SECWA
Wash Talk Wednesday

SECWA Wash Talk Wednesday: Don’t Get Scammed

How OhmCo Helps Car Wash Operators Avoid SEO Pitfalls

Search engine optimization has become one of the most confusing—and most commonly exploited—areas of car wash marketing. Operators are flooded with unsolicited emails promising “guaranteed rankings,” claiming their site is “broken,” or offering one-size-fits-all SEO packages that deliver little value. These tactics prey on busy business owners who don’t have time to decode technical jargon or verify what’s legitimate. As a result, many operators end up paying for services that don’t improve visibility, don’t drive revenue, and don’t move their business forward.



This week’s SECWA Wash Talk Wednesday features Mel Ohlinger, CEO of OhmCo, for a focused discussion on how car wash operators can protect themselves from SEO scams, understand what real optimization looks like, and make confident digital decisions that support long-term growth.

Mel brings more than twenty years of experience in marketing, design, web development, and strategic branding—expertise that has made her one of the most trusted voices in the car wash industry. As the head of OhmCo, an international car wash marketing agency known for custom websites, creative problem solving, and intentional brand strategy, she works daily with operators who have been misled by unclear SEO promises or misguided digital advice. Her mission is clear: educate operators on how SEO actually works, what impacts rankings in today’s AI-driven search landscape, and how to invest wisely rather than fearfully.

Mel’s background gives her a rare blend of technical and creative instincts. Before her career in design, she served as a Cryptologic Technician (CTR) specializing in Morse code and working with the NSA—training that sharpened her precision, analytical thinking, and ability to interpret complex systems. After earning her BFA from the University of Wisconsin Oshkosh, she combined that analytical rigor with her artistic skill to build a career defined by clarity, innovation, and deep technical understanding. Today, she uses those same skills to decode SEO, protect operators from misinformation, and translate complex digital concepts into practical, actionable strategies.

Mel and OhmCo are also firmly rooted in the car wash community. They are strong advocates for regional car wash associations, including SECWA, believing deeply that these organizations are the backbone of the industry. Regional associations support the small businesses that make up the majority of the car wash market, elevate and distribute new technology, and serve as the first line of defense in protecting operators against harmful or misguided government policy. OhmCo credits much of its industry growth and insight to its involvement in these associations and remains committed to supporting and uplifting them.

Beyond her professional accomplishments, Mel is an accomplished painter, an aspiring children’s book author and illustrator, and a mother of two who embraces her identity as a lifelong nerd. Her multifaceted background fuels OhmCo’s human-centered, creative approach and the strong relationships she and her husband Mike have built across the industry. Under their leadership, OhmCo has become synonymous with design excellence, meaningful client partnerships, and results-driven marketing systems that help operators elevate their brands and grow sustainably.

In this Wash Talk Wednesday session, Mel breaks down the warning signs of SEO scams, explains how operators can evaluate digital partners with confidence, and outlines the essential steps every wash should take to strengthen their online presence. Her message is empowering and direct: good SEO is transparent, measurable, and grounded in strategy—not fear-based pitches or empty guarantees.

Operators throughout the Southeast and beyond will gain practical tools, a clearer understanding of modern search, and renewed confidence in navigating the digital side of their business. For anyone who cares about protecting their wash and investing wisely, this is a conversation not to miss.

Mel Ohlinger and Mike Ohlinger are strong advocates for regional car wash associations, recognizing them as the true backbone of the industry. These associations support the small business owners who make up the majority of the car wash community, creating spaces where operators can collaborate, share knowledge, and access resources that would otherwise be out of reach. They play a crucial role in elevating new technology, fostering industry innovation, and helping operators stay ahead of rapid changes in digital tools, equipment, and customer expectations. Just as importantly, regional associations serve as the first line of defense in government affairs, protecting operators from harmful legislation and advocating for policies that strengthen local businesses. Mel, Mike, and OhmCo credit much of their industry insight and growth to the relationships built through these organizations, and they remain deeply committed to supporting, uplifting, and investing in them. Interested in joining SECWA?