IMO Car Wash is the world’s favourite automatic drive-through car wash, operating nationally and internationally. They were visible, but AI search features were depressing click-through rates and masking growth. IMO needed a pragmatic SEO plan that protected demand today while building durable visibility across organic, AI Overviews and LLMs.
Own generic and “near me” demand for automatic/drive-through car washing, while strengthening visibility for safety and damage-related queries that dominate People Also Ask. Prioritise terms that convert on mobile, where users choose the nearest site or download the app within minutes.
Adapt content and SERP strategy to rising AI Overviews, where CTR can fall sharply, by earning inclusion/citations, targeting snippet formats, and building entities/schema so IMO is surfaced (and linked) within AI answers.
Use CRO on the app landing journey and internal linking to move users from discovery to QuickPay/app installs, turning increased impressions into actions across iOS and Android while strengthening site architecture for future growth.
Start with customer need; work backwards. We mapped high-intent topics, refreshed priority pages, and optimised for snippets and PAAs. We ran an internal linking audit to route authority to revenue pages, and introduced AI Overview and ChatGPT tracking as standard, then layered CRO on the app journey. In parallel, we maintained technical SEO and link building. The goal was to be present wherever customers search, whether that’s classic SERPs, AI Overviews and LLMs, and make the next action obvious.
Search behaviour was shifting. Where an AI Overview appeared, average CTR dropped by 61%, and AI Overviews were showing on almost 55% of searches, a 115% rise since March 2025. Branded clicks softened; the app page underperformed with fewer new users; internal linking could work harder.
By targeting AI Overviews/snippets, refreshing priority pages and tightening internal links, keyword visibility climbed sharply. Mobile visibility reached 43% in December (up 27% during the sprint), desktop rose to 35% (+18%), and IMO secured multiple top-3 positions for high-intent terms (see page 6). App-journey key events improved, and the brand began appearing more often inside AI answers, including ChatGPT.
Brand mentions and citations in AI Overviews (2025)
Tracked keywords now surface IMO in ChatGPT
IMO’s growth came from practical SEO tuned for today’s SERPs: content built around real customer questions, assets structured for AI/snippet inclusion, and site architecture that moves users to install and pay fast. If you need an SEO partner who builds measurable visibility across Google and AI systems, and turns it into action, let’s talk.
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