SEO Case Study: How an Auto Repair Shop Increased Customer Calls by 200%
On June 9, 2025, an auto repair shop in Orlando partnered with Goforaeo because they were tired of slow weeks and unpredictable call volume. They had skilled techs, fair pricing, and repeat customers, but Google was not consistently bringing in new drivers who needed service now.
This case study explains what we changed, how we tracked real customer calls, and why the growth stayed steady through 2025. The shop name is kept private for client privacy, but the metrics below are real from call tracking, analytics, and Google Business Profile insights.
Campaign overview: Location, dates, and what we measured
This campaign focused on Orlando, Florida, including nearby areas the shop actually served like Winter Park, Conway, College Park, and Altamonte Springs. We focused on high intent services that normally lead to phone calls, not just browsing traffic.
Campaign start date: June 9, 2025. We tracked progress monthly through November 2025 so the work and results were clear. For proof, we used two clean windows that show performance before the SEO momentum and after it had time to compound.
Before window: June 9, 2025 to July 31, 2025.
After window: October 1, 2025 to November 30, 2025.
What counted as a “customer call”
Auto repair shops get vendor calls, spam calls, and quick price shoppers who never book. We kept call counting strict so the results stayed honest and repeatable.
A customer call counted when it met all these rules:
- Source: Unpaid Google Search or Google Maps
- Quality: Call lasted 60 seconds or more, or it was tagged as “appointment requested”
- Exclusions: Spam, suppliers, hiring calls, and very short hang ups
We also tracked web leads because many drivers fill a form after business hours. Those leads were tracked separately so calls did not get mixed with forms in the main call growth metric.
Tools used to track proof
We used a practical tool stack focused on clean tracking and decision making:
- CallRail: call tracking, call source proof, lead tagging, call recordings for quality checks
- GA4 and Google Tag Manager: traffic, conversions, landing page behavior
- Google Search Console: queries, clicks, and page level performance
- Google Business Profile insights: calls, direction requests, and listing engagement
- Ahrefs and Screaming Frog: competitor research, audits, internal linking checks
- BrightLocal: citation checks and local rank tracking
- PageSpeed Insights: mobile speed diagnostics
- Looker Studio: monthly reporting dashboards
Quick results summary: The key numbers
In the before window, the shop averaged 30 qualified customer calls per month from organic search and Google Maps. In the after window, the shop averaged 90 qualified customer calls per month from the same sources, using the same call rules.
That change equals 200% growth in customer calls. The improvement was not a single lucky month, because the call trend climbed month after month as service pages, Maps visibility, and trust signals improved.
Starting point: What we found in June 2025
The shop did strong work, but Google did not have enough clear signals about what the shop specialized in and which areas it served. The website was also too general, which meant drivers searching for a specific repair did not land on a page that matched their problem.
Most visitors landed on the homepage and never reached a service page that explained pricing factors, process, or booking steps. That led to weak conversion, even when traffic was decent.
The Google Business Profile was present, but it looked quiet compared to competitors. Photos were outdated, services were not fully listed, and reviews were not coming in consistently, which reduced trust and click choice in Maps.
Baseline metrics: June 9 to June 30, 2025
After tracking was verified, we recorded baseline performance for the first campaign period. This baseline became the reference point for later comparisons.
Baseline results for June 9 to June 30, 2025:
- Qualified customer calls from organic plus Maps: 26
- Organic sessions: 1,340
- Web form leads from organic: 14
- Google Business Profile calls: 18
- Tracked Orlando keywords in top 3: 3
The keyword baseline showed the shop was close on many terms, sitting in positions 6 to 20. That is the zone where good SEO work can create strong call growth when pages and local signals improve.
The biggest issues holding calls back
We found three common problems that limit auto repair SEO in competitive cities. First, the site did not have focused pages for high intent services like brake repair, AC repair, and check engine diagnostics in Orlando.
Second, internal linking was weak, so Google had trouble understanding which pages mattered most. Third, local proof signals were thin because the Google Business Profile activity was not consistent.
Research and planning: What Orlando drivers were searching in 2025
Auto repair searches are urgent, and most people are on mobile when they search. Drivers do not want long sales copy, they want clarity about the problem, the fix, and how to book fast.
We researched service intent keywords, competitor service pages, competitor Google Business Profiles, and review language. We also reviewed past call notes and appointment requests to match real customer wording.
This helped us write content that sounded natural and local. It also helped us build the right pages first, instead of publishing random blog posts that never drive calls.
Search intent themes that produced the best calls
We focused on services that usually lead to a call within minutes of the search. These topics were selected because they are common, high intent, and profitable for the shop.
Main service themes included:
- Brake repair and brake pad replacement
- AC repair and refrigerant checks
- Check engine light diagnostics
- Oil change and routine maintenance
- Battery testing and replacement
- Alternator and starter issues
- Suspension and steering repair
We also targeted “near me” intent and local phrases tied to Orlando neighborhoods. We kept those mentions natural, because forced location stuffing can hurt trust and readability.
What competitors were doing better
Competitors ranking well had one clear page per service, with strong local proof and simple answers. Their pages explained what causes the issue, what the shop checks, and what happens after the customer calls.
Their Google Business Profiles looked active. They posted regularly, added new photos, answered questions, and had steady reviews coming in, which matters a lot in Maps.
They also made it easy to contact them. The phone number was always visible, booking steps were simple, and trust signals were placed where people decide.
The page plan we built before writing
We created a simple page map so Google could clearly connect the shop to high intent Orlando searches. The goal was not to create dozens of pages, it was to create a strong set of pages that could rank and convert.
Core pages built or improved:
- Brake repair in Orlando
- AC repair in Orlando
- Check engine diagnostics in Orlando
- Oil change and maintenance in Orlando
- Battery replacement in Orlando
- About and service area page with clear coverage
Supporting content was planned to answer questions that stop people from calling, like “is it safe to drive” and “what happens during a diagnostic.”
Strategy: The SEO work that increased calls
This campaign worked because we improved the full system, not just one area. Technical fixes helped performance, service pages matched real intent, and local trust signals improved Maps visibility.
We kept the work steady each month so results could compound. Auto repair SEO improves faster when you fix the core pages first and then support them with reviews, local activity, and conversion improvements.
Technical SEO: Speed, crawl, and clean structure
We started with technical improvements because slow pages and messy structure reduce both rankings and conversions. Most searches were on phones, so mobile experience had to be clean.
Key technical actions included:
- Image compression and page weight reduction on main landing pages
- Fixing broken links and redirect chains that caused crawl waste
- Improving internal linking so priority services were clearly connected
- Cleaning up indexation signals and improving the sitemap structure
- Adding LocalBusiness and service schema to support local understanding
These changes made it easier for Google to crawl and trust the site. They also reduced bounce and improved call conversion from the same traffic.
On page SEO: Service pages built to match urgent searches
Next, we rebuilt the service pages that should create calls. Each page was written in simple words and focused on what drivers want to know quickly.
Each service page included:
- Symptoms drivers search for and what they often mean
- What the shop checks during diagnosis
- Common repair paths and what affects cost
- Clear booking steps and click to call buttons for mobile
- FAQs based on real calls, like timing and whether towing is needed
We avoided fluff. Orlando drivers want clear answers and a clear next step, especially for AC and brake problems.
Local SEO: Google Business Profile treated like a call channel
For auto repair, Google Maps is often the fastest path to a phone call. We treated the Google Business Profile like a weekly marketing channel, not a one time setup.
Local improvements included:
- Category and service list cleanup so core services were visible
- Weekly photo uploads, including shop, bays, team, and real work shots
- Regular posts focused on seasonal needs like AC checks and battery issues
- Q and A improvements so common questions were answered inside Maps
- Citation consistency checks so business details matched across listings
As activity stayed consistent, engagement improved. More engagement led to more calls, more direction requests, and more website clicks from Maps.
Content support: Helpful answers that reduce doubt
Some drivers do not call because they are unsure and scared of being upsold. We reduced that fear with clear explanations and practical content.
Supporting content topics included:
- What a check engine diagnostic includes and what it does not include
- Why AC stops blowing cold air and what a shop checks first
- Brake warning signs and when to stop driving
- Maintenance schedules for high heat and stop and go driving
This content helped rankings, but more importantly it helped conversion. When people feel informed, they call faster and book more confidently.
Authority building: Local trust and clean links
Orlando is competitive, so authority mattered. We focused on clean local trust signals rather than spam tactics.
Authority actions included:
- Building a steady review request process after completed jobs
- Earning a few relevant local links through partners and community mentions
- Improving citations and listing consistency across major directories
- Adding more proof on the website using real photos and simple service notes
This helped the shop look more established. In auto repair, trust drives calls as much as rankings.
Conversion improvements: Turning visibility into booked appointments
Traffic alone does not create calls if the site is hard to use. We improved the contact flow so booking felt easy.
Conversion upgrades included:
- Strong click to call buttons that stayed visible on mobile
- Shorter appointment request forms with fewer fields
- Clear trust points near the top, like reviews, warranty notes, and service guarantees
- Better “what happens next” sections so customers knew the process
We also reviewed call recordings and lead tags to identify repeated questions. Then we adjusted page wording to answer those questions before the customer called.
Month by month timeline: Work completed and results in 2025
Below is the monthly record from June through November 2025. Calls listed here are qualified customer calls from unpaid Google Search plus Google Maps combined, using the same strict call rules all year.
This timeline matters because it shows steady work, not a one month spike. It also shows which actions happened before each jump in call volume.
June 2025: Tracking setup and foundation fixes
June focused on clean tracking and removing obvious blockers. We set up CallRail, confirmed conversion events, verified Search Console, and fixed key technical issues that affected mobile speed.
June results: 26 qualified calls, 1,340 organic sessions, 18 GBP calls. The early wins came from better contact flow and a cleaner Google Business Profile setup.
Work completed in June: tracking setup, technical audit completion, GBP optimization, and first service page improvements. We also started consistent photo uploads to make the listing look current.
July 2025: Core service pages rebuilt for brakes and AC
July focused on the pages that bring urgent calls. We rebuilt brake repair and AC repair pages first and improved internal linking so Google understood these as priority services.
July results: 34 qualified calls, 1,620 organic sessions, 24 GBP calls. Rankings began moving for service terms, and Maps engagement increased as photos and services improved.
Work completed in July: 2 core service pages rebuilt, internal links improved across main pages, and FAQ sections added based on real customer questions. We also posted weekly on the Google Business Profile.
August 2025: Check engine diagnostics page and conversion tuning
August focused on diagnostic intent because check engine searches often turn into same day calls. We built a dedicated diagnostics page and improved the booking flow on mobile.
August results: 48 qualified calls, 2,050 organic sessions, 33 GBP calls. This month showed a clear lift because drivers were landing on pages that matched their exact issue.
Work completed in August: diagnostics page built, conversion improvements, and content refresh using Search Console query data. We also started a more consistent review request rhythm.
September 2025: Reviews and local trust signals scaled
September focused on trust and consistency. We strengthened the review system and improved citations and listings so the business information matched across the web.
September results: 63 qualified calls, 2,640 organic sessions, 45 GBP calls. Maps calls increased as reviews and listing completeness improved.
Work completed in September: citation cleanup, review workflow scaling, and additional service page upgrades for oil change and maintenance. We also added more real photos on the website for proof.
October 2025: Push into top spots and improve service coverage
October focused on pages sitting close to top results. We expanded service pages, improved headings and on page clarity, and added internal links to strengthen priority pages.
October results: 88 qualified calls, 3,420 organic sessions, 61 GBP calls. This month became a major “after window” month because both Search and Maps improved at the same time.
Work completed in October: on page tuning for priority services, continued GBP posts and photos, and link outreach for a few local mentions. We also refined trust sections to reduce price shopper calls.
November 2025: Stabilize performance and increase call quality
November focused on stability and lead quality. We cleaned up weaker pages, updated FAQs based on call recordings, and clarified service areas to reduce out of area calls.
November results: 92 qualified calls, 3,610 organic sessions, 66 GBP calls. Performance stayed strong because the local signals remained consistent and the top pages were protected.
Work completed in November: content cleanup, internal linking improvements, and continued reviews and GBP updates. We also refined conversion sections so customers knew exactly what happens after calling.
Before vs after proof: The 200% call increase with clear dates
We used two clean windows in 2025 and kept the call rules identical in both. We did not include paid ads, and we did not change what counted as a qualified call.
Before window: June 9, 2025 to July 31, 2025
- June calls: 26
- July calls: 34
- Average per month: 30
After window: October 1, 2025 to November 30, 2025
- October calls: 88
- November calls: 92
- Average per month: 90
The simple math behind the 200% growth
First we calculate the lift: 90 minus 30 equals 60 more calls per month on average. Then we calculate the growth rate: 60 divided by 30 equals 2.0, which equals 200% growth.
This is why the result is easy to trust. The sources stayed the same, the call filters stayed the same, and the tracking stayed consistent across both timeframes.
Why this worked in Orlando
This worked because the shop became easier to match to real Orlando searches. Instead of a generic site, the website became a set of focused service pages that matched urgent problems like AC repair, brakes, and check engine diagnostics.
Maps performance improved because the Google Business Profile stayed active and complete. Fresh photos, service lists, posts, Q and A, and steady reviews increased engagement, which led to more calls.
Calls grew because we removed friction. Faster pages, clearer service explanations, and easy click to call actions helped more people take action without second guessing.
Tools used: What we used and why it mattered
We used tools that support proof, research, and clean execution. Every tool had a job tied to calls, rankings, or local visibility.
Tracking and proof tools:
- CallRail, GA4, Google Tag Manager, Google Search Console, Google Business Profile insights
SEO and auditing tools:
- Ahrefs, Screaming Frog, PageSpeed Insights
Local SEO and reporting tools:
- BrightLocal, Looker Studio
Key takeaways other auto repair shops can use
Auto repair SEO works best when you focus on urgent service pages, strong local signals, and simple trust building. One strong page per high intent service often beats a big website with generic text.
Consistency matters more than bursts. Weekly Google Business Profile activity and steady reviews usually create compounding growth in Maps and Search.
Strict call tracking is what makes a case study believable. When you filter spam and keep the same rules all year, the before vs after proof becomes clean and easy to verify.