SEO tips for car rental companies: How to increase your visibility in Google searches

SEO tips for car rental companies: How to increase your visibility in Google searches

27.05.2025

In an increasingly digital world, a strong online presence is crucial – especially for companies in the mobility sector. Car rental companies that cannot be found on Google lose potential customers to the competition.

And everyone knows it: the first page of Google search results is crucial. Only a few users click on page 2 – anyone who ends up there simply doesn’t exist. This makes it all the more important to be represented on the first page for relevant search queries such as “car rental Berlin” or “van rental Cologne Ehrenfeld” with the right measures. Search engine optimization (SEO) helps to bring your website to the top of the search results – and thus generate more bookings in a targeted manner.

In this article, we show how car rental companies can use targeted SEO measures to improve their online presence and attract more inquiries.

What is SEO - and why is it so important for car rental companies?

SEO stands for Search Engine Optimization. The aim is to place a website as high up as possible in Google’s organic – i.e. unpaid – search results.

For car rental companies, this means that those who are visible for relevant search terms such as “car rental + location” reach precisely those customers who are actively looking for rental cars – whether for a weekend trip, relocation or vacation.

SEO is a decisive competitive advantage, especially in a highly competitive market. This is because interested customers gather information online in advance – often mobile and location-based. If you don’t appear here, you will be overlooked.

Keyword research: The basis of every successful SEO strategy

Identifying the right search terms – so-called keywords – is the first and most important step in optimization. The aim is to understand what potential customers are actually searching for and to optimize the content for the keyword.

Numerous tools are available for this purpose, including

  • Google Keyword Planner
  • Ubersuggest
  • AnswerThePublic
  • Ahrefs

Our tips:

  • Use the “Others also searched for” section below the Google search results – a good source of additional ideas.
  • Pay attention to long-tail keywords with specific search intent, e.g. “cheap car rental at Frankfurt Airport”.
  • Avoid keyword stuffing – i.e. the excessive and unnatural repetition of a term in the text just to rank better on Google. This is not only annoying for readers, but is also rated negatively by search engines. Instead, integrate your keywords sensibly and naturally into the text flow.

Example: Keyword cluster for “car rental Frankfurt”

A well-structured keyword cluster ensures that a page is thematically broad but still has a clear focus.

Main keyword:

  • car rental frankfurt

Support keywords:

  • car hire frankfurt airport
  • van hire frankfurt
  • cheap car rental frankfurt

Long-tail keywords:

  • 7-seater rental frankfurt
  • sports car rental frankfurt city center

This structure helps to organize content in a meaningful way and to serve different user queries in a targeted manner – a clear advantage for visibility and relevance in search results.

On-page SEO: The website as a foundation

For Google to understand and evaluate your site correctly, the technical and content fundamentals must be right.  

We have put together a checklist for you:  

  • Optimize meta titles & meta descriptions: The meta title is the title that appears in Google search results. It should be short, precise and contain the most important keyword. The meta description is the short text under the title (max. 155 characters) – formulate it in such a way that users become curious and want to click.  
  • Structure headings sensibly: Use only one main heading (H1) per page – it should contain the main topic of the page. Subheadings (H2, H3, etc.) follow below this to structure content logically and make it easier to read – for users and Google.  
  • Optimize URL structures: The web address of your page (URL) should be short, understandable and search engine friendly. Avoid cryptic numbers or special characters. For example, use this URL:  
    www.ihredomain.de/autovermietung-muenchen instead of www.ihredomain.de/index.php?id=123. 
  • Add alt tags to images: The alt tag is an alternative text that is displayed if an image cannot be loaded – and helps search engines to understand what the image is about. Example: Instead of nothing or “Image123.jpg”, write alt= “SUV rental car Munich”.  
  • Mobile optimization: Your site should work perfectly on smartphones. 
  • Accessibility: An accessible website not only convinces users, but also search engines. This includes clear contrasts, understandable language, logical navigation structures and keyboard usability. All of this improves user-friendliness – regardless of possible limitations – and has a positive effect on your visibility on Google.  
    • Important: From June 28, 2025, digital accessibility will be required by law. The Accessibility Reinforcement Act also affects car dealerships and service providers in the mobility sector.  

Tip: You can check for accessibility free of charge here: Check accessibility 

Our subsidiary inserteffect supports you in all questions concerning your barrier-free internet presence 

Local SEO: For search queries “nearby”

Many potential customers explicitly search for rental cars in their area. You should gear your content towards this.

What you should do:

  • Create a complete and well-maintained Google Business profile with address, telephone number, photos and opening hours.
  • Integrate locally relevant keywords into your texts (e.g. “van hire Cologne Ehrenfeld”).
  • Create city-specific subpages for each branch or region.
  • Build local backlinks: Backlinks are links from other websites to your own. They are considered a “recommendation” by Google and strengthen trust in your site. Links from regionally relevant sites are particularly valuable – for example from a local hotel that refers to your car rental or an event organizer that recommends your vehicles. Such collaborations not only increase your visibility in searches, but also bring targeted visitors from your region to your website.

Content marketing is a central component of any successful SEO strategy – especially for car rental companies. Google prefers websites that regularly publish high-quality, relevant and up-to-date content. “Content” means anything that your target group can read, see or hear – e.g. text, images, videos or infographics.

At the same time, good content is an effective means of building trust, demonstrating expertise and offering users real added value.

Why content pays off:

  • Strengthens your position as an expert in the region
  • Covers a wider range of keywords
  • Extends the time spent on the website
  • Increases the chance of natural backlinks
  • Supports customer loyalty

Possible topics for blog posts through which you can demonstrate your expertise:

  • Which rental car is suitable for the move?
  • What you need to bear in mind when returning a rental car
  • The 5 best excursion destinations around Cologne by rental car

Extra tip:

Link your blog posts to suitable landing pages, e.g. with a call-to-action (“Book a van in Frankfurt now”). A call-to-action (CTA for short) is a specific request for action – i.e. a short sentence or button that motivates users to take action. This can be a booking, a call or a download, for example.

By linking blog posts with CTAs and thematically relevant pages, you can guide interested parties through your website in a targeted manner. This not only creates more visibility, but also increases the likelihood that visitors will actually become customers.

Technical SEO: The invisible foundation

No matter how good a website’s content is, if it doesn’t work technically, it will hardly be visible in search results. Technical SEO ensures that search engines can efficiently search, index and correctly categorize your content. At the same time, it improves the user experience – an important ranking factor.

You should pay attention to this:

  • Fast loading times: A slow website leads to high bounce rates – and this is exactly what Google penalizes. Optimize the loading speed of your site by:
  • Image compression (e.g. WebP instead of JPEG/PNG)
  • Minimization of CSS and JavaScript files
  • HTTPS encryption (SSL):
    A secure connection is standard today and creates trust among users.
  • Structured data (Schema.org):
    Help Google to better understand content and display it as rich snippets – these are enhanced search results that display, for example, opening hours, ratings or locations directly in the Google results list, thereby generating more attention.
  • Clean URL structure & crawling hints:
    • Clear, descriptive URLs (e.g. www.domain.de/mietwagen-hamburg)
    • Correctly set up sitemap.xml and robots.txt file: Google and other search engines need two files to be able to search your website correctly:
      • The Sitemap.xml is like a table of contents. It shows search engines which pages are on your website and what is important.
      • The robots.txt defines which areas of your website Google is allowed to see – and which not.

Both files belong in the main directory of your website (e.g. www.ihredomain.de/sitemap.xml).
If you use a content management system such as WordPress, you can easily create these files with a plugin such as Yoast SEO.

  • No dead links or redirect chains
  • Keep an eye on Core Web Vitals:
    These metrics measure how fast and stable your website is from the user’s perspective. You can check and optimize them with Google Pagespeed Insights or the Google Search Console, for example.

Conclusion: Success in car rental with targeted SEO

SEO is not a sprint, but a marathon. Car rental companies that continuously work on their website, offer relevant content and can be found locally will secure a decisive advantage in the long term.

Start with the basics – keyword research and optimized landing pages – and develop your strategy step by step. The reward: more visibility, more bookings, more sales.

E-mobility in companies: Opportunities, risks and integration

E-mobility in companies: Opportunities, risks and integration

20.05.2025

In today’s world, where sustainability and technological innovation are becoming increasingly important, e-mobility is becoming a key issue for companies. The integration of electric vehicles into company fleets offers numerous advantages, but also poses some challenges. In this article, we look at the opportunities, risks and integration of e-mobility in companies.

Advantages of e-mobility for companies

  1. Cost savings:

Electric vehicles offer companies an economically attractive alternative to conventional vehicles. Their operating costs are generally lower, as electricity is often cheaper than gasoline or diesel. In addition, less maintenance work is required, such as regular oil changes, which further reduces running costs.

  1. Tax concessions:

Numerous countries grant tax incentives for companies that invest in e-mobility. These concessions can significantly reduce the initial investment costs and increase the economic attractiveness of e-mobility.

  • 0.25 percent rule: For electric vehicles with a gross list price of up to €70,000, the non-cash benefit for private use is taxed at just 0.25 percent of the gross list price. This offers a significant tax advantage compared to conventional combustion vehicles, which are taxed at 1 percent of the gross list price.
  • 0.5 percent rule: Electric vehicles with a gross list price of over €70,000 and certain plug-in hybrid vehicles that meet certain requirements are taxed at 0.5 percent of the gross list price. This regulation also offers a financial advantage over conventional vehicles and is currently valid until the end of 2030.

These tax advantages make the integration of electric vehicles into company fleets particularly attractive and support the transition to more sustainable mobility.

  1. Environmental friendliness and image:

Electric vehicles are emission-free in operation, which significantly improves a company’s ecological footprint. Companies that switch to e-mobility position themselves as environmentally conscious and future-oriented pioneers. This not only strengthens their contribution to environmental protection, but also positively enhances their brand image by presenting themselves as responsible players in a sustainable economy.

  1. Flexibility and adaptability:

The combination of car subscriptions and e-vehicles offers companies the flexibility to modernize their fleet quickly and without long-term commitments. With a car subscription, companies can test e-vehicles and quickly switch to new models if necessary, which is particularly beneficial with the rapidly developing technology. A term of six to twelve months allows companies to test the latest technology and adapt to changes in the market environment.

  1. Employee satisfaction:

Companies that provide their employees with electric vehicles offer an attractive additional benefit that increases employee satisfaction and strengthens their loyalty to the company.

Risks of e-mobility in companies

The integration of electric vehicles into company fleets offers many advantages, but there are also some challenges that companies should consider. One of the biggest hurdles is the high initial investment. Purchasing electric vehicles and setting up the necessary charging infrastructure can involve considerable costs. Companies must therefore plan carefully and, if necessary, take advantage of government subsidies to manage these investments.

Building a sufficient charging infrastructure can be complex and costly, especially in densely populated or remote areas. Companies should ensure that there are enough charging stations to meet the needs of their fleets. Another challenge is the so-called range anxiety. The limited range of electric vehicles compared to conventional vehicles can be an obstacle, especially for companies with high mobility needs. However, the high performance and low running costs of EVs offset many of these perceived disadvantages by providing an efficient and powerful mobility solution.

Another issue is the reluctance to lease e-vehicles. Some companies may be hesitant due to concerns about residual values and rapidly developing battery technologies. However, especially at a time of rapid technological advances, shorter lease terms of six to twelve months can be a sensible solution. This flexibility allows companies to test the latest technology and adapt quickly to changes in the market environment.

Despite these challenges, e-mobility offers companies the opportunity to position themselves as future-oriented and environmentally conscious players. The high performance and efficiency of electric vehicles make them an attractive option for modern company fleets.

Integration of e-mobility in companies

In order to successfully integrate e-mobility into companies, companies should first analyze their specific mobility needs to identify the most suitable e-vehicles and charging infrastructure. Gradual integration can help to minimize risks and facilitate the transition.

Working with e-mobility solution providers can further simplify the integration process and provide access to valuable expertise and resources. Companies can also offer EVs as part of a car subscription, giving customers the flexibility to test the technology and adapt to the rapidly changing technology landscape. A term of 6 to 12 months is particularly useful as it allows customers to try out the latest technological developments without making long-term commitments.

Our platform provides a centralized, web-based system that efficiently manages both rental and subscription models. By using mobility-OS, companies can make their vehicles bookable and visible while simplifying their IT systems, optimizing vehicle utilization and strengthening their online presence. Find out more about the benefits of mobility-OS here.

Conclusion

The integration of e-mobility in companies offers numerous opportunities, but also brings challenges. Careful planning and strategic implementation are crucial to fully exploit the benefits and minimize the risks. Companies that successfully integrate e-mobility can not only reduce their costs and strengthen their brand image, but also benefit from tax advantages and technological advances.

Setting up a car rental company: Legal requirements and everything you need to know

Setting up a car rental company: Legal requirements and everything you need to know

12.05.2025

The decision to start a car rental business is the first step into a potentially profitable business area. Car rental companies offer flexibility and mobility for customers who need a vehicle at short notice, making them an attractive option for many people. In 2023, car rental companies in Germany generated sales of over 18 billion euros, according to Statista. The impressive level of turnover shows the economic potential of the industry – which is also reflected in the large number of car rental companies in Germany.

But before you get started, it’s important to understand the legal and business aspects. In this article, you will find out what requirements and steps are necessary to successfully enter the world of car rental.

First steps - founding a company

Before you can launch your car rental business, you need to familiarize yourself with the legal and tax framework in addition to the financial aspects. We recommend that you seek qualified advice from lawyers and tax consultants specializing in business start-ups.

Choice of legal form

A crucial first step is deciding on the legal form in which you want to operate your company. The choice of the right legal form has long-term effects on the start-up costs, (personal) liability, taxes and the administrative work involved in running the company. Whether the business is to be run by a sole proprietorship, a partnership (GbR, OHG; KG) or a corporation (GmbH, UG, AG) will depend above all on the financial resources and tax issues, so this decision should be made after consulting a qualified tax advisor. For the formation of some companies (e.g. GmbH or a UG), the law provides for mandatory notarization, others “only” have to be registered in the commercial register of the local court responsible for you. In any case, this incurs additional costs for the notarial work, including the costs for registration with the commercial register.

Notification obligations of all kinds

Once you have chosen the right legal form for you and founded a company, you must notify the competent authority (usually the city or municipality in whose district the activity is to be carried out) of the commencement of commercial activity. The authority in turn informs a number of other institutions about the commencement of the activity, including the relevant Chamber of Industry and Commerce (IHK) and the tax office. Despite this information, however, you must also notify the tax office of the commencement of business activities yourself.

If you wish to employ staff, you must contact the relevant Berufsgenossenschaft Verkehr (Employer’s Liability Insurance Association for Transport) as the statutory accident insurance institution within one week. As a solo self-employed person, you should consider the possibility of voluntary membership of the BG.

Protecting your brand

Recognition is crucial in the highly competitive car rental industry. A trademark registration protects you from imitators and strengthens your position on the market. If you operate internationally, an EU-wide trademark registration may make sense. You should also seek qualified advice on this from a law firm specializing in trademark law or a patent law firm.

Voluntary memberships

Involvement in industry associations such as the Bundesverband der
Autovermieter Deutschlands e. V. (BAV) or the Verband Deutscher Autovermieter e. V. (VDAEV) can offer advantages in terms of exchange, further training or political representation of interests – but is voluntary.

Insurance obligations for car rental companies

The right insurance cover is essential – for you, your vehicles and your customers.

Important insurances at a glance:

  • Motor vehicle liability and comprehensive insurance for your rental vehicles
  • Public liability insurance to protect yourself against third-party claims for damages
  • Building insurance for your business premises and furnishings
  • Legal expenses insurance to cover financial risks arising from legal disputes.

Our tip for you: Always consult an independent insurance broker with experience in the motor vehicle sector. This will ensure that you are optimally insured in line with your needs.

Financing options

Financing your car rental can be a challenge, but there are numerous options you can consider.

Traditional bank loans offer fixed interest rates and repayment schedules, while leasing can reduce initial costs and offer flexibility in fleet management. Investors or venture capitalists may be willing to invest in your business in exchange for an equity stake. There is also government funding and grants available specifically for small and medium sized businesses. Crowdfunding platforms make it possible to raise funds from a wide range of supporters. Finally, you can also use your own capital or that of partners to finance the company. It is crucial to carefully consider the pros and cons of each option and choose the one that best suits your business model and financial goals.

In order to operate cost-efficiently, it is worth looking at providers such as Choice, which offer car rental companies attractive purchasing conditions – especially when purchasing vehicles.
About our Mobility Partnership you not only secure the best conditions, but also flexible solutions for fleet expansion: this allows you to efficiently cover peak demand and renew or expand your vehicle fleet in a targeted manner.

Vehicle fleet and fleet management

The selection and management of your vehicle fleet is crucial to the success of your car rental business.

With our Mobility Partnership we offer you exactly the right solutions for this: from fleet optimization and temporary vehicle additions to support for fleet growth. This allows you to keep an eye on your costs – and remain agile at the same time.

Business strategy: a must for your car rental company

A professionally prepared business plan is essential for setting up your car rental company. It not only serves as a roadmap for your business, but is also crucial in convincing potential lenders or franchise partners of your business idea. Your business plan should be comprehensive and cover the following key points:

  • Market analysis: Analyze the competition and examine what your competitors are doing. What strategies are they using and how can you differentiate yourself in the market?
  • Location: Carry out a thorough location analysis. Consider whether the market in the desired region may already be saturated or whether there is potential for growth.
  • Marketing: Plan your advertising measures and set a budget. Which advertising media do you want to use to reach your target group effectively?

A well thought-out business plan is the key to successfully launching and running your car rental business in the long term.

The right location for your car rental

Choosing the right location is crucial to the success of your car rental business. Start with a comprehensive location analysis to evaluate the potential of different regions. Consider factors such as population density, the local economy and the presence of competitors. An ideal location should have a high demand for rental vehicles, whether from tourism, business travelers or locals. Also look for proximity to transportation hubs such as airports, train stations or large hotels, as this facilitates access to potential customers. Finally, consider the cost of renting or buying property and the availability of parking. A careful choice of location can lay the foundation for the success of your business.

Marketing for your car rental company

An effective marketing concept is crucial for successfully positioning your car rental company on the market. Start by precisely defining your target group and tailoring your advertising measures accordingly. Use both traditional and digital marketing channels to achieve a broad reach. Online advertising, social media, a clear website and search engine optimization can help to increase your visibility and appeal to potential customers. At the same time, you should consider local advertising measures, such as partnerships with hotels or travel agencies. Customer reviews and recommendations also play an important role in marketing. Encourage satisfied customers to leave positive reviews to gain the trust of new customers. A well-thought-out marketing concept can make all the difference and set your car rental company apart from the competition.

Conclusion

Setting up a car rental company requires not only entrepreneurial thinking, but also sound knowledge of the legal, financial and organizational framework. Those who deal with the decisive factors at an early stage create a stable basis for sustainable success.

Whether financing, setting up a fleet or choosing a location – the more careful the preparation, the stronger the positioning on the market. Take advantage of the potential of this dynamic sector and start your self-employment in the mobility sector with a clear plan.