Driving tyre ecommerce
category growth

Background

Halfords aimed to boost their organic search presence and e-commerce revenue within the vehicle tyres niche, following the migration of their Autocentres website into the main domain. Halfords wanted to target all UK motorists looking to purchase tyres, ranging from knowledgeable petrol-heads through to those with little motoring experience.

With a huge audience to target, our organic strategy needed to be creative and flexible for a wide audience. Trunk’s mission was to outperform key competitors and achieve a 15% increase in organic search sessions to tyre pages in 12 months, a 15% uplift in revenue from tyre sales over the same period, plus the top spot in organic search for tyres, surpassing Black Circles and Asda Tyres.

Approach

Technical SEO Enhancement
We initiated our efforts with a comprehensive technical SEO audit, which allowed us to pinpoint multiple factors affecting the website’s performance in search engines. The audit was meticulously focused on tyre-related pages and included elements like site speed, structured data, and meta titles and descriptions.

By conducting site speed tests on key pages, we could categorise each page’s performance as a “pass” or “fail” for Core Web Vital metrics. Implementing these recommendations significantly reduced load times, thereby enhancing search rankings and user engagement. We also improved structured data by integrating product, review, offer, breadcrumb, and FAQ schema, thereby increasing search visibility and click-through rates.

On-Page UX Optimisation
To ensure our strategy was not only about attracting visitors but also converting them, we conducted a thorough UX audit. This audit identified several enhancements, including improved internal linking strategies, clearer calls to action, and increased accessibility by removing text from images.

Furthermore, we introduced new content components to better align with user behaviour and performance goals. Employing insights from the audit, our UX team designed new page and component wireframes to optimise the structure, layout, and navigability of tyre pages, ensuring a smoother customer journey and higher conversion probability.

The results

The content produced by Trunk on-site has increased organic rankings, which is driving a huge improvement in organic clicks, sessions, transactions, and revenue. Keyword categories have increased average rank by 15 positions, as well completely new rankings.