosting reach, visibility, and organic traffic.
All structural changes were approved by the client.
Additionally, our team developed a detailed informational content plan, which became the foundation for systematically running the site’s blog. The plan included selecting relevant topics based on the interests of the target audience, as well as analyzing popular queries in the niche, enabling us to define key content creation priorities.
The launch of the blog became a crucial step in the strategy to attract informational traffic, expand the semantic core, and strengthen the site’s expertise in the eyes of both users and search engines. Regular publishing of high-quality articles contributed to increased reach, more inbound links, and better user engagement.
Results
Positive growth in traffic:
Positive growth in keyword visibility:
Increase in the number of keywords in Top 1-10 positions:
Example of key search queries:
Summary
The implementation of the selected SEO strategy proved highly effective and allowed us to achieve the set goals within the specified time. A comprehensive approach, including the expansion of the website structure, working with geo-targeting, optimization of the backlink profile, and launching content marketing, resulted in tangible improvements in organic traffic growth, search rankings, and overall visibility of the site.
The results confirm the correctness of the chosen direction and the professionalism of our team. We not only improved existing performance metrics, but also laid a strong foundation for the project. We can confidently say that we are on the right track.
Not all standard eCommerce features have been implemented yet in this project to fully compete with them. Work on the site and its pages is still ongoing, but it is already clear that we are heading in the right direction.
