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Technical SEO Local SEO Digital PR

80 locations. Thousands of five-star reviews,
but organic visibility was falling fast.

One of the UK's largest independent tyre retailers with 80+ fitting centres, thousands of five-star reviews, and a loyal customer base built over decades.

But online, the picture was different. Organic traffic was declining year on year. Local search visibility was slipping, and well-funded competitors like Black Circles were gaining ground.

justtyres.co.uk
tyre fitting near me
About 18,400,000 results (0.38 seconds)
JT
justtyres.co.uk
https://justtyres.co.uk › tyre-fitting
Tyre Fitting Near You, Same Day Service | Just Tyres
★★★★★ 4.9 · 12,400+ reviews
Book tyre fitting at your nearest Just Tyres centre. 80+ locations across the UK, same-day service, no appointment needed...
B
Black Circles
Tyre Fitting, Mobile Tyre Fitting
Choose from hundreds of tyre brands. Book mobile fitting or garage installation...
A
ATS Euromaster
Tyre Fitting, Wheel Alignment Centres
Find your nearest centre. Expert tyre fitting across the UK...
Just Tyres website
67,000
Monthly organic visitors*
+60% increase in organic visitors. *Traffic data via Ahrefs.
1,100+
Keywords in positions 1–3
Up from 900, with an additional 200 top-3 positions gained.
73%
Share of local search voice
Across an 80+ location estate. (Share of local voice measures how often a location appears in Google Maps results.)
+54%
Pipeline keywords (positions 4–10)
2,400 to 3,700, the next wave moving into top-3 positions.
THE CHALLENGE

Traffic was declining.
Visibility was shrinking.

With 80+ fitting centres across the UK, Just Tyres had the network to dominate local tyre searches. But organic traffic has been falling year over year, and the gap was widening.

Google Business Profile visibility was declining across the estate. Well-funded competitors like Black Circles were outranking them for the searches that drive footfall, and the gap was becoming a commercial problem.

18 months prior Before Dexter Media
Just Tyres organic traffic and visitors
THE RESULTS IN DETAIL

What actually happened

80+ locations, declining organic traffic, and an online presence that had fallen behind. We rebuilt the foundations, scaled across every location, and built the visibility their business deserved.

+60% Increase in organic visitors, now 67,000 per month
73% Local search visibility (share of voice), up from 55%
+36% Increase in direction requests year-on-year
42K 55K 67K Start Now
Monthly organic visitors* · 80+ locations · +60% growth
Monthly organic visitors
42,000 → 67,000 +60%

A 60% increase in organic traffic, driven by technical improvements, local SEO across 80 locations, and national press coverage building domain authority.

Growth breakdown
Organic traffic
+60%
Direction requests
+36%
Keywords in positions 1–3
900 → 1,100+ +200 positions

200 additional keywords now in the highest-visibility positions, the positions that capture the majority of clicks. Driven by both technical improvements and local optimisation.

Keyword rankings
Position 1-3
+200
Position 4-10
+1.3K
Local search visibility (share of voice)
55% → 73% +17.7 pts

Nearly three-quarters of all local tyre searches across the UK now surface a Just Tyres location. Share of local voice measures how often a business appears in Google's map results when people search nearby, across all locations.

Locations in top-3 local pack
34 → 53 +56%

More than half of Just Tyres' 80 locations now rank in the top 3 for local tyre searches in their area. Locations with complete local dominance grew from 12 to 23.

Local pack performance
Top-3 locations
+56%
100% dominance
+92%
How we did it

The channels that drove growth

A national tyre retailer with 80+ locations, declining organic traffic, and a digital presence that needed rebuilding from the foundations up.

Local SEO · 01
80+
Google Business Profiles individually optimised across the national estate

For a business with 80+ locations, local search visibility is revenue. Each fitting centre needs its own Google Business Profile with the right categories, service areas, and review signals. Most had never been properly configured.

We structured optimisation across all 80+ locations simultaneously. Local search visibility climbed from 55% to 73% share of voice, nearly doubling the locations dominating their local area in the top-3 pack.

Google Business Profile optimisation Local pack strategy Share of Voice analysis Review management Location page SEO Local keyword targeting
Before
55%
After
73%
Top-3 locations
34→53
100% dominance
12→23
Digital PR · 02
DR80+
domain authority of national press placements, building the authority that local rankings depend on

Local search doesn't run on GBP alone. Domain authority, earned through national press, tells Google that a business is credible and trusted. That signal flows to every location's local pack performance.

Tyre safety, road safety, seasonal driving tips: topics where Just Tyres' expertise was genuine and newsworthy. Features in the Daily Mirror and Daily Express earned high-authority links and built the brand trust local algorithms reward.

National press outreach Motoring safety angles Seasonal content hooks High-authority link building Expert commentary Regional + national coverage
DM
Daily Mirror
Tyre safety · National feature
DE
Daily Express
Motoring safety · DR88
WO
Wales Online
Road safety · Regional reach
+
Active pipeline
Ongoing national press · Motoring + safety topics
+36% increase in direction requests year-on-year, the direct result of improved local search visibility.
Technical SEO · 03
10,000+
technical issues resolved — redirects, 404s, and duplicate content fixed across the full estate

The site had significant technical debt spread across tens of thousands of pages. Broken redirects, 404 errors, and duplicate content were causing cannibalization issues that quietly suppressed organic rankings.

We conducted a full competitor analysis, restructured hundreds of category pages — tyre sizes, tyre brands, and gaps competitors had already captured — rewrote meta-titles across the site to target additional keywords, and coordinated a complete URL restructure with the development team across tens of thousands of pages.

Technical audit URL restructuring Competitor analysis Category expansion Meta-title optimisation Duplicate content resolution
The full picture

How we built it

The order mattered. With a custom site carrying infrastructure debt and 80+ locations each needing individual attention, technical foundations had to come before anything else.

Technical SEO
Fixing the technical foundations
Months 1–2
100s
new category pages built — tyre sizes, tyre brands, and competitor gaps that were simply missing

Tens of thousands of pages had accumulated technical issues: broken redirects, 404 errors, and duplicate content causing cannibalization. None of it was visible to customers, but all of it was suppressing rankings.

We fixed the full technical estate, restructured tens of thousands of URLs with the development team, rewrote meta-titles site-wide to capture additional keywords, and built hundreds of new category pages based on a full competitor analysis.

Custom site audit Internal link repair Schema deployment URL restructuring Competitor analysis Category expansion
Local SEO
The 80-location problem and opportunity
Months 2–6
73%
Local search visibility (share of voice) at peak, up from 55% across the full estate

Optimising one location is straightforward. Doing it for 80 simultaneously requires a systematic framework: one that can be applied consistently, then monitored and adjusted per location.

We built that framework: every profile reviewed, every location page optimised, every local keyword cluster mapped. The result: nearly three-quarters of all local tyre searches across the UK now return a Just Tyres location.

Location framework GBP systematic optimisation Local keyword mapping Location page SEO Review acquisition strategy Share of Voice monitoring
GBP
What most businesses get wrong
Ongoing
23
locations with 100% local search dominance, up from 12, nearly doubled

Google Business Profile isn't a listing, it's a ranking system. system. Categories, service areas, photo frequency, review velocity, and response quality all determine local pack position.

We treated each of Just Tyres' 80+ profiles as an individual ranking asset, not a directory entry. The increase from 12 to 23 locations with complete local dominance is the outcome of that level of attention applied at scale.

GBP category optimisation Service area configuration Business description Photo strategy Review velocity Local pack targeting
Digital PR
Why national press moves local rankings
Ongoing
+36%
increase in direction requests year-on-year, the human signal that search engines reward

National press and local search rankings are more connected than they look. Authority earned through national features tells Google that Just Tyres is credible and trusted, and that signal flows to every location's local pack performance.

Tyre safety features in the Daily Mirror and Daily Express. Road safety guidance in Wales Online. Each placement earned a high-authority link and reinforced the brand trust that local pack algorithms reward.

Motoring safety angles National press outreach Seasonal hooks High-authority link building Brand trust signals Local pack authority
Compounding
Local and national reinforcing each other
Ongoing
67K
monthly organic visitors at peak, up from 42,000, with the trajectory continuing

Technical foundations enabled local SEO to work properly. Local SEO drove visibility across 80 locations. National press built the domain authority that strengthened both local and non-branded organic rankings. Each phase fed the next.

The compounding effect is visible in the pipeline: 1,300 additional keywords in positions 4–10 are the next wave moving into top-3, and the organic footprint keeps expanding.

SEO compounding Authority accumulation Local × national flywheel Organic growth trajectory Non-branded keyword growth Long-term visibility
1 of 5
"

We had the locations and the reputation but search wasn't working for us. The gap between what we could offer and what customers were finding when they searched was embarrassing. Dexter Media fixed the foundations and built the local presence our business deserved.

JT
Just Tyres Autocentres
Independent Tyre Retailer · 80+ UK Locations
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