How Gulf Shifted from Brand Reliance to Search Visibility

The Problem

Despite Gulf’s strong global reputation, organic performance lagged behind competitors. Traffic was overly dependent on branded searches, and the website wasn’t surfacing enough for generic queries that consumers use when searching for maintenance advice. 

Without a strong base of consumer-focused content, Gulf risked missing out on millions of opportunities to reach new audiences and demonstrate how its products fit into everyday vehicle maintenance.

The Solution

We delivered a structured search strategy to position Gulf as a go-to source of practical advice for drivers of cars, motorcycles, trucks and EVs:

• Published new advice-led articles and refreshed existing ones to capture high-volume queries.
• Positioned Gulf products as part of everyday maintenance, always tied to solving real user problems.
• Boosted visibility across generic, maintenance and EV-related searches.
• Rolled out hreflang and article schema for better global targeting and SERP appearance.
• Optimised underperforming blogs to improve relevance and search visibility.
• Improved site performance, with speed increases across key templates.

The Results

This strategy has transformed Gulf’s organic presence. Impressions jumped by 220% YoY, while clicks rose by 30%, signalling stronger engagement and reach.

The number of keywords ranking in the Top 3 grew 43% in just eight months. More importantly, Gulf’s traffic is no longer overly reliant on branded terms. Today, 97% of organic sessions come from non-brand searches, led by blog content that now accounts for 65% of clicks and 72% of impressions.

Technical enhancements, like page speed gains of up to +36 points, further improved both UX and search performance.

With this foundation in place, Gulf is well-positioned for the next evolution of search. Its site now triggers AI Overviews for 5,666 keywords globally, a strong signal of relevance and authority in a shifting search landscape.