SEO for the Automotive Industry
Odds are you’ve heard the terms “SEO” and “digital marketing” thrown around the past few years, and while you probably already know that these are important to the online success of your dealership, you may still be fuzzy on the details. We’re here to help you understand what automotive SEO is and why it’s important for your dealership to have a strong SEO strategy—once and for all.
What is automotive SEO, exactly?
Basically, automotive SEO is the process of building a website tailored for your dealership through optimization, link-building, content customization, and other efforts relevant to customers who want to purchase a car or simply gain information about a particular make or model. Automotive SEO modifies the relevancy of navigation links, meta-tags, headlines, content, and keywords to help your dealership website rank higher in search engine result pages (SERPs).
Why Should Dealers Use SEO?
The reason automotive SEO is such a crucial part of your car dealership’s digital marketing strategy is because it provides a competitive advantage over the competition. While you could buy up more air time and ad space compared to other auto dealers, all you’re doing is reaching out to the public in hopes of finding people in the market for a car. SEO for the automotive industry is designed specifically to increase the likelihood that your dealership will be found by consumers who are actually in the market for a new or used car by targeting the keywords used throughout the research and buying process.
Google has very strict and specific guidelines for ranking websites. By using SEO, dealers can improve the chances of their dealership ranking in SERPs. By following Google’s protocols, you can also improve the relevance and quality of your website. This, in turn, helps boost your exposure to your target audience, resulting in increased website traffic and more sales and conversions.
Remember: only one dealer can show up for the #1 spot for any specific query on Google and other search engines. That spot (and the following spots on Page 1 of Google) will receive the bulk of the traffic from consumers, and thus more sales when compared to the competition. Our team of SEO experts here at Dealer Authority has the knowledge and experience to rank your dealership on that first page.
Keywords are the Key
Every automotive SEO strategy has to begin with a target in mind. What separates one automotive SEO company from another is knowing what short- and long-tail keywords to use to make your dealership stand out from the crowd. At Dealer Authority, each of our clients receives a custom set of target keywords based on in-depth local market research. We don’t just pick any set of keywords to target—we pick the ones most relevant to your area.
These keywords are intent-based to ensure that our work is focused on driving targeted traffic made up of ready-to-buy customers to your site. After finalizing your keyword targets, Dealer Authority creates custom content to build authority around those target keywords. We don’t just mention them on a page over and over in hopes Google will associate your site with them; no. Our content is specifically crafted to be valuable to your potential customers.
The Importance of Content Marketing
Content Marketing is all about creating content and context for a target audience in order to create a connection between the individual consumer and the products or services your business provides. This content can be video, imagery, or written content based upon the audience and budget. Dealer Authority works hard to create custom landing pages with vehicle content aimed specifically at your potential customers. We add in links to local attractions (such as parks, historic sites, and nature reserves) in your area to further build credibility and to relate to your customers.
Through our social media services, we also promote brand-focused content to users in your dealership’s local area to people who are specifically interested in buying your brand. Our trained social strategists utilize advanced targeting on Facebook, and even re-market to your customers in order to build more interest in your inventory through high-quality, entertaining content.
Link-building for the Win
If you want to expand your dealership’s SEO, link-building is a great way to cover all of your bases and add more authority to your site. In a nutshell, link-building is the art of acquiring high-quality links to your site in order to receive a better reputation in the eyes of Google and other search engines. Google uses links as a signal of quality, reputation, and authority in order to best rank sites. Having quality links is one of the original signals that search engines were able to use in advanced ranking algorithms.
Dealer Authority only targets relevant, authoritative sites with content related to the auto industry (or interesting locales in your area). This ensures your dealership’s site is not getting mixed in with spam, and that we’re helping to create advanced relevancy between your site and the sites that link to you. And the team here at Dealer Authority knows that not all links are created equal. Google is able to tell when a link does not belong, and may disregard it altogether. This leaves your site open to penalties that specifically target irrelevant, artificially-created links. We make sure that we’re only linking to the highest quality links on your site.