SEO Case Study: How One of America’s Largest Collision Repair Brands Grew Traffic by 5.4% Even After Losing 30% of Its Website Content
An experienced SEO team can enable your website to perform its best by prioritizing data-driven decision-making with your marketing efforts leading to overall business growth.
Caliber Collision
Caliber Collision, one of the nation’s largest collision repair providers with more than 1,800 locations, partnered with Pure Visibility to scale its SEO efforts and protect digital visibility during a time of significant change.
After preparing to divest a major business line—which would reduce Caliber.com’s content by nearly a third—the company turned to Pure Visibility to stabilize performance, align internal teams, and build a stronger foundation for future SEO, content, and PPC growth.
- 25+ years in business
- 1,800+ locations
- One of America’s largest collision repair companies
The Challenge: Drive Scalable Growth Quickly & Efficiently
Caliber Collision had previously worked with another SEO vendor, but the strategy lacked long-term impact and didn’t provide measurable business value. As the company prepared for a major divestiture, the loss of nearly 30% of website content posed a significant risk to SEO performance, authority, and visibility in both branded and unbranded search.
Caliber needed a strategic partner to not only preserve performance but to drive scalable growth, quickly and efficiently.
SEO & Content Strategy
Developed intent-driven content & enhanced on-page SEO.
Technical SEO
Partnered with Caliber on crawlability, UX & indexing.
Local SEO
Optimized over 350 location pages across 15 regions.
Our Approach: Comprehensive, SEO-First Strategy
Maximizing SEO Impact
Pure Visibility delivered a comprehensive, SEO-first strategy to help Caliber Collision maintain and grow organic visibility during a major content reduction. Our work focused on strengthening the technical foundation, improving content quality, and scaling local search optimization—all while aligning closely with Caliber’s evolving business goals.
Content Optimization & Creation
We began with an in-depth SEO audit to assess Caliber.com’s performance, site architecture, keyword footprint, and technical health. This audit identified critical risks due to the impending content loss, as well as high-impact opportunities for improvement. We reworked over 50 key content pieces to improve relevance, readability, and alignment with search intent. Pages were optimized for metadata, headings, internal links, and keyword targeting. We also developed new SEO-driven blog posts and service pages to capture unbranded, intent-based search traffic—helping Caliber expand reach beyond brand terms.
Local SEO at Scale
With over 1,800 locations, local SEO was critical. We optimized more than 350 location pages across 15+ markets, improving keyword targeting, structure, and internal linking to strengthen visibility in Google Maps and the Local Pack.
Technical SEO Enhancements
Working closely with Caliber’s web development team, we addressed technical issues that could impact indexability, page experience, and crawl efficiency. From URL structure to schema implementation and page speed, we ensured that the site’s backend supported long-term SEO health.
Results
Results: Year-over-year growth in organic traffic and improved visibility across both traditional and AI-powered search
Despite losing nearly 30% of its total website content during a significant business transition, Caliber Collision achieved 5.4% year-over-year growth in organic traffic and improved visibility across both traditional and AI-powered search. Through focused SEO efforts, technical improvements, and collaboration with internal teams, Pure Visibility helped the brand not only stabilize performance—but accelerate it.
Key Outcomes Include:
- +5.4% Organic Traffic Growth: Despite a 30% reduction in total website content, Caliber.com achieved year-over-year growth in organic sessions.
- 350+ Local Pages Optimized: Boosted visibility in Google’s Local Pack and Maps by enhancing content, structure, and internal linking across core regions.
- Share of Voice Gains: Improved rankings and domain authority for high-value keyword groups in the Collision and Glass categories.
- Increased AI Search Visibility: Caliber.com content now appears in featured snippets, answer boxes, and AI-generated results across ChatGPT, Perplexity, and Google.
- Stronger Content Performance: Optimized 50+ existing pages and launched new SEO-driven content focused on unbranded search growth.
By implementing a strategic, SEO-first approach tailored to Caliber’s evolving business needs, we helped the brand grow its digital presence, even while reducing total site content. Our deep technical expertise, content optimization, and local SEO at scale enabled Caliber to strengthen its national footprint and maintain visibility across thousands of locations, reinforcing its position as a trusted leader in the collision repair industry.
Learn more about our approach to increasing traffic through SEO here.
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