A car dealership client was seeking automotive SEO results and our digital team improved search rankings and increased organic leads. The advancement of SEO, Search Engine Optimization, has fiercely impacted the worldwide web, especially the automotive industry. Though car dealerships once held themselves to the mantra, “Get the customers to the dealership,” it has quickly changed to “Get the dealership to the customers.” This shift perfectly illustrates the urgency and power of automotive search engine optimization. In fact, if you want your dealership to survive, much less succeed, you must become aware and active in today’s digital world. The parallel between the automotive industry and search engine optimization is undeniable, but before we can put SEO into practice, we have to first identify the gaps that exist between what customers need and what is available.
Through recent research, we have discovered the difference in who we once knew automotive customers to be and what they were looking for, and who they are now. Understanding search trends is key, what are car buyers searching and when are they searching it? Providing relevant and informative content throughout a customers search not only generates better rankings but also strengthens existing inbound marketing efforts.
No Brand Loyalty
In past years, the automotive industry worked with some of the most brand loyal customers that existed. Shockingly, our research tells us that that is no longer the case.
ENTERED THE MARKET NOT SET ON A MODEL
SWITCHED BRANDS FROM PREVIOUS VEHICLE
REMAINED BRAND LOYAL
Customers aren’t just conducting more research on vehicles and considering more model types, they are specifically conducting digital research.
Online Automotive Research
Dealership Inquiries Via Mobile Device
Lead Submission Form Completion
LEAD SUBMISSION FORMS VS. OTHER MEASURES OF ONLINE TRAFFIC
Unfortunately, directing customers to your website and hoping they fill out a lead submission or “Contact Us” form just isn’t enough. As the world continues to advance, so do the practices of automotive search engine optimization. The reality of little-to-no brand loyalty left in the industry, paired with all the automotive research available online may seem scary, but it actually gives you and your dealership the opportunity take advantage of all that automotive SEO offers! Instead of relying on the completion of lead submission forms as a measurement of customer interest, consider using website views, interaction rates, and video views.
Through SEO data and methods, you can see how many people are visiting your website to gauge who, and how many, are truly interested in your dealership.
Along with site visits, monitor how long people are staying on the website, what they are looking at, and if they are interacting with your dealership in other ways, such as social media, online chats, or search engines.
By incorporating video into your website and marketing strategies, you will be participating in 2018’s leading marketing trend. Video has proven to be an effective way to catch people’s attention and invite them to learn more about your company and product, in a fun and intriguing way!
PRIOR TO STARTING
A dealership client of ours was looking to improve their automotive SEO efforts. Frustrated with their current SEO results, our client turned to Epic’s Digital Services. Our digital team had their work cut out for them, picking up where a national automotive SEO agency left off.
Our client’s competition generated 200% more organic traffic prior to our automotive SEO efforts. Through a solid competitive analysis, we were able to understand their strengths and weaknesses.
Understanding Search Volumes/Trends
After understanding the competition’s organic presence, we continue to improve rankings by prioritizing relevant searches. This is not a one size fits all solution, strategy is key as some keywords are easier to rank than others.
Search via mobile devices differ than those made from desktop, they are more location centric. Mobile searches consist of 65% of local searches, however “Nissan Dealership Near Me” continues to increase 15% on average month-over-month.
Other Organic Outlets
Although increasing non-paid referral traffic assists in strengthening the channels, it’s how people get to your site. This includes implementing keywords, building backlinks, and utilizing social media accordingly. Although YouTube is considered social media, it’s also the second largest search engine in the world. YouTube continues to be the most engaging organic platform.
Track and Improve Rankings
Implementing the best practices and prioritizing the highest ranked search terms with the least difficultly lead to maximizing organic rankings. By doing so, this dealership is ranking #1 in organic searches, generating the most visibility to new customers. Not to brag, but in most cases our client out ranks their brand’s corporate site.
FIRST 90 DAYS
RANKING #1 ORGANICALLY
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Monthly Search Trends
See monthly search trends and which cities generate the most new and used car searches.
Most Searched Vehicles
See which vehicles are searched most: compact, mid-size sedan, crossovers and trucks.
Top 20 Dealerships
See what dealerships throughout Arizona generate the most organic traffic and why.
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