Case study: an SEO rescue for a mobile remapper in Flintshire

KP Tuning is Kyle Elson's mobile ECU remapping business, based near Mold in Flintshire and covering Wrexham, Chester and North Wales. When we took the website on in August 2026, Google had stopped trusting it. Eleven of its 40 pages were out of the index, ten of them crawled and rejected, and its average position had slipped from 18 in July to 22.5 in August. We rewrote 24 near-identical pages on 27 August and fixed an 11 second mobile load. In the four full weeks that followed, Search Console recorded 2,832 impressions against 1,310 in the four weeks before, clicks rose from 33 to 61, and the average position improved to 16.3, reaching 11.7 in the last of those weeks. By 2 October, 51 of 52 pages were in Google's index. Every figure below comes from Search Console or a dated check, including the parts that have not worked.

Kyle built the original site himself. A rescue is a different job from a new build: the site already had history, a few pages that earned, and a verdict from Google that had to be reversed rather than a blank page to fill.

What was wrong

The site had been built as a grid: five services across seven towns. Once the place names were masked, any two pages in the grid were 80 to 95 per cent identical, and the site as a whole averaged 72 per cent. Google had already reached its view. On 27 August, 11 of the 40 pages we inspected were not indexed, and 10 of those were "Crawled, currently not indexed": Google had fetched them, read them and decided they were not worth keeping. They were almost all from the grid, and the grid had dragged good pages down with it. Four of the six remapping pages that had been written properly by hand were refused too, because they shared a URL pattern Google had learned to distrust. The main services page, linked from every page in the menu, had never been crawled at all.

The seven town pages were thin, about 117 words each, and competed with the service pages they should have supported. On a phone the home page took 11 seconds to show its main image. The cause was three photographic backgrounds stored as multi-megabyte PNG files, loaded through CSS where the image optimiser could not reach them. And the quote form looked like a form but only handed off to WhatsApp, so it captured nothing.

What we changed on 27 August

We measured the duplication first, then rewrote all 24 grid pages so each one is about the place it names, because the truth is different in each place. The Wirral tunnel commute is close to a worst case for a diesel particulate filter. Farm work in Shropshire makes soot without ever getting the exhaust hot enough to burn it off. The long rural runs in Denbighshire keep a filter healthy. Overlap across the set fell from 72 to 29 per cent. The seven town pages went from about 117 words to more than 500, with real local detail.

The three backgrounds went from 1,701 KB to 27 KB with no visible change. Mobile Largest Contentful Paint fell from 11.0 seconds to 2.4, and the PageSpeed mobile score from 65 to 96. The quote form now sends. Titles were rewritten to fit.

Just as important is what we left alone. The six hand-written remapping pages were good, including the four Google had refused, so we did not rewrite them. On 30 August we added one new page, on unlocking Bosch MD1 engine computers on the bench, because that is work Kyle does that nobody nearby was explaining.

What happened in Search Console

The change showed in the first full week. Weekly impressions had sat between 319 and 337 all through August. In the week starting 31 August they were 719, and they held: 708, 717, 688. The average position, which had drifted from 19.8 to 25.4 through August, came back to 19.0 in that first week and reached 11.7 by the week starting 21 September.

• July (6 July to 2 August): 48 clicks, 1,069 impressions, average position 18.1
• Before the rewrite (3 to 30 August): 33 clicks, 1,310 impressions, average position 22.5
• After the rewrite (31 August to 27 September): 61 clicks, 2,832 impressions, average position 16.3

The reason is visible page by page. In the 28 days before the rewrite, 28 pages appeared in Google results. In the 28 days after, 51 did, and the number of searches where KP averaged a top-ten position went from 40 to 101. The Wirral remapping page is the clearest single case, and we never rewrote it. On 27 August Google had crawled it and refused it. In September, with the duplicates around it fixed, it showed 527 times at an average position of 10.4 and earned 6 clicks. The new MD1 page appeared 94 times at an average position of 7.2 and also earned 6 clicks.

Reading the numbers honestly

Clicks rose from 33 to 61, which is 85 per cent, but August was a dip. July had 48, so against July the rise is about a quarter. Impressions are the cleaner signal: more than double August, and more than two and a half times July.

Searches for the name "kp tuning" also rose, from 7 clicks to 17 across the two 28-day windows. People who already know a business are not something SEO creates, so part of the click growth is demand rather than rankings.

And four weeks is a short window on a small site. The direction is clear; the totals are small.

What has not worked yet

"car remap wrexham" is the search Kyle wants most, and KP still does not appear for it in Google often enough to register in Search Console. In Bing the Wrexham page is third. In ChatGPT, asked the short question, the answer is a list of businesses with a Wrexham address taken from map listings. KP is a mobile business with no public address on Google, so it is not on that list. Asked the longer question, "mobile ECU remapping in Wrexham, someone who comes to your house", ChatGPT does name and recommend KP and links its site (checked logged out on 2 October). The short answer needs map listings, and that is the next piece of work.

What we did next

On 2 October we found that the site's loading screen hid each page's text from crawlers that do not run JavaScript, which includes ChatGPT's. They saw about 90 words a page. We removed it, so every page now serves its full text. The same day Kyle's prices went on the site, because AI assistants quote the tuners that publish a price and skip the ones that do not. The next instalment will show whether either changed anything.

What it costs

Kyle pays £260 a month for the SEO retainer, stated here with his agreement. For a mobile remapper that is roughly the margin on two or three remaps a month, which is the honest yardstick: the retainer has to bring in more than that in jobs that would not have come otherwise, and until the enquiry data covers a full month we are not claiming it does.

What this tells you

• If Google crawls a page and refuses it, adding more pages like it makes things worse. Fix the duplicates first.
• A slow site is usually a few oversized images. Find them before you pay for a new one.
• Google judges the site as well as the page. Four good pages were refused because of the 24 weak ones around them, and the Wirral page came back without a word of it changed.

If you want a remap anywhere from Wrexham to the North Wales coast, Kyle is at kptuning.co.uk. If your own site has pages Google will not keep, our SEO service starts with exactly this kind of check, and you can tell us what is not working.