It’s a time when marketing phrases like “Boost your auto repair shop” or “Attract more repair customers” might feel cliched or outdated. But from an auto repair perspective, these phrases are very relevant to reaching your potential customers each day.
If you have been running your shop the traditional way, and you already have an existing customer base, local SEO might sound unnecessary. Vehicle repairs are often unexpected, leaving customers stressed. Most drivers will pull out their phone and search online at this point. When they do, will your shop pop up in the results? If you are unsure, then you’ll have to rethink and change your marketing strategy.
Local SEO is the answer.
Why does your auto shop need local SEO? Local SEO ensures that when drivers in your immediate area need help, your shop is the first one they find in a Google search. Your shop should rank when your customers search for “auto repair shops near me” and/or a specific question on how to repair something or a solution to the problem they are facing. If they find your shop’s website on top, with a blog that provides the solution, or as a service listed on your site, or as a Google business profile, it’s brand recognition. They might not come to your shop immediately, but seeing your name over and over fixes your brand in their memory for the future. This is the first step towards making an impression on your customer. If you don’t, your competitor will.
Getting started with SEO for your auto repair website
Your website should appeal to both search engines and potential customers so that they know you’re the right choice.
- Start with a homepage, then deploy dedicated pages showing your main services, including oil changes, battery replacements, engine repairs, exterior & glass services, filter replacements, fluid changes, and tire services, with clear CTAs (call-to-action buttons).
- List your services with an online booking option so that your customers can schedule appointments directly.
- Add a page or section where customers can fill out a contact form and provide their contact details.
- Create separate pages for each site if you are offering repair services at multiple locations.
Technical SEO and content strategy
Local SEO can do what traditional marketing cannot do. Keyword optimization and SEO can improve your Google ranking, so new customers can find you, not just passersby. Auto repair shop websites can be optimized to find local customers in the vicinity of your repair shop, which could be around 10 miles.
Since your customers are online and searching for services, the best way to attract and keep them engaged is to build and regularly revamp your site. The first step is to identify keywords that can be naturally incorporated and then add them to your digital writing so that all your pages are optimized.
Technical SEO Basics
Technical SEO isn’t as complex as it might sound. The following are some essentials that are simple and manageable:
- Mobile optimization: Over 57% of local searches are performed using mobile devices. 1 Your website load time should be <3 seconds, and users should be able to navigate easily between the pages and sections.
- Schema markup: Schema markup is a type of structured data that tells Google all about your business. Add LocalBusiness schema to your website, as this shows your name, address, phone number, and operating hours.
- SSL certificate: Build your site using HTTPS (secure connection).
- Local citations and link building: Standardize your NAP (name, address, and phone number) details while building your website. Partner with auto-related businesses, like car dealerships and car washes, that already have a site with a large following, and get featured.
Content that answers common repair questions
Auto repair customers search before choosing a repair shop. Pay attention to the most common questions customers ask during visits. Make sure your website copy carries taglines or mentions of common repair issues they face. Create content that addresses questions like “My gear shift is stuck in park. What should I do?” or “How long does collision repair take?”
Creating your Google Business Profile
Your Google Business Profile is your digital shop window. When a customer searches for auto repair services, Google displays a list of three shops with a map. If you haven’t created a Google Business Profile for your shop yet, go to business.google.com and create one at no cost. Simply put: Enter business name>>Select primary category (auto repair shop) and secondary categories>>Add the business description, service area, hours of operation, and photos. Incorporate keywords like “repair,” “mechanic,” or “auto shop” into your business description.
Treat online reviews as important as your repair job
Online reviews are like a trump card for auto repair shops. You build a reputation over time, and it helps you start gaining more customers at one point. Reviews influence rankings, so actively ask satisfied customers to leave a Google review, directly or via text or email. Google favors businesses with regular, recent reviews, and without them, it may favor competitors over you.
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