Racer Industries.

Racer Industries is the largest direct importer of race parts in Australia, supplying customers from club racers to V8 Supercars with quality parts and service. Since implementing Spicy Web’s Search Engine Optimisation strategies, their organic sales have grown by 240% in just four months.


  • Technology
  • eCommerce
  • Auto Parts
  • Motorsport


  • Ecommerce SEO
  • Technical SEO
  • Content Design
  • Advanced Analytics
Racer 1

Project Background

Being a predominantly B2B business in the automotive parts industry for professional motorsport, Racer Industries saw their next opportunity for growth was to expand rapidly into the B2C market targeting hobby race car and go-kart drivers who needed quality automotive parts delivered fast.

Key Challenges:
  • Custom CMS built by Maropost Commerce Cloud — a B2B and B2C multi-channel platform that provides an all-in-one solution for e-commerce, POS, inventory management, order management, and shipping labelling.
  • Custom CMS websites provide additional challenges when implementing technical SEO.
  • An extensive product range with an adhoc site structure. Over 30,000 products available to buy online nested within categories without content and on-page optimisation.
  • We discovered duplicate page title and content issues across the site.
Racer 2

In less than six months, we increased ecommerce revenue from organic search by six figures.

↑ 240%

Increase in revenue from
organic traffic as a result
of SEO strategy

↑ 108%

Increase in organic traffic
from optimisation investment

↑ 104%

Doubled conversion rate
from organic traffic

Racer 4

Our Strategy

At Spicy Web — a Search Engine Optimisation agency in Melbourne — our primary focus is to expand the reach and presence of our client's websites in organic search results without compromising the authenticity and quality of their brand.

40-point Technical Audit

With a comprehensive website audit and Technical SEO Healthcheck, we ensure our client's website is properly set up for success.

Our 40-point Search Engine Best Practices Audit helped us identify minor penalties imposed on Racer Industries website by search engines. Our SEO team at Spicy Web carefully implemented technical changes and on-page optimisation to help search engines understand and identify each webpage uniquely. This strategy increased keyword rankings from 550 keywords to 2600 keywords within five months.

Keywords That Convert

Keywords should be chosen with care and precision so they can help bring highly qualified traffic to your site and grow your products or services organically. We sat down with Racer Industries and together identified keywords with the right search intent for their campaign. We have seen an increase in e-commerce conversions of 108% by optimising products for user search queries on Google.

The Language of Search Engines

Schema markup is the code that helps search engines understand the content on your website. By adding schema markup to your website, you can improve your chances of appearing in rich snippets and other search results features. Spicy Web has identified that websites with carefully implemented schema markup have seen an increase of 20% in CTR (Click Through Rate) from organic search results. We invest months in developing code for our client's websites to increase visibility and CTR. We attribute a significant portion of Racer Industries' organic success to this.

Racer 3