SEO For Motorsports and
Racing Parts Sites.
Let’s get your racing parts website
on Page 1 of Google.
Updated July 2, 2025
Discover how we get racing parts websites on Page 1 of Google!
The best motorsports SEO company in the industry
What you’ll learn on this page:
Hedges & Company developed racing parts SEO strategies, from on over 21 years of analysis, testing and data.
What makes Hedges & Company the best choice for racing parts SEO, including our specialized approach and motorsports experience.
SEO success stories showing how Hedges & Company got clients on Page 1.
Racing parts SEO done strategically
Hedges & Company understands the unique search requirements for effective SEO for competition and racing parts. That’s from decades doing SEO research and testing, and one of our founders has over 40 years of motorsports marketing experience. Hedges & Company has done market research for many race tracks and racing sanctioning bodies.
We understand search intent of motorsports parts shoppers, racing search terms, analytics data, and AI search trends.
Hedges & Company has even analyzed Google’s AI search patents!
To be effective in the motorsports parts market, there’s a lot to know. We to turn all of that research into web pages that rank. Our motorsports clients are on page 1 of Google for all types of racing parts, racing series, classes, and racing types (road course, drag racing, dirt track, etc.). Even parts for the tow vehicle, open or closed trailers, or toterhome.
We’re familiar with motorsports sanctioning bodies including NHRA, NASCAR, FIA, SCCA, INDYCAR, IMSA, NASA, ARA, Formula D, WoO and many more.
What our motorsports SEO clients get:
What our motorsports SEO clients get: US-based racing SEO strategists with motorsports experience.
Racing SEO strategy based on data and analytics.
Regular client meetings and SEO strategy sessions.
Cutting-edge techniques on AI-assisted search optimization.
Scroll down for more details on our motorsports SEO strategy, our methods, our experience in racing and results. But first, let’s start by showing you our proven approach to SEO, which aligns with a shopper’s search intent.
Hedges & Company knows how racing SEO strategy is different from other markets
Motorsports search patterns used to find parts; click to make larger.
Optimizing for SEO in the racing industry seems like a simple idea: Match shoppers’ search intent and keywords to website content. But, the devil’s in the details and there’s much more involved as you can see below!
Hedges & Company came up with these SEO techniques
Hedges & Company developed SEO techniques that work in the motorsports industry years ago. These techniques are based on consumer research, extensive data analysis and testing. We published our blog post on these techniques back in 2017. Others try to copy this SEO strategy, but since we’re always testing and improving, and learning how AI search affects racing parts search, any copy of our strategy is…just an old copy.
How racing parts shoppers search online
It’s important to optimize racing websites to show up for the six main search patterns used by motorsports shoppers. Racers don’t search online like consumers in other industries. Search patterns can be for race cars, go karts, motorbikes, or even the towing vehicle, trailer or totorhome.
The pie chart above illustrates these search patterns.
Part type search, often modified by vehicle, racing series or racing class.
Part number search including search for crossover part numbers if a racer has to use factory parts in a class.
Informational search like “what,” “who,” “where,” or “how,” including vehicle performance or rules.
Symptom search like “how,” “what” or “when,” including vehicle performance.
Brand search, which can include reviews as well as comparisons to other motorsports brands.
Top-of-funnel category searches (think of categories on your website).
For more detail on search patterns click here for our article on Google search types.
Our strategy includes E-E-A-T and EAST
E-E-A-T and EAST: Click to make larger.
E-E-A-T is extremely important for motorsports websites. That stands for Experience, Expertise, Authority and Trustworthiness.
Why does this matter? Google has an E-E-A-T algorithm that evaluates motorsports web pages and racing websites. Your E-E-A-T score is an important SEO ranking signal.
Google’s E-E-A-T algorithm isn’t new, it was announced many years ago. The big difference is that today it drives AI search.
Hedges & Company also creates engaging content based on EAST, which stands for Engagement, Answers, Solutions and Topics. Here’s why: Page engagement—as measured by the amount of time spent on a page, scrolling depth or bounce rate—is an important ranking signal to Google. Answers, Solutions and Topics ties into what works for AI search today.
All together this is a more powerful SEO strategy than just focusing on racing keywords, because it produces high-quality content that ranks for racing-related words, phrases and for topics. Google ranks web page quality by evaluating the content, and in turn matches search results based on search intent.
The Hedges & Company motorsports SEO process
You get a completely customized approach to your racing parts SEO. We know there’s no “one size fits all” that works in the motorsports industry. Here are specific examples of what we do:
SEO technical analysis of racing parts pages
Data optimization for product use: We structure your content to maximize search visibility, whether a shopper is looking for a part for a racing class, a part required by a sanctioning body, or for a specific engine.
Schema implementation: We create custom schema markup that helps search engines understand complex parts relationships and function.
Site architecture assessment: We optimize category structures, navigation and web pages to match how racers actually search.
Optimizing for AI search
Optimization for AI search: We structure content to work with the AI platforms so your pages show up for AI search. AI search is very important to your website today.
Page organization and structure for AI: We know how to structure page content so it is “AI-friendly.”
Continuous research on AI models: We track ever-evolving AI search, even analyzing Google’s own AI patents!
Great racing parts websites use great content
Technical content: Balancing technical accuracy with human-friendly, search-friendly and AI-friendly content.
Fitment complexity: Meeting the challenge of optimizing for thousands of engines, suspensions, tires, wheels, transmissions and radiators.
Part number variations: Strategies for handling aftermarket part numbers, and interchange crossover part numbers when factory parts are required.
Optimizing website navigation and technical SEO
Technical optimizations: Matching site structure and navigation to how automotive enthusiast interact with websites.
Removing ranking roadblocks: Ways to improve site function, user experience (UX) and evaluating site speed using core web vitals.
Improving page elements: Headlines, meta tags, and schema to help search engines understand context.
Hedges & Company SEO success stories:
Hedges & Company’s SEO strategies have produced great results for our clients. Our SEO strategists are proud to share some examples. Here are three successes, showing how our SEO strategies worked. If you still need a bit more convincing, that’s not a problem: we have plenty more examples to show you!
SEO Success Story 1: 29% sales growth
Client: $50 million specialty performance parts retailer. Challenge: No growth in organic revenue. SEO strategy: Fresh blog and FAQ content for informational search queries; optimize product pages/category pages for product and part number search; optimize for make & model; add schema for AI. Timeline: 9 months. Results: 2025 organic sales are up 29% year-over-year in a soft economy!
SEO Success Story 2: Organic clicks +150%
Client: Mid-size electronic OEM replacement parts online retailer. Challenge: No growth in organic rankings and keywords. SEO strategy: Create fresh content optimized for make/model, optimize for crossover part numbers, create “popular vehicle” landing pages. Timeline: 4 months. Results: Daily clicks are up 150% and climbing!
SEO Success Story 3: Clicks up 100%
Client: Small automotive performance parts site. Challenge: No organic growth for most of the year before joining us. SEO strategy: Create fresh content to replace outdated content for the Google freshness algorithm; write detailed technical content answering shoppers’ questions, add schema for AI. Timeframe: 6 months. Results: Organic clicks doubled and still growing!
Hedges & Company: decades of SEO experience in racing and motorsports
Hedges & Company has more than 21 years of experience doing cutting edge SEO. The Hedges & Company SEO experts know how to improve clickthrough rates, create content, use natural link building, and monitor the competition.
Trusted by hundreds of automotive business owners
It is due to our SEO results and analytical approach that Hedges & Company has built up a lot of trust inside the automotive and motorsports industries. Hundreds of business owners have trusted Hedges & Company with their organic search rankings.
Visible SEO experience
Our extensive experience and knowledge in digital marketing allowed Hedges & Company to serve on the Auto Care Association/MEMA Task Force that publishes the annual report on eCommerce Trends and Forecasts. We’re the only digital agency on the Task Force. We actually help tell the aftermarket where eCommerce is heading.
We’re also the only SEO agency in the automotive industry that has done focus group market research on how enthusiasts shop online for products, for SEMA and the SEMA Show. Because of our research-based approach, whether you consider your product line to be aftermarket parts and accessories, powersports parts and accessories, or OEM parts, we have an SEO strategy based on what works for the automotive industry.
We’re at the SEMA Show, PRI Show and AAPEX Show
We love going to the annual industry trade shows to meet with clients, catch up on new trends and stay involved with the industry. With our automotive experience and knowledge, sometimes we’re invited to speak at industry conferences, online presentations and events. Our knowledge is well known and gets quoted on hundreds of other websites.
And of course, we’re long-time members of SEMA and the Auto Care Association (one of our founders served on SEMA committees way back in the 1990s).
We love this industry and we hope it shows!
Hedges & Company clients get complete SEO reporting
All SEO clients receive reporting with our online D.A.S.H. Reports™ (Data And Statistics from Hedges & Company). These reports are updated every 24 hours and available to our clients at any time.
These reports have a lot of detail, and your motorsports SEO strategist reviews these in scheduled, recurring meetings. Please note that these are not simple, template reports built in someone’s free Looker Studio account. These are highly-detailed reports filled with results, strategy, and recommendations.
Hedges & Company’s advantages in racing SEO:
We attend the SEMA and AAPEX shows to stay current on industry trends.
SEO company with US-based experts who love racing.
Extensive experience focused on racing parts websites.
SEO strategies evolved from two decades of experience in research and analysis.
Experience with racing website platforms, including Shopify, BigCommerce, WordPress, Web Shop Manager, eTool Developers and many more.
Learn more about optimizing racing parts websites
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Get an analysis of your current racing parts SEO
Even if you have an agency already managing your SEO or you’re doing it in-house, think about getting an SEO marketing audit from Hedges & Company. We’re likely to find ways to improve your ROI and organically increase your parts sales. (Sometimes you’ll see terms like “organic search” or “natural search” used when referring to search engine optimization, but it’s all the same thing.)
As a Google Premier Partner, we’re required to show this disclaimer: SEO services are not verified or endorsed by Google.
Our racing SEO and digital marketing experience
Hedges & Company has been around for over 21 years, but our experience in online marketing in the racing industry actually dates back to the 1990s. Our SEO experts have been involved with online marketing for racing parts longer than anyone else we can think of. We’ve been members of SEMA and the Auto Care Association for over 21 years. Let us get started with your racing SEO services, give us a call, send us an email, or use our contact form.
Frequently Asked Questions
Q: How do you optimize racing websites for SEO?
A: The most effective way to optimize racing websites for SEO is to match search intent and the ways parts shoppers search for parts: 1). Part type search, often modified by vehicle, racing series or racing class; 2). Part number search including crossover part numbers if a racer has to use factory parts in a class; 3). Informational search, including “how,” “where,” and “what” including vehicle performance or rules; 4). Symptom search including vehicle performance problems; 5). Brand search which can include reviews as well as comparisons to other motorsports brands; 6). Product category search.
Q: How many online searches are done by automotive parts buyers and DIYers?
A: Automotive enthusiasts, racers and DIYers do 104,000,000 Google searches for auto parts and accessories, and technical automotive information, each day.
Q: What is motorsports SEO?
A: Motorsports search engine optimization (SEO) is a specialized approach to optimizing websites for search patterns used by racers looking for parts. These automotive search patterns can include specific vehicles, a product’s function on a race track, a racing series or racing class.
Q: What should you ask a racing parts SEO expert?
A: Ask any SEO company if they understand how racers search for racing parts, and if they developed that knowledge on their own. Also ask how long they’ve worked in the motorsports business. Ask if they know how to optimize pages for a racer’s search intent, including vehicle, engine, racing series or racing class. Ask about the SEO agency’s credentials, for example are they members of the Auto Care Association or SEMA and do they attend the PRI Show in Indianapolis, or if they attend any races. Ask if they only work on racing parts, or if parts is just a sideline.
Q: How does a motorsports SEO company perform effective SEO?
A: Effective motorsports SEO is when you optimize a website to match racing parts search queries used by shoppers, including parts for a specific racing class or sanctioning body such as NHRA, USAC or SCCA. Racing parts may have search requirements such as engine displacement, rules compliance, type of racing or safety certification like SFI.
Q: What is the best company for racing parts SEO?
A: Hedges & Company is the best racing parts SEO company due to several key differences from other agencies. This includes over 21 years of experience in the aftermarket, in-depth research and knowledge of motorsports, serving on the Auto Care Association eCommerce Task Force, market research on enthusiast shoppers, and an understanding of vehicle parts and their functions in racing.
