West Can Auto Parts: SEO Growth Case Study

Case Study

West Can Auto Parts: Scaling Non-Branded eCommerce Search Visibility

West Can Auto Parts is a Canada-focused automotive parts supplier. The goal was to scale non-branded organic visibility and grow market share in a highly competitive eCommerce search landscape.

Customer

West Can Auto Parts

Service

SEO

Project Timeline

2023 – 2024

Increase in Organic Traffic

+38%

Project Brief

West Can needed to expand keyword coverage and improve page-one visibility for commercial category and product searches—reducing reliance on branded traffic and increasing consistent acquisition from high-intent non-branded queries.

Challenging Parts

The site had limited authority and a modest keyword footprint, with many rankings sitting beyond page one restricting consistent demand capture from purchase-intent non-branded searches.

Objectives & KPIs

Increase organic traffic and keyword coverage, improve Top 10 and Top 3 keyword distribution, expand non-branded visibility, and strengthen overall market share in the Canadian search landscape.

Key Implementations

We executed an eCommerce SEO plan focused on commercial intent, category expansion, and authority building.

Expand category and product-level keyword targeting
On-page optimisation for commercial search intent
Internal linking to consolidate ranking signals
Authority growth via strategic backlink acquisition

Project Result Overview

Organic traffic reached 12.9K (+38%), while organic keyword coverage grew to 5.3K (+4.3%). Top 10 and Top 20 rankings improved, showing consistent movement of commercial keywords toward page-one positions. The domain achieved 21% traffic share in its competitive set, supported by 346 referring domains and 4.5K backlinks.

Branded vs. Non-Branded Impact

Non-branded keywords now account for 53.3% of the total ranking footprint-showing a clear shift from brand dependence to demand capture across category and product searches. Branded visibility remains strong, reinforcing trust and repeat purchase behaviour.

Lead / Revenue Impact

Improved category-level visibility and stronger commercial keyword rankings increased high-intent product discovery-helping the site capture more purchase-ready users through organic search.

What Made This Campaign Successful

A strategy aligned with real decision journeys, fast ranking improvements for high-value pages, consolidation of topical authority through internal linking, and a focus on visibility growth in a trust-led sector.

“Our organic growth has translated into consistent visibility for the products that matter most to our business. We are now capturing significantly more non-branded searches, and SEO has become a key revenue-driving channel for our eCommerce operations.”

Team West Can Auto Parts

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