Category: SEO News and Information

  • Automotive Repair Digital Marketing Program

    Automotive Repair Digital Marketing Program

    Local auto repair shops generally have engaged owners who enjoy working in the bays, greeting customers, and working side by side with other mechanics. They know that the most important factor in their shop’s success is happy customers who are willing to refer friends and family, leave reviews, and continue to return for maintenance and repairs.

    Auto Repair Shop Customers

    Repair shop owners also know that they have to continually reach out to new customers. The key vehicle age range for repair shops is between 6 and 12 years, and people are keeping their cars longer, holding on to them after the manufacturer’s warranty expires. When this happens, they are looking for a local shop that can provide better service, has closer ties to the community, and stands behind their work. 

    This is where a holistic approach to digital marketing for auto repair shops makes a difference.

    Auto Repair Customer Journey

    Rare is the customer who buys a new car and does not take advantage of the manufacturer’s warranty and the dealer’s add-on services. During this time, they do not pay for the repairs, and may have maintenance services covered as part of the car purchase. Unless they purchase or lease new vehicles every 3-5 years, they will go from paying nothing for service to footing the entire bill. 

    When a vehicle reaches six years old, the owner is hit with sticker shock for repairs and service. It is not necessarily that the dealership is expensive, though it may be. It is that the customer suddenly becomes responsible for the out-of-pocket cost of maintaining the vehicle. 

    This is when they start hearing their neighbors when they talk about “their mechanic.” Conversations they’ve ignored for 5 years suddenly become more interesting. They begin recognizing alternatives to the dealership. And when an oil change is needed, or a repair comes up, they will actively look for a local car repair shop.

    For local mechanics, providing great service, being visible in the community (offline and online), and appearing to prospective customers when they are looking for repairs are critical to growing and maintaining their business.

    The Digital Marketing Approach

    Local shops and their owners are part of the community. When we work with shop owners, we emphasize the importance of their offline connections while leveraging digital marketing channels. When developing a digital marketing plan with this approach, you blend your offline activity and community connections with online channels.

    One of the first things we look at when working with an auto repair client is their reputation. No matter how good your targeting and messaging are, if you have no reviews or too many bad ones, there are likely some housekeeping issues to address before you spend more money on marketing. So, we’re going to assume the shop is honest, qualified, and respectful, and has good relationships with its customers.

    Social Media and The Auto Repair Shop

    There is so much involved with the social media channels. One of the more common mistakes we see is a shop posting only about the shop. They may post every day, but their posts tend to focus on offers/discounts, the services, or news about their business. This is a SOcial MEdia approach, and has nothing to do with the customers.

    Why do Prospective Repair Shop Customers Use Social Media?

    For people who have not been to your shop, social media is how they get to know you. This is where they see how involved you are with the community. It’s where they can get a sense of your “personality” and what is important to you as an owner. Social media is where people either start to get comfortable with you or are put off by you.

    Our Approach to Social Media for Repair Shops

    The short answer is to be involved. Share information about local events and businesses. Participate and share your positive experiences with the community and local schools. Sponsor local groups. Most shop owners are already involved in the community, but they tend not to share that on social media. 

    Share your personality. In marketing, they call this the Brand Voice. In a small business, we call it being ourselves. The idea is that when someone reads a post, even if your shop’s name isn’t attached to it, they have a sense it came from your shop; at the very least, they are not surprised to hear it was you. This may be humour, or expertise, or care, or… whatever is recognizable as you. 

    In moderation, share social proof. These are usually in the form of customer reviews. If someone posted a review on Facebook, Google, Yelp, wherever, let the people on social media know. Don’t overdo it, but periodically, letting people know you do good work in the eyes of other customers is important.

    Self-promotion and Social media advertising are why you are on Facebook/Instagram, X, LinkedIn, etc. But, there are limits to how much you can focus on the SOcial MEdia aspects of it. For paid advertising, if you are not active in social media organically, don’t waste your money on advertising. People will go to your profile, and if you are not engaged, they’ll likely move on.

    Share promos and services organically on your social channels. Regarding advertising, we find it helpful to keep shops top of mind and to highlight seasonal service recommendations. Particularly with Facebook, you have a lot of targeting and creative options. There is no single right way to go about paid advertising. So, work with your marketing person or agency to develop the right balance and plan for social media advertising.

    Auto Repair Search Engine Optimization (SEO)

    When car owners enter the auto repair market (cars coming out of warranty), they will likely have questions about maintenance, regular service, and how to care for their car. Google is likely their go-to for finding information, and appearing in search results (SEO) may be your first opportunity to introduce yourself to a prospective customer.

    When looking for immediate service, SEO helps by pushing your shop to the top of the search results and the maps/pack section. This is where most of the “action” related results appear – where people will make an appointment.

    Answer Engine Optimization (AEO) – AI 

    Artificial Intelligence/LLMs are all over the news. From ChatGPT to Gemini to Claude and many others, AIs are becoming the first line of inquiry for many people. However, deep optimization for AEOs is challenging for many businesses. 

    An in-depth discussion of LLMs is beyond the scope of this article. But we did a recent write-up on LLM optimization and understanding here. The good news is that sites with proper SEO are well-suited to take advantage of LLMs. Mostly, they need to add some clarifying code snippets (llms.txt and JSON) to make it easier for the LLMs to consume the information, particularly during discovery. 

    PPC Advertising for Auto Repair Shops

    Pay-per-click advertising has come a long way over the past 25 years. What we call PPC advertising today would not have been recognizable as such when the industry started. It is important to acknowledge that because there are different flavours of PPC advertising, and you may have one type in mind when you hear (or read) it, and your friend may have a different type in mind. It is important to have a shared understanding of PPC Advertising when developing your paid advertising plan.

    Since the majority of people will think of Google Search when discussing PPC ads, we’ll look at the main components of Google’s PPC offering for local service businesses. 

    Local Service Ads are among the most recent versions of Google Ads. It is separate from the Google Ads platform and is built specifically for local businesses. The price is based on a cost per action – usually a call, and the rate is set by an “auction.” It can be very expensive vs the search cost per click in regular search. But the calls are direct to your shop, and more likely to be higher-quality leads. These ads appear at the top of the search results when someone searches for something Google thinks is relevant to your offerings.

    Google Search – PMax and Search – has morphed into a multi-channel ad platform. While you can create keyword lists, Google is downplaying that mode of targeting in favor of signal-based targeting.  What this amounts to is that Google AI is taking more control over when and where your ads are presented. Depending on your category, Google AI can do a much better job than manual bidding. But sometimes you get junk. 

    Tracking Your Repair Shop Digital Marketing

    We are going in a direction that requires better feedback on our marketing efforts. While leads and calls are helpful, tracking to the actual revenue is far better.  Fortunately, the Auto repair shop industry offers quality options for tracking marketing-to-revenue. Vendors like ShopGenie(Tekmetric), Kukui, and others provide direct links from marketing activity to revenue.

    To understand user behavior for conversion, Google Analytics provides reporting tools. Properly set up, GA can track the source and activity of people on your website. When combined with shop management software, you can confidently track the results of your digital marketing efforts.

    Working with an Agency For Digital Marketing

    As a repair shop owner or manager, you spend most of your time in the bay or with customers. If you decide to work with a digital marketing agency, look for one that is focused on small businesses. While auto repair shop marketing is helpful, a good digital marketing agency with experience in local marketing is even more important. 

    Shameless self plug – Fanatically Digital is both an SMB local-business-focused agency and has experience working with auto repair shops.  If you want to discuss your digital marketing, contact us here.

  • A New Site Design Doesn’t Have to Kill Your SEO — But It Can

    A New Site Design Doesn’t Have to Kill Your SEO — But It Can

    One of the biggest concerns companies have when redesigning their website is that it might kill their SEO. And honestly, it often does. But that’s not because a redesign inherently hurts search visibility — it’s because the process was handled improperly.

    The Disconnect That Tanks Rankings

    Many companies work with a developer or design agency that simply doesn’t think about SEO. They focus on how well the site performs in terms of user experience, or how polished the design looks — and those things matter. But they don’t necessarily connect what’s being launched with what has existed. When those two things are completely disconnected, that’s when SEO tanks.

    We’ve seen clients who were convinced that working with an overseas development team — say, out of India — made sense purely because it was cheaper. And for the development work alone, that might be true. But when those developers are unconcerned with the existing site architecture or the existing site content, they’re likely to make decisions that hurt search engine visibility and potentially even user experience. We’ve seen companies do this the right way, and we’ve seen them do it the wrong way.

    How to Redesign a Website Without Losing SEO

    The right way to approach a site redesign involves analyzing the existing site’s URL structure and reviewing webmaster tools like Google Search Console and Bing Webmaster Tools. Every URL within those tools needs to be accounted for when planning the new site architecture.

    The best approach is to replicate the existing site architecture as closely as possible. But there may be legitimate reasons that can’t happen — maybe you’re consolidating pages, restructuring navigation, or moving to a different platform. If that’s the case, you need to implement what’s called 301 redirects.

    A 301 redirect tells the search engines that an old URL no longer exists, but a page just like it exists on the new site — and here’s where to find it. This way, the new page receives at least partial credit for the visibility the old page had built up over time.

    What we often see, though, is that development teams won’t even consider creating 301 redirects. It’s just not in their thought process. And without them, all of that accumulated search equity disappears overnight.

    The Content Rewrite Trap

    Another thing that tends to happen during a site redesign is that companies get deeply involved in rewriting their content. Even if the rewritten content lives on the same URL, when it’s substantially different from what was there before, it no longer aligns with what the search engines have indexed.

    Maybe the content itself is truly different, or maybe the HTML structure has changed significantly. Either way, it gives the search engines a reason to downgrade your ranking.

    If you’re going to rebuild your content in addition to redesigning the site, it’s best to roll out those content changes over time — don’t push everything live the moment the new site launches. We know that’s not what most companies want to hear. After all, they’re rebranding or enhancing their brand, and they’re proud of the new messaging. They want it out there immediately.

    But the unfortunate reality is that search engines don’t care about your branding or your new messaging. What they care about is consistency of content — how it relates to the links that have been built pointing to that page, how it relates to the search terms people use when looking for content like yours. If the search engines find a reason to downgrade your ranking and lift up a competitor instead, they will.

    The Bottom Line

    A site redesign should be an investment in your business, not a setback for your search visibility. With the right planning — proper URL mapping, 301 redirects, and a phased approach to content changes — you can launch a fresh, modern site without sacrificing the SEO equity you’ve spent years building. The key is making sure someone on your team, or your agency partner, is thinking about search from the very beginning of the redesign process, not as an afterthought once the damage is already done.

  • What Are the SEO Implications of AI?

    What Are the SEO Implications of AI?

    We’ve been working with clients in SEO for decades, and one of the consistent themes in our strategies has been good hygiene — good SEO hygiene.

    Over the years, we’ve seen clients and prospects chasing Google’s search algorithms in hopes of gaming the system and gaining an advantage. This rarely works. And when it does, it’s temporary — based on a single point-in-time change that doesn’t have lasting implications.

    What Good SEO Hygiene Actually Means

    When we talk about good SEO hygiene, we’re talking about covering all the bases: making sure your site has the right meta tags, the correct alt attributes, a proper heading tag structure, and well-written content. It sounds simple, but it’s where most sites fall short.

    What we find time and again is that someone reads an article claiming “change your title tag to 35 characters and you’ll win the game,” and suddenly they want every page to have a 35-character title tag. These types of hacks don’t work. But if you ensure that your title tags are relevant, that they include an appropriate call to action, and that they connect to both the page content and the queries people are searching — then your title tag is well written, regardless of its length within reason.

    So What Does This Have to Do with AI?

    Right now, during the discovery phase of answering a question, large language models rely on search engines as a primary content source. As we’ve seen reported in Search Engine Land, LLMs reference search engine results extensively — they actually do quite a deep dive, running multiple layers of queries to answer even a single question.

    What this means for businesses is that good SEO practices are still the name of the game. The fundamentals haven’t been replaced. If anything, they matter more now because your content isn’t just being evaluated by Google’s algorithm — it’s also being pulled into AI-generated answers.

    SEO Activity Isn’t Being Replaced — It’s Being Expanded

    Those core practices have been expanded, though. We now need to include things like llms.txt files, more robust JSON-LD structured data on each page, and a more intentional approach to HTML tag structure — which, to be fair, is a carryover from the way SEO has always worked when done properly.

    In practice, what this means is that SEO activity doesn’t go away. It grows. We have to be more deliberate about the structure of our pages, the type of content we produce, and how that content is organized. We need to add files like llms.txt alongside the HTML sitemap and XML sitemap that have long been standard.

    The businesses that treat AI as a reason to double down on SEO fundamentals — not abandon them — are the ones that will maintain and grow their visibility in this next phase of search.

  • Before You Change Your SEO Strategy

    Before You Change Your SEO Strategy

    I had a call from a client in the auto repair industry. He asked if I’d be willing to talk to a fellow owner of several shops about a sales performance issue at one of their locations. He’d fired an agency, and after a few months, his new agency wasn’t faring any better, or at least the shop wasn’t. He didn’t want to change agencies; he just wanted an outsider’s perspective. So, of course, I was happy to talk with him.

    SEO Audit Conversation

    The initial focus was on the repair shop’s SEO performance. He wanted to know if there was something about the optimization for that shop that would cause it to underperform the other locations. On the surface, this seems like the right question. And, it was something to look into. 

    So, I agreed to draft a proposal for an SEO audit. But before we did that, I wanted to better understand the markets and the marketing they were doing for each location because he mentioned a couple of things that stood out to me.

    Likely A Market Issue

    First, there was an assumption that the demographics of the poorly performing shop should lead to higher revenue.  Of the three repair shops, its area had the highest average household income: about $250k. 

    The second thing mentioned was the type of promotions. They were discounts, free oil changes, and other price-driven incentives. But, no matter how good the promotions were, they didn’t drive new customers to the shop.

    I thought this might be a case of being too close to the issue to see it clearly. If you are familiar with the core market in the automotive repair industry, you might sense where I am going with this. 

    The short version is, high income does not universally equate to a good target market.

    For auto repair services, vehicle ownership and age in the area are key factors. To a large extent, they make up the addressable market. The best average age range of the vehicles is 6-12 years. At that age, they are owned (not leased) and require regular maintenance and repairs. Owners also tend to look for non-dealer resources due to cost – either real or perceived. 

    High-income households’ vehicle ownership is not a good profile for an auto repair business. They have newer vehicles. The younger cars tend to be under warranty, are often leased, and owners feel more comfortable going to the dealership for repairs and maintenance. 

    Local Auto Repair Market Analysis

    Before we ran the SEO audit, we conducted some research. We ran an in-depth review of the areas around the three repair shops. The report showed what our instincts and experience hinted at. The markets were substantially different. From the demographics, to the presence of high-end dealerships, to the density of repair shops-to-population, the high-income area screamed for a completely different approach to local marketing strategies.

    So, we’ll conduct the SEO audit. But SEO wasn’t the core issue. 

    Serve The Repair Shops’ Actual Customer Base 

    From a marketing perspective, this is where it gets interesting and fun. The high-income market is not concerned with discounts and free oil changes or tire rotations. Their vehicles are high-end and, even if older, well cared for. They want great service, convenience, expert certified mechanics, and confidence that the person taking care of their vehicle actually cares about their vehicle. 

    To attract these customers, highlight offerings that appeal to them. Look at things along the lines of:

    • Online scheduling and visibility into car history – Convenience.
    • Transparent, full diagnostic reports with each visit – Trust.
    • Concierge benefits – Service.
    • Friendly, courteous staff – Respect.

    Essentially, when a high-income customer is in the shop, they have to feel like they are the only customer. To a greater extent than others, they need to feel special. A discount won’t overcome a perceived issue or inconvenience.  

    Importance of Trusted Agency Partnerships

    The other aspect of the conversation that struck me is that his exchange with his current agency didn’t seem to transcend digital marketing, and in particular, SEO. I kind of get that. That’s the agency’s scope. And, to be honest, our tertiary review showed they were covering the bases quite well. I would not encourage him to leave them. 

    My suggestion to business owners is to strongly encourage your marketing partners to look outside their scope. Agencies are reluctant to do so at times because it might look like they’re trying to place blame elsewhere. But this isn’t about blame. It’s about helping clients succeed. And sometimes clients have to help agencies to help them.

  • Boost Your Plumbing Business: Digital Marketing Strategies

    Boost Your Plumbing Business: Digital Marketing Strategies

    Ready to elevate your plumbing business? Discover effective digital marketing strategies that will attract new customers and boost your bottom line.

    Boost Your Plumbing Business: Digital Marketing Strategies

    Ready to elevate your plumbing business? Discover effective digital marketing strategies that will attract new customers and boost your bottom line.

    Understanding Digital Marketing for Plumbing Businesses

    In today’s digital age, marketing your plumbing business effectively requires more than just traditional advertising methods. Digital marketing has become a crucial element for businesses to reach out to their potential customers, engage with existing ones, and ultimately grow their bottom line. The internet offers a plethora of opportunities to showcase your services, and knowing how to leverage these opportunities can set you apart from the competition.

    Digital marketing encompasses a wide range of strategies including search engine optimization (SEO), social media marketing, email marketing, and online reputation management. Each of these components plays a vital role in creating a comprehensive marketing plan that can help you attract, engage, and convert potential customers. By understanding and implementing these strategies, plumbing businesses can effectively reach their target audience and grow their customer base.

    As a plumbing business owner, it’s essential to recognize the importance of adapting to the digital landscape. With more people turning to the internet to find services, having a strong online presence can make a significant difference in how potential customers perceive and choose your business. Digital marketing is not just about having a website; it’s about creating a holistic approach that encompasses various online channels to drive traffic, generate leads, and build brand loyalty.

    Importance of Online Presence in the Plumbing Industry

    The significance of having a robust online presence cannot be overstated, especially in the plumbing industry. When people face plumbing issues, they often turn to search engines to find local plumbers who can address their needs promptly. If your business does not appear in these search results, you are missing out on a substantial number of potential customers.

    An online presence also builds credibility and trust. Customers are more likely to trust a business that has a professional website, positive online reviews, and an active social media presence. These elements show that your business is legitimate and capable of delivering quality services. In contrast, a lack of online presence can make potential customers question the reliability and professionalism of your business.

    Moreover, having an online presence allows you to reach a wider audience. Unlike traditional marketing methods that are often limited by geography and reach, digital marketing can help you connect with people beyond your immediate locality. This can be particularly beneficial for specialized plumbing services that may not have a high demand in your local area but could attract customers from neighboring regions.

    Key Digital Marketing Strategies for Plumbers

    Implementing effective digital marketing strategies is essential for plumbing businesses to thrive in a competitive market. One of the first steps is to build a user-friendly website that reflects your brand and provides essential information about your services. Your website should be optimized for both desktop and mobile devices to ensure a seamless user experience.

    Search engine optimization (SEO) is another critical strategy. By optimizing your website and content for search engines, you can improve your visibility in search results, drive organic traffic to your site, and attract potential customers who are actively searching for plumbing services. This involves keyword research, on-page SEO, link building, and creating high-quality content that addresses the needs and concerns of your target audience.

    Social media marketing is also a powerful tool for plumbers. Platforms like Facebook, Instagram, and Twitter allow you to engage with your audience, showcase your work, and build a community around your brand. Regularly posting informative and engaging content, responding to comments and messages, and running targeted ads can help you reach a larger audience and generate more leads.

    Building a User-Friendly Plumbing Website

    Your website is often the first point of contact between your business and potential customers, so it’s crucial to make a positive impression. A user-friendly website should be easy to navigate, visually appealing, and provide all the necessary information that customers might be looking for. This includes details about your services, contact information, pricing, and customer testimonials.

    One of the key aspects of a user-friendly website is its loading speed. A slow-loading website can frustrate users and lead them to abandon your site in favor of a competitor’s. Ensuring that your website loads quickly on both desktop and mobile devices can significantly improve user experience and reduce bounce rates. Additionally, having a responsive design that adapts to different screen sizes can enhance usability and accessibility.

    Another important factor is the website’s layout and design. A clean, well-organized design with clear calls-to-action (CTAs) can guide visitors through your site and encourage them to take the desired actions, such as booking a service or contacting you for more information.

    Incorporating high-quality images and videos can also make your website more engaging and help potential customers get a better sense of your work.

    Search Engine Optimization (SEO) for Plumbing Services

    SEO is a fundamental component of digital marketing that can significantly impact your plumbing business’s online visibility. By optimizing your website and content for search engines, you can improve your rankings in search results and attract more organic traffic. This involves a combination of on-page and off-page SEO techniques.

    On-page SEO focuses on optimizing individual web pages to rank higher in search results. This includes using relevant keywords in your content, meta titles, and descriptions, as well as optimizing your images and ensuring that your website is mobile-friendly. Conducting thorough keyword research can help you identify the terms and phrases that potential customers are using to search for plumbing services, allowing you to tailor your content accordingly.

    Off-page SEO, on the other hand, involves activities that take place outside of your website, such as building backlinks from reputable sites, social media marketing, and online reputation management. Backlinks from high-authority websites can boost your site’s credibility and improve its search engine rankings. Additionally, creating valuable content that other websites want to link to can drive more traffic to your site and enhance your online presence.

    Utilizing Local SEO to Attract Nearby Customers

    For plumbing businesses, local SEO is particularly important as it helps you target customers in your specific geographic area. Local SEO involves optimizing your online presence to attract more business from relevant local searches. This includes claiming and optimizing your Google My Business listing, building local citations, and getting positive reviews from satisfied customers.

    Claiming your Google My Business listing is a crucial step in local SEO. This allows your business to appear in local search results and on Google Maps, making it easier for potential customers to find you. Make sure to provide accurate and up-to-date information, including your business name, address, phone number, and hours of operation. Adding photos and encouraging customers to leave reviews can also enhance your listing and attract more local customers.

    Building local citations involves getting your business listed in online directories and local business listings. Consistency is key here, so ensure that your business information is accurate and consistent across all platforms. Local citations can improve your visibility in local search results and help potential customers find your business more easily.

    Leveraging Social Media for Plumbing Business Growth

    Social media platforms offer a unique opportunity for plumbing businesses to connect with their audience, build brand awareness, and generate leads. By creating and sharing valuable content, engaging with your followers, and running targeted ads, you can leverage social media to grow your plumbing business.

    One of the benefits of social media marketing is its ability to humanize your brand. By sharing behind-the-scenes content, showcasing your team, and highlighting customer success stories, you can create a more personal connection with your audience. This can build trust and loyalty, making customers more likely to choose your business for their plumbing needs.

    Running targeted ads on platforms like Facebook and Instagram can also help you reach a larger audience and generate more leads. These platforms offer advanced targeting options that allow you to reach people based on their location, interests, and behaviors. By creating compelling ad campaigns and experimenting with different ad formats, you can attract more potential customers and drive traffic to your website.

    The Role of Online Reviews and Reputation Management

    Online reviews play a significant role in shaping the perception of your plumbing business. Positive reviews can build trust and credibility, while negative reviews can deter potential customers. Therefore, managing your online reputation is crucial for attracting new customers and maintaining a positive image.

    Encouraging satisfied customers to leave reviews on platforms like Google, Yelp, and Facebook can enhance your online reputation. Make it easy for customers to leave reviews by providing links on your website, in follow-up emails, and on your social media pages. Responding to reviews, both positive and negative, shows that you value customer feedback and are committed to providing excellent service.

    Negative reviews are inevitable, but how you handle them can make a significant difference. Addressing negative reviews promptly and professionally can demonstrate your commitment to customer satisfaction and potentially turn a dissatisfied customer into a loyal one. Apologize for any issues, offer solutions, and take the conversation offline if necessary to resolve the matter privately.

    Effective Email Marketing for Plumbing Businesses

    Email marketing is a powerful tool for plumbing businesses to stay in touch with their customers, promote their services, and generate repeat business. By building an email list and sending targeted, personalized emails, you can nurture relationships with your customers and keep your business top of mind.

    One of the key aspects of effective email marketing is segmentation. By segmenting your email list based on factors such as customer location, service history, and engagement level, you can send more relevant and personalized emails. This can increase open rates, click-through rates, and overall engagement with your emails.

    Creating valuable content for your emails is also important. This can include tips and advice on plumbing maintenance, special offers and promotions, company updates, and customer success stories. Providing valuable content can keep your subscribers engaged and more likely to choose your business when they need plumbing services.

    Measuring Success: Key Metrics to Track Your Marketing Efforts

    To ensure that your digital marketing efforts are effective and delivering the desired results, it’s essential to track key metrics and analyze your performance. This can help you identify what’s working, what’s not, and where you can make improvements.

    Some of the key metrics to track include website traffic, conversion rates, bounce rates, and customer acquisition costs. Analyzing website traffic can help you understand how many people are visiting your site, where they are coming from, and which pages they are visiting. Conversion rates can indicate how well your website and marketing efforts are turning visitors into leads and customers.

    Social media metrics such as engagement rates, reach, and follower growth can provide insights into the effectiveness of your social media marketing efforts. Email marketing metrics like open rates, click-through rates, and unsubscribe rates can help you gauge the success of your email campaigns. By regularly monitoring these metrics and making data-driven decisions, you can optimize your digital marketing strategies and achieve better results for your plumbing business.

  • Top Chicago SEO Marketing Companies for Business Growth

    Top Chicago SEO Marketing Companies for Business Growth

    Unlock your business potential with Chicago’s top SEO marketing companies. Discover how expert strategies can propel your growth in today’s digital landscape.

    Importance of SEO for Business Growth

    In today’s digital age, having a robust online presence is essential for any business looking to achieve sustainable growth. Search Engine Optimization (SEO) plays a crucial role in this, as it enhances the visibility of a website on search engines like Google. When executed effectively, SEO strategies can drive organic traffic to your site, increasing the chances of converting visitors into customers. The importance of SEO cannot be overstated, especially for businesses in competitive markets like Chicago where standing out is imperative.

    SEO works by optimizing various elements of a website, including content, keywords, and backlinks, to improve its ranking on search engine results pages (SERPs). The higher your website ranks, the more likely potential customers are to find you. This increased visibility not only drives traffic but also builds credibility and trust. Consumers tend to trust businesses that appear on the first page of search results, associating higher rankings with quality and reliability. Therefore, investing in SEO is not just about getting more clicks; it’s about establishing your brand’s authority in the market.

    Moreover, SEO offers one of the highest returns on investment (ROI) compared to other digital marketing strategies. Unlike paid advertising, which provides immediate but short-term results, SEO is a long-term strategy that continues to yield benefits over time. Once your website achieves a high ranking, maintaining that position requires less investment compared to the initial optimization efforts. This makes SEO a cost-effective way to ensure consistent traffic and growth for your business. In a bustling city like Chicago, where competition is fierce, leveraging SEO can give you the edge you need to thrive.

    Key Factors to Consider When Choosing an SEO Company

    Choosing the right SEO company is a critical decision that can significantly impact your business’s online success. The first factor to consider is the company’s experience and expertise. An experienced SEO firm will have a proven track record of helping businesses achieve higher rankings and increased traffic. Look for case studies or testimonials that showcase their success stories. Additionally, consider the industries they have worked in; a company that understands your specific market will be better equipped to develop effective strategies tailored to your needs.

    Another important factor is the range of services offered. SEO is multifaceted, involving on-page optimization, off-page strategies, content creation, and technical SEO. A comprehensive SEO company should offer a full suite of services to address all aspects of optimization. This ensures that your website is fully optimized from every angle, maximizing your chances of achieving higher rankings. Additionally, inquire about their approach to SEO; the best companies will use ethical, white-hat techniques that comply with search engine guidelines, avoiding any tactics that could result in penalties.

    Transparency and communication are also crucial when selecting an SEO company. A reputable firm will provide clear, detailed reports on their progress and the results they are achieving for your business. Regular updates and open lines of communication ensure that you are always informed about the status of your SEO campaigns. It’s also important to have a dedicated account manager or point of contact who can answer your questions and address any concerns promptly. This level of transparency builds trust and ensures that you and your SEO partner are aligned in your goals and expectations.

    Services Offered by Leading SEO Companies

    Leading SEO companies offer a wide range of services designed to improve your website’s visibility and performance. One of the core services is on-page SEO, which involves optimizing individual web pages to rank higher on search engines. This includes keyword research and integration, meta tag optimization, and improving the overall quality of content. Effective on-page SEO ensures that your website is relevant to the search queries of your target audience, making it easier for potential customers to find you.

    Off-page SEO is another critical service provided by top SEO firms. This involves activities that occur outside your website but still impact its ranking. The most common off-page SEO tactic is building high-quality backlinks from reputable websites. These backlinks act as endorsements, signaling to search engines that your site is trustworthy and authoritative. Additionally, off-page SEO can include social media marketing, influencer outreach, and guest blogging. These strategies help to increase your website’s visibility and drive more traffic from various online channels.

    Technical SEO is also a key service offered by leading companies. This focuses on the backend aspects of your website, ensuring that it is easily crawlable and indexable by search engines. Technical SEO services can include improving site speed, ensuring mobile-friendliness, and fixing any broken links or errors. A technically sound website not only improves your search engine rankings but also provides a better user experience, which can lead to higher engagement and conversion rates. By addressing all these aspects, top SEO companies ensure that your website is fully optimized for success.

    Future Trends in SEO and Digital Marketing

    The landscape of SEO and digital marketing is constantly evolving, driven by advancements in technology and changes in consumer behavior. One of the most significant future trends is the increasing importance of artificial intelligence (AI) and machine learning. Search engines like Google are continually improving their algorithms to provide more accurate and relevant search results. AI-driven tools can analyze vast amounts of data to identify patterns and trends, allowing businesses to fine-tune their SEO strategies for better results. Companies that leverage AI in their SEO efforts will have a competitive edge in understanding and meeting customer needs.

    Voice search is another trend that is reshaping the way people interact with search engines. With the rise of smart speakers and virtual assistants like Amazon’s Alexa and Google Assistant, more users are conducting searches using voice commands. This shift requires businesses to adapt their SEO strategies to focus on natural language processing and long-tail keywords. Optimizing for voice search can improve your chances of appearing in featured snippets and voice search results, driving more traffic to your website.

    The growing emphasis on user experience (UX) is also a trend that will continue to influence SEO and digital marketing. Search engines are increasingly prioritizing websites that offer a seamless, intuitive user experience. Factors such as page load speed, mobile-friendliness, and easy navigation are becoming critical ranking factors. Businesses must focus on creating websites that not only look good but also perform well across all devices. By prioritizing UX, companies can improve their search engine rankings and provide a better experience for their visitors, ultimately leading to higher engagement and conversions.

    Comparing SEO Pricing Models in Chicago

    When it comes to investing in SEO services, understanding the various pricing models is crucial to making an informed decision. In Chicago, SEO companies typically offer a range of pricing structures to accommodate different business needs and budgets. The most common pricing models include hourly rates, monthly retainers, and project-based pricing. Each model has its pros and cons, and the best choice depends on your specific goals and resources.

    Hourly rates are often preferred by businesses that need specific, short-term SEO tasks completed. This model provides flexibility, allowing you to pay only for the hours worked. However, it can be challenging to predict the total cost, as the time required for SEO tasks can vary. Monthly retainers are a popular choice for businesses seeking ongoing SEO support. This model involves a fixed monthly fee, providing a predictable budget and consistent optimization efforts. Retainers are ideal for long-term projects, as they ensure that your website receives continuous attention and improvement.

    Project-based pricing is another common model, suitable for businesses with well-defined SEO goals. This involves a one-time fee for a specific project, such as a website audit or a complete SEO overhaul. Project-based pricing provides clarity on the scope and cost of the work, making it easier to manage your budget. However, it may not be the best option for businesses needing ongoing optimization. By understanding these pricing models, you can choose the one that aligns with your business needs and ensures that you receive the best value for your investment.

    Conclusion: Choosing the Right SEO Partner for Your Business

    Choosing the right SEO partner is a critical decision that can significantly impact your business’s online success. In a competitive market like Chicago, finding an SEO company that aligns with your goals and values is essential. Start by evaluating their experience and expertise, ensuring they have a proven track record of delivering results. Look for a company that offers a comprehensive range of services, from on-page and off-page SEO to technical optimization. This ensures that all aspects of your website are optimized for success.

    Transparency and communication are also crucial factors to consider. A reputable SEO firm will provide regular updates and detailed reports on their progress, keeping you informed about the status of your campaigns. Open lines of communication ensure that any questions or concerns are addressed promptly, fostering a strong working relationship. Additionally, consider the pricing models offered by the SEO company. Choose a model that aligns with your budget and provides the best value for your investment.

    By taking the time to research and evaluate potential SEO partners, you can find a company that not only meets your needs but also helps you achieve your business goals. Investing in the right SEO services can unlock your business potential, driving growth and success in today’s digital landscape. With the right strategies and support, your business can thrive in the competitive Chicago market.

  • Large Language Models and AI for Local Businesses

    Large Language Models and AI for Local Businesses

    It is mind-boggling to consider how fast AI has become part of our lives. From the obvious to the unseen, Artificial Intelligence is imbued in so much of what we do that we can’t go a day, or even an hour, without being touched by it.

    In light of this, the challenge for business owners is to draft a plan to leverage AI through AI Optimization (AIO), understand how it integrates with existing channels such as SEO, and decide where to allocate resources.  

    This challenge is compounded by the speed at which AI has progressed, the volume of press companies generate (which may be a distraction), and the new paradigm AI introduces in consumer interactions.

    One key to developing an AI strategy is to recognize that the type of information required to complete a task/request can vary significantly from one request to another. As a result, the sources used to inform the AI’s response for each request will vary.

    Consider two types of consumer requests. 

    1. What pickup truck is better, the Ford F-150 or the Dodge Ram, for personal use and hauling gardening items like plants, dirt, and tools?
    1. Where can I buy a Ford F-150 near me?

    The first request will be answered through a mix of manufacturer sites’ product pages, consumer reports, product reviews, social media, and forums (such as Reddit). It will combine product specifications, industry reviews, and user threads for each product to form quantitative and qualitative narratives as part of the response. The information will be primarily from the LLMs.

    The second request will be satisfied through a few primary sources: Manufacturers’ dealer locators, Google Business Profiles, business reviews on sites like Google & Yelp, and the company’s website. The response will be primarily objective: location/distance, services/products sold, and a consistent history of strong customer ratings. This information will come from a combination of the LLM training and Discovery.

    As companies develop their AIO strategy, they must first determine the customer journey and how to meet customers along that path.

    LLMs/AI vs SEO

    AI and Large Language Models (LLMs) offer a very different approach to analyzing and presenting information than the search engines we are accustomed to. While consumer adoption of AI generally involves applications and behaviors that mimic traditional search, AI’s technology and capabilities offer much more. 

    A high-level overview of SEO and AI/LLMs:

    SEO – Search Engine Optimization

    SEO follows rules. The exact nature of those rules is kept secret, but the components are well understood: content, HTML/code structure, technical metrics (page speed, etc.), and links must be optimized to deliver the best results. The algorithm is set (updated periodically). It takes in the content, indexes it, and ranks the results using the algorithm. 

    Search engine content is constantly updated. Their crawlers find and process content all day, every day. The results are trackable over time, and we can influence them through our own actions. 

    AI: LLMs + Discovery

    Large Language Models (LLMs)

    LLMs use predictive modeling to determine what the best response is when generating the next word. Each response is built word by word, with the prior word influencing the selection of the next in the context of the query or task. AIs call these tokens. But, in the practical sense, they are just words. 

    These LLMs are ‘trained’ on a huge set of data from many sources. This training creates the ‘understanding’ on which the AIs determine the ‘correct’ response or next word. 

    Depending on the AI, retraining can occur on various schedules; 24-36 months is common. 

    Nothing is “stored” in the traditional sense, unlike Search Engines that use stored and indexed information in databases. When an AI responds, it is ‘fresh’ each time. Some AIs, such as ChatGPT, also consider users’ reactions to refine future responses to other users. 

    AI Discovery

    When an AI has access to the internet and “search” is enabled by the user, the AI can use discovery. The primary drivers for content during discovery are search engines. Depending on the licensing agreements, AI companies may have API access to content on other platforms and conduct real-time searches. 

    For non-search-engine sources, content from platforms such as Reddit and Wikipedia varies significantly in age and citation frequency. 

    Sources for AI and their LLMs

    LLMs use many sources for training and discovery. While there is a lot of “news” around AI deals and acquisitions that bring a few companies to the public’s attention, no one source dominates. Consider the three most frequently cited sources*: Reddit, YouTube, and Wikipedia, each with less than 4% of the source citations at 3.11%, 2.13%, and 1.35%, respectively.  

    In 2025, through September, Reddit appeared in about 7% of ChatGPT results. Then, in September 2025, it fell below 1%. It has since risen to around 3%. The average age of the content shown is over 1 year for ChatGPT, while other models, like Perplexity, will surface content from the last decade.

    In addition to these “top” sources, LLMs pull and train on publicly available content from Facebook, X, LinkedIn, news sites, review sites, and many other sources. Often, the training data source is not cited in the responses, though the information is used to help shape the response.  

    *Source tryprofound.com

    Type of Requests & Impact on AIO

    While much attention is paid to deals for access to training data (e.g., OpenAI API access to Reddit), the importance of a given source depends on its relevance to the task or question at hand. As shown in the introduction, the sources for comparing trucks differ from those used to determine where to buy one. All LLMs use many sources, but companies optimizing AI appearance can only focus on a certain number.

    When developing an AIO strategy and facing resource constraints, one approach is to prioritize the types of requests customers are likely to make. This is part of understanding the customer journey and deciding where along that path you will interact with them. Keep in mind that some of these sources are ones already being managed through your SEO or PR programs.

    Path to AI Visibility – Developing an AIO Strategy

    The responses from AIs depend on the information they can find about your company and your competitors, and the information you contribute that LLMs can use in AI training. 

    All of AIO comes down to quality information generation and distribution.

    Prioritize the information consumers are looking for from the bottom of the funnel to the top:

    About the Company

    • Name, Address, Phone (NAP)
    • Service area
    • Products & Services
    • Distinguishing traits of the company/services/products

    About the Customer

    • What does the decision-making process look like
    • What are the customers’ priorities related to the products/services
    • How do the customers form their questions
    • Where are the customers going to ask these questions
    • How can you best answer the questions in a non-promotional way

    This is not a new approach to marketing. It is a new channel.

    Mapping the Content – Editorial Calendar and Engagement

    Most companies are in good shape with their own information. NAP information is available on the Google Business Profile, the BBB, the local chamber of commerce, and the company’s website. The products and services are well described on their site and are likely listed in Google Business Profile. If that is not the case, then it is the first step.

    If your location isn’t visible and your product offerings aren’t clear, AIs can not recommend you.

    Helping Customers

    The challenges begin when companies struggle to understand what makes them distinctive and how customers are actually talking about what they want. When AI recommends businesses, part of the consideration is what is unique about the company that meets the users’ articulated needs. 

    Use platforms such as Reddit, LinkedIn, and Facebook to see how people are talking about and engaging with one another and with companies in your industry. Note the questions and how they are responding to each other.

    Reviews

    Asking for reviews presents another opportunity. Many companies provide great service, but they don’t ask satisfied customers for a review.

    For local businesses, reviews remain a cornerstone of user search and, now, of AI. An active review-request program across multiple review sites will significantly increase the likelihood of appearing in AI recommendations.

    Create the plan for generating and managing the information.

    From basic location and service information to deep dives into your subject-area expertise, generating and distributing content remains a cornerstone of online marketing. 

    For bottom-of-the-funnel activities, continue with strong SEO strategies. In the discovery phase, AI uses real-time search engines to find companies. The AIs then combine search engine results, reviews, and website content with what they have learned during training to make recommendations to users. Clear, well-structured content remains vital for AI optimization.

    For higher-funnel or more involved purchases, being a subject-matter expert will go a long way toward achieving citations and links in AI responses. Participating in forums such as Reddit, LinkedIn, and other platforms (industry-specific), and providing well-structured, practical, non-promotional advice and knowledge on your website (think Q&A) will help AIs surface your company in the appropriate context. 

    Going Forward

    Like all marketing, there is no silver bullet. Providing good, well-structured information about your company, location, and services, combined with truly objective advice and expertise across multiple channels, is the best bet to being present in AI results.

  • GOOGLE SUNSETS THE ”&num=100” PARAMETER

    GOOGLE SUNSETS THE ”&num=100” PARAMETER

    GOOGLE SUNSETS THE ”&num=100” PARAMETER

    The affects on SEO data, and how it acts as an important reminder for Marketers

    September saw a big change in SEO data that caused alarm bells to sound for anyone who pays attention to site vitals. Across the web, spanning industries and interests, sites saw a decrease in impressions, but why? Today we will be diving into the changes that Google made to cause this decrease, the impact it has had on site data and why it is important to zoom out when assessing problems.  

    OUR FIRST DISCOVERY

    The first client of ours where we noticed this drop in impressions, just happened to be a client that we had made site changes on the day before the drop. Which, as you can imagine, led to an “oh sh*t moment” for us. Overnight impressions were down by 30%, not just on the services pages we had made the changes to, but across the site, including the homepage. Now, the changes we made weren’t small, but they should not have caused a 30% decrease in impressions. Here lies our first red flag. 

    Our initial reaction was to revert the site changes we made or at least scale back. However, we also noticed that despite our drop in impressions, our clicks remained consistent and our position improved. Red flag number two. 

    This is where we had the important self reminder to zoom out. After we took a step back from this initial client, we quickly saw that the majority of our clients across industries had also experienced a drop in impressions at the same time. Taking a second step back showed us that sites everywhere saw similar decreases and the SEO Community was already buzzing with people questioning this change. 

    THE SOURCE OF THE IMPRESSION DROP

    According to  Search Engine Land, 87% of sites saw a drop in impressions. The fact that we saw this drop right after we made site changes for our client was purely a coincidence. Good thing we didn’t have a knee jerk reaction and start reverting all of our changes! 

    So what actually happened to cause such a drop for all these sites? 

    Google quietly sunsetted the ​​”&num=100” Parameter around September 11th. 

    This parameter originally allowed 100 search results to show for one query on a single SERP page. 

    Reporting tools, like SEMRush used this parameter to efficiently and cost effectively gather and report data. Before this change, SEO platforms could fetch up to 100 results in a single query using the &num=100 parameter. Now, they can only grab 10 results per query, which forces them to make 10 separate requests to Google for the same amount of data.

    This change has caused a significant disruption in tracking across reporting tools and Google Search Console. 

    WHY THIS MATTER FOR PROFESSIONALS

    The most glaringly obvious change to SEO professionals’ site data is the drop in impressions.​​This isn’t because fewer people are searching, but because Google’s change removed what are now understand to be “bot impressions.”

    While tools like SEMrush didn’t directly create impressions in the same way a human searcher does, their large-scale scraping activity inflated impression counts by surfacing lower-ranking pages that real users rarely saw. The result was that sites appeared to be getting more impressions than they truly were. Yikes! Now that these tools can’t use “&num=100”, those impressions are gone. 

    Though the idea that bots and scraping could affect impressions was always something that was acknowledged by professionals, the extent to which it inflated the impressions is eye opening. The silver lining being, now we (hopefully) are seeing a more accurate representation of user search volume and site ranking. 

    HOW SUNSETTING THE “&num=100” PARAMETER IS AFFECTING SITE DATA 

    Impressions drop: As we said before, the most obvious change is the noticeable decline in impressions. We have seen reports of impressions dropping as much as 60% and Search Engine Land observed that “77.6% of sites lost unique ranking terms”. 

    Clicks consistent: Despite the drop in impressions, clicks remain relatively steady. That’s because the majority of clicks come from the first page of results, and those user interactions are unaffected by the parameter change.

    Position Increasing: average position metrics are improving, but not necessarily due to better rankings. With fewer lower-ranking impressions being counted, the data skews upward, making it look like performance has improved when in reality the reporting method has just shifted.

    WHAT DOES THIS MEAN FOR SEO EXPERTS

    At this point, Marketing tools like SEMRUSH have put out statements acknowledging the situation, reassuring customers that the most important data is intact and they are looking into ways to adjust their systems to keep up with Google’s changes, but no updates have been made yet. Oka, cool. That is for the use of the marketing tools themselves, but what about how to manage your site with this very new landscape. .  

    Now what about 

    So, at this time, we advise marketers and SEO experts to do three things. 

    Set a New Baseline
    Since the way impressions and positions are being measured has changed, the first step is to establish a new baseline. Marketers should note that comparisons to pre-change data won’t be apples-to-apples, and moving forward, performance should be measured against the updated reporting standards.

    Manage Expectations
    It’s important to communicate these shifts to clients, leadership, or stakeholders. Explain that drops in impressions and jumps in average position are tied to Google’s change, not necessarily actual user performance shifts. Setting this context helps prevent misinterpretation of results.

    Monitor Trends
    While the raw numbers may look different, trends over time are still valuable. Keep monitoring for consistent movement in impressions, clicks, and positions relative to the new baseline, and watch for genuine performance changes that stand out from the reporting adjustments.

    WHAT WE HAVE LEARNED

    Google can make changes quickly and quietly that have lasting effects on data. The removal of the ”&num=100” parameter isn’t the first and it won’t be the last. This update was a good reminder that not every sudden drop in a metric means something is broken, sometimes it’s the way data is being counted that shifts. By zooming out, checking trends across multiple clients, and staying connected to the SEO community, marketers can separate real performance issues from reporting noise and make smarter, steadier decisions in the face of change.

  • A Guide to Auto Shop SEO

    A Guide to Auto Shop SEO

    A Mechanic’s Guide to Ranking on Google

    In today’s digital landscape, having a strong online presence is crucial for the success of any auto shop. Search Engine Optimization (SEO) is the key to ensuring that potential customers can easily find your services when they search online.

    As an SEO agency, we have decades of experience running local SEO campaigns, and we’ve managed several successful accounts for auto shops in the Midwest. While every shop is different, there are some general principles that you can follow to boost your rankings and grow your revenue.

    So we put together a step-by-step guide of the strategy that we implemented for these shops.

    Measuring Your Success: How to Set up Tracking

    While it’s possible to optimize your site and improve your SEO without tracking your performance, it’s important to know what’s working and what isn’t so you can adjust your strategy.

    We recommend setting up three free-to-use tools to measure your progress: 

    1. Google Analytics
    2. Google Search Console
    3. Google Tag Manager

    In order to link your site to these tools, you will need to insert a snippet of code. Most web builder platforms like Wix, Kukui, etc., make this super easy.

    Step 1: Link your site with Google Analytics. 

    Google Analytics provides data about the activity that occurs on your website. This includes your web traffic, where users are coming from (e.g. organic search, paid search, email campaigns, etc.), and their behavior on-site.

    You’re also able to track custom conversions or key events, like when a user schedules an appointment or signs up for a rewards program.

    Get started with your Analytics set up here.

    Step 2: Link your site with Google Search Console. 

    Google Search Console tracks how your website is ranking on Google. It provides data on the search queries you’re ranking for and can be broken down by page, country, device type and more.

    Get started with your Search Console set up here. 

    Step 3: Link Your Site with Google Tag Manager

    Finally, Google Tag Manager is great for setting up custom events such as form submissions, clicks to particular links, and more.

    This tool is a bit more advanced and will require some time to get the hang of.

    There are a ton of great resources out there for learning the ins and outs of Google’s tools and how they all work together. Analytics Mania is one of them, and he has a Tag Manager tutorial for beginners. 

    Get started with your Tag Manager set up here.

    Google Business Profile

    Step 4: Complete Your Business Profile

    Google Business Profile is the cornerstone of any local SEO strategy. For our primary auto shop client, about 30%–40% of their organic traffic comes from their Google Business Profile. 

    If you do nothing else for search marketing, complete your Google Business Profile!

    And check out our complete guide to setting up Google Business Profile!

    Step 5: Remain Active of GBP

    But your Google Business Profile isn’t a “set it and forget it” kind of tool. Once your profile is set up, it’s important to remain active. 

    Activity such as updating holiday hours, uploading photos, creating posts for deals and promotions, and responding to user reviews has been shown to impact your GBP rankings.

    Positive user reviews are also a huge influence on click-through rates and, ultimately whether or not a user decides to schedule an appointment. Be sure to follow up with customers in an email and ask them to share their experience. Don’t forget to include a link to make it as easy as possible.

    Know Your Keywords

    Step 6: Write a List of Your Target Keywords

    Generally, auto shops are going to target the same cluster of keywords. This may change between shops depending on the services you offer or areas you specialize in.

    But generally speaking, we can break down our keywords into three categories based on how users search for mechanic services.

    Head termsTerms by vehicleTerms by service
    mechanics 
    mechanics near me
    auto shops
    auto shops near me    		bmw repair shop
    honda mechanic near me
    chrysler service near me
    jeep repair specialist    		brake service
    oil change near me
    wheel alignment near me
    driveshaft repair 

    Step 7: Map Your Keywords

    For SEO, we typically map a keyword (or keyword topic) to one landing page.

    For instance, your homepage will usually be mapped to the most frequently searched and broadly applicable terms (head terms). So the content of your homepage will be optimized to target terms like mechanics and auto shop. We’ll discuss this more in the next step.

    The secondary terms (the terms by vehicle and service) will need separate landing pages in order to target effectively. We typically recommend that our auto shop clients build a landing page for each service they offer and for the most popular brands of vehicles they service.

    Website Optimization 

    Step 8: Optimized Your Homepage

    Your homepage is critical for both users and search engines.  It sets the tone for your website and helps users understand what you do and how you can help them.

    Your primary terms will likely include “auto repair,” “auto shops,” or “mechanics near me.”  These are the keywords your homepage will target.

    It’s also beneficial to add localization to your keywords. If your shop is in Jacksonville, then we’d include “Jacksonville Auto Repair” as a keyword.

    Title Tags

    The title tag is the main title of your webpage that appears in search engine results. Make sure it includes your target keywords and is under 60 characters.

    For example: Auto Repair Shop in Jacksonville | Jax Automotive Service

    Header Tags

    Use effective headers that incorporate relevant keywords.  For instance, your H1 (the main header) should be something like “The Premier Jacksonville Auto Repair Shop.”

    Your other header tags (H2s, H3s…) don’t necessarily need keywords. However, they should be relevant to the page topic.

    If you were to look at the header tags in isolation, you should be able to tell they were taken from an auto shop website (i.e. “We’ll Get You Back On The Road In No Time!”)

    Body Content

    Write informative paragraphs that communicate what your business is and who you serve. Including strong sentences like: “Jax Automotive Service is a proud Jacksonville mechanic serving drivers from across the county!”

    Best practices recommend page content to be at least 300 words. This gives search engines enough “meat” to decipher what the page is about and who it’s best for.

    Call to Action

    Make sure you have a clear call to action.

    Prefer your customers call to schedule an appointment? A prominent phone number on your page or header is key.

    Have an online appointment scheduler instead? Make sure the form is clearly present on the page or obvious buttons that link to the form page.

    Step 9: Create (or Optimize) Your Secondary Landing Pages

    Secondary landing pages target search queries with lower volume like your vehicle or service terms.

    While search queries like “auto shop” or “mechanic near me” are going to be your primary focus, it’s still important to have content that will pick up those less frequently searched terms like “mercedes mechanics”

    The same principles apply to these pages just as they did for your homepage. Think about title tags, header tags, body content and call to actions.

    Step 10: Blog articles

    Regularly publishing blog articles is a great way to supplement your SEO efforts. Writing about common car problems, seasonal maintenance tips, or even featuring customer testimonials can signal to search engines that you are an expert authority that users can trust.

    Blog content also keeps users engaged, leading to longer visits and higher interaction rates—signals that search engines use to gauge a site’s quality and relevance.

    Plus, well-written articles can generate backlinks. Other website may link to your article which increases your site’s authority and improves its ranking on search engine results pages.

    The Potential Numbers

    As mentioned, we’ve implemented this strategy in the past with great success. 

    To give you an idea of one potential outcome, here’s a breakdown of where traffic comes from after a few years of implementation and refining. 

    Most of our business traffic (meaning non-blog traffic since blog traffic typically doesn’t convert into customers) comes through the Google Business Profile, which is why it’s such an important piece of the SEO puzzle. 

    Google Business Profile traffic is followed by organic traffic to the homepage; this is traffic that clicks through to our site via the blue links instead of the GBP.

    Following the homepage, our Service and Vehicle pages collectively make up about a quarter of our business traffic. While it’s a smaller piece of the pie, it’s definitely not something to ignore.

    Wrapping Up

    Optimizing your auto shop’s online presence involves a multifaceted approach that includes understanding your target keywords, effectively mapping these keywords to specific landing pages, and ensuring that your homepage and secondary pages are optimized for search engines.

    By focusing on strong SEO practices, regularly updating your blog with relevant content, and engaging with customers on social media, you can significantly enhance your visibility and attract more potential customers.

    Remember, consistency and continuous improvement are key to maintaining a strong online presence and achieving long-term success.

    If you’re interested in learning more about how we can help improve your search visibility, check out our auto shop SEO services!

  • Does Duplicate Content Hurt SEO?

    Does Duplicate Content Hurt SEO?

    Can Publishing Duplicate Content Hurt Your Search Engine Rankings? 

    Duplicate content is a persistent concern for website owners and SEO specialists alike. From near-identical pages to sections of content reused across a site, the ramifications of duplicate content on search engine rankings are often debated. 

    In this article, we delve into the nuances of duplicate content and its impact on SEO. We explore different scenarios, from full-page duplicates to spun content, to understand when and how duplicate content can affect your site’s performance in search engine results pages (SERPs).

    TL;DR

    • There are different ‘degrees’ of duplicate content (from spun copy to identical full-page content)
    • Generally, duplicate content won’t severely impact your rankings. Google will usually pick the most appropriate page to rank
    • But full-page duplicates carry the potential to hurt your rankings, especially if there are other conflicting signals.
    • Duplicate sections (as opposed to full pages) also shouldn’t impact rankings; so long as the primary focus of the page is not duplicated content
    • Spinning content can be a useful tool, depending on the intent of users. Informational content isn’t good for spinning but commercial/transactional content is usually okay

    There is a Range of Duplicate Content

    Duplicate content can refer to a range of cases. Sometimes we’re talking about duplicates of pages, differentiated only by their URLs.

    It can also refer to sections of content that appear on multiple pages across your site. 

    And other times, duplicate content can refer to text that has been lightly edited–or spun–in order to appear original.

    We’ll take a look at all three cases and what impact (if any) it can have on your ability to rank on the SERPs.

    Full Page Duplicates

    Full-page duplicates are when the same page is effectively copied and pasted.

    Search engines especially dislike this type of duplicate content because it makes it more difficult to determine which pages to prioritize in the rankings. 

    Although most of the time, Google doesn’t have too much trouble and can select one version of the pages to show.

    However, as we found out the hard way, this isn’t always the case. There are some instances in which duplicate content can hurt SEO performance. The case study below demonstrates one of those instances.

    Case Study of Full-Page Duplicate Content

    We have an e-commerce client that has thousands of product pages. Last year, they had a technical hiccup in which some of their pages were republished under a new URL. 

    So for a while, we had two identical versions of many product pages.

    While their developers quickly solved the main issue, there were still a few duplicate pages out there that we didn’t catch right away. 

    But once we did, it gave us an interesting peek into what can happen when you have identical content on your site. And the results are kind of frightening.

    Here are some screenshots of Search Console performance when filtered to include both versions of the duplicated page.

    When the issue occurred in late March, performance tanked for pages with duplicate versions. Neither the existing page nor the new version ranked well.

    This is what we believe happened:

    The original pages had a longer history with a more robust backlink profile, which gave it a fair amount of “ranking power.”

    However, the links from the client’s internal catalog were overwritten and instead linked to the new versions instead of the original, which sent mixed signals to search engines regarding which version to prioritize.

    And this bumped us down quite a bit in the rankings.

    This was an easy fix once we caught it and performance for those pages soon recovered. But it demonstrates vulnerabilities when publishing identical content (whether intentionally or not).

    Duplicate Sections

    By duplicate sections, I mean identical content that doesn’t make up the primary focus of the page. Generally speaking, duplicate sections won’t have a negative impact on rankings. 

    As long as the remainder of the page’s content hits the criteria required for ranking, then duplicate sections aren’t going to slow things down.

    For example, one of our clients has a section that serves as a call to action with a fair bit of text that they post on their blogs, FAQs and other information-serving pages.

    Since these are primarily informational pages, the call to action isn’t going to play a big role in Google’s analysis of the page.

    But if these sections take up a more substantial portion of the page, it might be worth rewriting the content in order to ensure its originality.

    It’s useful to think about it like this: If you were to remove the section in question, would the page still make sense? Would it still accomplish its goal? If we remove the CTA of the pages mentioned above, then yes, the page would absolutely still make sense and accomplish its goal of informing our audience.

    But there are some instances where rearranging, rewriting, or spinning the content would make sense (more on that below).

    Similar (or spun) Content

    Sometimes, it’s necessary to rewrite existing content–called spinning. 

    But this raises similar questions. Does Google view spun content as ‘legitimate’? Can “spun” content hurt my SEO performance?

    Spinning Content is the practice of rewording existing text to communicate the same ideas but avoiding the appearance of duplicate content or–for some black-hat actors–plagiarism.

    As usual, the answer is–annoyingly–it depends.

    While Google won’t manually penalize sites unless there is obvious malicious behavior, I wouldn’t go so far as to say that publishing spun content can hurt SEO.

    It’s more accurate to say that spinning content is often just a waste of time. Not always. But often.

    When Spinning Content is a Waste of Time

    I’d argue that spinning content is a waste of time when you’re trying to rank for queries with informational intent.

    Google prioritizes content that:

    • contains original information, reporting, research, or analysis
    • provide a substantial, complete, or comprehensive description of the topic
    • offers insight or information beyond the obvious
    • and avoids simply copying or rewriting those sources

    While it’s not perfect, Google is generally pretty good at ranking content that offers more than generic or regurgitated answers to common questions.

    And in our experience, spun content–and even content that’s relatively original but offers little more insight than the sources we used to write it–almost never generates traffic for informational queries.

    However, we have had success when spinning content for queries with commercial or transactional intent. Here’s a case study to demonstrate.

    Case Study of Spun Content

    We have a client that serves Los Angeles with moving services.

    L.A. has a huge geography with many towns and smaller cities within it. So, as part of our SEO strategy, we published Areas Served pages that target localized search queries (e.g., anaheim movers and movers in beverly hills, etc.).

    With hundreds of these pages to publish, it’s incredibly difficult and time-consuming to write completely original content for each one. So oftentimes, we’ll spin the content.

    While this content is relatively unique on the surface, it’s functionally identical. Google’s crawlers won’t process a distinction between synonyms such as hassle-free transition and hassle-free move.

    So if the content isn’t unique (i.e. duplicate content) why doesn’t this hurt SEO performance? 

    I’d argue it’s because the commercial intent to purchase moving services in a specific geography–Beverly Hills–means the pages’ different geographic focus is enough to make them sufficiently unique.

    A user in Anaheim doesn’t want a page on services in Beverly Hills and vice versa.

    Given the relative success of these particular pages and our Area Served page strategy, it’s safe to assume that Google considers this kind of spun content to be acceptable. 

    Wrapping Up

    Navigating the intricacies of duplicate content in SEO requires a nuanced understanding of search engine algorithms and user intent. While some instances of duplication may have negligible effects or even prove beneficial, others can significantly impact your site’s visibility and ranking potential.

    By recognizing the various forms of duplicate content and implementing strategies to address them effectively, website owners can optimize their SEO efforts and enhance their online presence in a competitive digital landscape.