AUTOMOTIVE RECYCLER & USED PARTS SPECIALIST

Automotive Recycler & Used Parts Specialist — SEO & Digital Growth

+64.50% Confirmed Enquiries
+141.85% Key Conversion Events
+62.01% Organic Users
9 Months Reporting Period

Programme Overview

Led an integrated SEO and digital growth programme for an automotive recycler and used-parts specialist operating within a competitive local market.

The strategy combined technical SEO, commercial landing-page architecture, local SEO, Google Business Profile optimisation, authority building and Generative Engine Optimisation (GEO).

Industry: Automotive Recycling | Auto Dismantling | Used Auto Parts
Platforms: Google Search | Google Business Profile | ChatGPT | Gemini | Google AI
Campaign Type: Technical SEO | On-Page | Local | Off-Page | GEO
Reporting Period: 1 November 2025 – 31 July 2026
Comparison Period: 1 February – 31 October 2025
Role: Digital Account Manager

Business Challenge

The client operated in a high-intent market where customers actively search for specific used automotive components.

The existing digital footprint had several limitations, including over-reliance on generic homepage traffic, limited dedicated pages for high-value products and minimal visibility across local and AI search environments.

  • Over-reliance on generic homepage traffic.
  • Limited dedicated pages for engines and transmissions.
  • Virtually no website traffic from Google Business Profile.
  • Limited keyword footprint.
  • Weak backlink profile and domain authority.
  • Minimal visibility within AI search engines.
  • Existing traffic was not converting consistently into calls, quote forms and parts enquiries.

Strategic Approach & Responsibilities

I led the campaign across keyword strategy, content architecture, local SEO, conversion-focused landing pages, authority building and GEO.

  • Developed granular landing pages targeting high-margin inventory.
  • Created pages around brand-specific engines, transmissions and gearbox searches.
  • Optimised title tags, meta descriptions, headings and internal linking.
  • Aligned content architecture with commercial search intent.
  • Optimised Google Business Profile including NAP consistency, category alignment and conversion-focused links.
  • Implemented local SEO strategies to strengthen Melbourne-area visibility.
  • Structured content and service information using schema markup.
  • Developed entity relationships to support AI search understanding.
  • Supported Generative Engine Optimisation across ChatGPT, Gemini and Google AI.
  • Executed contextual link-building campaigns.
  • Built relevant referring domains across automotive and local business sources.
  • Monitored organic traffic, conversions, rankings, backlinks and acquisition sources.
  • Used performance data to continuously refine the SEO strategy.

SEO & Digital Growth Funnel

01 Commercial Search Intent
02 Technical & On-Page SEO
03 Commercial Landing Pages
04 Local SEO & GBP
05 Authority & GEO

Organic Growth Performance

7,678 → 12,439 Organic users (+62.01%)
6,474 → 9,863 Google Organic users (+52.35%)
7,687 → 12,377 First-time users (+61.01%)
79% Website visitors from Google Organic
93% Conversion actions from Google Organic

Lead & Conversion Performance

110 → 181 Confirmed enquiries (+64.50%)
1,233 → 2,982 Key conversion events (+141.85%)
1,135 → 2,784 Google-driven key events (+145.29%)

Landing Page Performance

2,870 Optimised homepage clicks
276 Brand engine page clicks (+48%)
+145% → +386% Transmission & gearbox page growth

Local SEO Performance

0 → 54 Google Business Profile website clicks
New Channel Local acquisition through GBP optimisation

Search Authority & Visibility

417 Ranking organic keywords
574 Backlinks established
117 Unique referring domains
~5% Regional market traffic share

AI Search / GEO Performance

The campaign established early visibility within AI-driven search environments through Generative Engine Optimisation and structured entity-focused content.

53 Brand mentions
24 Cited website pages
3 AI search environments
AI Visibility ChatGPT, Gemini & Google AI

Business Impact

79% of visitors came through Google Organic.
93% of conversions were generated through Google Organic.
Confirmed enquiries increased by 64.50% .
Key conversion events increased by 141.85% .
Organic users increased by 62.01% .
Organic search became the business's primary acquisition channel.

Strategic Value

The programme demonstrated how combining traditional SEO, commercial content architecture, local search, authority building and emerging AI search optimisation can create growth across traffic, visibility and high-intent conversion — not simply keyword rankings.