Challenge: Grow Non-Branded Traffic for a Strong Local Brand
Rocket Carwash reached out to Hurrdat wanting more customers to visit their car washes and sign up for memberships. People are very aware of Rocket Carwash as a brand, but their website lacked the optimization for them to rank for non-branded queries like “car wash near me” that drive new customers to their locations.
Solution: Updated Location Pages & Google Business Profiles
To improve Rocket Carwash’s online visibility and drive customer acquisition, Hurrdat knew this multi-location business needed to capture demand where intent was highest—near each physical location.
Step One: Conducted Keyword Research
We started with location-specific car wash queries, looking for variations with state, city, neighborhoods, cross streets, and landmarks. Hurrdat’s SEO Manager, Molly Q., says:
“Transactional queries like “car wash near me” or “car wash [city]” signal a clear user intent, and Google tends to display local pack results in SERPs. By optimizing for these terms through location-specific pages and Google Business Profiles, we positioned the brand to meet users exactly where and when they are ready to convert.”
Then, we expanded our research to include broader car wash related keywords around deals, cost, hours (e.g., “car wash open now”), types (e.g., automatic, drive-thru, express), and amenities (e.g., “free car vacuum near me” or “car detailing in [location]”) to capitalize on high intent search behavior that met a variety of customer needs.
We also researched branded search terms, with our SEO team noting:
“Most traffic opportunities lie in non-branded queries (e.g., “drive-thru car wash near me”), not just the brand name. Our strategy focused on building keyword relevance for both branded and non-branded terms, helping drive new customer acquisition.”
Step Two: Developed Custom SEO & UX Location Page Strategy
Based on the keyword research, competitive analysis, and business goals, we built a location page wireframe and content strategy for each Rocket Carwash location and state that gave the user a consistent experience from page to page, while incorporating strategic variations to ensure each page remained unique, keyword-rich, and valuable to search engines and customers.
Molly explains:
“In many multi-location SEO strategies, location pages end up with thin, generic, or duplicate content—which can limit indexability and performance in organic search. To avoid that, we focused on building unique, keyword-rich content tailored to each location’s geography, services, and customer intent. This approach not only improved E-E-A-T signals but also strengthened the site’s ability to rank across a broader range of local and service-related queries.”
These templates included plans to optimize title tags, meta descriptions, service descriptions, CTAs, FAQs, and other on-page SEO elements. Every location page prominently displayed NAP data and location details, like address, contact info, hours, and a map embed. Most importantly, Aaron Mackel, Hurrdat’s Digital Strategy Director, argues:
“We tied SEO efforts to a business goal—growing unlimited membership sign-ups—by featuring CTAs, service descriptions, and location-specific benefits on each page to increase conversion rates.”
Step Three: Strengthened Site Architecture & Internal Linking
We mapped out and implemented strategic internal links between location, service, and company pages to help search engines better understand the site structure and prioritize important URLs.
Step Four: Improved Visibility in Google’s Local Pack & Map Results
Our local SEO experts:
- Selected the best categories for their Google Business Profile (GBP)
- Standardized core business information across all relevant local directories
- Added car wash types and features as services on GBP for each location
- Added car wash types and amenities as products on GBP—with an image, description, and link to the site’s location page
- Used Posts to promote unlimited memberships with a link to the sign-up page
Alexi Wilt, Hurrdat’s Local SEO Director, suggests why these updates were needed:
“GBP optimizations send stronger relevance and engagement signals to Google, which can directly impact ranking in the local pack and map results—prime real estate for mobile users.”
Results: Steady QoQ Increase From On-Page & Local Optimizations
The on-page and GBP optimizations mutually benefited each other. Updating the location pages gave Google more relevant content to index, while optimizing the client’s Google Business Profiles drove more traffic and engagement to those pages.
Here are the organic results of the updated location pages quarter-over-quarter (QoQ).
For Google Business Profile optimizations, these are the QoQ performance metrics.
Key Takeaways From Rocket Carwash Project
According to Molly:
“This project is a good reminder that strong SEO doesn’t always require reinventing the wheel. Solid keyword research, thoughtful UX, and content that aligns with real customer questions still go a long way—especially for multi-location brands. While AI and zero-click trends are changing how users interact with search, strategies rooted in fundamentals like intent alignment, E-E-A-T, and local relevance continue to drive meaningful, measurable results.”
Here are a few ways to upgrade your SEO and local SEO strategies for a multi-location business:
- Create keyword-rich, unique, and user-friendly location pages—it’s a huge lift, but worth it.
- Use Google Business Profile products—don’t overlook this section even if you only sell services. They’re front and center on your profile and let you link to relevant webpages.
- Use Google Posts and other GBP optimizations to drive conversions (like car wash membership sign-ups).
Hurrdat’s full-service approach means your SEO and local SEO strategies actually work together—no juggling multiple agencies or disconnected tactics. Whether you need help with organic search, local visibility, or other marketing services, our team builds a comprehensive plan that drives real results. Let’s talk about how we can do the same for your business.
