Do-it-yourself SEO

If you’re like most shop owners, the idea of managing your own search engine optimization (SEO) may sound as appealing as a trip to the dentist’s office. The discomfort often associated with SEO is understandable. Even those of us who are experts in the field can find SEO confusing and overwhelming.

That’s why shop owners often choose to either ignore SEO or tap outside consultants to handle the task. While I’d much prefer to see shop owners seek help for SEO rather than simply dismiss the need for optimization, the truth is most of you have the tools you need to keep your businesses front and center online. No one knows your shop like you do and with some guidance, you can harness that information to build a very visible digital brand. My goal with this article is to give you the strategies you need to execute Do-it-Yourself SEO easily and effectively.

Before we discuss specific tactics, let’s talk about why SEO is so important and worth your time. While some of your customers are still finding you via word of mouth or a direct mail postcard, a growing number are locating you after searching online. A 2012 Yelp survey found that 85% of consumers used the Internet to find local businesses. More specifically, those consumers are looking for goods and services using search engines, online directories and review sites. To increase your visibility on those channels you need SEO.

Thankfully, there are a variety of ways to optimize your presence on those frequently visited stops on the information superhighway. Focusing your efforts locally, choosing keywords carefully, crafting compelling content and establishing strong external links are all great ways to stay in the spotlight.

We’ve all heard the phrase, “think globally, act locally,” in reference to a number of causes, including energy conservation. Well, the term can also be useful when considering your SEO strategy. While the aim of your business is always to be the best you can be on a large scale, to have the greatest impact, you should focus your efforts in your own backyard. Let your location guide all your SEO activities.

The first step is to think like your potential customers. A Chicago resident needing automotive repair would likely search for shops in their neighborhood rather than the city overall. Make sure your website reflects those types of consumer habits by including the specific areas you serve. It’s also wise to list your business on as many local directories as possible – from Yelp and Google Maps to up-and-coming sites, such as Thumbtack, which allows users to search for services by zip code.

It’s key to ensure that your name, address and phone number are listed the same way wherever your business appears. Even minor spelling errors or typos can make it difficult for new customers to find you. For example, let’s say an auto repair shop’s name has an ampersand in it (Martin & Sons Auto Repair). If one directory has the ampersand written out as the word “and” or the apostrophe is added to the word “Sons” by mistake, the listing could get confused with other similar sounding businesses. It’s also crucial to update your listings any time your name, location or phone number changes.

Staying on top of these listings can be a daunting task, but there are some ways to make the job a bit easier. Moz Local is a useful service that offers a free “check your listing” tool that can be accessed for free. The company can also perform updates and make changes for a minimal fee.

The goal of consistent and abundant listings is to drive customers to your website. So, you’ll want your site to reflect the keywords that are relevant to your customers. As noted before, the “think globally, act locally” phrase should come into play. Have the neighborhood you serve featured prominently on your home page. Highlight the services that are most frequently requested by your customers (a Houston-based shop, for example, might focus on A/C repair). If there are certain models that are popular in your area, make it a point to emphasize your expertise servicing those vehicles by either including them on your home page or creating a landing page dedicated to those models.

Choosing keywords is a delicate balancing act. If you select keywords that are too broad, say the term “Toyota experts,” then you’ll probably find yourself competing with too many shops and may end up coming up short in the rankings.  Some words are just too saturated and need to be tailored to your audience. Adding a neighborhood name to a key phrase (i.e. Wicker Park Toyota experts) can often help narrow the field and generate better results. On the other hand, picking words that are too obscure isn’t wise because there may not be enough people searching for those terms. Keywords should also be designed to attract people who want to make purchases rather than those just browsing for information in hopes of performing a repair at home.

One last word on keywords: don’t go overboard trying to fit key terms on your website. “Keyword stuffing” as that practice is commonly known, is no longer recommended because not only has Google gotten wise to the tactic, but it can also result in a stiff, robotic-sounding website. Again, Moz can be a great resource because it offers an “on-page grader” that will evaluate your individual pages to determine if the right keywords are used in the right places.

Another way to improve your SEO status is by developing unique content. Shop owners are often reluctant to commit to creating content because they fear it will take too much time. The trick is to avoid overthinking your content - whether it appears on social media, a blog or even in an email blast.

Use the various platforms where you communicate with customers to educate them about what you do. Tap your existing knowledge by sharing car care tips, safe driving advice or the latest automotive industry news. I also advise shop owners to use their content to reinforce the keywords they’ve chosen to target. If, for example, you hope to attract Subaru owners, keep potential customers updated on recalls and other issues unique to that brand.  

Reviews are also a good source of content and help provide credibility for your business from unbiased sources. Always encourage your customers to review your business either at the time of service or via a follow-up email.

Finally, link building is emerging as a more important method of enhancing SEO. Link building is the process of increasing the number of external links that point back to your site. One of the best ways to acquire more links is to look at who your partners are in the community. Most shop owners have relationships with associations, coaches, chambers of commerce and local non-profits. In most cases, those organizations are happy to provide website listings of their members or sponsors. Always check to make sure the URL that an organization lists for your business works and sends visitors to the right place. Lost links can impact your search engine rankings.

Remember that all of these strategies are meant to work together. Unfortunately, there is no magic bullet that will automatically send your business to the top of the search rankings. But working steadily to implement the various approaches outlined in this article should increase your visibility and hopefully, your sales too.