Taking a UK car care brand from an average search position of 33 to 3

Auto Finesse have been making car care products since 1999. They sell direct through their own online store, supply trade detailers and ship worldwide.

We run their SEO across the UK product keyword set, so that people searching for snow foam, wheel cleaner or a ceramic coating land on Auto Finesse's own store.

When the campaign started in November 2023, the average position across Auto Finesse's head terms was 33.17. "Traffic film remover" sat at 88, "wax polish for car" at 86 and "car exterior cleaner" at 93. "Ceramic coating", searched 12,100 times a month, was at 34, and "snow foam", another 12,100 searches a month, was not ranking at all.

The harder problem was who held those positions. National retailers, marketplaces and affiliate review sites sat above nearly every product search, many of them selling Auto Finesse's own products.

Nobody searches for a brand's snow foam until they already know the brand, so we mapped every collection and product line to the terms buyers type, and widened the tracked keyword set 3 times as coverage grew. We also went after the comparison searches that review sites usually own, because they sit right at the point of purchase.

‍Every stage of detailing, covered properly.

‍Wash, wheels, polish, protect, interior and finish each got proper depth instead of one thin category page. Auto Finesse already make guides, films and tutorials, so we structured, linked and indexed that work so it earns rankings. Rankings are tracked every month, and the campaign has now run for 2.5 years.

The average position across the head keyword set moved from 33 to 3. 40 keywords now rank in position 1, and the head terms alone cover 112,400 monthly searches. The biggest gains came from terms that were on page 9 when the work began.