TrunkBBI wins 'Best SEO Campaign' for huge Halfords ROI

TBBI Halfords SEO win 1200x1200
By Fiona Brindle


We won! We’re delighted to announce that TrunkBBI won ‘Best SEO Campaign’ at the UK agency awards. This marks a huge achievement for our agency after an incredible team effort towards driving organic growth for Halfords.

Speaking of our SEO campaign, the judges said: “As judges, we thought this was a great collaborative team campaign with a very impressive ROI content creation process. The campaign delivered some clear, strong results, and the team should be very proud of what they’ve achieved. Congratulations.”Our work helped Halfords achieve a substantial ROI growth of 2000% in 12 months. So, how did we do it?

The brief

After migrating their Autocentres website in 2021, Halfords wanted to boost their performance in search engines and grow website sales. So, they challenged TrunkBBI to grow their organic search market share specifically in the tyres category, while also displacing competitors.

Halfords wanted to target all UK motorists looking to buy tyres, ranging from knowledgeable petrol-heads to those with little motoring experience. With such a huge audience to target, our strategy needed to be creative and flexible for a wide audience.
We decided on an organic strategy covering three areas: technical SEO, keyword-driven content strategy, and on-page UX. This involved everything from on-site speed tests and structured data analysis, to improved usability and on-page content.

The execution

Starting with a technical SEO assessment of the Halfords website allowed us to detect issues that would impact the site’s performance in search engines. Based on the objectives, this focused specifically on tyre-related pages and elements, including site speed and usability, as well as elements that would impact Halfords’ SERP (search engine results page) appearance, such as structured data and meta data.

To better understand the tyre search landscape and user search behaviour, we conducted extensive keyword research, categorised by topic and search intent. For each topic cluster, we analysed the search landscape for:

  • Search intent and landing page requirements (transactional, navigational, or informational)
  • Rating E-E-A-T signals in the SERPs
  • Competitor rankings and authority

This research demonstrated that Halfords weren’t capitalising on search demand for price/comparison keywords, or tyre type variations (e.g. winter tyres). Taking a deep dive into the search landscape allowed us to create a detailed content strategy to boost rankings and traffic.

We then created over 200 pieces of content, covering product listings/category pages, product detail pages, and guides containing educational, comparative, or instructional content. We also applied various technical UX concepts, including internal links and anchor text, clearer CTAs, and removing text from images for search, to improve the accessibility of the Halfords site.

The results

Our full-funnel SEO strategy including tech, content, and UX meant the tyres category has increased from the 3rd largest product area for Halfords to the largest product area. We’ve exceeded initial targets of 20% growth (46% revenue growth in 2022) and demonstrated a huge 2000% return on investment for the client.

  • Some of the headline results of this campaign include:
  • 101% YoY increase in quarterly organic non-brand clicks
  • 56% YoY increase in monthly organic traffic to the tyres section of the Halfords website
  • 41% YoY increase in monthly organic transactions
  • 34% YoY increase in monthly revenue from organic search
  • 46% YoY increase in annual revenue from organic search

Rich Foulkes, Halfords Group SEO Manager says: “The success of this project has helped Halfords achieve our business objectives and grow our market share. Our revenue from Services (Tyres, MOTs & Servicing) now accounts for 47% of group revenue vs just 24% in 2018, of which Tyres is a bigger mix than ever before.”

As a result of our success, we’re now working on Car Parts to achieve similar growth in another product area for Halfords, with other verticals in the pipeline.

Here’s what our Head of SEO, Fiona Brindle, had to say: “I’m over the moon that we won Best SEO Campaign at the UK Agency Awards! It’s incredible to see the team at TrunkBBI & Halfords recognised for their hard work and dedication to a fully optimised, purposeful organic search strategy that has delivered exceptional results. Our partnership approach with Halfords has grown from strength to strength and it’s so rewarding to work alongside a team who are dedicated and passionate to delivering objectives through insight and strategy.”

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