Eric Solomon • April 30, 2018
With so many auto shops out there to choose from, it can be extremely difficult for your business to stand out from the crowd. Gone are the days when people would find an auto shop through word-of-mouth referrals or by driving through their neighborhoods. Now, people go online to find what they need, making their decisions using search engines such as Google, online directories such as Yelp, connections made through social media – and most importantly, a business’s website.
Standing out from the crowd is now more important than ever, and you can help your business attract attention by harnessing the power of SEO (Search Engine Optimization). Using the right SEO techniques, guidelines, and strategies will give your website the boost it needs to reach more customers online and generate more leads than your competitors.
Here are some tips on how your auto shop can use SEO to improve your search engine rank.
Keyword Research for Relevant Search Terms
When using the Internet to find a product or service, the first thing most people do is fire up a search engine, then type in keywords that are relevant to what they’re looking for. So the only way a search engine will lead people to your website is if your content includes those keywords.
To begin, you will need to do some keyword research to know what search terms your customers are using to find what they need. Some popular keyword research tools are Google’s Keyword Planner, MOZ tools, and Keywordtool.io. Think about what services, products, and models your auto shop offers, as well as the locations it services. Then incorporate relevant words and phrases into your website content. Be careful not to cram too many of the same keywords in your content, though; this practice is known as “keyword stuffing,” and Google will penalize your website for it.
Auto Shop Local SEO Strategy
Local SEO is a subset of SEO that focuses on local businesses just like your local auto shop. Many businesses only optimize their website for the general public, without considering their local markets, cities, and neighborhoods. But by implementing a local SEO strategy, your website can attract customers in and around your location.
The first step of your local SEO strategy should be creating and claiming your local Google My Business listing. This process is free to do and is necessary for generating a strong local business presence. Local SEO can help your business improve in local searches, as well as on Google maps. Regardless of your auto repair shop’s size, a local SEO strategy can help your business generate more leads and stand out on Google search results.
Monthly Specials, Offers & Coupons
Since people are always looking for a good deal, one way to stand out in a crowded, competitive marketplace is by offering specials and offers on your website. Discounts — such as “20% off oil changes in June” — can be a powerful way to get customers through your door, as well as to increase customer loyalty.
To make it as easy as possible for people to find these offers, a best practice is to create a separate page for specials and add it to the main navigation of your website. Once you create your specials page, you can begin to monitor how effective they are by tracking clicks, views, and conversions of each offering. This can help you gain insight into your visitors’ shopping behavior and preferences, which can later inform your marketing strategy.
Create Quality Content
Content is king! Both humans and search engines want fresh, quality website content. If you have helpful content on your auto shop’s website that answers frequently asked questions or offers useful advice, online visitors will be more likely to want to find out more about your business. To help users find that quality content, though, you must include specific search terms found in your keyword research. By optimizing each page with relevant keywords, you’ll help boost your search engine ranking and drive traffic to your website.
Make sure your product and service pages have enough of this keyword-optimized quality content. But once that’s done, don’t forget about your blog! Blogging is another great way to improve your online presence. On your blog, you can post news, trends, and answers to relevant auto shop industry questions.
If you own a business, it’s important to gather new leads on a weekly or monthly basis — and your website is one of the best sources for generating those leads. Your main service and product pages should include some kind of lead generation outlet for visitors to fill out and submit. For example:
- Call tracking – Inserting a tracking number on your landing pages and advertisements can help you identify where calls are coming from and which marketing efforts produce the best results
- Contact forms – Give visitors a chance to ask questions or request a quote before fully committing to your business.
- Newsletter sign-ups – Keep in constant contact with potential and existing customers by sending information about news and specials.
Follow the SEO steps above and you’ll begin to reach more customers online for your auto shop business. Having trouble getting started? Reader Digital Agency can help you get your online business off the ground by creating custom digital marketing campaigns tailored to your business goals and objectives. Give us a call at 619-483-4600 to request a free digital marketing audit.