How to Run a Successful Auto Repair Shop (5 Step Guide)

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May 22, 2023

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Read time: 3 min

When thinking about how to run an auto repair shop, we might start by thinking about a well-managed football team. The different players know what they’re responsible for, show up to accomplish their jobs, put their best effort into everything they do, and perform their best as a team. Players have each others’ backs both on the field and off the field. They can think on the fly, and move as a unit toward the end zone.

How do your players work together? When mechanic shops assemble the right team, devise the right strategy, and run the right plays, they can win, too. Service advisors can stay informed about what’s going on with every repair order at any given moment in time, switch easily between tasks even when the shop is busy, and provide excellent customer service. Technicians are able to focus on their work and spend more time turning wrenches. And customers? They’ll get their cars back fast and drive away with a good impression of your shop.

Shop owners who think more deeply about how to manage a mechanic shop are rewarded for their efforts. Well-managed shops see exponential returns. Stellar team performance leads to customer satisfaction and repeat business. The more successful your shop, the more you can invest back into your team, continuing the cycle of success for all involved.

Leading an Auto Repair Shop: Getting Started

Effectively leading an auto repair shop means focusing on:

  1. Recruitment and hiring
  2. Management
  3. Team motivation
  4. Employee pay
  5. Mentorship
  6. Work-life balance for everyone on the team

If you’re a long-time shop owner who has been helping people get back on the road again for a while now, you may have nodded your head while reading that list—management challenges are common for every thriving shop, and this article may still be a good refresher on how to improve management at your shop.

If you’re just starting out as a shop owner, try not to get stressed out reading that list. We know it’s a lot, and you don’t have to tackle everything at once. In fact, we recommend taking things step by step. Focus on the basics in each management area and refine things along the way. For example, you don’t need to create a top-notch employee mentorship program right out of the gate. In the early days, you should spend more time on recruitment and hiring, just like a football team that knows it needs to upgrade its scouting and drafting process before it can build a great roster.

As for you, the coach: No first-time football coach walks onto the field with every play they’ll ever run already drawn up. They have to learn about all of their players, the culture of the organization, and how to best motivate their team members. Only then can the coach put the gears in motion for the team to grow as a group and smoothly work together, while building everyone up.

Ok, coach! Here are the management plays on how to run a mechanic shop that you should prioritize when you’re first getting started. Let’s huddle up and look over the “How to manage a mechanic shop” playbook.

1. Coach Your Team Members to Get Customers Up and Running Fast

The day your first customer walks through the door, you want your team to be prepared to quickly get that customer’s repair set up. Coach your service advisors and team members on:

  • Creating repair orders: Service advisors need to be able to create repair orders that anyone on the team can quickly access.
  • Running inspections: Your mechanics need a straightforward process for running accurate vehicle inspections.
  • Putting together and sharing estimates: Your service advisors need a simple way to take the tech team’s findings, create easy-to-follow estimates, and share those estimates with customers.
  • Receiving customer authorizations: Service advisors need a clear-cut way to get customers’ repair authorizations so they can then communicate that to technicians, and technicians can begin work.

When you coach your team on the fundamentals, they’ll be able to get customers back on the road as soon as possible.

The Play: Digital Vehicle Inspections and Estimates

Digital vehicle inspections and estimates are a touchdown with customers. Tekmetric’s DVIs put technicians ahead of the game; they can clearly communicate inspection findings by entering key details, attaching photos and videos of their findings, and indicating the severity of each finding via a color-coded system.

Then, service advisors can build estimates that precisely detail the costs and show customers exactly what work needs to get done, and why. Once a service advisor sends an estimate, Tekmetric will add the label “Pending Authorization” to the relevant repair order. Tekmetric gives customers the ability to digitally authorize repair work right from their smartphones, so your technicians can get to work ASAP.

DVIs and estimates score points with customers by showing them that your process is transparent and trustworthy.

2. Power Frictionless Collaboration On Your Team

Can your team execute plays on the field? To win the game each day, your team members need to work in formation—understanding expectations, clearly communicating, and giving each other necessary updates. Your service advisors and technicians have to huddle together, tackle their responsibilities, and get vehicles back to customers fast.

Many auto repair teams collaborate in “analog” ways. For example, service advisors might jot down technicians’ “to-dos” on a whiteboard. Or, they might leave their workstations to nudge technicians for repair status updates. These “analog” methods are relatively easy to set up, but over time, they can lead to some challenges for your team. How? It interrupts your team members’ flow states in the middle of the game.

Put yourself in their cleats. If you started your career in the Auto Repair Industry as a mechanic, you probably valued being able to completely focus on the task at hand, whether it was an oil change or a more complicated repair. If one of your service advisor teammates walked up to you to ask you how much longer the repair would take, you’d have to stop what you’re doing, give them the update (and possibly entertain the conversation going on a tangent), and then resettle into your work. You had to regain your focus again and may have had to stay at work longer than you expected.

As far as your service advisor teammate, they lost time and focus, too! After all, they had to leave their workstation to see what was up with you in the back of the shop. A customer might have walked up to their desk and got stuck waiting. That wait probably didn’t bode well for business!

When you give your employees the right equipment, they won’t have to keep starting and stopping their tasks. They can check-in and communicate at their own pace from wherever they are in the shop. They can pass the ball back and forth as needed and intercept tasks amidst the flow of the shop.

The Play: The Job Board and Tech Board

Tekmetric’s Job Board and the Tech Board equip your team members with the ultimate clarity on who’s responsible for what, how far along repairs are, and more—all while removing the need for extraneous exchanges.

The Job Board has two views and breaks down the repair process into three key categories: Estimates, Work-In-Progress, and Completed. Each repair order can be viewed in a column or a list depending on the preferences of your service advisors.

Here are some of the key details every service advisor at your shop can get via one screen:

  • Color-coded labels that indicate which repair orders are still pending customer authorization, have not yet started, are in-progress, need parts ordered, are ready to post, and more
  • Repair order notes
  • Promised time out
  • How far along each repair order is
  • The technician associated with each repair order
  • Whether the customer for each repair order is waiting at the shop or dropped off their vehicle and left (via icons)

With this information, service advisors can keep work flowing.

Tekmetric also makes it easy for service advisors to manage technicians’ workloads. The Tech Board has one column on the left side that lists out all repair orders that need a technician assigned. The remaining columns show what individual technicians have on their plates. With one glance, service advisors can see which repairs need to be assigned and which technicians have the availability to take on those repairs. If a repair order is too big for one technician, or if different technicians have specialized knowledge that can help finish a job, service advisors can split up the work within a repair order. When mechanics look at the Tech Board, they’ll know exactly what they’re responsible for.

With the Job Board and Tech Board, you won’t have to fret about how to run an auto repair shop. Your shop and your team will run like a well-oiled machine!

3. Practice Great Customer Communication With Your Team

When customers walk into your shop, the faster someone from your team greets them, the better. According to a 2021 study by J.D. Power, customer satisfaction scores “decline when customers wait more than three minutes before they’re acknowledged.”

Good customer communication should exist throughout every stage of the repair process. For instance, when customers leave your shop during repairs, have your service advisors give them regular updates. When they come to pick up their vehicles and pay, give them a stress-free check-out process.

It’s on you as the leader of your team to train your players on the essentials of great customer service, like:

  • Greeting customers and checking them in
  • Responding quickly if a customer asks to speak to a higher-up
  • Addressing customers’ frequently asked questions
  • Updating customers on the status of their repairs  
  • Processing customers’ payments and checking them out with minimal hassles

If you were previously a service advisor or technician, speak to your team members about your own experiences and lessons learned having interacted with customers in the past! Your experience in the shop can pay off for the next generation of Auto Repair Professional all-stars.

Need more extensive coaching for your team? You may want to consider hiring an external coach, enrolling your employees in a specialized course, or upgrading their customer communication equipment. There’s an abundance of coaching programs out there focused on all aspects of how to run an auto repair shop.

The Play: Run the Ball Downfield with Tekmessage and Tekmerchant

Tekmessage and Tekmerchant simply the customer communication and checkout processes for your team and your customers.

As we saw with the Job Board, service advisors can quickly see how far along each repair is. Once they have that information, service advisors can then use Tekmetric’s true two-way texting tool, Tekmessage, to update customers. Service advisors can message customers directly from Tekmetric, and the resulting message will show up on customers’ smartphones just like a regular text message. Customers will even be able to respond to that text message just like any other text.

Eventually, when the repair is completed, service advisors can message customers that it’s time to check out. Tekmetric offers a tool, Tekmerchant, for a text-to-pay check-out process. Service advisors can text or email customers their invoices, and customers can pay from wherever they are, using their smartphones, tablets, or computers. They don’t have to wait in line at your shop to hand over their credit card for processing. Instead, they can pay on their own time! If they want to pay while catching the last few minutes of the fourth quarter on a TV in the waiting area, they can do that.

Tekmessage and Tekmerchant aren’t going to interact with your customers for you. Your service advisors still have to exhibit excellent customer service in their interactions. But these two tools facilitate and train their ability to give excellent customer service by minimizing and even eliminating common complications such as dropped calls and broken credit card machines. Combine Tekmessage and Tekmerchant with the world-class customer service you’re already providing, and you’ll jumpstart even more business!

4. Mentor Your Employees to Reach Their Full Potential

No shop owner learns to run a successful shop on their own. Along the way, they got advice from other shop owners and might have even had a mentor by joining an industry coaching group or even forming a connection with a former boss or someone else in the industry.  No matter what form that mentorship took, it helped those shop owners level up and consistently become better at what they do.

You can do the same for your team, empowering them to take greater leaps in their careers. When employees feel supported at work, they’re likely to stay, improving your shop’s employee retention. Long-time employees know your shop well; they’re accustomed to how things run. When it comes to figuring out how to run an auto repair shop, they don’t need as much direction on the field as newer team members.

Keeping team members longer also builds strong camaraderie, creating a cohesive team spirit at your shop. Newer team members start to pick up tricks from employees who have been around a while on how to make the day run smoothly. And, when your team gets along and works together efficiently, you can have peace of mind and turn your focus to making big picture decisions about your shop.

A large part of being a good mentor or coach involves giving useful, actionable feedback to your employees that helps them strengthen their skills and shore up any weaknesses. For example, if you notice that one of your service advisors is hitting super high sales numbers, you can praise them and encourage them to share their tips with their team members. If you notice that one of your technicians is taking slightly longer to complete repairs than their peers, you can pair them up with the fastest technician on your team so they can speed up.

The Play: Give Effective Feedback With Real-Time Reports

Tekmetric measures key areas of your team’s performance, compiling that data into real-time employee reports:

  • The Realtime Service Writer Report shows you the repair order sales and hours associated with each service advisor on your team.
  • The Realtime Technician Report shows you the repair order sales and hours associated with each technician on your team.
  • The Technician Hours Report shows you each technician’s total billed time, total actual time, and car count. Most importantly, this report shows you the total efficiency of each technician and the total efficiency of your tech team.

Each of these reports are customizable by time period. For example, you can review your tech team’s efficiency over the last month or last quarter to build the most effective possible game plan for completing repair work. Got a technician with a lower efficiency score? Pair them up with other mechanics who know how to complete quality work at a fast pace.

Remember to remain empathetic when you’re giving each team member feedback and showing them their stats. Deliver the feedback in a professional manner. Along with pointing out what needs improvement, you should also point out what the employee is doing well. Research has shown that the highest performing teams have a 5.6 to 1 ratio of positive to negative feedback comments.

5. Check In

One of the best practices for how to manage a mechanic shop doesn’t involve any fancy tools or processes. It just comes down to checking in with your team members to see how they’re doing.

You can ask employees, “Hey, how are you?” when you cross paths with them at the shop, regularly host one-on-ones, and organize weekly team huddles. We recommend doing a combination of these types of check-in activities to gauge how your employees are doing. You never know what’s happening with people, and it can be hard for employees to put on their game face when there’s trouble at home. For instance, if you ask an employee, “Hey, how are you doing?” in passing, they might not feel comfortable telling you, “Well, my dog got an ear infection and I’m stressed out” or “My mortgage application got rejected.” In contrast, they might feel comfortable telling you those things in a one-on-one meeting.

Granted, not every employee will be open about what’s going on with them, and that’s ok! You shouldn’t pressure them. What you should do is show them with your actions that if they do want to tell you what’s going on, they can freely do so.

Check-ins will also help you increase employee engagement, growing your shop. When employees feel like they “belong” at work, they’re three-and-a-half times “more likely to contribute to their fullest potential.”

These regular updates will help create a healthier work environment for everyone at your shop, one with mutual respect and understanding. Your team members will know that you’re not just barking plays from the sidelines—you’re taking an active interest in them as individuals.

FAQ

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Mechanic interviews are challenging for both the employer and candidate because the right candidate has to be a fit in personality and technical ability. Plus, the numerous certification types, manufacturer nuances, and shop needs make it even more challenging.

This guide can be used to help repair shops/dealerships ask the right questions and also help technicians be prepared for questions they will likely encounter. Below you will find the most common car mechanic interview questions broken down by mechanic and service advisor level plus tips to ace your next interview.

Top mechanic job interview questions

While every auto repair shop differs in how they run their job interview process, these are some of the most common questions you can expect. Ranging from technical questions to customer service, be prepared to answer these common questions before your next interview.

An image highlighting the top job interview questions for mechanics.

General interview questions for car mechanics

These common questions cover basic automotive repair experience and relevant work history.

  • Tell me about yourself and your experience as an automotive technician.
  • Why do you want to work for our company/shop?
  • How do you stay up to date with new automotive technologies and repair techniques?
  • What certifications do you currently hold (ASE, manufacturer-specific, etc.)?
  • Are you comfortable working weekends, evenings, or overtime if needed?

Technical interview questions for mechanics

These technical interview questions cover more specific hand-on experience and tools/equipment.

  • Which repairs are you best at?
  • How much would you estimate your tool inventory to be worth?
  • What steps do you take when diagnosing a check engine light?
  • What tools and diagnostic equipment are you most familiar with?
  • Have you worked with hybrid or electric vehicles?
  • Do you believe in factory recommended vehicle maintenance intervals?
  • How comfortable are you with OEM scan/diagnostic tools?

Experience & situational questions for mechanics

These questions help employers understand how you would handle various shop situations and also helps them understand your communication skills.

  • Can you describe a time when you had to work under a tight deadline?
  • How do you deal with angry customers?
  • How do you prioritize tasks when you have multiple vehicles to work on?
  • What would you do if you made a mistake on a repair? How do you handle accountability?
  • What do you do if you encounter a vehicle with an issue you've never seen before?

Additional questions to expect

  • Are you comfortable serving those in need once a month?
  • Are you comfortable doing a DVI on the majority of vehicles you touch?
  • How do you handle a high-pressure environment when the shop is busy?
  • How do you handle a situation where you're unsure about how to fix a problem?
  • Tell me about a time you went above and beyond for a customer?

Top interview questions for service advisors

While the interview questions for service advisors will be similar to mechanics, there will be small differences. Typically, service advisors will be more customer facing and shops will tailor their questions to focus more on customer service and communication style.

General interview questions for service advisors

  • Are you comfortable selling repair services?
  • Are you comfortable working on a commission based salary structure?
  • Who do you believe has the best after market products?
  • Which shop management software is your favorite?
  • How do you deal with a customer saying that you are more expensive than their last shop?
  • How do you win back angry customers?
  • How do you handle over the phone quotes?

Technical interview questions for service advisors

  • What are your greatest strengths as a service advisor?
  • Who do you trust for moving electrical parts?
  • How do you handle working in a fast-paced environment?
  • Are you comfortable meeting sales goals and upselling services?
  • How do you stay up to date with new automotive technology and service trends?
  • How do you handle stress during busy hours?

Experience & situational questions for service advisors

  • How do you explain complex vehicle repairs to a customer who doesn’t understand cars?
  • What steps do you take to build trust with customers?
  • Have you ever had to deal with a miscommunication between a technician and a customer? How did you resolve it?
  • Can you describe a time when you turned a dissatisfied customer into a repeat customer?
  • How do you handle multiple customers needing assistance at the same time?

Additional questions to expect

  • How do you explain the importance of routine maintenance to a customer?
  • What experience do you have with automotive service software or point-of-sale systems?
  • How do you prioritize repair orders and schedule work efficiently?
  • How do you explain repair estimates to customers?
  • How would you respond to 1-star reviews?

Job interview tips for mechanics

  • Research: Not all shops are created equal so make sure to research before applying to make sure they are a good fit. You can also look at online reviews to see what their customers are saying.
  • Preparation: Use the commonly used questions above to help you prepare for the interview. Practice how you would answer each question and ways you can present yourself well.
  • Attire: You have 7 seconds to make your first impression and attire is a big part of that. Dress to showcase your professionalism and experience.
  • Highlight your experience/certifications: Showcasing your certifications and experience can go a long way to in making sure you land the job.
  • Ask thoughtful questions: Some interviewers will allow you to ask questions during the conversation. Make sure you have a few questions to ask that help you learn more about the shop.
  • Follow up: if you haven’t heard back from the shop and you are still interested, give them a call and remind them of your interest in the position.

Final thoughts

Interviews are challenging in any industry but mechanic interviews can be even more challenging with the shortage of talent available. This guide will help you either prepare for your next interview or provide you with common questions to ask your next hire. Lastly, always hire for culture fit and talent second. Culture problems are a lot harder to correct than technical car knowledge.

Top Interview Questions for Automotive Mechanics

March 25, 2025

Read time: 3 min

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If you're running an auto repair shop, investing in a car lift is essential. A high-quality vehicle lift makes it easier to work on cars, increases efficiency, and ensures safety. But how much does it actually cost to install a car lift? That depends on the type of lift, installation costs, and other factors such as weight capacity and safety features. Let’s break it all down so you can pick the best automotive lift for your needs.

Do you need a car lift?

Car lifts are essential in auto repair shops because they provide mechanics with better access to a vehicle’s undercarriage, making inspections, repairs, and maintenance tasks safer, more efficient, and more comfortable. Unlike floor jacks, lifts offer a stable and elevated workspace, reducing the risk of injuries and improving workflow.

With a car lift, technicians can quickly perform tasks such as oil changes, brake repairs, exhaust system work, and suspension adjustments without having to crawl under the vehicle. This efficiency leads to faster turnaround times and higher shop productivity.

Additionally, lifts help maximize shop space by allowing vertical storage for vehicles, which is especially useful in high-volume repair shops. Overall, car hoists are a fundamental investment for any auto repair shop looking to enhance efficiency, safety, and the quality of service provided to customers.

Types of car lifts and their costs

Each type of lift has its pros and cons. Some lifts are better for oil change shops and some are better for tire or repair shops. In general, car lifts can cost between $1,000 and $20,000 depending on brand, lift capacity, lift height, and features. Here’s a comprehensive look at the most common lift options for your shop.

An image comparing the cost of car lift types.

Two-Post car lifts

A two-post car lift is one of the most popular choices for auto repair shops. They are popular because they take up less space and can be affordable depending on features. Make sure to plan out your shop layout as these lifts are permanent and cannot be easily moved. These hoists come in asymmetric and symmetric configurations, allowing flexibility based on vehicle type.

  • Price: $3,000 - $10,000
  • Best For: General repair shops working on SUVs and smaller cars.
  • Lift capacity: 5,000 - 10,000 lbs.
  • Popular brands: BendPak, Rotary, Tuxedo.
  • Advantages: High lifting capacity while saving space for smaller shops.

Four-Post lifts

A four-post lift provides greater stability and weight capacity, making it ideal for heavier vehicles. If your shop works on a lot of trucks or heavy-duty vehicles, the four-post lift might be the best lift for you. Tire and brake shops should avoid these lifts as the tires sit on the lift making it difficult to work on these areas.

  • Price: $5,000 - $25,000
  • Best For: Dealerships and professional shops.
  • Lift capacity: 7,000 - 14,000 lbs.
  • Popular brands: BendPak, Titan, Tuxedo, Rotary.
  • Advantages: Heavier lifting capacity for larger vehicles.

Scissor lifts

If saving space is your top priority, the scissor lift may be your best option. They are almost invisible when not in use and lie flat on the ground to optimize garage space. Double check the lift capacity and height to make sure it can accommodate the types of vehicles you work on.

  • Price: $1,500 - $10,000
  • Best For: Quick repair shops where space is limited.
  • Lift capacity: 5,000 - 15,000 lbs.
  • Brands: QuickJack, BendPak, MaxJax
  • Advantages: Compact and cheaper.

In-Ground lifts

In-ground car lifts are a great choice for shops that work on heavier vehicles and want to save space. These lifts are the perfect balance of the space saving capabilities of a scissor lift while also providing optimal strength for large vehicles.

  • Price: $10,000 - $25,000
  • Best For: Repair shops and dealerships.
  • Lift capacity: 5,000 - 20,000 lbs.
  • Brands: BendPak, Rotary, Atlas
  • Advantages: Compact while also offering enough muscle.

Portable car lifts

If your shop layout frequently changes or you are a mobile mechanic, a portable lift may be the best option. These lifts can be easily moved around a garage or taken to a job site and are often the cheapest option. However, they can be less reliable and don’t provide the same level of strength as a stationary lift.

  • Price: $500 - $5,000
  • Best For: Home garages, mobile mechanics, DIY enthusiasts.
  • Lift capacity: 5,000 - 10,000 lbs.
  • Brands: QuickJack, MaxJax
  • Advantages: Affordable, compact, mobile.

Installation prices for car lifts

Installing a vehicle lift is not just about purchasing the unit. You also need to consider the installation costs, which can vary depending on the type of lift and garage setup. Here are the main factors affecting installation costs:

1. Concrete requirements

Most lifts, especially two-post car lifts and four-post lifts, require a thick concrete base. If your floor isn’t thick enough, you may need reinforcement, which adds to the cost.

2. Electrical setup

Lifts need power, and if your garage isn’t wired for it, you’ll need an electrician.

3. Air compressors & accessories

Some lifts require compressors and additional balancer tools for operation.

4. Professional installation

Hiring a pro ensures the lift is ALI-certified and meets safety regulations.

Choosing the right car lift for your auto repair shop

Each type of lift comes with its own advantages, making it important to choose the right one based on your needs. Here are some things to consider when making your decision:

  • How big is your shop?
  • Which repair services do you offer?
  • What is your budget?
  • Does the lift offer a warranty?
  • Will you garage layout change over time?
  • How important is a car lift warranty to you?
  • How heavy will the vehicles you work on be?
  • What is the average review rating of the lift?
  • How easy or hard is the lift to install?
  • How much will the maintenance cost?

Final thoughts

Installing a vehicle lift in your auto repair shop is a smart investment. Whether you choose a two-post car lift, scissor lifts, or portable lift, knowing the lift cost and installation costs upfront can help you budget wisely. Whatever you choose, ensure it’s ALI-certified for safety and performance. Lastly, don’t forget about regular maintenance and safety inspections to ensure your lift continues to run for many years.

How Much Does a Car Lift Cost + Installation Prices

March 21, 2025

Read time: 3 min

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Ever wonder how you could make your auto repair shop website rank in Google for “Mechanic near me” or “Best auto repair shop”? Look no further, this guide will walk you through everything you need to know about search engine optimization for automotive repair shops.

Search engines play a large role in today’s buyer journey and the auto repair shop industry is no different. Shop owners are recognizing this and starting to emphasize SEO (search engine optimization) as part of their overall digital marketing strategy.

Auto Repair SEO 101

SEO for automotive repair shops is a marketing tactic designed to influence how your website ranks in Google and other search engines. When done correctly, SEO efforts can create more website traffic and ultimately, generate more customers for your auto repair shop.

However, search traffic is becoming more competitive and other shops are likely aiming for the same keywords as you are. Utilize this guide to see how you can improve your website traffic and search engine rankings for your auto shop.

Tek-Tip: Curious how you rank for important keywords? Simply open an incognito tab and search for keywords you want to rank for. Incognito tabs remove location and search history bias from your search.

Image showing 5 steps to better SEO for auto repair shops.

Why is SEO important for Auto Repair Shops?

More traffic equals more customers

Search traffic is high-intent traffic which means that people who are searching for “mechanic near me” and similar queries are indicating that they are ready to make a decision. Social media and other traffic forms may bring in traffic but rarely are they ready to make a decision that day. Capturing more search traffic almost always leads to more conversions. Think about it, when you start looking for a service where do you start your search?

Brand awareness

Even if the customer is not ready to make a decision that day, being visible for relevant keywords is important (and free) brand awareness. Ranking well will help your shop stay top of mind for future automotive repair needs and build your online presence. Just like we remember a billboard or business logo weeks later, being visible in search engine results leads to better brand awareness and online visibility.

Cost effective

Unlike paid advertising, SEO efforts are free if you do them in-house. All you need to get started is this guide + a few YouTube videos and you can make a big difference in your website traffic and online conversions.

Local search

Search engines can use mobile device locations to help match customers with a shop that is nearby. Part of this guide will walk you through how you can indicate to Google where your auto repair shop is located and capitalize on local search traffic.

5 Steps to Improve your Rankings and Website Traffic

1. Quality content

Helpful content: Google loves fresh content and companies who regularly publish helpful content. Strategize what type of content will resonate with your audience and don’t be afraid to test new ideas. Consider removing or updating out-of-date content that is no longer relevant for your audience.

Content calendar: Creating a content calendar for your shop can help you strategize which topics you want to cover each month and who will be responsible for the project timeline.

2. On-page SEO

URLs: Did you know that Google uses the words in your url to help understand what your content is about? Avoid generic URLs like www.Yourshopname.com/blog/23trk and start using keyword-rich URLs like www.Yourshopname.com/blog/houston-tire-store. A simple optimization that can lead to better rankings.

Keyword research: Organic search is no longer about stuffing your content with every keyword you can find but keywords still play a part in how Google ranks content. Keywords are the terms searchers type into Google like “Tire shop near me” or “Brake service shop in Houston”. Other common auto repair keywords include “auto repair shop near me”, “best mechanic in (insert city)”, or "(insert service type) near me”.

You can use a free tool like Google Search Console (more info on tools later on) to explore which keywords you are ranking for and strategize how you can include those terms in your content/website. You will also want to research keywords that you do not currently rank for but want to in the future. Don’t forget to look at competitors and see what they are ranking for to help you locate your target keywords and form your overall strategy.

Internal linking: If you think of the internet as a spider web, each piece of content has internal and external links that help connect related content. These internal links help search engines crawl your website and find all the other content your website has to offer. Aim for at least one internal link in each article you write.

Meta Descriptions: As the name suggests, meta descriptions inform readers on what they can expect your content to cover. This is a great place to highlight keywords you think searchers might use to find your content.

Avoid click-bait strategies but try to make your meta description attractive and keyword dense. This will lead to better click-through-rates and better rankings. Aim to use 150 characters or less in your meta description so Google doesn’t cut it off.

Meta Titles: Think of a meta title as the headline or title tag for your content. This is a great place to showcase what your content offers and what it covers. You also want to feature your top priority keyword in the title to make sure Google (and users) know that it matches what they are searching for.

A picture showing how title and meta description tags appear in Google search.

3. Technical SEO

Tek-Tip: Warning: this section is more technical and may require the assistance of a website professional. We recommend Shopgenie to help with all of your website/SEO needs.

Page speed: Search engines have started to prioritize websites that provide a better user experience and part of that is having fast page speed. You can test your website speed using this free tool. Some quick ways to improve your page speed would be to minimize image file sizes and reduce the number of third-party scripts you have on your website. You may need to contact a website developer if you want to make bigger adjustments to your website.

Link building: Search engines use backlinks as a way to identify which websites are trustworthy and authoritative. For example, if your website has a link from Forbes pointing to your blog article, it indicates that your blog has value. The more links you can gather (especially from high-quality websites) the more reasons search engines have to believe your website has value.

SEO and PR agencies can help you build your link profile. You can also contact other websites directly and do manual outreach. The best practice is to create content that people want to link to and the links will accumulate naturally. Content that typically performs well for link-building in the automotive industry includes how-to videos, guides, and tutorials.

Mobile friendly/UX: Have you ever been frustrated by a website on your phone that you can’t use because the buttons are too close together or it loads slowly? With the majority of your target audience using their phones to search for services, your SEO strategy needs to include a user and mobile-friendly website design.

Sitemaps: A sitemap is a file that you can add to your website to help guide search engine crawlers to your content. Think of it as a crawler roadmap for your website. This file can be useful if you don’t want certain parts of your website crawled or if you recently added new content and want it to be crawled quickly.

4. Local SEO

Google My Business: Google My Business (GMB) is a free Google business profile that showcases your company, services, contact info, logo, and more. An easy way to improve your local SEO is to keep this platform up-to-date with your contact information, website, and hours of operation. If a potential customer searches “auto repair shop near me” your GMB listing indicates to Google if you service that area and helps you rank for their search.

Bonus tip: Make it easy for customers to leave reviews on your GMB profile as extra proof that you run a quality automotive repair shop. Some auto shops add a QR code on the front desk or on receipts directing customers on how to leave reviews. Make sure to respond to negative and positive reviews with professionalism. First impressions matter; potential clients often research reviews before selecting a shop.

Directories: Directories are popular aggregation review platforms like Yelp, Consumer Reports, BBB, and Yellow Pages. Claiming your business profiles and updating them with your relevant information can help some potential clients find your auto repair business. Make sure your phone number, address and website are all up to date within each directory.

Location pages: Adding your address and directions to your website can help search engines understand where you are located and aid in pairing you with appropriate local queries. Another tactic is to make sure your website content mentions your city to further boost this effort.

5. SEO tools

Paid tools: There is no shortage of SEO software/tools to help you upgrade your auto repair SEO strategy. These tools typically have a free version but they are limited in functionality and you will need to upgrade if you have larger websites. Some of the top options include Ahrefs, Semrush, and seoClarity.

Free tools: If you have a smaller website you may be able to get by with these free tools. Some of the top free SEO tools include Google Search Console, PageSpeed Insights, and free versions of Ahrefs and Semrush.

Tracking/monitoring: After making updates to your website and overall SEO strategy it is important to track your progress and KPIs like clicks, traffic, impressions, CTR and others that may be relevant to your auto repair business. You can build free tracking dashboards in Google Analytics or Google Looker Studio.

Bonus tip: Google and other search engines regularly update their algorithms so keep an eye out for volatility during these updates.

How long does it take for search engine optimization to work?

While some SEO tactics will start working immediately, larger and more consistent progress will be seen within 3-6 months if implemented correctly. Typically, this progress is seen as part of a “snowball” effect where multiple small optimizations will snowball into larger results over time.

Ranking on the first page of Google can take time but it often depends on how many competitors are in your area. All worthwhile marketing strategies take time and SEO is no different.

Final thoughts

Search engine optimization is an important tactic to drive more traffic and customers for your auto repair business. Keep in mind that SEO is one of many marketing tactics and should be part of a larger marketing strategy. To be successful in automotive shop marketing you will also need to explore other channels like social media, email, paid advertising, and traditional marketing.

Auto Repair SEO: The Complete Guide for 2025

March 18, 2025

Read time: 3 min

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