In Town Automotive

When we started working with In Town Automotive, they were already a trusted name in Northampton.

The challenge?

1. Dominate local search results for MOTs and core services.

2. Increase bookings tracked directly back to SEO.

3. Build an organic channel that consistently outperformed every other source of leads.

All handled end-to-end by Novus, leaving the In Town team free to focus on running the garage.

12 Months Later

2,330% ROI. 172% More Traffic. 182 New Page 1 Rankings. 22% More Jobs Booked, 23 AI Citations.

Where other agencies spend months reporting the basics and putting together a strategy, we were taking action to generate ROI from day one.

Here’s what we did:

• Restructured and optimised all core service pages, with a heavy focus on MOTs.
• Created a wave of content across key services and built out blog to capture wider searches.
• Built local citations at scale, securing mentions across trusted automotive and local directories.
• Optimised technical SEO, making site speed improvements that boosted both user experience and visibility.
• Built and launched conversion tracking tailored to the unique requirements of the client, so every MOT, service or repair booking was tracked by channel.
• Built relevant backlinks and local PR coverage, laying the foundations for long-term authority.

A straightforward tried and tested strategy focused on booking more work, not vanity metrics.

The opening 3 months were all about laying the groundwork for explosive growth.

We hit every lever at once – content, technical, citations, links, and conversion tracking. While others crawl through one task at a time, we prefer to launch all engines at once.

• New service pages were researched, written, and pushed live – with MOTs given top priority.

• Blog content was rolled out to establish topical authority.

• Citations were built rapidly across local and industry sites.

• Technical fixes, including site speed, were implemented.

• Conversion tracking was wired in, so every booking could be attributed.

• Link-building outreach began immediately.

By the end of the first quarter, organic traffic was climbing, and new MOT bookings were already showing up directly from SEO.

After the launchpad was built, results began to snowball:

• Link building continued, pulling in high-quality, relevant authority signals.

• New content expanded reach across more services and customer queries.

• Ongoing technical support kept performance sharp and rankings stable.

• Constant reevaluation meant we could double down on what drove bookings and cut what didn’t.

The outcome? SEO became one of In Town Automotive’s highest ROI marketing channels, delivering consistent booking growth year after year.