IMO Car Wash is the world’s favourite automatic drive-through car wash, operating at scale across the UK and globally. The team wanted stronger non-branded visibility, cleaner technical foundations and more engaged local traffic. Performance was already solid; they simply needed an expert push on multi-location SEO, on-site optimisation and measurement to unlock consistent growth.
Capture national and location-led queries (e.g., “automatic drive through car wash”, “car wash [city]”) by improving keyword coverage, lifting key terms into the top 5, and building visibility across priority towns and cities to drive footfall and app adoption.
Run a full technical audit, create a schema roadmap, and optimise core templates and the Quickpay landing page (H1s, internal links, FAQs) to support crawlability, rich results and UX, ensuring the site scales with IMO’s growth.
Roll out Google Business Profile (GBP) posts and FAQs, set up Bing Places for every site, and improve location-level content so more searches turn into directions, website clicks and washes.
We combined enterprise-level technical SEO with rigorous local optimisation. Our team completed a full technical audit (Screaming Frog, SEMrush, GSC, Bing Webmaster Tools), mapped a schema improvement plan, and audited long-form content to produce a pain-point blog calendar. For local search, we published Quickpay explainer posts and relevant FAQs across GBPs, and set up/optimised all locations in Bing Places. On-site, we recommended Quickpay page updates (keyword-focused H1s, internal links, service clarity, FAQ block). Measurement focused on keyword visibility, non-brand growth, and location-level engagement to inform the next sprint roadmap.
IMO’s brand strength was clear, but non-brand and location queries had headroom; local profiles weren’t uniformly leveraged; and sitewide technical opportunities (schema, speed signals, content structure) limited rich results and scalability. App acquisition via organic was rising, yet uneven across subdomains and locations.
Keyword visibility rose, with standout wins: “fully automatic car wash” moved to position 1 (+36), and “automatic drive-through car wash” reached position 1 (+3). City terms like “Plymouth car wash” and “Huddersfield car wash” hit position 1. Mobile keyword visibility increased by 13%. Local engagement lifted – e.g., Norwich saw +59% directions and +24% website clicks; Farnworth +88% website clicks. Organic impressions and clicks surged year-on-year (+120% and +97%), with non-brand impressions up 121% and clicks up 108%. App landing-page organic users grew 33% vs the previous period.
Increase in Total Search Impressions (YoY)
Increase in Non-Brand Organic Clicks (YoY)
For a multi-location operator, growth hinges on disciplined basics done at scale. By pairing technical excellence with local precision, audits and schema, GBP/Bing Places roll-outs, and focused content, we lifted non-brand visibility, local engagement and app conversions for IMO Car Wash. If you’re comparing professional SEO specialists for
Book a call with one of our SEO specialists today to get an insight into how our digital marketing services can help propel your business growth.
Want to know more about digital marketing? Sign up to our newsletter to stay in touch!
By subscribing you agree to our Privacy Policy
