Let’s talk about something that’s costing collision shops real money — bad SEO advice.
Time and time again, I see marketing companies pitching shop owners on the idea that they’ll “rank you #1 for OEM certification keywords.”
It sounds impressive… until you realize what’s really happening.
The Pitch:
“We’ll get you to the top for Honda Certified Body Shop or Nissan Certified Collision Center!”
The problem? Hardly anyone outside the industry searches that way.
Customers aren’t typing “Nissan Certified Repair” into Google — they’re typing “auto body shop near me,” “collision repair [city],” or “paint and body shop.”
The Reality:
When you look at real search data (we do this every week for our clients), those manufacturer-specific phrases barely register. In some cities, they get fewer than 10 searches per month.
Meanwhile, local intent searches like “collision repair near me” or “auto body shop [city]” can get hundreds or even thousands of searches — every single month.
That’s where the real opportunity is. And sadly, no OEM search even comes close.
Why Shops Fall for It:
It’s easy to see why the pitch works.
If you’ve worked hard to earn your OEM certifications, you want to showcase them.
You want the world to know you’re certified for Tesla, Rivian, or Honda — and you absolutely should.
But ranking for those terms shouldn’t be the foundation of your SEO strategy — it should be the supporting detail.
Think of it like your shop’s equipment: your certifications build credibility, but the core of your business still depends on visibility, trust, and convenience.
The Better Strategy:
Here’s where to focus your SEO efforts instead:
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Local intent keywords — “auto body shop [city]”, “collision repair near me,” “paint and body shop.”
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Trust-building content — before/after photos, safety process explanations, customer reviews.
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On-page transparency — clearly mention your certifications, but let them support your main service keywords.
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Google Business Profile optimization — this is where most conversion-ready searches happen.
When your SEO strategy aligns with how people actually search, you don’t just rank — you get calls, form submissions, and cars in bays.
Wrap-Up:
If your SEO company is selling you on ranking for “OEM certification” keywords, it’s time to ask for data.
Ask: “How many people are searching that in my city?”
If they can’t answer — or avoid the question — that’s your red flag.
We built our campaigns around what consumers actually type into Google, not what sounds fancy in a report.
That’s how you win in local search.
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