Case Study: How We Helped motrparts.com Attract More Visitors Who Converted

This is an SEO case study for auto parts that skips the usual template. No vague claims, no “we transformed their digital presence” lines. Just what the strategy looked like, how it came together, and what the numbers show 12 months in.

motrparts.com sells auto parts online — a solid catalogue, a team that knows their products, and a real ambition to grow their organic reach. When they partnered with Turnihi Tech Solutions, there was one clear question on the table: how do we make sure the right buyers find this site? Not just through traditional search, but through AI tools like ChatGPT and Gemini too — because that is where more and more people are starting their research now, whether brands are ready for it or not.

Where Things Stood in April 2025

Here is what the numbers looked like when we started:

• 7,465 keywords ranking on Google
• 791 backlinks built over the prior 12 months
• A growing content footprint across their site

Solid groundwork. But there was more to go after. Keyword gaps that were leaving buyers with nowhere to land. Off-page signals that had room to grow. And almost no presence in the places search is moving toward — AI Overviews, featured snippets, the kind of results that sit above everything else and catch buyers before they even start scrolling.

That is where we focused.

The Strategy We Built Together

Targeting the Keywords Buyers Actually Use

Generic high-volume terms were never going to be the win here — too competitive, too broad. What we went after instead were the searches buyers make when they already know what they want. Part compatibility queries. Model-specific searches. How-to questions from people who are mid-repair and need the right part today. Less competition, clearer intent, and honestly — better conversions because the person searching already knows what they need. We mapped out those gaps and built content around them.

Image SEO — an Underused Advantage in Auto Parts

Here is something that does not get talked about enough in this category. Auto parts buyers do not just read — they look. They want to see the part, hold it up against what is on their car in their head, and confirm it is right before they click anything. That makes Image Pack rankings genuinely valuable traffic, not just a nice-to-have.

The product photography was already there. What was missing was everything around it — file names that actually described what the image showed, alt text written for both people and search engines, schema markup that gave Google the full picture. Small details, but they added up fast.

Building Backlinks That Actually Matter

No shortcuts here. The approach was guest placements on automotive and DIY publications that real buyers actually read, genuine participation in Reddit threads and Quora answers where people ask questions about parts and repairs, and editorial submissions to platforms with real authority in the space. 

Structured Content for Featured Snippets and AI Overviews

This one required a real shift in how pages were put together. The old habit of burying the actual answer three paragraphs deep does not work anymore — not for featured snippets, and definitely not for AI Overviews. We moved direct answers to the top, added FAQ sections with tight, specific responses wrapped in proper schema, and made sure every key page gave Google something it could actually pull and surface. It takes more thought upfront but the payoff shows up in places most competitors are not even appearing yet.

Getting Ahead of AI Search

This was a forward-looking piece of the strategy. Tools like ChatGPT, Google AI Mode, and Gemini are now part of how people find products and make purchase decisions. Content was structured to be citable — factual, well-organised, with clear definitions and direct answers that AI tools can pull and reference. The results in this area ended up being one of the standout wins of the past 12 months.

The Results — April 2025 to April 2026

motrparts.com now ranks for nearly 13,000 keywords. That means more product pages, more category pages, and more content showing up in front of buyers who are actively searching — across a much wider range of queries than 12 months ago.

Backlink Growth

We have been building backlinks consistently for motrparts.com — targeted outreach, relevant placements, and a focus on quality over volume. The impact shows up across everything else too. The keyword growth, the jump in Image Pack appearances, the AI Overview wins — a stronger backlink profile lifts the whole site. When domain authority grows, pages that were sitting on page two start moving up, new content indexes faster, and the site gets more competitive across the board.

SERP Feature Growth

The jump from 0 to 67 AI Overview appearances is the result that stands out the most here. A year ago, motrparts.com had no presence in Google’s AI-generated answers. Now their content is being surfaced at the very top of search results — before users even reach the organic listings.

AI Search Visibility — May 2026

Over 2,000 pages on motrparts.com are now being cited across ChatGPT, Google AI Mode, and Gemini. When someone asks an AI tool where to find a specific auto part or which product fits their vehicle, motrparts.com is part of that conversation. That kind of visibility is still rare in the auto parts category — and it is only going to matter more as AI search grows.