Chipex SEO
SEO & Migration for Automotive E-Commerce - Chipex Case Study
Chipping Away at the Competition
The Challenge
Google’s AI Overviews were suppressing clicks on Chipex’s informational content – traffic that had historically performed well but was now being answered directly in search without a click. With a full website migration planned, the priority was twofold: execute the transition without losing organic visibility, and use the new architecture to shift Chipex’s traffic mix toward higher-intent commercial queries.
The Strategy
SQUIDGY started with an audit identifying which existing pages were most exposed to AI Overview cannibalisation and which commercial opportunities were most resilient. From there, we built dedicated landing pages for Chipex’s key manufacturer brands – BMW, Ford, Audi and others – each optimised for purchase-intent queries.
A full URL mapping and 301 redirect strategy ensured no link equity was lost in the transition. Post-launch, we monitored brand page performance daily through Google Search Console, making iterative improvements to title tags, on-page content and internal linking to accelerate rankings on the new pages.
The Results
The new manufacturer brand pages delivered immediately. Ford clicks up 49%. Audi clicks up 47%. BMW clicks up 20%.
In a market where AI Overviews are making informational traffic harder to hold onto, Chipex now has a commercial foundation built to last.
Results delivered by a Newcastle SEO agency that builds for the long term, not the quick win.
+49% Increase for Ford Clicks
