Tyres & MoreWebsite, Traction & SEO/GEO Growth Partnership
A plan to help Tyres & More win the local tyre searches it is missing today: a new Shopify site built for conversion, local search and the 2027 ecommerce trial, Traction to score and lift every store and help recruit new licensees, and a 12-month SEO/GEO programme to close the visibility gap to Bob Jane, JAX, mycar and Tyrepower.
Bob Jane, JAX, mycar and Tyrepower get 4.5× to 13× more organic traffic than T&M. The live site has zero structured data, and T&M appeared in none of the 3 buyer queries we tested in AI search.
A new Shopify site (same platform, same brand) built for conversion, local SEO and the 2027 ecommerce trial. Traction to score all 94 stores and support licensee recruitment. A 12-month SEO/GEO programme across the whole network.
Website starting at USD 19,500 and Data & Dashboards starting at USD 16,000 (one-off), SEO/GEO programme USD 4,500/month, Care Plan starting from USD 1,000/month. Year one at starting prices: USD 101,500.
On our working assumptions, an extra 20,000 to 47,000 tyres a year from organic search alone. Year one pays back at roughly 770 tyres.
A strategic partner, not a campaign manager.
You told us what you're looking for: better lead quality, consistent execution across every store, clear reporting, and a partner with real digital expertise at the table. Not a vendor who delivers a site and disappears. That's the brief we've built this proposal around.
“Saigon Digital transformed how Ski.com shows up online. Beyond rebuilding our platform, they helped us rethink our entire search and AI visibility strategy. We saw a significant uplift in organic traffic, our content started appearing in AI-generated travel recommendations, and the quality of inbound leads improved dramatically. They understand where digital discovery is heading and how to turn visibility into real commercial results.”
Where Tyres & More Stands Today
94 physical locations is a real competitive advantage. Online, it isn't showing up yet. This is what we found.
The store network is bigger than the digital footprint suggests.
We pulled independent SEO data from Ahrefs (Australia, 23 September 2026) and tested how Tyres & More shows up in AI search against the four competitors you named: Bob Jane, JAX Tyres, mycar and Tyrepower.
| Site | Domain Rating | Organic Keywords | Organic Visits / Month | Traffic Value (USD/mo) | Referring Domains |
|---|---|---|---|---|---|
| Tyres & More | 40 | 1,524 | 17,222 | 10,770 | 770 |
| Bob Jane | 45 | 12,034 | 153,991 | 35,729 | 1,628 |
| JAX Tyres & Auto | 48 | 14,907 | 128,376 | 54,257 | 2,134 |
| mycar | 53 | 18,734 | 220,880 | 172,823 | 2,901 |
| Tyrepower | 61 | 14,202 | 76,876 | 30,310 | 1,662 |
Source: Ahrefs estimates, Australia, September 2026. Third-party estimates are directional; we replace them with your own Google Search Console and GA4 data in discovery.
What this actually means
Every one of your four named competitors out-ranks Tyres & More organically, by 4.5× to 13× on monthly organic traffic, even though T&M runs a comparable or larger physical footprint in many regions. T&M ranks for 8× fewer keywords than Bob Jane. That is not a brand problem you can keep buying your way out of with ad spend. It is a content and technical gap, and it gets more expensive to carry as the network grows to 150 stores.
What's already working
#2 for “tyre shop near me”
T&M ranks second in Australia for “tyre shop near me”, a term searched around 27,000 times a month. It also ranks #1 for “buy 3 get 1 free tyres near me”.
Non-brand demand is winnable
Only about 10% to 13% of T&M's organic traffic is branded. The site already wins non-brand local searches. It just ranks for too few of them.
The local opportunity is big
Monthly Australian searches: tyres near me 10,000; wheel alignment near me 4,400; cheap tyres 2,100; 4wd tyres 500. Every one of these is a job a nearby T&M store can do.
AI Search Visibility: Tested
In August 2026 we ran three realistic buyer queries through AI-powered search to see who gets recommended.
| Query Tested | Tyres & More Appears? | Who Does |
|---|---|---|
| “Best tyre shop chain Australia” | Not found | mycar, Tyreplus |
| “National chain selling 4x4 accessories and tyres” | Not found | Tyrepower, JAX Tyres |
| “Tyres and More vs Bob Jane vs Tyrepower” | Not found | Search engines default to Bob Jane and Tyrepower's own comparison content |
This matters because of your own differentiator. The “More” in Tyres & More (4x4 accessories, towing, baby seat installs) is a distinctive story. Right now, AI search doesn't know it exists, including on the 4x4 query where T&M should have the edge.
Workstream 1: Website Discovery, Design & Build
Stay on Shopify, keep the brand. Rebuilt to convert, to rank, and to be ready for the 2027 ecommerce trial.
A new site on the platform you already chose. No re-platform, no rebrand.
The site relaunched on Shopify in October 2025, and Shopify stays. What changes is everything built on top of it: discovery and UX strategy, conversion design, store and service page structure, mobile experience, and the technical foundation that search depends on. Brand identity stays exactly as it is.
Discovery & Conversion-Led Design
- Discovery workshops with head office, licensees and marketing to set priorities and success measures
- UX strategy and conversion-led design, focused on getting a visitor to their nearest store, booking or quote fast
- Mobile-first: most “tyre shop near me” searches happen on a phone
- Simple enquiry paths: click-to-call using your existing tracking numbers, streamlined booking and enquiry forms
All 94 Store Pages & Service Hubs
- All 94 store pages rebuilt as proper local landing pages, showing what each store actually offers
- The “More” made visible, store by store, since 4x4 accessories, towing and baby seat installs vary by location
- Service hubs: alignments, 4x4, towing, baby seats, batteries, brakes, suspension
Must-Keep Features
- Store locator and store pages
- Rego check and tyre search by vehicle
- Tyre search by size (Vehicle Logic today, kept or replaced after discovery)
- Product pages, service pages and offers
Technical Foundation & Ecommerce-Ready
- Schema built in at template level (store, product, review, FAQ), so the zero-schema gap is fixed in the build, not bolted on after
- Core Web Vitals and page speed handled at theme level across every page at once
- Ecommerce-ready architecture so the Q2/Q3 2027 trial is an extension, not a second rebuild
- Full redirect map at launch to protect the rankings you already have
Why the site comes first
Whoever runs your paid media, those campaigns land on this site. Today it has zero structured data and trails every named competitor on organic authority. A site built with schema, speed and local search as first-class requirements makes every channel, paid or organic, perform better.
Workstream 2: Data & Dashboards
Traction for network performance scoring and licensee recruitment, plus a Board of Directors app: one dashboard for the board.
See every store's digital performance. Use it to lift them and to recruit new ones.
Traction runs on live data: Google Places, Google Business Profile, Search Console, GA4 and rank tracking, with nightly snapshots. Head office, Gerald and every licensee get their own simple magic-link login. We take it live with your real data in Q4 2026, in time to support the push to 100 stores.
Network Score for All 94 Stores
Every store scored 0 to 100 on five things that drive local demand:
- Visibility (30)
- Reputation (25)
- Conversion readiness (20)
- Content & AI (15)
- Credentials (10)
Stores earn Gold, Silver or Bronze tiers, and each gets a clear playbook of what to fix next.
Licensee Recruitment Scan
Gerald scans an independent tyre shop and shows the owner, in plain numbers, what weak digital is costing them and what joining the network would change.
Demo example: an independent shop in Liverpool NSW scored 24.7 against a network median of 59.0, a modelled gap of about 166 tyres a year (range 100 to 224), roughly A$33,000.
Board of Directors App
One view of network health for the board: store scores and movement, organic traffic, rankings, reviews, AI visibility and leads. The same numbers head office, licensees and any paid media partner see.
Workstream 3: SEO & AI Search Programme
A 12-month growth programme across the whole network, running alongside the build and continuing after launch.
Zero schema, an 8× to 12× keyword gap, and no AI visibility yet.
Current state from the live site and Ahrefs estimates (Australia, September 2026).
Technical Findings
- No structured data. No store, product, review or FAQ schema found. For a 94-location business, this is the single highest-leverage technical fix available. It tells Google and AI tools which store page answers which local search.
- Store pages are under-used. Each store already has a page and a tracking number, so the local SEO infrastructure exists. It just isn't set up to rank yet: thin unique content, no location markup, no local service pages.
- Not ready for AI search. No structured FAQ content and no clear, citable facts pages. That is exactly the content AI answer tools pull from when they recommend a tyre shop by name.
Organic Traffic Opportunity
T&M turns 94 physical locations into 17,222 monthly organic visits, about 183 per store per month. Tyrepower, the lowest-traffic named competitor, gets 76,876 (4.5× more). Our 12-month target is 45,000 a month, with Tyrepower parity the 24-month goal.
Technical SEO
Schema quick-fix on the current site in Q4, then full template-level schema, speed and site health on the new build. Tracking and a GA4/Search Console baseline from month one.
Content
Unique local content for all store pages, service hubs, tyre-segment content (passenger, 4WD/SUV, commercial) and local pages per suburb after launch.
Google Business Profile
Clean-up and optimisation across every store (you already have access to about 95%), plus a review programme targeting a 70%+ response rate within 48 hours.
AI Search Visibility
Monthly AI citation tracking across 10 buyer queries, and structured content to get T&M named in the category and comparison answers where it is missing today.
Authority & PR
Local citation clean-up across all locations, digital PR in automotive and regional media, and a link programme to grow referring domains from 770 to 1,100.
Monthly Reporting
Store-level and network-level reporting in Traction, a written monthly report with insights, and a monthly strategy call.
Paid media: our position
Paid search is your largest marketing spend, so we want to be clear: yes, we can run it. Saigon Digital can manage Google and Microsoft Ads across every store, or work alongside your chosen supplier if you prefer. Either way, we provide the landing pages, the tracking and one transparent dashboard across every channel, so ROAS, lead quality and store-by-store consistency are visible to you, not just to the agency spending the budget. No markup on media spend.
Why this reduces paid dependency over time
Paid leads stop the day spend stops. Organic and AI visibility compounds: a store page that ranks for “wheel alignment [suburb]” keeps bringing in customers every month it holds that position. As the gap closes, a rising share of leads arrives at no cost per click, and paid budget can focus on high-intent, ready-to-book searches instead of covering for categories organic should already own.
What It's Worth
Yokohama sells about 900,000 tyres a year and wants 1,000,000. Here is what better organic search could contribute to that extra 100,000.
An extra 20,000 to 47,000 tyres a year from organic search alone.
Extra organic visits per month × 12 × visit-to-sale rate × 2.8 tyres per transaction = extra tyres per year (run-rate exiting year one).
| Scenario | Extra organic visits / month | Visit-to-sale | Extra tyres / year | Revenue (A$200 fitted) |
|---|---|---|---|---|
| Conservative | +20,000 | 3% | 20,160 | A$4.0M |
| Expected | +28,000 | 4% | 37,632 | A$7.5M |
| Optimistic | +35,000 | 4% | 47,040 | A$9.4M |
Three levers to the extra 100,000 tyres
1. Capture more demand online
The new website plus the SEO/GEO programme. The maths above.
2. Recruit licensees faster
The Traction recruitment scan helps Gerald grow the network from 94 to 100 to 150 stores.
3. Lift every existing store
The Traction network score and playbook show each store what to fix next, and show head office which stores need help.
Foundations now, new site in April, ecommerce trial in Q3 2027.
Discovery workshops, tracking and GA4/Search Console baseline, schema quick-fix on the current site, GBP clean-up across all 94 stores, Traction live with real data for Gerald.
Exit: 22,000 visits/mo; 100% of GBP audited.
UX and design sign-off, Shopify build, 94 store pages, service hubs, tyre search, ecommerce-ready structure. SEO content production runs in parallel.
Exit: 26,000 visits/mo; 3,000 keywords.
New site live in April with a full redirect map to protect existing rankings, AI citation programme, local pages per suburb, ecommerce trial prep.
Exit: 35,000 visits/mo; AI answers 3 of 10.
Ecommerce trial live on the new site, authority and digital PR, review programme.
Exit: 45,000 visits/mo; 6,000 keywords; AI answers 6 of 10.
12-month targets (to September 2027)
| Measure | Today | 12 months |
|---|---|---|
| Organic visits / month | 17,222 | 45,000 (range 38,000 to 52,000) |
| Organic keywords | 1,524 | 6,000+ |
| Referring domains | 770 | 1,100 |
| Google Business Profiles | Partly optimised | All 94 (then 100) fully optimised; 70%+ of reviews answered within 48 hours |
| AI search | 0 of 3 tested queries | Named in 6 of 10 tracked buyer queries |
| Network | 94 stores | Traction live for Gerald by December 2026; new site live April 2027; ecommerce-ready for the Q2/Q3 2027 trial |
Longer term: Tyrepower parity (about 77,000 visits a month) is the 24-month goal, and Bob Jane territory the 36-month goal.
Investment
Two one-off builds, one growth programme and a care plan, delivered by one team. No markup on media spend, whoever runs it.
Three streams, one accountable team.
1. Website: starting at USD 19,500
One-off. Discovery, design and build on Shopify: all 94 store pages, service hubs, must-keep features, schema and ecommerce-ready architecture.
2. SEO/GEO growth programme: USD 4,500/mo
Monthly. Technical SEO, content, Google Business Profile across every store, AI search visibility, authority and PR, and monthly reporting.
3. Data & Dashboards: starting at USD 16,000
One-off. Traction go-live with your real data (network scoring, licensee recruitment scan, logins for head office, Gerald and every licensee) plus the Board of Directors app.
Saigon Digital Care Plan: starting from USD 1,000/mo
Monthly. Hosting, security, updates and support for the website and the platform.
Terms: rolling monthly, no lock-in, 6-month minimum recommended, 30 days' notice. Invoiced in week 3, payable at the start of the next month. No markup on media spend.
Team, Process & Credentials
What working with Saigon Digital actually looks like.
In-house and accountable.
Saigon Digital is a digital agency covering web, data and SEO/GEO (AI search). 25+ years combined experience, USD 25M+ in platform and revenue impact, clients in 15+ countries, and 90% of clients continue beyond their first project. Recent work includes Ski.com, Kenno and SOVA. Every deliverable is built by our own in-house team, with no outsourcing.
Communication
Direct line to Nick throughout, plus your web/UX and SEO leads. Weekly updates during design and build, then a monthly strategy call (video or in person) for the ongoing programme, with async updates in between.
Reporting
During the build: weekly progress against the agreed plan. Ongoing: a live dashboard in Traction covering rankings, traffic, leads (calls and forms), reviews, site speed and AI citations, at store and network level. Plus a monthly written report with insights, not just numbers.
Review Cadence
Build milestones reviewed weekly through Q4 2026 and Q1 2027. After launch: monthly reviews against the dashboard and a full quarterly review, timed against your 100-store and 150-store milestones.
Questions Before the Presentation
Everything you asked us to expand on, in one place, in plain language.
About Us
We're a digital agency built around three things: building good websites, using data to show what's working, and making sure the right people find your business online, on Google and increasingly through AI tools like ChatGPT. Our team brings 25+ years of combined experience, our work has driven USD 25M+ in platform and revenue impact for clients in 15+ countries, and 90% of our clients continue with us beyond their first project.
Everything is done by our own in-house team. We don't outsource design, development or content, so the people who plan the work are the people who build it.
Nick Rowe (CEO & Co-Founder) leads the account and is your main point of contact throughout. Alongside him: a web/UX lead for the Shopify build, an SEO/GEO lead for technical work, content and AI visibility, and a data and reporting lead running Traction and your monthly reports. A small, accountable team, not a rotating cast.
Honestly: we haven't worked in automotive or tyre retail before, and we'd rather say so than overstate it. What we do bring is real multi-location experience (schools with multiple campuses, hospitality groups with several properties) and the same core skill applies here: getting a large network of local pages, each with its own address and service area, to rank and convert individually rather than competing with each other. At 94 locations, this would be the largest multi-location network we've worked on, and we're excited by the scale of it.
Yes. Ski.com, Kenno and SOVA are the case studies we'd point to. Ski.com's CEO is quoted in this proposal (see “Why Saigon Digital” above): a significant lift in organic traffic, and their content started appearing in AI-generated recommendations, not just Google. We're happy to walk through more examples on the call.
Three things. First, we don't outsource: the strategist you talk to works directly with the people doing the work. Second, we lead with real data: everything in this proposal (the traffic gap, the AI search testing, the zero-schema finding) came from auditing your site and your named competitors. Third, we build tools like Traction that give head office, licensees and the board the same clear picture of performance.
Reporting & Transparency
Yes. A written monthly report covering organic traffic, rankings, leads (calls and form fills), Google Business Profile performance, store scores, site speed and AI citation results: whether ChatGPT, Gemini and Perplexity are naming you yet, and for which searches.
Yes. Traction is the live dashboard, for head office, Gerald, every licensee and the board. The monthly written report adds the “what does this mean” context the raw numbers don't. Paid media results sit in the same dashboard, whoever runs it.
Weekly updates during design and build, so nothing drifts. After launch: a monthly strategy call to go through the report together, and a full quarterly review timed against your 100-store and 150-store milestones.
Website Support & Ongoing Development
Hosting, security, support and small ongoing updates (content changes, image swaps, copy edits, adding a new store page) are covered by the Saigon Digital Care Plan, starting from USD 1,000/mo. Larger development (new features, new page types, anything that is effectively a mini-project) is scoped and quoted separately. We'll always tell you which category something falls into before we start, so there's never a surprise invoice.
Expected Results, 12 Months In
Based on the audit we've already done, here is what we're targeting by September 2027. We'll firm these up in discovery once we're inside your data:
- Organic traffic: from 17,222 monthly visits to about 45,000 (range 38,000 to 52,000). Still below Tyrepower's 76,876; parity there is the 24-month goal.
- Keywords and authority: from 1,524 ranking keywords to 6,000+, and referring domains from 770 to 1,100.
- Local search: all 94 (then 100) Google Business Profiles fully optimised, with 70%+ of reviews answered within 48 hours.
- AI search: named in 6 of 10 tracked buyer queries, up from 0 of 3 today.
- Network: Traction live for Gerald by December 2026, new site live April 2027, ecommerce trial running on it in Q3 2027.
Ecommerce Roadmap
The new site is built ecommerce-ready from day one: product and category structure, navigation and Shopify theme choices are all made with the trial in mind. That means the trial is an extension of the new site, not a second rebuild.
In practice: discovery settles the key trial decisions in Q4 2026 (payments, stock, fitting bookings), the build in Q1 2027 puts the structure in place, the new site launches in April with trial prep in Q2, and the trial goes live on the new site in Q3 2027. The tyre and service content the SEO programme builds becomes the backbone of the catalogue.
Monthly Fees: SEO/GEO USD 4,500 + Care Plan from USD 1,000
| Area | What's included |
|---|---|
| SEO/GEO growth programme: USD 4,500/mo | |
| Content production | New and updated store, service, suburb and category pages |
| Technical SEO | Ongoing schema, speed and site-health work |
| GEO / AI visibility | Monthly AI citation tracking and structured content to close visibility gaps |
| Google Business Profile | Ongoing management across every store: posts, Q&A, review responses |
| Authority & PR | Local citations, digital PR and link building |
| Reporting & strategy | Monthly written report, monthly strategy call and quarterly review |
| Saigon Digital Care Plan: starting from USD 1,000/mo | |
| Hosting & security | Hosting and security for the website and the Traction platform |
| Updates & support | Platform updates, support, and small ongoing website changes (see the website support answer above) |
Larger website development beyond ongoing updates is quoted separately, as its own agreed piece of work.
Paid Media
We can run it for you. Saigon Digital can manage Google and Microsoft Ads across every store, scoped after an audit of your current accounts. If you'd rather keep your own supplier, that works too.
Either way, we own the parts that make paid transparent: the landing pages the ads point to, the tracking that measures calls, forms and bookings, and one dashboard that shows every channel side by side. That gives you what you asked for: clear ROAS, lead quality you can see, consistency across stores and reporting you can trust. We also align paid and organic keyword strategy so the two aren't competing. No markup on media spend.
Ready to Talk It Through?
The next step is discovery. We'll agree priorities with your team, plug in your real data, and get Traction live for the push to 100 stores.
Book a Call with Nick →Nick Rowe · CEO & Co-Founder, Saigon Digital · nick@saigon.digital