Digital Presence Audit Report
HASKINS
AUTOMOTIVE
Comprehensive analysis of your website, Google Business Profile, local search rankings, and digital marketing opportunities.
Audit Overview
PERFORMANCE SNAPSHOT
720+
Google Reviews
4.7
Star Rating
675
Backlinks
20
Domain Authority
What's Working
KEY STRENGTHS
Dominant Local Auto Repair Rankings
Haskins ranks #1 across the entire local search grid for "auto repair wellesley ma" and "best auto repair shops wellesley ma" with an average map rank of 1.2. This dominant position captures the majority of local search traffic for auto repair services.
Strong Review Volume & Engagement
With 720+ Google reviews and active owner responses, Haskins demonstrates strong customer engagement. The 4.7-star rating and 1,622 Carwise reviews provide excellent social proof and trust signals for potential customers.
Impressive Industry Certifications
I-CAR Gold Class Repair Facility, ASE Certified Technicians, AAA Approved Auto Repair Center, and certified collision center for 9 major manufacturers (Honda/Acura, Subaru, GM, Lexus, FCA, Nissan, Kia, Infiniti, Hyundai).
Strong Backlink Profile
With 675 backlinks and a Domain Authority of 20/100, Haskins has the highest metrics among local competitors. This provides a solid foundation for SEO growth and establishes credibility with search engines.
Immediate Attention Required
CRITICAL ISSUES
GBP Category Mismatch - Primary Cause of Poor Body Shop Rankings
The primary Google Business Profile category is set to 'Auto repair shop' rather than 'Auto body shop.' This category mismatch is the primary factor causing poor rankings for collision and body shop keywords, where Haskins ranks #20+ or doesn't appear at all, despite having superior metrics compared to competitors who rank in the top 10.
Impact: Lost visibility for 50%+ of service keywords
Empty XML Sitemap Blocking Search Engine Indexing
The website's sitemap at haskinsautomotive.com/sitemap.xml is empty or improperly configured, preventing search engines from efficiently discovering and indexing all pages. This directly impacts organic visibility and can cause important pages to be missed by Google.
Impact: Reduced organic search visibility
Missing Meta Descriptions on 7+ Pages
Multiple pages lack unique meta descriptions, and existing descriptions are generic or duplicated. This results in lower click-through rates from search results as Google may display random page content instead of compelling descriptions.
Impact: Lower click-through rates from search results
21 Images Missing Alt Text
Twenty-one images on the website lack alt text descriptions. This affects both accessibility for visually impaired users and SEO, as search engines cannot understand image content without descriptive alt text.
Impact: Reduced accessibility and image search visibility
Thin Service Page Content
All services are listed on a single page with minimal descriptive content. Individual service pages with 300-500 words of unique content are needed to rank for specific service keywords and provide value to potential customers.
Impact: Missing long-tail keyword opportunities
Local Search Grid Analysis
MAP PACK RANKINGS
Rankings measured across a 5x5 grid centered on Haskins Automotive location. Lower numbers indicate better visibility in Google Maps local pack results.
Strong Rankings (Auto Repair)
Weak Rankings (Body Shop)
Key Insight: Category Mismatch Impact
The stark difference between auto repair rankings (#1) and body shop rankings (#20+) is directly caused by the GBP primary category being set to "Auto repair shop." Competitors with fewer reviews and lower authority rank higher for body shop keywords simply because their primary category matches the search intent. Updating the GBP category could immediately improve body shop keyword rankings by 10+ positions.
Growth Roadmap
OPPORTUNITIES
Update GBP Category
Add "Auto body shop" as primary or secondary category to improve collision repair visibility.
Fix XML Sitemap
Configure sitemap properly to enable complete search engine indexing of all pages.
Add Meta Descriptions
Write unique, compelling meta descriptions for all pages to improve CTR.
Add Image Alt Text
Add descriptive alt text to all 21 images missing descriptions.
Supporting Documentation
AUDIT SOURCES
Lumirex Audit
Brand presence, AI visibility, and digital footprint analysis
AHREFS Audit
Technical SEO health, backlinks, and site structure analysis
Local Search Grid
22 keyword rankings across 5x5 geographic grid
Google Business
GBP listing analysis, reviews, and local presence
READY TO ACCELERATE
YOUR DIGITAL PRESENCE?
Let's discuss how to implement these recommendations and drive more customers to Haskins Automotive.
