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Belle Tire

Driving up local search traffic for an American automotive-service retailer

The Challenge

Belle Tire, a major automotive-service retailer with over 127 locations across the Midwest, was looking to improve their individual locations’ search engine rankings and boost conversion rates on their sites.

With Google showing fewer non-paid results for local search terms, there are a number of optimizations that are necessary for retail locations to improve their rankings. Standard Search Engine Optimization (SEO), while still important, is no longer enough. Google is constantly adjusting their search algorithms, making competition for the remaining spots higher than ever.

Client

Belle Tire

Results

+72%

Increase In Local Search Traffic

+50%

Coupon Signups

+37%

New Appointments Scheduled

+74%

Custom Quotes

Local SEO Audit

Right off the bat we knew we needed to perform an in-depth SEO audit on their website and a complete local search listing assessment for all store locations across Michigan, Ohio and Indiana.

Together with Belle Tire we established a plan for optimizing their listings and each location’s page to ensure we were aligning with the requirements for search engines, especially Google, to help improve their rankings.

Although there wasn’t a budget to rebuild the website, we were able to work with their team to implement some key changes based on our usability testing and post-click analysis.

UX Testing

There were 3 major Key Performance Indicators (KPI’s) that we tracked as goals on the website. Since this was not an eCommerce site, the goal was to get the customer in the door. You could make an appointment on the website, get a custom quote, or subscribe to their email list to receive coupons to use at your local store.

With those goals in mind, we were able to properly configured Belle Tire’s analytics in order to monitor and collect data for the flow of traffic to their sites. Although there wasn’t a budget to rebuild the website, we were able to work with their team to implement some key changes based on our usability testing and post-click analysis. These changes had a significant impact on conversions, with a noticeable 72% increase in local search traffic, the company also saw a 74% increase in custom quotes requested on the site, as well as a 37% increase in online appointments scheduled.

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