Auto Finesse
Auto Finesse have been making car care products since 1999. They sell direct through their own Shopify store, supply trade detailers, and ship worldwide. We run their SEO across the UK product keyword set.
Auto Finesse
Auto Finesse have been making car care products since 1999. They sell direct through their own Shopify store, supply trade detailers, and ship worldwide. We run their SEO across the UK product keyword set.
The Challenge
Auto Finesse had the brand. What they didn’t have was the search visibility to match it.
When we started in November 2023, the average position across their head terms was 33.17. That’s page three or worse for the searches that define their entire category. “Traffic film remover” sat at #88. “Wax polish for car” at #86. “Car exterior cleaner” at #93. “Ceramic coating”, a term with 12,100 monthly searches, was at #34.
Snow foam, one of the biggest terms in the category at 12,100 searches a month, wasn’t ranking at all.
The problem for any manufacturer selling direct is who you’re up against. Amazon, Halfords, Euro Car Parts and a wall of affiliate “best of” review sites sit on top of nearly every product search. Auto Finesse were competing against retailers stocking their own products, and losing.
What We Did
We built the campaign around the product range, not the brand.
Nobody searches "Auto Finesse snow foam" until they already know the brand. They search "snow foam". We mapped every collection and product line to the terms real buyers use, then expanded the tracked set three times as coverage grew.
We went after the "best" searches deliberately
"Best car cleaning products", "best interior car cleaner", "best car washing products", "best leather cleaner for cars". These are the queries the affiliate sites own, and they sit right at the point of purchase. Winning them means intercepting the customer before a review site sends them to Amazon.
We covered every stage of the detailing process
Wash, wheels, polish, protect, interior, finish. Each stage got proper depth rather than one thin category page, which is what turned a handful of rankings into near total coverage of the category.
We used their content properly
Auto Finesse already produce guides, films and tutorials at a level almost nobody in the sector matches. We made sure that work was structured, linked and indexed so it earned rankings instead of just sitting there.
We kept going
This is a two and a half year campaign with monthly tracking. The results below are what compounding looks like.
The Results
40
Keywords ranking at #1
33 to 3
Average position across the head keyword set
112,400
Monthly searches covered by the head terms alone
Why It Worked
We treated the product range as the keyword strategy. Every collection, every stage of the detailing process, every kit had a job to do in search. That’s what turns ten decent rankings into seventy.
We attacked the comparison terms rather than avoiding them. “Best car cleaning products” is harder to win than a branded search, and worth far more, because it catches the customer at the exact moment they’re choosing.
And we stayed on it. Auto Finesse’s biggest wins came from terms that were on page nine when we started. None of those moved in a month. They moved because the work kept going.
If you’re a manufacturer selling direct and losing search to your own retailers, we can help you take it back. Get in touch for a free visibility audit.
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