Protyre
+39% organic revenue
How we grew Protyre's organic revenue across tyres, servicing and autocare, even as the wider market sent fewer users their way.
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Organic revenue (YoY, 2025)
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Organic transactions (YoY)
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MOT category revenue (YoY)
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Revenue from optimised local garage pages
The Challenge
What we were up against
Protyre is one of the UK's largest tyre and autocare retailers, with a national network of local garages and an ecommerce site spanning everything from tyres and MOTs to servicing, batteries and air conditioning.
2025 was the year the search landscape genuinely changed. AI Overviews moved from experiment to fixture at the top of Google's results, answering more and more questions directly on the page. For informational content, the kind that explains, advises and guides, the effect was immediate. Clicks fell as users got their answer without ever leaving the results, and across the industry brands that had built their organic presence on top-of-funnel content watched their traffic, and often their revenue, slide.
A site that size carries a lot of organic potential, and just as many ways for that potential to go unrealised. Local garage pages held outdated or incorrect information, with heavy content, no clear heading structure, little localised targeting and thin internal linking through to the services they should have been supporting.
Entire product categories were missing, with no dedicated car batteries page at all. Elsewhere, overlapping pages were competing against each other for the same terms, and a body of informational content that once pulled in steady traffic was losing ground as AI Overviews reshaped the results.
The brief was simple to say and harder to do. Grow qualified organic traffic and revenue across the whole range by making the site easier for both people and search engines to understand.
Our Approach
How we tackled it
Our answer was a deliberately commercial SEO strategy. Rather than pour effort into informational content that AI Overviews were quietly cannibalising, we focused on the transactional and local pages closest to a purchase, and made them work harder. It became a series of connected fixes, each targeting a different part of the site and a different slice of revenue.
We started with the local garage pages. These were rebuilt from the content up, with a proper heading hierarchy, localised keywords to target each area more consistently, in-depth structured data, and internal links through to the core service pages they should always have pointed to. Tellingly, we have optimised only around a third of these pages so far, and the lift has still carried across the wider set.
Where there were obvious gaps, we filled them. There had never been a car batteries page on the site, so we built one with the right URL structure and supporting internal links. It indexed quickly and reached the first page of Google for core terms like buy car battery and battery replacement. We took the same approach to air conditioning, creating dedicated landing pages for a category that had been going unserved.
On the ecommerce side we tackled cannibalisation head on, tidying up product pages that were competing with one another. We also reworked the servicing packages around how people actually search, renaming them from Bronze, Silver and Gold to Basic, Interim and Full Service so the pages matched real user intent.
Finally we rebuilt the MOT content. Years of overlapping informational posts were condensed into single, stronger pages, with anything redundant redirected, and the whole cluster anchored by a new MOT Guide and Checklists pillar page linked directly from the main MOT service page. As well as making the content far easier to navigate, pillar content of this kind helps search engines and AI models understand a topic as a whole rather than chasing individual keywords, which matters more than ever as AI Overviews change how results are served.
The Results
What we achieved
Across 2025, Protyre's organic search revenue grew by 39% year on year and organic transactions by 33%, even as overall organic sessions and users fell. Fewer visitors delivered more revenue, because the traffic we were winning was better qualified and landing on pages built to convert.
- •Organic revenue up 39% and organic transactions up 33% year on year
- •MOT revenue up 59%, service revenue up 39% and tyres up 34%
- •Local garage pages increased by 21% rise in organic sessions and a 40% increase in revenue year on year
- •On the reworked servicing pages, returning users up 44%, purchases up 20% and sessions up around 19%
- •New batteries and air conditioning pages ranking on the first page of Google for their core terms, from a standing start
- •A cluster of MOT keywords pushed into the top three positions following the content rebuild
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