Why Local SEO Matters for Your Auto Repair Shop

Importance of Local SEO for Auto Repair Shops

In the past, auto repair shops often relied on word of mouth to find new customers. Maybe you’d fix a stay-at-home mom’s leaking transmission pan, and she’d tell all of her friends about your friendly mechanics. Or a customer would ask their coworkers for a recommendation, and they’d say your shop has the fastest service in town. 

While word of mouth is still valuable, it’s no longer the go-to option. Today, more customers are searching the web for local repair services. In fact, a 2023 survey found that more than half of consumers use the internet to look for local businesses every week, with 21% doing so daily. 

SEO increases the likelihood of your business appearing at the top of the search engine results pages (SERPs). Before we dive into how this process fits into repair shop marketing, let’s take a closer look at the advantages of using local SEO. 

Understanding Local Search Behavior

Think about the last time you used a search engine to look for a local restaurant. You probably searched for something like “pizza near me” or “best Italian in Cincinnati.” Once the results came up, you skimmed the top options to see if any caught your eye. Maybe you read some reviews or clicked on a few websites to check out their menus and photos. But one thing you almost certainly didn’t do? Scroll past the first page of the results. 

Most customers take the same approach when looking for auto repair services: type in a few keywords and browse the top options. If your business doesn’t show up on the first page of the search results, the chances of them finding your shop drop sharply. 

That’s where local SEO comes in. By optimizing your online presence for local audiences, you can appear higher in the search rankings. Moving up even a few places can significantly increase the number of potential customers who discover — and ultimately visit — your business. 



Impact on Visibility and Foot Traffic

Local SEO can have a huge impact on your online visibility. According to a 2024 meta-analysis, the top Google search result has a click-through rate of 39.8%, while the second result drops to 18.7%. By the eighth result, the click-through rate plummets to 2.1%. In other words, even the best auto shops won’t cross most customers’ radars if they’re not at the top of the search rankings. 

Whether customers realize it or not, they also tend to trust high-ranking businesses more. A 2024 WalletHub survey found that 87% of people expect Google to show the best result first. This faith in the algorithm makes users more likely to view the top businesses as credible and reliable. 

Plus, a high ranking can drive more foot traffic to your auto shop. According to a 2021 Visual Objects survey, 45% of customers are likely to visit a business’s physical location after finding a strong online presence in local search results. Over time, this could lead to a significant increase in appointments and sales. 

Optimizing Your Google Business Profile

When developing a local SEO strategy, your Google Business Profile — previously known as Google My Business — is one of the most powerful assets. It allows you to control how your company appears on Google Maps, Search, and other platforms in the Google ecosystem. 

Claiming and Verifying Your Business

Get started by claiming or creating your free Google Business Profile. If a previous business operated at your location, you may need to mark it as closed before you can add a new profile. 

Once you’ve entered the necessary information (more on this in a minute), you must verify your account. Google offers several verification methods, including: 

• Email 
• Phone call
• Text
• Live video chat
• Video recording 

Google manually reviews verification requests, which can take up to seven business days. While this process may seem tedious, it helps protect your account by guaranteeing that you’re the only person who can access it and make changes.

Once you’ve built your Google Business Profile, you can improve your visibility with Google Ads. These paid advertisements let you promote your auto repair shop in the SERPs, helping you capture your target audience’s attention. The best part? These ads are pay-per-click, so you get charged only if customers interact with them. It’s an affordable way to give your business a competitive edge over other local shops.

Filling Out Information Accurately

You’ll need to provide several details when creating your Business Profile, including:

• A physical address for your auto repair shop 
• A business category 
• Contact information 
• Your website's URL 
• Business hours

Always double-check this information for accuracy and completeness. That way, your business will appear correctly in local search results.

Adding Photos and Videos

Many customers automatically look for photos and videos when researching businesses on Google. This content allows you to showcase your services and build trust with potential clients. Without it, people might assume your company is new, sketchy, or even a scam. 

Take the time to create and upload high-quality photos and videos that accurately reflect your business. Be sure to include at least one photo of the outside of the shop to help new customers locate it easily. You can also feature your logo, team members, and products.

Conducting Keyword Research for Local Audiences

How search engines rank content may seem mysterious, but the process is fairly straightforward. It goes like this: Customers enter specific words and phrases when searching for local repair shops. Search engine algorithms then analyze websites to find those with relevant keywords and rank them according to how well they match the searcher’s query. 

Keyword research involves identifying the exact phrases used by customers in your area. Adding these keywords to your online content makes it easier for the algorithms to identify and rank your content. 

There are many local keyword research tools available, each with different features. For instance, Semrush allows you to compare your keyword strategy to local competitors and identify gaps. Similarly, Mangools uncovers relevant long tail keywords — such as “affordable brake repair Tacoma” — which are often less competitive and easier to rank for than more general search terms. 

Once you’ve identified relevant keywords, create meaningful content that incorporates them naturally. For instance, if “4 wheel drive repair shops El Paso” is a popular search, you might write blog posts about maintaining four-wheel-drive vehicles or choosing a great repair shop. This SEO strategy can boost your rankings while providing valuable content for your audience.

Building Quality Backlinks

A backlink is created when another website links to yours, often as a trusted resource or recommendation. Backlinks improve your SEO rankings by signaling to search engines that your site is authoritative and high-quality.

Some websites let you purchase backlinks, but that’s typically not the best move. Google’s algorithms often ignore paid links or mark them as spam, harming your SEO efforts. Plus, getting backlinks from random websites probably won’t help local customers find your auto repair business.

Instead, focus on earning backlinks organically. For example, you might develop relationships with local reporters and provide quotes for news articles about the auto industry. You could also publish in-depth and thoroughly researched guides about auto topics, which other websites may use as a resource.



Building backlinks is a long-term strategy, so don’t expect to see results overnight. However, with patience and thoughtful content, you can start earning those coveted hyperlinks and boosting your site’s authority.

Creating Location-Specific Content

Every location has unique auto events, trends, and challenges that can pique the interest of locals. By creating content related to these topics, you can attract more organic traffic and engage your community.

Here are a few ideas for inspiration: 

• Create short videos spotlighting local car clubs or shows.
• Develop guides for nearby scenic drives. 
• Offer seasonal maintenance tips tailored to your region.
• Share tips for preparing vehicles for local emissions inspections.
• Write blog posts about how to protect cars from local weather events like dust storms, hail, or hurricanes.

This educational content will strengthen your reputation as a reliable and knowledgeable source of local information. And who knows? Local news outlets or other small businesses may backlink your content, boosting your visibility even more.

Encouraging Customer Reviews

Whether you like it or not, customer reviews have become a critical part of auto repair promotion. According to a 2023 survey, 75.5% of consumers trust online reviews, and 90.6% read them before making a purchase decision. As a result, earning positive reviews is one of the best ways to attract new customers and build trust in your brand. 

In a perfect world, satisfied customers would always leave glowing reviews for your business. However, people often forget or may not feel motivated to write a review, especially if no one asks. That’s why it’s essential to actively encourage your customers to share their feedback. 

Businesses can use many strategies to ask for input. Sometimes, just asking is enough — particularly if you’ve already built goodwill with your customers. Encourage your staff to request feedback after providing services, and be sure to explain how these reviews help promote your business. A friendly smile can go a long way in making customers feel valued and more willing to provide their support. 

Use your digital channels to request reviews, too. Ask customers to share their email addresses, and send them a follow-up message after their appointments inviting them to leave feedback. You can also encourage your social media followers to provide honest reviews. 

Additionally, some auto repair shops offer incentives for reviews. For instance, you might enter customers into a drawing for free oil changes or provide a small discount in exchange for reviews. While this strategy can help you gain reviews quickly, it’s important to follow legal and ethical standards. 

According to the Federal Trade Commission, “If you offer an incentive to consumers for leaving a review, don’t condition it, explicitly or implicitly, on the review being positive.” Businesses should also avoid discouraging customers from submitting negative reviews. These steps increase transparency and reduce the risk of bias. 

No matter how you acquire reviews, you should respond to each message promptly and professionally. Express your sincere gratitude for all feedback, whether positive or negative. This small gesture helps establish trust and shows customers you’re genuinely receptive to their suggestions.

Above all, don’t panic if you receive bad reviews. Instead, consider whether the complaints are valid — after all, we all make mistakes — and use them to improve your business. This might involve reaching out to a customer to make amends or providing additional training for your staff. By doing so, you’ll demonstrate your commitment to providing top-notch customer service.



Turbocharge Your Auto Repair Shop’s Online Visibility With Local SEO

The internet has made it easier than ever for businesses to connect with customers, but it also means that auto repair shops can easily get lost in the crowd. By optimizing your online presence for local searches, you can cut through the noise and find nearby clients.

Need a helping hand? Optimize Digital Marketing is ready to assist with all of your local SEO needs. Our experienced team specializes in providing tailored marketing solutions for auto professionals. We’ll help you optimize your website, create effective ads, and more. 

Get in touch for a consultation today.