Machter.com.au: Built the SEO foundation for a national automotive parts retailer.
Ecommerce SEO work for a national automotive parts retailer where catalogue scale, category architecture, content and authority had to work together.
120%
Organic traffic
Built the SEO foundation for a national automotive parts retailer.
Automotive parts ecommerce · Ecommerce SEO · Content Production · Link Building
120% organic traffic growth
188% keyword growth
Site architecture · content · links
The problem
Organic visibility was not keeping pace with the size of the catalogue. Key categories were underperforming, and the site structure was not aligned with how customers search for automotive parts.
What I worked on
The work rebuilt the SEO foundation around real search demand, priority category architecture, search-focused content, internal links and targeted authority building.
The useful work behind the case study.
This is the part I care about most: the pages reviewed, briefs written, metadata updated, and decisions made easier for the people doing the work.
1
Extensive keyword research to map real automotive-part search demand
2
Site architecture rebuild to support priority categories
3
Search-focused category content for commercial pages
4
Internal-link improvements to distribute authority through the catalogue
5
Targeted link building to strengthen competitive category visibility
From first look to ongoing improvement.
Audit
Map demand against the catalogue
Review the product and category structure against the way customers search for replacement parts, tools and automotive categories.
Strategy
Rebuild category priorities
Group search demand into category opportunities and identify which pages should carry the strongest commercial intent.
Execution
Ship architecture, content and links
Improve priority category structure, produce search-focused content, strengthen internal links and build relevant external authority.
Scale
Compete with larger retailers
Use the broader keyword footprint and stronger category structure to help the site compete across high-intent automotive searches.
What changed.
Organic traffic increased by roughly 120%.
Ranking keywords grew from about 17,000 to about 49,000, a roughly 188% increase.
The site gained broader coverage across high-intent searches and improved its ability to compete with major automotive retailers.
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