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7 SEO Tips for Auto Performance Shops

Barry Alt • June 28, 2019

SEO (Search Engine Optimization) isn't just for the big players in the industry!

SEO (Search Engine Optimization) isn't just for the big players in the industry!

No matter how big or small you consider your business in the grand scheme of things, you can gain some serious traction on search engine results by implementing some basic SEO on your website.

What is SEO?

SEO stands for “Search Engine Optimization”. SEO is a marketing technique that focuses on getting visitors to your website from organic search engine results (i.e. not the ads you pay for).

Essentially, websites are judged by search engines on a number of criteria - all of which boils down to user friendliness and relevance. SEO works to improve your website based on those judgement criterias. By making the search engines happier - you'll rank higher in their results and get more visitors to your site.

What Are The Benefits of SEO for Businesses in the Auto Industry?

Last year, 78% of online buying decisions made in the US began by using a search engine.

Internationally, over 40,000 searches are made every second, with 3.5 billion searches made every single day. That's a massive base of potential customers.

SEO gives small businesses the tools to compete with big players in the industry, while being much cheaper than paid advertising.

SEO can help give your company a status of expertise and reliability across the whole country, if it's done well. In this industry reputation can make or break a business.

7 SEO Tips to Help You Dominate the Search Engines

1. Update Your Website With QUALITY Content

The most effective way to update your website is to blog regularly on a weekly/monthly basis. Google prefers websites with a regular blogging schedule.

It prefers original writing (that isn't copied word for word from a competing site) that people like reading.

The more time people spend on your site reading your most recent blog, the more Google likes your website and the higher a ranking it will give it in search results.

High quality content isn't limited to a few blog posts - your title tags, meta descriptions and image names should be relevant and useful too. You'll get a higher rank for related search terms if your website is helpful for your visitors.

2. Make Sure Your Website is Mobile Friendly

With the majority of people now using their mobile devices to access the internet (that's an amazing 94% of us here in the US), your site needs to be easy to use, no matter what device your visitors use.

Traditional desktop websites can translate poorly to mobile devices. Your website isn't user friendly if visitors need to actively zoom in or pinch to read your content. If users get annoyed by your website they'll leave for one that works.

Google tracks the number of users that leave your site quickly, and calls it your bounce rate. For Google a high bounce rate means that your website is inefficient and hard for people to use. What does this mean? A low rank in their search results.

Do you know if you're mobile friendly? Google lets you check free of charge here

3. Have A Google My Business Account & Optimize It

Local SEO is a very effective way to capitalize on potential customers in your area. A good (and free!) way to do this is to claim your Google My Business account and use it to your full advantage.

When you have Google My Business account, if someone in your locality searches for what you do - you'll appear as a local business that can help them with what they want. If they look at a map of their local area on Google, you'll show up on that map as a business near them.

The best thing about it? Setting up a basic profile only takes ten minutes at most.

Once your profile's set up, make the most of it by:

  • Posting some high quality images that are relevant to your business

  • Entering your business hours

  • Giving a helpful and compelling summary of what you offer

  • Linking your social media accounts to your site

  • Getting satisfied clients and customers to leave positive reviews

4. Build Up Quality Backlinks

The golden rule when it comes to any kind of search engine optimization is quality over quantity, and this includes backlinks!

In the past, a lot of companies that sold SEO services bought hundreds of low quality random links to put on their clients' sites, in order to improve their SEO.

Websites that are supported by references from other sites rank highly on Google, but their standards have become stricter in the last five years.

Backlinks are a good way to improve your SEO ranking, but it's important to do it right by getting reputable websites in your industry to link to your site.

5. Add Internal Links Between Pages Of Your Site

This is a useful SEO technique to that's easy to apply to your site right away.

Look at the pre-existing text on your site - if it references other relevant pages on your site then hyperlink them. Does a blog post mention various products that your offer? Add hyperlinks to the pages for those products.

An up-to-date sitemap of your site is definitely vital for SEO. (A sitemap is a page of your website, which has every other page of the site listed and linked to on it).

Sitemaps and internal links make Google rank your website higher. If you're at ease with adding them to your site, you can do it straight away!

6. Get Social

An effective method of promoting all of your great original content is to post it on your social media profiles.

We all know car enthusiasts love keeping up to date with all of the latest innovations in the industry, so keep your social media feeds interesting and updated. To really take advantage of this to its full extent, post links to the relevant pages of your website.

7. Set Goals & Measure, Measure, Measure.

It's pointless to spend so much effort working on SEO if you're not measuring your results. Note the goals that you want to achieve and consistently check to see how you're progressing.

For example, if you want to rank for a general search phrase like 'auto performance shop', record the date that you begin your SEO efforts, your website's current ranking, the ranking you want to have in a year's time, and what you're doing to reach that ranking.

Then check your progress regularly, to see if there's any development. There’s a host of tools to help you do this, including:

Google Webmasters Tool: this makes sure that Google knows about your site, and gives you data on what works well and what doesn't for you site.

Google Analytics: This, to put it simply, is vital. Google Analytics gives you detailed information on your website's progress. It analyzes statistics like page views, user profiles, how and where users find your site and what they're looking at while they use it.

MOZ: This is a few different tools all rolled into one. It includes a keyword explorer (which creates keyword suggestions and predicts their popularity on the internet) and a site crawl (which constantly checks your site and alerts you to any technical issues that might flag it to Google).

Search engine optimization can be difficult when you're getting started, because it can take a while to see results. But as soon as you start see progress, it'll be very rewarding - you'll never look back!

SEO works well when done with paid advertising campaigns, because by using both of them, you're not relying too much on Google's ranking algorithms (which can change very quickly).

The Motorhead Digital team has proven processes that will help you stay savvy and at the top of your game - going way beyond a simple website.

We want to help increase your profits - get in touch for a free strategy call today and get your business working for you.

By Shanna Cathey August 20, 2026
The average age of a light vehicle in the United States is now 12.8 years, according to the latest publicly released national benchmark from S&P Global Mobility (the firm completed its spinoff into an independent company, now called Mobility Global, in July 2026, though its research is still widely cited under the S&P Global Mobility name). For the automotive aftermarket, that means a growing population of vehicles entering the years when maintenance, repair, replacement parts, diagnostics, and upgrades become increasingly important. The American vehicle fleet is getting older, and it's changing how aftermarket businesses need to think about growth. S&P Global Mobility reports that the U.S. fleet has grown to 289 million light vehicles in operation. Passenger cars now average 14.5 years old, while light trucks average 11.9 years. The high-volume 2015 through 2019 model years are also moving deeper into the aftermarket service cycle as more vehicles leave their original warranty coverage. For independent repair shops, parts suppliers, restoration specialists, performance businesses, and custom builders, the opportunity is substantial. It is not automatic, however. The businesses positioned to benefit will be the ones prepared to service an aging but increasingly technical vehicle population. Why Does an Aging Vehicle Fleet Create Aftermarket Opportunity? Older vehicles generally require more frequent maintenance and a wider range of repairs. Wear items reach the end of their service life. Seals, wiring, suspension components, cooling systems, electronics, and emissions equipment begin to demand more attention. Owners also start making larger decisions about whether to repair, restore, upgrade, or replace the vehicle. S&P Global Mobility identifies vehicles between six and 14 years old as a prime range for aftermarket service. Its research indicates that vehicles in this age range, along with even older models, are expected to represent at least 70% of vehicles in operation for several years. The newest industry forecast reinforces that opportunity. In June 2026, the Auto Care Association and MEMA Aftermarket Suppliers projected that the U.S. light-duty automotive aftermarket would grow 5.2% in 2026. The market is expected to surpass $500 billion by 2029, supported by the aging fleet, increasing vehicle complexity, and continued consumer reliance on personal transportation. Why Are Americans Keeping Vehicles Longer? High new and used vehicle prices and broader economic uncertainty continue to influence replacement decisions. Many drivers would rather invest in a vehicle they already know than take on the cost of replacing it. Modern vehicles are also durable enough to remain useful well beyond the point when earlier generations of owners may have traded them. From the shop side, the pattern is familiar. A customer says, "I just need it to last another year." Then one year becomes three. The truck remains essential to the business. The SUV stays in the family. The daily driver becomes a project because the owner would rather improve it than start over with another payment. This is where the aftermarket becomes essential. It gives vehicles a second, third, and sometimes fourth life. A 12-Year-Old Vehicle Is Still a Modern Vehicle An older fleet does not mean a simpler repair environment. A 12-year-old vehicle can still contain numerous control modules, emissions equipment, infotainment systems, electronic security features, networked sensors, and early-generation advanced driver-assistance systems. Shops must continue investing in technician training, scan tools, software subscriptions, service information, programming equipment, and calibration procedures. This is also why the Right to Repair issue remains relevant. As Motorhead Digital covered in Part 1: The Right to Repair Fight and the Freedom to Fix Victory , recent federal action created meaningful progress around emissions-related repair information and aftermarket emissions compliance. However, broader questions involving telematics, proprietary software, cybersecurity access, and non-emissions repair data remain unresolved. Older vehicles need more than replacement parts. They need judgment. They need technicians who understand the vehicle as a complete system and can distinguish a smart repair from a poor investment. They need suppliers with accurate fitment data and specialists who can combine traditional craftsmanship with modern diagnostic discipline. Which Aftermarket Businesses Stand to Benefit? Independent mechanical shops can benefit from increased demand for preventive maintenance, diagnostics, suspension work, cooling-system repairs, electrical repairs, emissions service, and age-related wear components. Parts manufacturers, distributors, and retailers can benefit from sustained demand across a wider range of model years. Accurate fitment data, inventory planning, and technical support become even more important when the active vehicle fleet spans decades. Restoration, performance, and custom shops have another opportunity. As replacement costs remain high, some owners will choose to improve vehicles they already own through: Drivability upgrades Modernized electronics Braking and suspension improvements Engine work Interior restoration Full custom or restoration builds The aging fleet is also increasingly diverse. S&P reports that battery-electric vehicles average 3.7 years old, plug-in hybrids average 4.9 years, and traditional hybrids average 6.4 years. Those vehicles will create additional service opportunities as they age, but they will also require new training, safety processes, tooling, and parts knowledge. Trust Becomes More Important as Repair Decisions Get Bigger The owner of a 12- or 15-year-old vehicle may be deciding whether to spend several thousand dollars on a vehicle with limited market value but significant practical or emotional value. That customer is not only buying a repair. They are buying confidence in the recommendation. Shops need to explain: What is urgent What can wait What may fail next Whether the proposed work makes financial sense Which repairs can be completed in phases What can be upgraded Clear inspections, photos, videos, written estimates, and phased repair plans help customers make informed decisions without feeling pressured. Motorhead Digital's Trust, Loyalty & Relationships: The Real Shop Advantage explains why trust often begins before a customer enters the shop. People study reviews, websites, project photos, and social media to decide whether a business looks credible, transparent, and capable. Pricing communication matters too. Older vehicles can expose hidden problems, discontinued parts, long lead times, and changing supplier costs. Tariffs, Pricing Pressure, and How Auto Shops Can Communicate Value Better offers practical guidance for explaining those variables without apologizing for charging appropriately.
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