National SEO For An Automotive Parts Retailer
Rebuilt a parts retailer around make + model + part intent to grow non-brand organic sessions and fitment traffic.
Torqueline Auto Parts
A Detroit based automotive parts retailer running a headless catalogue against a large inventory of OEM and aftermarket parts. Strong catalogue depth, weak organic surface for the make + model + part queries buyers actually run.
Industry
E-commerce / Automotive Parts
Focus
OEM & Aftermarket Parts Catalogue
Target Audience
DIY & Trade Parts Buyers
The Challenge
Category pages did not surface fit data, model-year filters were locked behind JavaScript, and there was no dedicated content for the make + model + part combinations the inventory could serve.
Torqueline Auto Parts
" Deep catalogue, but the site was invisible for the make + model + part queries buyers ran. "
The Strategy
Mapped the make + model + part matrix
Built a matrix of every make x model x year x part the inventory covered and prioritised by search demand, margin, and stock depth. Ended up with a defensible list of tens of thousands of programmatic targets.
Shipped a programmatic fitment template
Rebuilt category and fitment pages so each make + model + part combination got a real page with fit data, compatible SKUs, and torque specs surfaced server-side, not behind a click.
Cleaned up the internal link graph
Consolidated overlapping category and brand archives, added canonical rules, and linked make + model + part pages into their parent make and model hubs.
Wired conversions to the fitment pages
Pinned the add-to-cart and 'confirm fit' widget to every make + model + part page and cut the check-fit step from three screens to one.
Indexed fitment pages
Launch waves M1 - M5
- —1.2K M1
- —6.8K M3
- —14.2K M5
Indexed fitment pages
Launch waves M7 - M9
- ✓22.8K M7
- ✓31.6K M9
Programmatic fitment launch - ILLUSTRATIVE Make x model x part pages phased into six waves after the initial mass-launch stalled crawl budget.
Keyword Movement
| Keyword | Before | Now |
|---|---|---|
| toyota tacoma brake pads 2018 | not ranked | |
| ford f150 water pump 2015 | #42 | |
| honda civic alternator 2012 | not ranked | |
| chevy silverado fuel pump 2016 | #38 |
Representative results based on comparable engagements.
The first fitment index tanked crawl budget.
Launching the full programmatic set at once meant Google only crawled a fraction of the make + model + part pages and rankings stalled for a month. I phased the release into six waves prioritising the highest-margin makes first, rebuilt the sitemap structure, and rankings then compounded steadily wave by wave.
" Organic used to lag every other channel we ran. It is now the cheapest source of qualified fitment traffic we have, by a wide margin. "
Client name changed for privacy.
Ready to be the next case study?
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I'll personally scope your project before any engagement. No account managers, no hand-offs.
First audit call is free, no commitment.
What happens next
Typical engagement: 6-9 months. First deliverable in week 1: a full technical + content gap audit with a prioritised 90-day roadmap.