The Project
Building Search Visibility for Car and HGV Services
FW Abbott was looking to grow its customer base and increase bookings across both its car and HGV services. Although the business had strong facilities, specialist knowledge, and a trusted local reputation, the website needed to work harder to bring in new enquiries.
The challenge was to showcase the business more clearly while helping potential customers find the right service quickly. FW Abbott needed to reach car owners, commercial vehicle operators, fleet managers, and HGV drivers searching for reliable garage services in and around Kettering and Wellingborough.
Rather than relying on a small number of broad keywords, the project focused on creating a more detailed SEO structure that reflected the full range of services the business offered.
Our Approach
Creating a Service-Led SEO Structure
After researching the business, its customers, and the local search landscape, we developed a strategy focused on service-led growth. This meant breaking the website into clearer sections for car services and HGV services, helping users and search engines understand each area of the business.
We then built out individual service pages and supporting content clusters. This allowed FW Abbott to target a wider set of relevant keywords, rather than depending on one large search term to drive all organic visibility.
Car and HGV Website Structure
Individual Service Pages
We created focused pages for key services such as MOTs, tyres, servicing, repairs, brake testing, and commercial vehicle support. Each page was designed to target a specific search intent and support stronger local visibility.
Local Keyword Targeting
Content Cluster Development
Growth by Business Area
The results
Creating Stronger Foundations for Local Growth
Results Coming Soon
