Automotive shops face numerous obstacles when trying to attract new customers. One of the biggest facts is that when someone needs car repairs, they tend to simply do a Google search and then reach the first 1-3 sites of Google search results. But if you are not able to rank in that position then you will not get that customer.
To get organic customers from Google search results, then you need to find a way to rank on Google SERPs. This can be done with Local Automotive SEO.
In this article, we will walk you through a 5-step Local SEO Automotive process that we have been successfully applying for years in our local SEO projects to bring organic customers from Google search results.
But first, let’s take a look at the reasons why you need SEO services for your auto repair business.
Why Car Repair Shops Should Invest In Local SEO?
1. Listing sites are no longer relevant
Yelp, Yellowpages, etc. are obsolete, and Google is the present and the future. Not long ago, you could get business by placing an ad in the Yellow Pages and waiting for calls to come in. Today, 98% of people search online for local businesses and Google is the first search tool, which is why you should implement SEO for local automotive businesses.
2. Free Organic and Targeted Traffic
Advertising is changing, but it remains a huge expense for most businesses. If you rank in the top position of Google search results, you’ll have a steady stream of free traffic that you can convert into paying customers.
3. Quick Results than other Platform
On average, local and international businesses wait 3 to 6 months to see a ranking in their Google rankings.
Auto repair shops have a big advantage, as the competition consists only of those auto repair shops near you, not those on the other side of the world. And many of your competitors aren’t using Local Automotive SEO yet. You could even jump to the first page of Google’s local results in just 30 days if you do SEO properly!
Let’s see how you can increase the number of customers of your workshop by applying Local SEO techniques.
Select Keywords for Auto Repair Website
First, develop a list of keywords that reflect your services.
For example, some popular keywords for local auto repair could be “Oil change”, “Brake repair”, “Battery replacement” and “Air filter replacement”.
Once you have listed those keywords, you can use Ahrefs Free Keyword Generator. Now put any of your keywords and hit search.
Now go to the ‘Questions’ section and see a lot of good keywords that you can target in your blog.
Now you have got ideas of how to get keywords for your blogs.
There are many other tools like SEMrush, Ubersuggest, etc. You can use any of those tools to generate your keywords.
Now you’re ready to narrow down your keyword list. All keywords fall into 1 of 2 basic categories:
Buying Keywords: Buying intent keywords signal that the prospect is ready to make a purchase. For example, someone searching for “Brake Repair Lubbock” probably needs the brakes on their car repaired, is in Lubbock and is looking for the right shop in this particular area.
Your main focus should be on purchase intent keywords, as they create the fastest conversions. This keyword should feature prominently on your home page and service page, and articles addressing this topic should be created to support the main pages about the service.
Informational Keywords: People search for information keywords to clear their doubts or select the best one before going to hire or purchasing a product. These people may need auto repairs in the future, but he is in the early stages of the sales funnel.
For example, someone searching for “how to rebuild an engine” might own an older car and look ahead to what happens when the engine fails. Search keywords don’t convert quickly, so they should have a lower priority in your local SEO campaign. They should not be discarded, they will be very useful for FAQs and blog posts, which present your shop to potential customers who may choose you later.
Optimize Keywords for Your Local Automotive SEO
When you’ve decided on your final list of keywords, it’s time to optimize them in 2 places. 1st one is your Google My Business page and 2nd one is your website. Here’s what to do:
Google My Business
Your Google My Business page is listed in the “Map” section of Google’s local business results. It works like a mini-website that provides a quick snapshot of your car repair shop. It will increase your online presence and can also give you a quick boost to your Google ranking, as it’s much easier to rank high on a Google My Business page than on a website.
Make sure your Google My Business is accurate and complete:
Verify yourself: First, claim your page and submit it to Google’s verification process. When you see a checkmark and the word “Verified” next to your store name, this step is complete.
NAP: Your business NAP ( name, address and phone number ) must be consistent on your Google My Business page and on all web citations and especially on your website. To be clear that yours is a local business, list a phone number. Make sure the same phone number is used as you mention on your website.
Categories: Your category listings should focus on services rather than results. For example, you might list an Auto Repair Shop, Car Mechanic, and Auto Body Shop. Try to list 3 to 5 categories. To get a clear idea of which category your competitors are targeting, you can use a free Chrome extension called GMB everywhere.
Service Description: The description is a 100-200 word overview of your workshop, ending with a call to action. You must your competitor’s listing to get more idea which thing you have to mention. This format usually works well: {Your Shop Name} offers professional {auto repair and bodywork, or something like that} in {Your City}. {Mention some of your experience and why customers choose you.} Call {Phone Number} today for an oil change sale!
Working Hours: Make sure your opening hours are up to date and consistent across the internet. If you offer after-hours emergency repairs, include that information in a separate paragraph. Here is an example.
Images: Images increase customer engagement, so try adding some photos of your store and your team at work. Before uploading it, it is essential to ensure that it is of adequate size, between 10 KB and 5 MB, while the maximum resolution must be 720 x 720 pixels. Once this is done, it’s time to rename the file, as it should never retain a generic name after uploading.
Let us explain.
A file with the name IMG_74101 gives no SEO value to the image and will not help users find your Auto Repair shop on Google. Instead, try giving your image a more specific name that represents what it actually portrays, such as brake-repair-lubbock.
Website Optimization
Start with your home page and service pages, also known as “main” pages, and optimize them for keywords related to your buying intent. Next, you can tailor your “content” pages (blog and FAQ) to your search intent keywords for your auto repair shop. Here are the most vital elements:
Homepage: The title tag is the most important part of your homepage. It serves a similar purpose to a chapter title in a book and should be 50 to 65 characters long. Try this format: Auto Repair Shop in [your city] | [Name of your workshop].
Meta description: The next step is the meta description, which must describe your main services in just 100-150 characters. This format works well: [Store Name] offers quality [mechanical services and body repairs or similar] in [Your City]. Call [Phone Number] today for a discount on your first coupon with us!
Your H1, or visible headline, needs to be both descriptive and concise. It should indicate your main category in a format similar to: [Car Repair Shop] to [City, State].
The last element is your page text. This should be a 500-1000 word overview written in character. Include basic information about your shop, briefly, touch on your main services, and end with a strong call to action.
Service pages: In this section, you will share your experince with your visitors. Each of your main services needs its own separate page, focused on a relevant keyword. Optimize each page of the service by following the tips above. You will have understood the importance of having a well-built website optimized to be responsive and indexable by search engines. If you don’t have one you can contact me for a free consultation on creating a website for mechanics.
You will have understood the importance of having a well-built website optimized to be responsive and indexable by search engines. If you don’t have one you can contact us for a free consultation on creating a website for a car repair business.
Organize Content Effectively
To create a successful website, it is important to organize content clearly and intuitively for users. Here are some helpful tips:
- Tree structure
Organize your website content with a hierarchical “tree” structure. This means that your website’s homepage should be the top level of the hierarchy, and subpages should be linked to the homepage as branches of the tree.
For example, if you are a mechanic and have a workshop, you might have the following tree structure:
- Home page
- Services
- Car Repair
- Motorcycle repair
- Oil change
- About us
- Contact us
- Easy-to-use navigation
Make your website navigation easy for users to use. Use clear names for your pages and include navigation links at the top or side of the website.
- Short content
The contents of your website pages should be short and concise. Don’t publish pages with text and images that can confuse users. Instead, use short sentences and easily digestible paragraphs.
- Use eye-catching images
Images can help make your website more interesting and engaging for users. Use high-quality images that are relevant to your business and service offerings.
- Call to action (CTA)
Clearly include a call to action on every page of your website. For example, if you’re a mechanic, you might include a “Book an Appointment” or “Request a Quote” button.
In summary, by following these simple tips, you will be able to organize the contents of your website effectively and efficiently for your users.
Collect Citations & Backlinks for Automotive Local SEO
Now that your basic optimization is in place, you’re ready to develop citations and backlinks. Both will improve your reach and increase your ranking on Google.
Citations: A citation is an online directory listing of your business’s NAP (name, address, and phone number). You can find general national directories such as Facebook and Yellow Pages, and general local directories. While many directories offer free quotes, some only accept paid directories. Before investing, use Ahrefs Free Website Traffic Checker to determine if that site is generating traffic or not.
Backlinks: For higher Google rankings, it is critical to have inbound links from high-quality, authoritative sites. Build relationships online and in person with other businesses in your city that provide complementary services, such as auto parts dealers, and then ask to exchange web links.
Collect Reviews for Your Auto Repair Shop
Online reviews serve a dual role: convincing new customers to try your store and also assuring Google that you have a legitimate business. While all review sites can help, Google My Business reviews drive the fastest increase in Google rankings. Send an email to your satisfied customers with a link to your Google My Business profile and ask for a review directly. Soon you will have a steady stream of reviews.
Track Your Results for Local SEO
Rankings: To track your ranking you can use Google Search Console. With that tool you will able to understand which pages your website is ranking for.
Traffic: Free Google Analytics is your best bet for tracking traffic or the number of website visitors you receive. You can see your traffic overall, know which page attracts the most traffic, and even find out what percentage of your traffic comes from Google searches. Read your reports once a month and keep an eye on long-term trends.
Conversions: A conversion is a specific action you want your website visitors to take. For example, you may want your visitors to contact you for a half-price oil change. Google Analytics allows you to track web and phone conversions and determine which of your pages have the lowest and highest conversion rates.
By now it should be clear that a comprehensive local SEO strategy is crucial to attracting more potential customers to your workshop. Work your way through the steps in order and complete one completely before moving on to the next.
We are SEO specialists and can help you to attract more local customers through Google. If you would like assistance with your SEO, book a free SEO consultation from here.
