Tyres & MoreWebsite Redesign & SEO/GEO Growth Partnership
A plan to make Tyres & More the digital leader in Australian tyre retail — a Shopify site rebuilt around conversion and local search, full Google Business Profile optimisation across all 94 stores, and a 12-month SEO/GEO programme to close a visibility gap your competitors have already opened up.
T&M gets 6–17× less organic traffic than Bob Jane, JAX, mycar and Tyrepower, has zero structured data on the live site, and didn't appear in any of 3 tested AI search queries where every named competitor did.
A Shopify redesign (same platform, same brand — no re-platform, no rebrand) built for conversion and local SEO across all 94 stores, full Google Business Profile overhaul, and a 12-month SEO/GEO programme.
$45,000 AUD one-time for the website redesign + GMB overhaul, then $7,500 AUD/month ongoing for the SEO/GEO programme.
Every dollar spent on paid media today is working against a site with no schema and a 6–17× authority gap. Fixing the foundations compounds — for free — every month after.
A strategic partner, not a campaign manager.
You told us directly what you're looking for: an agency that improves lead quality, delivers consistent execution across every store, and becomes a genuine digital expert at the table — not a vendor delivering a site and disappearing. 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. Right now, it isn't showing up online — this is what we found.
The store network is bigger than the digital footprint suggests.
We pulled independent SEO data (Ahrefs) 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 | Monthly Organic Traffic | Referring Domains |
|---|---|---|---|---|
| Tyres & More | 40 | 1,442 | 14,949 | 732 |
| Bob Jane | 46 | 12,553 | 212,643 | 1,742 |
| JAX Tyres & Auto | 48 | 15,397 | 172,337 | 1,454 |
| mycar | 53 | 19,025 | 263,441 | 2,625 |
| Tyrepower | 58 | 14,469 | 91,571 | 1,593 |
What this actually means
Every one of your four named competitors out-ranks Tyres & More organically — not by a small margin, but by 6–17× on monthly organic traffic, despite T&M operating a comparable or larger physical footprint in many regions. This isn't a brand-awareness problem you can buy your way out of with more ad spend forever — it's a content and technical authority gap that compounds the longer it's left unaddressed, and it's exactly why your current paid-only strategy is expensive to sustain at 150 stores.
AI Search Visibility — Tested
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 specifically because of your own differentiator. T&M's “More” positioning — 4x4 accessories, towing, baby seat installs — is a genuinely distinctive story. Right now, AI search doesn't know it exists. JAX and Tyrepower are winning the exact query where T&M should have the edge.
Website Redesign & Google Business Profile
Same platform, same brand — rebuilt to convert and to rank.
Redesign, not rebuild. No re-platform, no rebrand.
The site relaunched on Shopify in October 2025 — the platform choice is right and stays. What needs work is everything built on top of it: conversion design, store-page structure, mobile experience, and the technical foundation SEO depends on. Brand identity stays exactly as it is.
Conversion-Led Redesign
- Homepage and category redesign focused on getting a visitor to their nearest store fast — not a generic ecommerce template
- Store landing page template overhaul: clearer services offered per location, the “More” differentiators (4x4 accessories, towing, baby seat installs) made visible, not buried
- Mobile-first rebuild — most local “tyre shop near me” searches happen on a phone in a moving car
- Simplified enquiry paths: click-to-call using your existing virtual tracking numbers, streamlined booking/enquiry forms
Google Business Profile Overhaul
- Full audit and rebuild across all 94 listings — categories, services, photos, attributes, Q&A, posts
- You already have access to 95% of stores' GBP — we work within that, closing the remaining 5% access gap as a first step
- Review management workflow and response process, store-by-store
- GBP is one of the strongest local-AI-visibility signals available — this work feeds directly into the SEO/GEO programme, not a separate silo
Technical Foundation for SEO
- Schema markup built in at the template level (LocalBusiness/AutomotiveBusiness per store, Product, Review, FAQ) — the zero-schema gap identified below gets fixed as part of the rebuild itself, not bolted on after
- Page speed and Core Web Vitals addressed at the theme/template level across all store pages at once
- Clean URL structure and internal linking designed around the service and tyre-segment content the SEO programme will build
Built for 2027 Ecommerce
- You mentioned trialling ecommerce on Shopify in 2027 — the redesign is architected so that's a future extension, not a second rebuild
- Product/collection structure, navigation, and Shopify theme choices made with that roadmap in mind from day one
Why this has to come before (or alongside) paid media decisions
Whatever you decide about Ads suppliers, the site those campaigns land on currently has zero structured data and is 6–17× behind on organic authority. A redesign built with schema, speed, and local SEO as first-class requirements — not an afterthought — is what makes every other channel, paid or organic, perform better. This is the foundation everything else sits on.
SEO & AI Search Programme
A separate, standalone recommendation — because paid and organic solve different problems.
Zero schema, an 8–13× keyword gap, and total AI invisibility.
This is the real, current-state audit — pulled directly from the live site and independent SEO data, not estimated.
Technical Findings
- No structured data. No LocalBusiness, AutomotiveBusiness, Product, Review, or FAQ schema detected anywhere on the homepage. For a 94-location business, this is the single highest-leverage technical fix available — it's what tells Google and AI engines which store page answers which local query.
- Store landing pages are under-leveraged. With a virtual tracking number and dedicated page per store already in place, the infrastructure for local SEO exists — it just isn't optimised for it yet (no location schema, thin unique content per store, no localised service pages).
- No AI-readiness signals. No llms.txt, no structured FAQ content, no clearly citable facts pages — exactly the content AI answer engines pull from when recommending a tyre shop by name.
Organic Traffic Trend & Opportunity
T&M currently converts 94 physical locations into 14,949 monthly organic visits — roughly 159 organic visits per store, per month. Tyrepower, the lowest-traffic named competitor, converts a comparable store count into 91,571 (6.1× more). Closing even a third of that gap is a realistic 12-month target.
Technical Foundations
- Full technical SEO audit + schema rollout, coordinated directly with the website redesign so it's built in at the template level rather than retrofitted
- llms.txt + AI-readiness baseline
- GA4 + GSC + Ahrefs dashboard, with call and form tracking on the new site
- Competitor content-gap mapping vs Bob Jane, JAX, mycar, Tyrepower
Store & Service Page Build-Out
- Unique, locally-optimised content for priority store landing pages (starting with highest-opportunity metro/regional markets)
- Service-segment hub pages: wheel alignments, 4x4 accessories, towing, baby seat installs, batteries, suspension, brakes
- Tyre-segment content: passenger, 4WD/SUV, commercial, agricultural
AI & GEO Optimisation
- Monthly AI citation monitoring across ChatGPT, Gemini, Perplexity, Google AI Overviews
- Structured FAQ programme targeting the exact category/comparison queries where T&M is currently invisible
- Direct push to close the “4x4 accessories” and “national chain” AI-visibility gaps identified above
Authority & Off-Site
- Directory and local citation cleanup across all 94 locations
- Digital PR targeting automotive and regional publications
- Backlink programme to close the referring-domains gap (732 vs competitors' 1,450–2,600)
Why this reduces paid dependency over time
Every dollar spent on paid advertising stops generating leads the moment spend stops. Organic and AI-search visibility compounds — a store page that ranks for “wheel alignment [suburb]” keeps generating free leads every month it holds that position, and content built once (a schema fix, a service hub page) keeps working without ongoing spend. As the SEO programme closes the visibility gap identified above, the realistic effect over 12–18 months is a rising share of leads arriving organically at zero marginal cost per lead — meaning whatever paid media budget you run, through whichever supplier, needs to work less hard to hit the same lead targets, and can be pointed at high-intent, ready-to-book terms instead of covering for categories organic should already own.
Recommended SEO Investment & Timeline
$7,500 AUD/month, national programme covering all 94 store pages, technical foundations, content production, and GEO/AI optimisation. First measurable ranking movement typically appears from month 3; meaningful organic traffic growth (the 30%+ gap-closing target) is a 9–12 month programme, consistent with how long the current gap took to open up.
Investment
One project fee for the redesign, one flat ongoing retainer for growth — no markup on media spend, regardless of who runs it.
Two workstreams, one accountable team.
| Workstream | Structure | Fee |
|---|---|---|
| Website Redesign Shopify (no re-platform), all 94 store pages, GMB overhaul across all locations, schema/technical foundation built in | One-time project, ~10–12 weeks | $45,000 |
| SEO / AI Search Programme Technical, content, GEO, all 94 stores | Flat monthly retainer | $7,500/mo |
| Total investment Website redesign as a one-time project, SEO/GEO ongoing | $45,000 one-time + $7,500/mo |
The website redesign is priced as a single project because that's how the work actually lands — a defined scope with a start and finish, not an open-ended retainer. The SEO/GEO programme continues after launch since visibility compounds over time and needs ongoing content and technical work to keep growing. Initial SEO term 6 months, rolling monthly thereafter with 30 days' notice. These figures are Saigon Digital's opening recommendation — happy to work through the model together before anything is finalised.
Team, Process & Credentials
What working with Saigon Digital actually looks like.
Founded, in-house, accountable.
Saigon Digital is a full-service digital agency delivering SEO, GEO/AI visibility, paid media, and web development for clients across four continents. $5M+ in delivered digital work, 85% client retention. Every deliverable is built by our own in-house team — no outsourcing, no subcontracted media buying.
Communication
Direct line to Nick throughout, plus your assigned web/UX and SEO leads. Weekly updates during the redesign build; monthly strategy call (video or in-person, your preference) for the ongoing SEO programme, with async updates in between via your preferred channel.
Reporting
Redesign phase: weekly build progress against the agreed timeline and scope. SEO phase: live dashboard covering organic rankings, traffic, leads generated (calls + form fills), page speed, and AI citation tracking — store-level and network-level views. Monthly written report with insights, not just numbers.
Review Cadence
Redesign milestones reviewed weekly against the 10–12 week build plan. Once the SEO/GEO programme is live: content and technical work reviewed monthly against the dashboard, full strategic review quarterly, timed against your own 100-store and 150-store growth milestones.
Redesign first, SEO/GEO running alongside and continuing after.
Ready to Talk It Through?
The next step is a strategy call — we'll walk through this proposal, answer questions, and talk through the pricing model together before anything is finalised.
Book a Call with Nick →Nick Rowe · CEO & Co-Founder, Saigon Digital · nick@saigon.digital