Driving Force

Beth McCallum • October 29, 2025

Andrew Dodds Autocare is a car garage in Ayr – their expert mechanics utilise advanced technology to perform MOTs, services, repairs, fit new tyres, and much more.

In October 2023, I joined as their freelance copywriter, tasked with writing all their website copy – including home pages, service pages, and the contact page – as well as writing new blog posts to improve their SEO rankings.

Copywriting and SEO strategy.

After carefully updating the website copy to ensure it was on brand – authoritative, knowledgeable, and quality-driven while still being approachable – and aligned with our overall SEO strategy, we quickly saw huge results.

At the start of our project, the garage was ranking organically for 29 keywords. By May 2025, this had increased to 342, with a steady incline over the previous months.

In the top position and ‘People Also Ask’ section, the website has ranked for dozens of keywords, including high volume and local ones like:

‘full service car’ (2.4k searches)
‘what does a service on a car include’ (1.3k searches)
‘how often car maintenance’ (1k searches)
‘partworn tyres’ (880 searches)
‘automobile service’ (590 searches)
‘how much full service car’ (320 searches)
‘car service ayr’ (110 searches)
‘car repairs ayr’ (90 searches)

The client wanted to rank well for important local keywords, such as ‘car servicing Ayr’ and ‘car repairs Ayr’. These are the results:

‘Car servicing Ayr’ – increased from position 100+ to position 4
‘Car repairs Ayr’ – increased from position 100+ to position 4
‘Mechanic Ayr’ – increased from position 100+ to position 5
‘MOT Ayr’ – increased from position 100+ to position 7

Increasing visibility.

The client wanted to increase their visibility on Google so more people could find them when searching for an MOT or a service. At the start of the project, the Google visibility was 5.82%. In just two months, our SEO strategy increased this to 22%. This trend continues to improve, and as of October 2025, it was at 32%.

This was achieved significantly through increasing the average position. For the keywords we were tracking, the client went from an average position of 71 to 6.6 – an overall increase of about 90%.

Social media presence.

As part of the project, I worked closely with the Creative Director to strategise how to be more active on the client’s social media accounts, ensuring a friendly but clear brand voice. The garage wanted to be positioned as a warm, non-jargon establishment that specialises in all kinds of cars, from everyday small vehicles to high-end classic models.

We approached this with a mix of engaging content, including helpful car care tips, company updates, behind-the-scenes from the garage – including what the team worked on each day – as well as sharing customer reviews to showcase the garage’s reputation and reliability.

In the first three months of managing Facebook, content interactions and visits increased by 100%. Link clicks increased by 200% and follows rose by 71% compared to the three months prior. On Instagram, the reach, link clicks, and visits all increased by 100%.

I worked on the accounts for nearly two years. In the last 90 days of managing the accounts, compared to the 90 days prior, the Facebook growth looked like:

Views increased by 91%
Content interactions increased by 90.5%
Link clicks increased by 11,600%
Visits increased by 8.4%
75 new followers were gained

Instagram growth looked like this:

Views increased by 316%
Reach increased by 197%
Content interactions increased by 124%
Visits increased by 20.3%
20 new followers were gained

As the social media manager, I continued to explore new ways to increase engagement, interaction, and followers over the two-year project period. It was a pleasure to work with Andrew Dodds Autocare and improve their visibility on Google and social media, and see them fully booked over a month in advance, all year round.