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Case Study
We helped IMO Car Wash adapt to AI-driven SERPs by strengthening high-intent search visibility, earning AI citations, and converting discovery into app installs through SEO and CRO.
IMO Car Wash: SEO & AI Search Performance at Scale
Completed on:
2025-11-17
The Objective
IMO Car Wash is the world’s favourite automatic drive-through car wash, operating nationally and internationally. They were visible, but AI search features were depressing click-through rates and masking growth. IMO needed a pragmatic SEO plan that protected demand today while building durable visibility across organic, AI Overviews and LLMs.
Own generic and “near me” demand for automatic/drive-through car washing, while strengthening visibility for safety and damage-related queries that dominate People Also Ask. Prioritise terms that convert on mobile, where users choose the nearest site or download the app within minutes.
Adapt content and SERP strategy to rising AI Overviews, where CTR can fall sharply, by earning inclusion/citations, targeting snippet formats, and building entities/schema so IMO is surfaced (and linked) within AI answers.
Use CRO on the app landing journey and internal linking to move users from discovery to QuickPay/app installs, turning increased impressions into actions across iOS and Android while strengthening site architecture for future growth.
The Results
+42%
+37%
+79%
IMO Car Wash is the world’s favourite automatic drive-through car wash, operating nationally and internationally. They were visible, but AI search features were depressing click-through rates and masking growth. IMO needed a pragmatic SEO plan that protected demand today while building durable visibility across organic, AI Overviews and LLMs.
Start with customer need; work backwards. We mapped high-intent topics, refreshed priority pages, and optimised for snippets and PAAs. We ran an internal linking audit to route authority to revenue pages, and introduced AI Overview and ChatGPT tracking as standard, then layered CRO on the app journey. In parallel, we maintained technical SEO and link building. The goal was to be present wherever customers search, whether that’s classic SERPs, AI Overviews and LLMs, and make the next action obvious.
IMO’s growth came from practical SEO tuned for today’s SERPs: content built around real customer questions, assets structured for AI/snippet inclusion, and site architecture that moves users to install and pay fast. If you need an SEO partner who builds measurable visibility across Google and AI systems, and turns it into action, let’s talk.
More leads, better rankings, or a strategy that delivers - just get in touch today and let’s build your success story together.
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