You own a PPF shop and either have a website for it, or you’re planning on building one. You’re looking into how to get leads and sales using paint protection film shop website SEO but getting frustrated? This is for you.
Over the last few years I’ve worked extensively with paint protection companies at corporate and retail level. Most automotive paint protection companies have one very important thing in common. It’s the fact that various products and services are well tied to each other. These products and services include paint protection film, ceramic coatings, window tint, paint correction and vehicle interior protection.
The job of SEO optimization of websites related to this automotive sector is something I’ve worked on quite a bit. In some cases you are looking to optimize and rank pages at a global level, and in other instances at a nationwide level. The most common however, is working on SEO at regional level. The more you narrow your target area, the easier it gets and the more you reduce your competition.
Important Advice Regarding SEO for PPF Shops
Let me offer a little bit of business advice for anyone on here that has a car paint protection film business or is planning on promoting one, through a website. The same goes for car detailing shops, or window tint shops that may not necessarily install paint protection film or ceramic coatings.
A website is a crucial piece in your marketing strategy. You cannot ignore it. Furthermore, the on-site SEO aspect of your website is also just a small piece of what should be a much larger marketing strategy. If you do not have a complete marketing plan for your business that includes on-site SEO, social media posts, paid advertising, collaborations, product placement, a back-linking strategy, evergreen content, new updated content, video and all of the latest marketing trends, your marketing plan is then incomplete.
A website’s basic SEO is not some magic silver bullet that will get you ranked, funneling traffic in, and making you money. This is specially true for competitive terms. In fact, this has been the case for at least the last 10 years. And let me properly burst your bubble. It’s only going to get more competitive. You cannot rely on on-site SEO optimization alone. There are hundreds of other businesses trying to do the same thing you are doing. Do you think there are 100 top spots in Google’s SERPS for the term you want? No, there isn’t.
What To Do Then?
Now, don’t get me wrong. You should totally put as much effort and as big a budget as you can afford to optimize your website for SEO. What you shouldn’t do is rely on SEO as your sole source of getting leads. You might get lucky and it might work for a while, but it’s too much of a one-sided approach to marketing.
What you need to do is carefully cover all your bases and not get hung up on just one thing.
Regional SEO Ranking And Expanding Your Website’s Ranking Terms
If you have a website built with a limited number of pages, you can only optimize for so much. You can’t expect to rank well for 25 different search terms on a single page.
For example, let’s say you’re trying to sell paint protection film installation in Atlanta Georgia. You can have your PPF page built with keywords such as “XPEL Paint Protection Film Atlanta” (assuming you are an XPEL dealer.) Within the same page you could perhaps have keywords such as “XPEL Atlanta”, “Paint Protection Film in Atlanta” and “Car Paint Protection Film Atlanta.” The chances of properly ranking for any of those keywords depend on dozens of factors. It’s quite possible that your main paint protection film page will not rank for “protecting my car’s paint against rock chips” even if you have that phrase in there.
In order to even have a chance of ranking for very specific terms you are going to have to build dedicated pages on your site for more specific terms. These could often be done on a blog. Creating extra content like this requires a deliberate, well-planned, and conscious effort to do so… an investment of time and money.
Even with that, it’s not guaranteed that some of these pages will rank well. You need multiple of these smaller efforts to see some “stick” and bring you traffic and possibly leads. All the while you must continue your efforts to market by advertising, maintaining active and engaging social media channels and having good sales practices so you close sales when you do get leads.
If you are frustrated that you are not ranking for a specific term, you need to assesses the situation.
- Has your website or specific page been properly optimized for SEO for this specific term?
- If so, are other pages on your site reinforcing this particular page for the term you want to rank for?
- Are you fully optimized, down to your image filenames and meta-data?
- Is your website fast enough? Too heavy? Or is it on a slow server? What about mobile responsiveness?
If the above points are covered and your page is still not ranking…
- Is the term very competitive? Do you have to find a different angle or perhaps narrow the term more for your region?
- Is your site still rather new and needs more time to age?
- Can you reach out to other companies or your suppliers for collaborations in order to get backlinks and social media coverage?
- Do you need to consider advertising on Facebook and Google for this specific topic?
Sometimes your website simply needs more time to age and get authority. But for that, you can’t just let it sit there. You have to work on it. You have to keep your site up to date and continue feeding it fresh content. You have to make sure it’s on a good host and not on a slow shared host.
There are only 10 top spots for any given terms on the Google SERPs. This means that there are more companies trying to SEO rank for terms than there are spots. This is why you can’t rely purely on SEO and a handful of pages on a website to get leads for your car paint protection film business. You have to think local first. Examine how much competition you have and focus on ranking for narrower, longer search terms that are less competitive. Be sure you cover your other marketing bases and not rely solely on SEO.
The final, most important piece of advice I can give you is, “Don’t get hung up on a specific term.”
If you target a very specific term and obsess over ranking for it and it never happens, you’re putting your faith on the wrong thing and hurting your business in the process. You must put an adequate amount of effort into a specific term and then move on to the next one. You can always come back and “feed” your original term a little to try and bump it up, but obsessing over a single term is not the way to make your business grow.
If you’re ready to see your PPF business grow, you want to work with someone that has the experience needed in this specific industry. Reach out to us today and have us build you a website or optimize the one you have. Your business depends on it.