Turn Your Service Department into a Search Engine
Service departments are the profit center of every dealership - but most have zero content strategy beyond a basic service page. Learn how to build a content engine for service, parts, tires, and body shop that drives appointments, builds trust, and ranks for high-intent local searches.
Why Fixed Ops Needs Its Own Content Strategy
Your service department generates the majority of your profit, but gets a fraction of the marketing attention. Most dealers invest everything in new vehicle sales content and leave their highest-margin departments invisible online.
50%+
of dealership gross profit comes from service & parts
7–10x
more expensive to acquire a new service customer than retain one
Zero
service-focused content beyond basic pages at most dealerships
Content Types That Drive Service Revenue
Six content categories that cover the full spectrum of what service customers search for.
Maintenance Guides
"When to replace brake pads"
Step-by-step preventive maintenance content that positions your service department as the expert resource.
Symptom-Based Content
"Why is my car making a grinding noise?"
Answer the exact questions anxious vehicle owners are typing into Google and asking AI assistants.
Service Comparisons
"Dealer vs independent shop"
Transparent comparison content that builds trust and makes the case for factory-trained technicians.
Seasonal Content
"Winter tire guide for [City]"
Timely, location-specific content that drives appointments when customers need them most.
FAQ Content
"How long does an oil change take?"
Quick-answer content that earns featured snippets, AI citations, and same-day appointments.
Staff Expertise
"Meet our ASE-certified technicians"
People-first content that builds E-E-A-T signals and humanizes your service department.
The Service Content Funnel
Map content to every stage of the service customer journey - from first search to loyal repeat visitor.
1
Awareness
Seasonal tips, symptom guides, maintenance education
2
Consideration
Service comparisons, pricing transparency, OEM vs aftermarket
3
Conversion
Online scheduling, service specials, appointment CTAs
4
Retention
Maintenance reminders, loyalty content, follow-up education
Department-by-Department Playbook
Every fixed ops department has unique content opportunities. Here's what to publish for each.
Service
Maintenance guides & schedules
Recall information & updates
Seasonal service campaigns
Parts
OEM vs aftermarket comparisons
Installation guides & tutorials
Accessories & customization
Tires
Tire selection guides by vehicle
Seasonal swap reminders
Tire care & longevity tips
Body Shop
Collision repair process explainers
Insurance claim guides
Before & after showcases
How Hrizn Builds Your Fixed Ops Engine
Three platform capabilities purpose-built for fixed operations content at scale.
Build Before You Need To
The teams gaining ground aren't reacting faster. They're building a content system that works for them even when they're not working on it.
That advantage grows every month.
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