75% coverage Increase. That is the leap Pneuboss achieved in its search visibility across the first two pages of Google. Come take a look at how we accelerated the SEO strategy for the Pneuboss.cz e‑shop over the course of two years.
Every racing driver knows it’s best to take the lead early and leave the competition behind. That is exactly what we did with Pneuboss, a leading online tire retailer. And this tactic has definitely paid off!
Straight to the results
We launched our SEO collaboration with the client in the spring of 2021. Since then, the website has shown continuous organic growth, with more than double the organic visibility compared to the 2021 season.
We’re especially excited by the significant growth in the TOP 3 and 4–10 position segments. These represent keywords ranking on the first page of search results.
2x organic growth
2 x
Rankings on pages 1 and 2
75 %
Page 1 rankings
60 %
To ensure these results aren't just an anomaly of a single tool, we’ve verified them through our own independent tracking via Collabim.com. It’s safe to say the results speak for themselves.
We started in the "dark ages," when 75% of key search terms were stuck on page three or beyond.
Today, the script has flipped–75% of tracked keywords now appear on Google’s first or, at most, second page.
The most critical vertical: tire dimensions
Overall growth figures are impressive, but what about performance for key sales-driven phrases? Don’t worry, we’ve got that covered. We segment our keyword data into specific groups: dimension, tread pattern, brand, season, and their various combinations. Additionally, we track the performance of the advice section.
The client identified tire dimensions as their most important business segment. It makes sense–this specific numerical combination is searched for by anyone ready to purchase tires that match the technical specifications of their vehicle. The ranking trajectory for this segment has closely mirrored our overall success.
Growth in conversion-driven segments was primarily supported by content optimization and creation, based on comprehensive keyword research. Key landing pages were further strengthened through strategic link building from relevant, high-authority websites.
Martin Hill, Head of SEO, Keypers
The advice hub as a secondary performance driver
We didn't neglect content topics either. Once the optimization of conversion categories was fully underway, we shifted our focus to updating legacy articles and creating new, relevant topics. This allowed us to effectively target customers in the 'See' and 'Care' phases of the marketing funnel.
For our advisory content (www.pneuboss.cz/poradna), 50% of all tracked queries rank within the first two pages of Google search results.
For 67 key phrases, the website has secured a featured snippet–a highlighted result displayed directly at the top of Google’s search results.
SEO return on investment
In addition to tracking standard metrics (such as rankings, traffic, or revenue), we utilized BI data comparison for this project.
Our reporting dashboards compare total investment against organic revenue, accounting for variables such as profit margins and shipping costs.
This allows us to benchmark SEO against other marketing channels.
For a clear financial perspective, our Cost–to–Revenue ratio (PNO) in SEO consistently averages in the low single digits.
Planning and strategy: the key to success
The cornerstone of our organic progress was a robust content strategy supported by high–quality external backlinks. However, let’s go back to the very beginning.
All activities must stem from a clear strategy–knowing exactly where we are headed. While identifying the key segments was relatively straightforward, the real challenge lay in determining the optimization priority for the individual landing pages.
Why? The tire segment is uniquely complex due to the vast number of combinations that define a single product variant. You have to account for the interplay between dimensions, tread patterns, brands, and, of course, seasonality.
This results in a massive number of potential landing pages that could serve a user’s query. To put it in perspective: for the broad term ‘tires’ (pneumatiky) alone, Marketing Miner identifies approximately five thousand search queries. When you factor in dimensions, tread patterns, and all their possible combinations, you are looking at an enormous dataset.
When deciding on the roadmap, the key was to balance potential added value with time efficiency. We developed a plan that integrated the client’s sales preferences with a data-driven matrix of search volume, current rankings, and strategic priorities.
Strategic diversification by query intent allowed us to systematically boost all key segments and maintain a balanced performance growth.
Advanced strategic expansion
What happens next once everything is running smoothly? We certainly don't hit the pause button.
Building on our previous achievements, we will continue with initiatives such as:
detailed analysis of the value and contribution of newly generated traffic,
UX optimization of landing pages and conversion paths,
content gap analysis – identifying new and trending topics,
link gap analysis – seeking out high-quality backlink opportunities,
competitor analysis – pinpointing market opportunities and weaknesses,
In addition to fine-tuning the tire segment, we are helping the client analyze new opportunities, with a primary focus on expanding into other product lines.
Ready to boost your search engine rankings?
If you prefer not to handle the testing and implementation yourself, don't hesitate to contact us.
We’ll be happy to analyze your current performance and build a tailored strategy to unlock your full SEO potential–just as we are doing for Pneuboss.
Martin Hill, Head of SEO, Keypers
