SEO Field Manual

Crawl, index, rank

A search engine is a giant library with a very fast librarian. Before anyone searches, it has already done two jobs: collected copies of billions of pages, and filed them. When someone searches, it does the third job: picks the best matches. Google describes the three stages like this:

1. Crawling. Automated programs called crawlers (Google's is "Googlebot") discover pages by following links from page to page and by reading sitemaps — a file on your site that lists your pages. They download the text, images and video.
2. Indexing. The engine analyses each page — what it is about, what language, which location — and stores that in its database, the index. If the same content exists at several addresses, it picks one main ("canonical") version. Not every crawled page gets indexed.
3. Ranking (serving). When someone searches, the engine picks the most relevant indexed pages, using many factors including the searcher's location, language and device.

Two facts from Google's own guide every beginner should know: Google does not accept payment to crawl a site more often or to rank it higher — ads are a separate, labelled product. And Google guarantees nothing: a page can be indexed and still not rank if it is low quality or not relevant to the search.

What a results page looks like in 2026

Search "oto servis kadıköy" on your phone and the page is no longer just "ten blue links". It is built from several blocks, each with its own rules:

For a repair shop, the Map Pack is usually the most valuable block: the people who see it are nearby and ready to call, get directions or drive over. Modules 03–05 cover it. The organic links come from your website (modules 06–09). AI answers draw on both (module 10).

Which search engines matter in Türkiye

Everything else in SEO rests on this module. If you know which searches you want to appear for, you know which pages to build, what to write in them, and what to measure later. The rule is simple: match each page to one intent.

Five kinds of searches

Head terms vs long-tail

A head term is short and broad: "oto servis". Many people search it, many businesses compete for it, and the searcher's need is vague. A long-tail keyword is longer and specific: "egea triger seti değişimi ataşehir fiyat" (Egea timing belt kit replacement Ataşehir price). Each long-tail phrase is searched less often, but the person knows exactly what they want, there is less competition, and together they add up. A small shop wins mostly on long-tail and local searches.

"Near me" and district names

Turkish searchers often add a neighbourhood or district: "Ümraniye oto servis", "Bostancı oto elektrikçi", "en yakın oto tamirci" (nearest mechanic), "Renault özel servis Ankara". In a 2025/2026 US survey by BrightLocal, 46% of consumers said they "always" or "often" add "near me" to local searches; no Turkish equivalent figure was found, so treat it as a direction, not a fact about Türkiye. Either way, Google already uses the phone's location for searches like "oto servis", so you do not need to stuff "yakınımda" (near me) into your pages. Mention the districts you genuinely serve, naturally.

Free tools to find real searches

• Google Search Console — shows the actual searches that already bring your site impressions. The best source once your site is live (set-up in module 08, reading it in module 11).
• Google Keyword Planner — inside a free Google Ads account. Without active ad spend it shows only rough volume ranges.
• Google Trends — seasonality. "lastik değişimi" (tyre change) rises before winter; "klima gazı" (A/C gas) before summer.
• Google autocomplete and "People also ask" — type "triger kayışı" and write down the suggestions.
• Bing Webmaster Tools → Keyword Research — impressions by country, device and language.
• AnswerThePublic — question ideas; a limited number of free searches per day.
• Yandex Wordstat — Yandex's own search-volume tool; check whether it currently covers Turkish searches before relying on it.

Build a keyword map

A keyword map is a simple table that assigns each important search to exactly one page. It stops two of your pages from competing for the same search, and it tells you which pages are missing. Aim for 15–30 searches grouped by service and intent.

English glosses: periodic maintenance; timing belt replacement; brake pad / disc replacement; engine fault diagnosis; tyre hotel (storage); car A/C gas filling; vehicle inspection before purchase; "how many km before changing the timing belt".

How Google ranks local businesses

Google's own help page names three factors. Learn them by heart — every action in modules 03–05 serves one of them.

• Relevance — how well your profile matches what someone searched. More complete details mean better matching.
• Distance — how far you are from the searcher, or from the location in the search ("Kadıköy"). This is why you rank well near your shop and worse further away. You cannot change it (and you must not fake it with a false address).
• Prominence — how well known you are. It includes links to your website and your review count and rating; Google says more reviews and positive ratings can help your local ranking.

Google also states there is no way to request or pay for a better local ranking.

What practitioners think matters most

Google does not publish weights. The best-known outside estimate is Whitespark's Local Search Ranking Factors 2026, a survey of 47 local SEO experts (published November 2025). It is expert opinion, not Google data — but it is a useful priority list.

The set-up checklist

Work through it in order. Ticks are saved in this browser so you can come back later.

A. Foundations — do once, carefully

• Claim and verify the profile. Methods include phone/SMS, email, live video call, postcard (codes usually arrive within 14 days) and a video recording. A good verification video shows: the outside signage and street sign or neighbouring shops; the business itself (lifts, diagnostic devices, branded tools); and that you have management access (keys, office, staff-only areas). Review takes up to about 5 business days.
• Business name = your real-world name, exactly as on the sign, website and invoices. No keywords, district names or slogans.
• Exact address, with the map pin on the workshop entrance. No virtual offices or PO boxes. A shop that serves customers on site shows its address; only pure mobile services hide it.
• One profile per location. If you find an old duplicate, ask Google to merge or remove it.
• Primary category — the one that best completes "this business IS a…". For a general mechanic this is usually "Auto repair shop". Type "oto" into the category box to see the exact Turkish labels.
• Secondary categories — only ones that are true (for example brake shop, tyre shop, auto A/C service, oil change service). Google advises using as few categories as possible to describe your core business.
• Phone — a local number answered during opening hours, identical everywhere you are listed.
• Website link — the homepage (or, with several branches, that branch's page). Whitespark's experts rate the title tag and headings of this linked page as important for organic ranking.
• Hours and special hours — including bayram (holiday) closures and Saturday half days. "Open at time of search" is a top-5 factor.

B. Content — fill every field

• Description (Google currently allows roughly 750 characters — check the limit shown in your dashboard): who you are, brands you service, main services, districts served, years in business, warranty. No links, no keyword lists.
• Services — each with a short description and, where you can, a price: periyodik bakım, triger seti değişimi, fren balatası, debriyaj, klima gazı dolumu, arıza tespiti, ekspertiz.
• Products (optional) — e.g. "Renault Clio periyodik bakım paketi" with a "starting from" price.
• Attributes — payment methods, accessible entrance, Wi-Fi, parking, and other true facts.
• Photos and videos — real ones: the exterior (so people recognise the building), reception, workshop, equipment, team, before/after. Add new ones every month.
• Posts ("Güncellemeler") — offers, news, events; one to four a month keeps the profile visibly active.
• Booking / appointment link — your online booking page or a WhatsApp click-to-chat link. Check which booking options your dashboard offers in Türkiye.
• Chat / WhatsApp field — check what is there. In June 2026 Google auto-filled WhatsApp numbers on many profiles, sometimes wrongly (e.g. a landline).

C. Ongoing — weekly or monthly

• Reply to every review (module 04).
• Add photos monthly and a post every 1–2 weeks.
• Check for "suggested edits" from Google or the public that change your hours, phone or category.
• Check Google has not auto-added wrong data (WhatsApp number, hours).

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What changed 2024–2026

Suspension risks and spam

A suspended profile can disappear from Maps for weeks. The most common way small businesses get there is keyword stuffing the business name — e.g. "Yılmaz Oto Servis Kadıköy Renault Fiat Tamir". It breaks Google's guidelines. It also often works for a while, which is why you see competitors doing it. In Sterling Sky's study of 50 keyword-stuffed listings, 60% got only warnings, 20% soft suspensions and 20% hard suspensions; enforcement was mostly manual and triggered by reports.

If you want a keyword in your name, the legitimate route is to change the real-world brand — sign, website, documents — first. To fight competitor spam, use "Suggest an edit" on their listing; if that fails, escalate through the Google Business Profile Help Community or Google's redressal complaint form. Sterling Sky found "Suggest an edit" alone rarely stopped repeat offenders.

Why reviews matter so much

Reviews do two jobs at once. They help you rank (they are part of "prominence" from module 03), and they help you win the click once you appear. Whitespark's 2026 expert survey says review signals (together with behavioural signals) gained more importance than any other factor group for the Map Pack. Review recency rose from #93 in the 2023 survey to #11 in 2026: fresh reviews matter, not just the total.

US survey; Turkish consumers may differ. Use it as a direction, not a Turkish fact.

Getting reviews — the allowed way

1. Get your review link and QR code from the GBP dashboard. Google itself recommends sharing a link or QR code.
2. Ask every customer at the right moment: when the car is handed back and the customer is happy with the explanation of what was done.
3. Send the link the same day by WhatsApp or SMS: one short message, one link.
4. Put a QR card at the counter and print the link or QR on the invoice.
5. Reply to every review within a day or two.

What Google forbids

Google's policies on fake engagement are strict, and breaking them can get reviews removed or the profile restricted:

• Incentives — no discount, free oil top-up, gift or raffle entry in exchange for a review (or for changing or removing one).
• Review gating — no "Were you happy? Yes → Google link, No → internal form". Selectively asking only happy customers is forbidden.
• Pressure — no making customers write a review on the premises.
• Conflicts of interest — no reviews from employees, ex-employees or family; no buying reviews; no posting from multiple accounts.
• Quotas and scripts — no staff quotas for reviews; no asking for specific content (such as naming a particular mechanic).

Replying to reviews

Google's advice: be polite, short and personal, and reply promptly. Use the person's name, mention the car or the job, and never paste the same text twice. For negative reviews: acknowledge the problem, apologise where appropriate, never reveal private details (plate number, invoice amount), and offer to continue by phone.

Fake or defamatory reviews

You can report a review that breaks Google's policies (spam, conflict of interest, offensive content) through your Business Profile. Do not expect fast removal. Meanwhile, post a calm, factual reply: "We have no record of a visit under this name; please contact us so we can look into it." Future customers read your reply, not just the review.

Where to be listed — in priority order

NAP consistency

Keep your name, address and phone identical everywhere — same spelling, same address format, same number. Whitespark's 2026 experts still count citations as a Map Pack factor group, though one that has been slowly losing weight. And customers notice: in an older BrightLocal survey (2018, US), 93% said wrong directory information frustrated them and 68% said they would stop using a business shown with incorrect information. The data is old; the logic still holds.

Citation checklist

• Write one "master NAP + hours + description" document and copy-paste from it everywhere.
• Order: Google → Yandex → Apple → Bing (import) → Facebook/Instagram → 3–5 relevant Turkish platforms.
• Search Google and Yandex for your old phone number and old address; fix any listings that still show them.
• When you move or change number, update everything within a week.

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Modules 03–05 were about the map listing. Now we turn to the website. "On-page" SEO means everything on the page itself that helps a search engine understand it and a searcher choose it. Use your keyword map from module 02: each row is one page.

The four basics

One page per service

In Whitespark's 2026 expert survey, the #1 local organic factor is a dedicated page for each service. A single "Hizmetlerimiz" page with 30 services in one paragraph cannot be relevant for 30 different searches. A suggested structure:

/                                  Home: who, where, brands, main services, reviews, map
/hizmetler/periyodik-bakim         Periodic maintenance
/hizmetler/triger-kayisi-degisimi  Timing belt
/hizmetler/fren-balata-disk        Brakes
/hizmetler/motor-ariza-tespiti     Engine diagnostics
/hizmetler/klima-bakimi            A/C service
/hizmetler/lastik-oteli            Tyre change and storage
/hizmetler/ekspertiz               Pre-purchase inspection
/markalar/renault ...              Only brands you really specialise in
/fiyatlar                          Price ranges / packages
/hakkimizda                        Team, years, certificates
/iletisim                          NAP, map, hours, directions
/blog                              Helpful articles (module 07)

Anatomy of a service page

Location pages vs doorway pages

It is tempting to create a page for every nearby district. Google's spam policies prohibit doorway pages: pages made to rank for many similar searches that all lead to the same place — for example, many city pages with the same text. Google's John Mueller has said that mass "[service] + [city]" landing pages "sound like doorway pages".

Internal links and contact details

• Internal links — links from one page of your site to another. Homepage → service pages → related services ("Should the water pump be changed with the timing belt?" → water-pump page). Internal linking is #6 in Whitespark's local organic list.
• Contact info on every page — NAP in the footer, a tap-to-call button, a WhatsApp button, and an embedded Google Map on the contact page.
• Real photos with descriptive file names (triger-seti-degisimi-egea.jpg, not IMG_4031.jpg) and alt text describing the image.

Module 06 gave each page the right structure. This module is about what goes inside: content that answers what car owners search for and convinces them to call you rather than the shop next door.

E-E-A-T: show you are real and trustworthy

For a repair shop, E-E-A-T is mostly about showing evidence you already have:

• A team page with real names, photos, years of experience and certificates (MEB ustalık belgesi — the national master craftsman certificate — and brand trainings).
• Real workshop photos, a written warranty policy, a clear price policy.
• Company details in the footer: trade name (unvan) and tax office (vergi dairesi).
• Reviews embedded or linked, and any press mentions.

Content ideas for an oto servis

Prices, photos and video

• Prices build trust. Honest price ranges on service pages help with "fiyat" searches, with AI answers, and with customers who fear surprise bills. Inflation makes fixed prices go stale fast — show ranges or "from" prices and update them each quarter.
• Photos with a purpose. The exterior helps people find you; the workshop and team build trust; before/after shows results.
• Short videos. A mechanic explaining a worn brake disc, posted on the site, YouTube, Instagram and your Business Profile — one piece of content, four places.

Technical SEO makes sure search engines can crawl and index your pages (module 01) and that visitors get a fast, safe page. You don't need to be a developer — but you need to know what to ask your web person to check.

The essentials

• HTTPS everywhere — the padlock in the browser. Redirect all http:// addresses to https://.
• One version of the site — redirect http/https and www/non-www variants to a single address.
• Mobile-friendly design — readable text, tappable buttons, no sideways scrolling.
• Core Web Vitals in the "good" range (table below).
• XML sitemap submitted to Google Search Console, Bing Webmaster Tools and Yandex Webmaster.
• robots.txt does not block important pages, and any test/staging copy of the site is not indexed.
• Indexing check — Search Console → Pages report and URL Inspection; site:yourdomain.com for a rough look.
• AutoRepair structured data on the homepage and contact page, tested with the Rich Results Test.

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Core Web Vitals

Check them in Search Console → Core Web Vitals, or with Google's free PageSpeed Insights tool.

Sitemap, robots.txt and indexing

After publishing a new service page, paste its URL into Search Console's URL Inspection to see whether Google has indexed it, and request indexing if not. Google still decides; requesting doesn't guarantee inclusion.

Structured data: telling Google you are an auto repair shop

Google requires only name and address; it recommends telephone, url, openingHoursSpecification, geo and priceRange. A minimal example for Kaya (all values are placeholders):

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "AutoRepair",
  "name": "Kaya Oto Servis",
  "url": "https://www.kayaotoservis.example/",
  "telephone": "+90-216-000-00-00",
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "Örnek Sk. No:5",
    "addressLocality": "Ataşehir",
    "addressRegion": "İstanbul",
    "postalCode": "34000",
    "addressCountry": "TR"
  },
  "geo": {"@type": "GeoCoordinates", "latitude": 40.99, "longitude": 29.12},
  "openingHoursSpecification": [{
    "@type": "OpeningHoursSpecification",
    "dayOfWeek": ["Monday","Tuesday","Wednesday","Thursday","Friday"],
    "opens": "08:30", "closes": "18:30"
  }],
  "priceRange": "₺₺",
  "sameAs": ["https://www.instagram.com/...", "https://www.facebook.com/..."]
}
</script>

Then paste the page URL into Google's Rich Results Test to check for errors. Use exactly the same NAP as in module 05.

Bing, IndexNow and Yandex

• Bing Webmaster Tools — import your site from Google Search Console for fast verification. Includes Site Scan audits, keyword research, backlinks, URL inspection, and the AI Performance report (module 10).
• IndexNow — a "ping" that tells search engines a URL was added, changed or deleted. Supported by Bing and Yandex (plus Naver, Seznam and Yep). Google does not use it. Many WordPress SEO plugins and CDNs can send it automatically — switch it on.
• Yandex Webmaster — log in with a Yandex ID, add the site, verify by DNS TXT record, HTML file or meta tag, then review its optimisation recommendations, submit the sitemap and set the site's region (check where the region setting sits in the current interface).

Links matter for both areas of local SEO. Whitespark's 2026 experts count links as a Map Pack factor group (one that dropped a little this edition), and "quality and authority of inbound links" and "links from industry-relevant sites" are #3 and #5 in its local organic list. For a local shop, a handful of real, local, relevant links beats hundreds of random ones.

Where a repair shop can earn links

AI answers in Google — now in Turkish

An AI Overview ("AI Bakışı") is an AI-written summary at the top of some results pages, with links to its sources. AI Mode ("AI Modu") is a separate chat-style search tab where people ask follow-up questions. Both run many related searches behind the scenes ("query fan-out") and combine the results.

Google's position is simple: to appear as a link in AI Overviews or AI Mode, a page only needs to be indexed and eligible to show with a snippet. There are no extra requirements and no special optimisation. Their traffic is counted inside Search Console's normal "Web" data — there is no separate AI report.

What AI answers do to clicks

These studies are mostly US or English-language data and measure different things. Turkish behaviour may differ; the direction is consistent.

What this means for a repair shop

Informational searches ("motor ışığı neden yanar?" — why is the engine light on?) lose the most clicks, because the AI answers them directly. Local searches with clear intent ("oto servis kadıköy", "yakınımdaki tamirci") still lead mainly to the Map Pack, calls and directions. So:

1. Your Business Profile becomes more important, not less. Modules 03–05 are your AI strategy too.
2. Be the source worth citing. Clear, factual pages with prices, durations, warranties and FAQs (modules 06–07) give AI systems something specific to quote. Being cited is associated with more clicks (Seer).
3. Keep facts consistent everywhere. AI answers combine data from many places — the NAP discipline of module 05 prevents wrong hours or numbers appearing in answers.
4. Keep reviews coming. Commentaries on Whitespark's 2026 survey (which added a separate AI-visibility score) highlight reviews and mentions in news, blogs and "best of" lists as important for AI answers; AI tools also summarise reviews.
5. Measure calls, directions and bookings, not only website clicks (module 11).

AI assistants outside Google

Local Falcon's analysis (November 2025) observed that ChatGPT's local business information relies heavily on Bing Places and directories such as Yelp, TripAdvisor and Facebook, rather than directly on Google Business Profile. This is an outside observation, not an OpenAI statement — treat it as a likely pattern, not a fact. It is still a cheap reason to set up Bing Places (module 05).

Bing Webmaster Tools also added an AI Performance report (public preview, February 2026) showing how often your pages are cited in Copilot and Bing AI answers, and which searches led to those citations.

Google Search Console: the four numbers

Search Console's Performance report shows how your website does in Google Search. You can filter by search query, page, country, device and date. Traffic from AI Overviews and AI Mode is counted inside the normal "Web" data.

Business Profile Performance

For a repair shop the map listing often brings more customers than the website. GBP's Performance report shows profile views (by Search or Maps, mobile or desktop), the search terms that showed your profile, and interactions: calls, direction requests, website clicks, messages and bookings. Read it with care:

• "Calls" are taps on the call button, not confirmed or answered calls. Direction requests are not actual visits.
• A person is counted at most once per day per platform.
• The figures mix organic and Google Ads activity.
• Monthly search-term data can lag by a few days.

Tag your GBP website link

Without a tag, GA4 lumps GBP visits together with normal Google search visits. A UTM tag — extra labels added to the end of a link — separates them. Put this as the website link in your profile:

https://www.kayaotoservis.example/?utm_source=google&utm_medium=organic&utm_campaign=gbp_listing

Keeping utm_medium=organic keeps those visits in GA4's Organic Search channel. Some practitioners use utm_source=gbp instead — pick one convention and stick to it. Use lowercase, no spaces, no Turkish characters.

Bing and Yandex reports

• Bing Webmaster Tools — search performance (now with 16 months of data) plus the AI Performance report for Copilot citations.
• Yandex Webmaster — search queries, indexing status and site quality.
• Yandex Business — its own statistics for your map card (check which metrics your dashboard shows).

How long SEO takes

Google gives no fixed timeline. Its advice is to ask any SEO provider what results they expect and in what timeframe — and it warns that no one can guarantee a #1 ranking on Google. In practice:

Everything from modules 01–11, in the order that pays off fastest. Ticks are saved in this browser. One person — at Kaya, the admin, with an hour a day — can do most of it; the website items need your web developer.

Days 1–30: fix the foundations

• Master NAP sheet: legal name, sign name, address format, phone, WhatsApp, hours, holiday hours, a ~750-character description, services with price ranges (module 05).
• GBP: verify; real name (no keywords); primary + 3–6 accurate secondary categories; exact pin; hours and special hours; all services and attributes; 20–30 real photos; check the chat/WhatsApp and booking fields; first post (module 03).
• Reviews: create the link and QR code; train front-desk staff; send the link after every job; reply to all existing reviews, including old ones (module 04).
• Other maps: Yandex Business, Apple Business place card, Bing Places import (module 05).
• Website quick wins: HTTPS; tap-to-call and WhatsApp buttons; NAP in the footer; unique title and meta description on the homepage and contact page; embedded map (modules 06, 08).
• Measurement: Search Console + sitemap; Bing Webmaster Tools (import from Search Console); Yandex Webmaster; GA4; UTM link on GBP; the "Bizi nereden buldunuz?" sheet (modules 08, 11).
• Baseline: record current GBP calls, directions and website clicks; Search Console clicks and impressions; screenshots of Maps results for 5 target searches in Google and Yandex.

Days 31–60: build relevance

• Keyword map: 15–30 searches grouped by service and intent, using Search Console, Keyword Planner, Trends and autocomplete (module 02).
• Service pages: create or upgrade one page for each of the 5 most profitable services (for Kaya: periodic maintenance, timing belt, brakes, diagnostics, A/C). Each with H1, price range, duration, which cars, FAQ, real photos and a call to action (modules 06–07).
• AutoRepair JSON-LD on the homepage and contact page; test with the Rich Results Test (module 08).
• Technical fixes: Core Web Vitals (compress images), indexing errors in Search Console, duplicate URLs (module 08).
• Citations: align Facebook and Instagram NAP; add 3–5 relevant Turkish platforms and chamber/association listings; fix old wrong listings (module 05).
• Weekly rhythm: one GBP post, new photos, review replies within 48 hours.

Days 61–90: build prominence and refine

• Local links: supplier and brand locators; chamber or association listing; pitch one local news story (e.g. a free winter safety check day); sponsor a local event (module 09).
• Content: 2–4 helpful articles or videos (seasonal checklist, 2026 price guide, muayene prep) and an FAQ page; share them in GBP posts and on social media (module 07).
• Brand or location pages only where you have genuine expertise or a real second location — no doorway pages (module 06).
• Review progress against the day-1 baseline; find queries at positions 8–20 and improve those pages; check Bing AI citations, if any (module 11).
• Make it routine: monthly checks of GBP, reviews, citations and Search Console; a quarterly content and price-page update (inflation makes prices go stale quickly).

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Real, published examples. Read them with care: agency case studies are marketing material — the numbers are self-reported, clients are often anonymous, and there is no control group. Use them as illustrations, not proof.

The twelve beginner mistakes that come up most often — each one links back to the module that fixes it.

1. Keywords or district in the GBP name — risks suspension. Module 03
2. A vague primary category, or ten categories "just in case". 03
3. Wrong or missing holiday hours — customers arrive at a closed shop, and "open at time of search" is a top-5 factor. 03
4. Different phone numbers or addresses across Google, Yandex, Facebook and the website. 05
5. Discounts for reviews, or filtering unhappy customers away from Google — both forbidden. 04
6. Never replying to reviews, or arguing angrily with critics. 04
7. One "Hizmetlerimiz" page listing 30 services instead of one page per main service. 06
8. Copy-paste district pages (doorway pages). 06
9. Ignoring Yandex, which has about a quarter of Turkish search. 05
10. Buying "guaranteed #1" SEO packages or thousands of backlinks — Google warns no one can guarantee a #1 ranking. 09
11. Measuring only website traffic while calls and directions are the real results. 11
12. A slow, image-heavy site that fails Core Web Vitals on mobile. 08

AI Overview (AI Bakışı)

AI-written summary at the top of some Google results, with source links.

AI Mode (AI Modu)

Google's chat-style search tab with follow-up questions.

Anchor text

The clickable text of a link.

AutoRepair

The schema.org type for car repair shops, used in structured data.

Backlink

A link from another website to yours.

Canonical

The main version of a page that a search engine chooses when duplicates exist.

Citation

Any online mention of your business name, address and phone.

CLS / INP / LCP

Core Web Vitals: visual stability (≤ 0.1), responsiveness (≤ 200 ms), loading (≤ 2.5 s).

Crawler

A program that fetches web pages for a search engine (Googlebot, YandexBot, Bingbot).

CTR

Click-through rate: clicks ÷ impressions.

Doorway page

A near-duplicate page made only to rank for a variant search (e.g. the same text for 40 districts). Against Google's spam policies.

E-E-A-T

Experience, Expertise, Authoritativeness, Trust — qualities of helpful content; trust matters most.

GBP

Google Business Profile (Google İşletme Profili): your free listing on Google Search and Maps.

H1

The main visible heading of a web page.

Impression

One appearance of your page or profile in search results.

Index

A search engine's database of pages it may show.

IndexNow

A ping protocol telling Bing, Yandex and others about new or changed URLs. Not used by Google.

JSON-LD

The code format Google recommends for structured data.

Keyword

A word or phrase people type into a search box.

Long-tail

A longer, more specific search phrase with lower volume and clearer intent.

Map Pack

The map block with about three local businesses on a results page.

Meta description

A page summary in the code that Google may show under the title.

NAP

Name, Address, Phone.

Organic

Unpaid search results.

robots.txt

A file telling crawlers which parts of a site not to crawl.

Search intent

The reason behind a search: what the person wants to do next.

SERP

Search engine results page.

Sitemap

A file (sitemap.xml) listing the pages you want search engines to find.

Structured data

Code that states facts about a page or business in a machine-readable format.

Title tag

A page's name in the code, usually shown as the clickable headline in results.

UTM

Tags added to a link (utm_source, utm_medium, utm_campaign) so analytics knows where a visit came from.

Sources

1. Google Search Central — How Search works
2. Google Search Central — AI features and your website
3. StatCounter — Search engine market share, Türkiye (Sep 2026)
4. StatCounter — Desktop vs mobile vs tablet, Türkiye
5. Google blog — AI Mode expands to more languages and locations (Oct 2025)
6. Webtekno — AI Mode, Türkiye excluded (Oct 2025)
7. ShiftDelete — AI Modu ve AI Bakışı Türkiye'de (Mar 2026)
8. Mücadele Gazetesi — AI Mode launch in Türkiye (Mar 2026)
9. Search Engine Roundtable — Pew Research on AI Overviews and clicks
10. Ahrefs — AI Overviews reduce clicks (Feb 2026)
11. Seer Interactive — CTR and AI Overviews
12. BrightLocal — Local SEO statistics
13. BrightLocal — Local Consumer Review Survey 2026
14. PinMeTo — summary of BrightLocal LCRS 2026
15. Local Falcon — Where ChatGPT gets local business info (Nov 2025)
16. Bing Webmaster Blog — AI Performance report (Feb 2026)
17. Google Business Profile Help — Tips to improve your local ranking
18. Google Business Profile Help — Verification
19. Google Business Profile — Guidelines for representing your business
20. Whitespark — Local Search Ranking Factors 2026
21. GMBapi — Local ranking factors 2026 vs 2023
22. SOCi — Local ranking factors of 2026
23. Search Engine Roundtable — GBP chat and call history shut down (2024)
24. Search Engine Roundtable — GBP adds WhatsApp numbers in bulk (Jun 2026)
25. BrightLocal — Google Q&A discontinued
26. TechCrunch — Google "Ask for Me" (Jan 2025)
27. Sterling Sky — 50 cases of keyword spam (Feb 2026)
28. Google Business Profile Help — Reviews
29. Google Maps — Fake engagement policy
30. T.C. Ticaret Bakanlığı — Advertising regulation changes (2026)
31. Yandex Business — Hızlı başlangıç
32. Apple Business — Feature availability
33. Website Builder Expert — Bing Places relaunch (Oct 2025)
34. Armut — Oto servis
35. BrightLocal — Local Citations Trust Report (2018)
36. Google Search Central — Title links
37. Google Search Central — Snippets and meta descriptions
38. Google Search Central — Spam policies
39. Search Engine Roundtable — City landing pages and doorway pages (2019)
40. Google Search Central — Creating helpful content
41. web.dev — Web Vitals
42. schema.org — AutoRepair
43. Google Search Central — LocalBusiness structured data
44. IndexNow
45. Impression Digital — Guide to Bing Webmaster Tools
46. Yandex Webmaster — Başlarken
47. Search Console Help — Performance report
48. Google Analytics Help — Search Console link
49. Sterling Sky — Interpreting GBP Performance
50. Google Business Profile Help — Performance metrics
51. Google Ads Help — Google forwarding numbers (country list)
52. Google Search Central — Do you need an SEO?
53. ES Studios — Auto repair GBP case study (Jul 2026)
54. Stigan Media — Auto body shop SEO
55. Sterling Sky — LawnSavers case study
56. Hürriyet — Winter tyre rules