If you’re serious about growing your auto shop’s customer base and bottom line, maintaining a strong virtual presence is vital. After all, people now more than ever are deciding how to spend their money based on information they find online. 

In fact, over 90% of today’s shoppers look up a business online before actually going there in person, according to a recent report by Digital.com. What’s more, nearly one in four people are unlikely to visit a business if it doesn’t have some sort of online presence, the report found.

But before you can make a positive digital impression, you need to first make sure customers can find you online. That’s where “search engine optimization” (SEO) comes into play.

Let’s back up. We all search for things online, and most of us use Google. But it may not be totally clear how Google chooses which websites to display, and in what order, after we hit the “search” button. 

Without getting too deep in the weeds, Google and other search engines arrive at their results using a pretty complex formula that looks at the quality of a site’s content, links from other websites (called “backlinks”), how mobile-friendly your site is (more on that later), and whether your site includes certain “keywords” that match what someone types into the search box, among other factors.

If you want the full picture of how Google determines its search results–straight from the horse’s mouth–feel free to visit Ranking Results–How Google Search Works.       

What’s important to know is that websites can improve their search engine rankings, and show up higher in the results, by tooling up these factors. This is the idea behind SEO. 

Now, beyond SEO there’s actually a more targeted process called “local SEO” that helps rank businesses higher in search results for a given area. For example, when people type “auto repair near me” or “auto service Boston” into Google, local SEO helps ensure your company shows up toward the top of the results page…as long as you’re in Boston.

Why Local SEO Matters for Auto Shops    

For businesses whose customers are almost exclusively local (read: auto shops), appearing in these search results is indispensable. Local SEO puts you squarely on the map, as a solid ranking vaults you up the page when people search for shops in your area. 

But it goes beyond visibility–local search marketing is also about reaching the right people at the right time when they're actively looking for your services.

What’s more, when you’re talking about influencing customer decisions, credibility is currency, and maintaining a strong online presence that includes positive reviews can help build trust with potential customers and draw them to your business.

Another plus is that once your shop’s site is optimized for local searches, you’ll keep benefiting from greater visibility and targeted web traffic without having to spend a lot on advertising. As a cost-effective, long-term marketing and customer acquisition strategy, local SEO is hard to beat.

Action Items to Improve Local Search

First things first: To ensure your business can be easily found online, claim and polish up your Google My Business profile. Double-check to make sure your address, phone number, website, and service descriptions are accurate, as these will improve your local SEO and boost your credibility and visibility to potential customers. Seriously, if you haven’t already done this, do it now.

Just as important, include relevant keywords throughout your profile so Google can better understand what you do and connect you with the right people, i.e., those who are looking for your services. Also, use this opportunity to showcase your shop with high-quality photos of the facility, your staff, and the services you offer.

Encourage customers to leave reviews on your profile, too, since positive feedback can help bring in new business. And, respond as soon as you can to all reviews–even negative ones–so customers will see that you’re committed to their satisfaction.

To improve the quality of your website, start by finding the right keywords, i.e., the phrases that potential customers enter into search engines. Tools like Semrush, Ahrefs, or Google’s Keyword Planner can help you identify relevant keywords that are specific to your area. Just make sure these keywords are incorporated naturally into your website’s titles, meta descriptions, and service pages. (This is one of the main factors influencing where search engines place you in their results.)

It’s also important to create compelling, informative content for your website. Talk about your services, highlight past or current projects, or provide useful tips on maintenance, repair, restorations, or whatever your specialties are. And update it regularly–search engines know when content has gotten stale.

Most of us use smartphones for browsing, so having a mobile-responsive (not just mobile-friendly) website is essential. A smooth, user-friendly mobile experience that allows customers to easily navigate your site helps build confidence in your shop as a trusted and reliable provider of service and repairs. It also improves your online visibility, and places you even higher in local search results. 

Social media platforms like Facebook and Instagram offer yet another powerful way to engage with your audience and keep them updated on what’s happening at your company. Stay active on these sites and share content about any projects, promotions, or community-related activities you’re involved in. And again, respond to comments and messages as soon as possible. 

For some great insight on how to use social media to promote your shop, check out this webinar hosted by Shopmonkey customer Mad Hatter Auto Repair. It’s chock full of helpful tips and takeaways, and shows how this family-owned and operated business connects with customers by leveraging its people, personality, and culture.   

Consider some targeted advertising on these platforms, too, as that could also help you reach potential customers. 

Still another recommendation is to register your business in local directories that focus on auto services in your area. Just make sure your business name, address, and phone number are consistent across all platforms.

Finally, forming partnerships with businesses that complement yours can further expand your reach and visibility; you can cross-promote each other and provide backlinks to each other's websites.

Remember that local search optimization is an ongoing process. Keep monitoring your performance, tracking your ranking, and adjusting your strategies based on the results. By following these steps and staying consistent, you can markedly improve your search ranking and attract more customers to your shop.

Ready to boost your customer acquisition efforts? Try Shopmonkey’s automotive marketing platform, complete with review management tools to build and maintain your business’s reputation. This incredible resource allows you to automatically ask satisfied customers to review your shop, and simplifies the process even further by providing you with pre-generated responses. There’s no better way to manage your public perception and image online. Request a demo today!