Halfords needed to boost sales in the motoring sector via SEO, optimise 3,000+ new car part SKUs launched in November 2023,and maximise organic visibility in areas underfunded by PPC, leveraging the site's domain authority.

Achieve 5-20% YoY growth in organic sessions, increase organic revenue in line with session growth, improve keyword visibility index by 20% (tracked via Sistrix) and work within a £10k-£15k monthly SEO budget (150 hours/month; ~50% dedicated to motoring).

The campaign focused on four key categories chosen by keyword and ecommerce data. Fusion and Halfords collaborated on audits, content, and technical SEO to drive growth. In-depth audits revealed opportunities in content, links, metadata, and speed. Fusion produced guides and FAQs to match search intent and ran biannual technical audits to ensure strong site performance and crawlability.

Fusion's SEO work across four motoring categories delivered strong results, with over £1.2M in added revenue. In Car Parts, 32 PDP optimisations and six articles drove a £574K uplift (+338% YoY). Car Cleaning updates, including guide and CLP improvements, added £68K. Car Security saw £37K gains from PLP and content enhancements. Motorcycling improvements across 28 PLPs delivered £24K, with all categories contributing to a 30% overall visibility increase.

This campaign demonstrated that even highly established and mature brands like Halfords can unlock significant organic growth by applying a focused, data-driven SEO strategy, including double- and triple-digit gains. One of the most impactful elements was the discovery of "sleeper keywords" - high-volume, low-visibility terms uncovered through a combination of internal expertise and advanced keyword research techniques. By aligning SEO efforts with real-world language and user behaviour, Fusion and Halfords captured new traffic segments previously untapped.