PFAFF Automotive Partners: store-by-store SEO for a 20-rooftop dealer group

For five years, Natural Click ran monthly SEO and content programs — with individual reporting for each store — for an Ontario dealer group spanning luxury, import and powersports brands.

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~20rooftops supported

5 yrsmonthly program, 2016–2021

Per-storeSEO reporting

2languages of content

The client

PFAFF Automotive Partners was an Ontario dealer group of roughly 20 rooftops, acquired by Lithia Motors in 2021. Its stores included Pfaff Audi Vaughan, H.J. Pfaff Audi Newmarket, Pfaff BMW Woodbridge, Markham and Mississauga, MINI Markham, Pfaff Porsche, Porsche Centre Markham, Mercedes-Benz Kitchener-Waterloo, Pfaff Volkswagen, Mazda, Subaru and Harley-Davidson, along with Autoworks, Tuning, Leasing and Reserve.

The challenge

Every store competes in its own market for its own brand — Porsche shoppers in Markham, BMW buyers in Woodbridge, service customers in Kitchener-Waterloo. A single group-level strategy couldn’t capture that. The group needed consistent SEO and content across many brands and locations, plus reporting each store could act on.

What we did

Monthly SEO and blog programs for individual stores, keeping each site fresh with brand- and model-focused content — see content marketing.
Per-store SEO reports so general managers could see their own rankings and traffic.
Chinese-language blogs for the Markham stores, reaching Chinese-speaking buyers in one of the GTA’s most diverse markets.
Work within dealer platforms, focusing on content, structure and internal links where templates were locked.

The results

The program ran continuously from 2016 to 2021 — the year PFAFF was acquired by Lithia Motors — delivering consistent content and store-level reporting across roughly 20 rooftops and more than a dozen brands.

See how we approach dealership marketing, or read our car dealership SEO guide.