Nobody searches for "tires" in the abstract. They type a size string, a vehicle, a wheel service or the first cold week of the year. Each of those is a different page, a different proof block and a different booking path. Most tire shops have one page and a phone number, then wonder why the diary has gaps in the middle of the week.
No price claims, no performance claims, no rank guarantees. A written page map first.
01 / The gap
Tire demand is not one curve. It is a size curve, a fitment curve, a season curve and a service curve, and each one has its own timing. A site built around a single service page flattens all four into one message and loses the searches that arrive between them.
Drivers search the marking on their sidewall. If no page carries that string, the search goes to a marketplace that does.
A downloadable list cannot be indexed, cannot answer a fitment question and cannot link to a booking slot.
Changeover demand starts weeks before the rush. Pages published during the rush arrive after the decision is made.
No standalone page means the standalone query, including the post-pothole search, goes to a chain that has one.
No trade page, no form, no stated response window. The fleet manager simply tries the next supplier on the list.
Half the enquiries arrive outside opening hours. Without a form and a stated wait time, they wait until morning and cool off.
02 / The build
Seven work items. The order matters: size and fitment pages first, because they carry the largest query family and they feed everything else.
Every stocked size gets a crawlable page with the marking in the URL, the fitment note, the vehicles it commonly appears on and a booking link. Structured data marks the page as a service, not a product with a price we cannot verify.
Only sizes you actually stock go live. A page for a size you cannot supply is a phone call you cannot convert.
Hatchback, saloon, SUV, light van, 4x4. Each page answers the fitment question and hands the driver to the size page. No brand claims, no comparative performance language, just the fitment logic and the booking path.
Seasonal pages go live six to eight weeks before the peak and are updated with the current booking window. When the peak passes, the page is rewritten for storage, inspection and the next season rather than left to decay.
Three separate services, three separate intents. Each gets a page with the process, the equipment used, what the driver should bring and how long the bay is held. Cross-links go to size and fitment pages, never to a generic services hub.
Branch pages, map data and a review routine that does not depend on one person remembering. Local SEO For Small Business covers the discipline; here it is applied to service bays, opening hours and seasonal queues.
Categories, services, seasonal hours and fresh photos of the bays. Google Business Profile Optimization keeps the listing accurate through the changeover weeks, when opening hours and wait times move daily.
One page for fleet managers, one for trade accounts. Account paperwork, invoicing process, fitment scheduling and a response window stated plainly. The form asks for fleet size and vehicle classes, not a paragraph of free text.
Faceted fitment filters with canonical rules, clean pagination, compressed hero images, service schema and internal links from every size page to the booking page. Core Web Vitals get tested on a mid-range phone, not a desktop.
03 / Three patterns, three page systems
Tread design gives us a useful vocabulary for page architecture. Symmetric, asymmetric and directional describe how a pattern repeats, and the same three shapes show up in how a tire shop's pages should repeat across towns, services and seasons.
One town template mirrored across territories. The layout repeats; the projects, staff and drive times inside it must not. Mirror the structure, never the copy.
Tire pages and service pages bolted to one hub, carrying different proof. The size page shows stock and fitment. The service page shows equipment and bay time. Neither borrows the other's claims.
Seasonal pages only work in one direction: live before the peak, updated through it, rewritten after. A winter page launched in the middle of the rush is a page pointing the wrong way.
04 / The size table
This is the reference we use when we build size pages. It explains notation only. It is not a recommendation, not a price and not a performance claim, and the example strings below are illustrative.
| Marking | What it denotes | Illustrative example |
|---|---|---|
| 205 | Nominal section width in millimetres | 205/55 R16 91V |
| 55 | Aspect ratio, sidewall height as a percentage of section width | 205/55 R16 91V |
| R | Radial construction | 225/45 R17 91W |
| 16 | Nominal rim diameter in inches | 205/55 R16 91V |
| 91 | Load index marking, a code rather than a weight in kilograms | 235/65 R18 106H |
| V | Speed symbol marking, a code rather than a speed in practice | 225/45 R17 91W |
| M+S | Marking used on some all-season and winter products | 265/70 R17 121S |
Notation reference only. Fitment must be confirmed against the vehicle and the manufacturer's documentation. No price and no performance claim appears on this page.
05 / The booking path
The page sequence a driver sees, and the sequence we build and measure. No step asks for information the shop does not use.
Size page or fitment page, both with a booking link above the fold.
Live wait window and the next available slots, stated in hours not vague promises.
Three fields: registration, size, mobile number. Notes optional.
What to bring, where to park, expected bay time, torque confirmation on collection.
Review request and a reminder before the next changeover season.
06 / The engagement
Five stages, each with a defined output. The first two happen before any page is touched, because a size map built from guesses is worse than no map.
Your stock list, your service list, your opening hours and your busiest three weeks of last year. We also read the last fifty enquiries to see which sizes and services people actually asked for.
Every stocked size, every fitment class and every service gets an owner page. Duplicates are merged, dead sizes are dropped and redirects are written in the same document.
Size, fitment, service, town and booking templates. Schema, breadcrumbs and internal link rules are approved before the first page is written.
Publish dates for changeover, storage, inspection and the quieter weeks. The calendar sits next to the content plan so nothing is written a month late.
Bookings by page, calls by channel, size pages that never earn an impression. Pages are merged or retired at the review point, not left to accumulate.
07 / Signals
Composite examples with no client names. Direction, not a forecast, and no claim about prices or product performance.
Booking form submissions per month after 6 months, once size pages and a booking page replaced one contact form.
Calls from the map listing per month after 5 months, with seasonal hours and fresh bay photos kept current.
Fleet enquiries per month after 8 months, driven by a trade page with a stated response window.
08 / Scope
The quote follows three numbers: how many stocked sizes and services you can actually supply, how many branches you run, and how much of the current site has to be rebuilt rather than edited. A single bay with ninety sizes is a different job from a four-branch group with a fleet desk and a wheel showroom.
We deliver the size map first, then a written scope with a monthly figure and a review point. No price table on this page, because a price without a scope is a guess nobody can hold us to.
09 / Questions
Long-tail size strings can surface in six to ten weeks when the page is the only clear match in a town. Competitive fitment terms take a season, because they need supporting size pages and internal links first.
It helps, but a maintained list is enough to start. We build the page set from a spreadsheet and set a monthly update routine so discontinued sizes are removed rather than left to rot.
No. Prices change with supply and vary by branch, so we write process, fitment and booking information instead. If you publish prices yourself later, we can structure them properly.
Yes, and it is usually the highest-return part of the calendar. Pages go live six to eight weeks before the peak, are updated through it, and are rewritten for storage and inspection afterwards.
Yes. Separate pages for fleet managers and trade accounts, with account paperwork, invoicing steps and a stated response window. The form asks for fleet size and vehicle classes.
Form submissions, click-to-call events and booked slots recorded in your booking system. A form fill that never becomes a slot is not counted as a win in the monthly report.
One page per branch with its own hours, bays and stock notes, and one shared size page set at brand level so the branches do not compete for the same size query.
Yes. No bought links, no scraped stock copy, no doorway pages for towns you do not serve. Size pages exist because the size exists.
10 / Who you work with
Eleven years of local search, much of it for workshops and trade counters where the phone rings or it does not. We have built size sets for shops with forty strings and for distributors with three hundred, and we have watched a seasonal calendar fail when it was published three weeks late.
You work with the strategist who builds the size map. Every recommendation comes with the reason, the effort and the signal we expect to see in the booking data.
Fig. 02 — Four page families, one measured outcome. Anything that does not reach the booking page is decoration.
Tell us how many sizes you hold and how many bays you run. You get a short reply with the three changes we would make first, whether or not you hire us.
