DealerFire SEO GO

Do Your Keyword Research Before Writing SEO Content

“Create content for the user, not the search engines.”

You hear this a lot in content marketing circles. And it’s undeniably solid advice. But the “create content for the reader” approach is only part of the story. SEO is still very much alive in content marketing, even if it doesn’t transfer as heavily to the written words themselves.

If you are creating content strictly for the reader without a basis of SEO analysis before you start, you are doing your dealership a disservice. The only way that you will be effective at writing content – and more importantly, driving results – is if you have a sound SEO strategy in place before even typing the first word of the content itself.

There are some key strategy components that you or the agency creating your ongoing content should tackle before starting a content marketing strategy.

Goals of the Dealership in Relation to Content

First and foremost, what are the goals of your dealership this quarter, and how will content marketing help get you there? If you are looking to gain more brand awareness in your market, then branded keywords will be the first place to focus. If you need to push more sales of a certain vehicle, then use content to get to the top of the SERPs for the right terms around that car or truck. If service is your baby and you want to structure your dealership to be service-first and transfer those customers into sales, then you will work on a dense service-related strategy.

DealerFire Toyota Content
These are a few examples of many, with the point being that you first need to establish goals for the return on investment you hope to get from content marketing. From there, a keyword strategy, and then content itself, is born.

Geo Targets of Your Content Marketing

Isolating the markets that you want to do well in is key to developing an effective content strategy. But, you need to be realistic when it comes to your geotargeting.

Google wants your site to be relevant for the customers that realistically will purchase from you. This makes your physical location vitally important for ranking considerations. It’s always going to be easier for you to rank for the city that is your physical address. Your map pack results will also be heavily weighted for searches done in your actual location.

If you can realistically serve other areas, and the competition isn’t too severe (or non-existent), you can dip into cities around your location. But this is something that should be researched before committing to a given city-targeting strategy.

Keyword Gaps and Opportunity

Running an analysis of your site ahead of time in terms of ranking keywords and opportunities is paramount. Tools like SEMRush, Moz and others are great options, but you need to know what you are looking for and how to leverage that data to your advantage.

Keyword Gap Analysis
For example, you can analyze the gaps that currently exist for your site, and the opportunity available to do better in these areas. The difficultly of the keywords in these buckets can also help determine the investment it would take to appear in higher results for given keywords.

Keyword Competition and Improvement

Current SERP positions are a great way to identify some potential quick wins. If you are ranking third for a competitive keyword that has a moderate difficulty score, centering content around those individual keywords can bump you up to the top spot.

Of course, domain authority plays into this as well, with domain age, incoming links and overall topic relevance playing into how Google will allow you to move up the boards. But domain authority is directly tied to quality of written content, so if you are doing the right things, it will all fall into place.

The final piece of this is analyzing your competitors and how you rank in comparison to them for the terms you care about most. This can heavily dictate how you go about your keyword strategy and content development. Much like a general SERP analysis, the competitor SERP analysis allows you to target specific dealerships that you compete with and develop a plan to overtake them in rankings.

Bringing It All Together

When writing content, you want the reader to come first. Keyword stuffing and writing to search engines is a thing of the past, and if you are doing this, you are only hurting your site and its ability to succeed organically.

That being said, you need a strategy that is based in SEO performance at its core. In this way, you can write naturally, but the content you actually write about can be based on an SEO strategy that drives results for your business.

At DealerFire, we do an onboarding call with every content marketing client that comes aboard. Once we have the key information that we need about the dealership, we run an analysis that allows us to formulate a strategy to ensure we are creating content that is healthy for the site, while pushing key objectives for the dealer’s business. The plan is then given to the dealer to confirm we are both aligned on the goals of the content marketing strategy.

With everything in place, the ongoing content has a paved path to success to drive ROI for your dealership.

DealerFire SEO GO

New Site Launching? Make Sure Your SEO is Coming Along for the Ride

Moving to a new website provider – or even redesigning your current site – can be a scary thing in any industry. In the complex world of automotive websites, the intensity reaches another level.

Automotive dealer websites have a lot of moving parts. First and foremost, when you switch sites, you don’t want any lag in business. You rely on your site to engage customers and push valuable leads through in a timely manner. Any lapse could mean lost sales. And besides simply being live, you’ll want to make sure all pricing, incentives, rebates, forms, CTAs, CRM integration, inventory feeds – everything – is working properly so the transition is seamless to the customer and your internal processes.   Read the rest of this entry >>

Why Duplicate, SEO-First Website Content is Hurting Your Dealership

The internet has completely changed the ballgame for dealerships. Nowadays, getting people through the doors often requires getting them on the website first. That in itself can be a feat. Taking it to the next step and convincing those website visitors to buy a car from you ramps up the difficultly factor even more. 

However, with the right approach to the website contentyou can accomplish both in one fell swoop.  Read the rest of this entry >>

DealerFire Spark Notes for May 2019

Sparkin’ Things Since 2009

As we speed through the second quarter of 2019, we’re reminded of where DealerFire was during this exact same time period a decade ago. At that time, we had just begun extending our reach into the automotive vertical, and had finally stopped creating websites for gas stations, clothing boutiques, and chocolatiers (no, seriously, this was a thing). In fact, it was our budding relationship with Toyota that ultimately tipped the scales on our development. In early 2009, we recieved our first-ever OEM certification with Toyota and haven’t looked back. Since then, we’ve accumulated 16 OEM website and digital advertising certifications, and will re-launch the Toyota program (along with Lexus) over the next few weeks. It’s an exciting time at DealerFire, and we want to make sure we always remember where we started and our first OEM partnership.

We have a lot to talk about in this month’s edition of Spark Notes. We had some great feature releases, and some partnership announcements. We’ve also announced dates for our upcoming 2019 User Summit, the first time we’ve held the event since 2016. Read on to get the scoop on all things DealerFire in May.

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DealerFire Spark Notes for April

Welcome to DealerFire Spark Notes

Each month, we host an internal #allhands meeting to announce some of our most impactful enhancements over the past four weeks. While we’re really good at making sure our employees know what’s going on with the DealerFire products, we haven’t been so good at making sure our customers are informed. This is why we’re starting Spark Notes – a monthly email newsletter that dives deep into our product enhancements from the previous month. As well as a brief snapshot into the upcoming initiatives that we’re really excited about.

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The Importance of GMB for Car Dealerships

Does the initialism GMB mean anything to your dealership?

If not, you’re going to want to investigate. GMB refers to Google My Business, the information listing that is offered up by Google from information you provide about your business. If you aren’t interacting with it weekly – or worse, haven’t even claimed it – you’re going to want to make that happen quickly.

So why exactly is GMB so important for dealerships? There are many reasons. Read the rest of this entry >>

Toyota-Dealer Fire-DealerSocket-Engine-6-Website-Certified-Website-Digital-Retail-Provider

DealerFire is a Toyota Certified Website and Digital Retail Provider

DealerFire is Continuing its Long-Running Relationship with Toyota North America

2011. That was the year that DealerFire earned its first OEM certification for websites with Toyota Motor Company. Back then, OEM certifications were still being fleshed out, with many requirements in various forms of completion, as well as webservices, integrations and compliance. Toyota really jumped on the opportunity though, developing great processes to ensure vendor success. It was especially important to us, as we were a small, scrappy web development company that had no OEM relationships up until that point. We had something to prove and Toyota gave us an amazing opportunity to show what we have been working on for almost a decade. Read the rest of this entry >>


Want To Get Social at Digital Dealer? Check Out Our Featured Session!

Now that the dust from NADA San Francisco has settled, it’s onto the spring automotive digital gauntlet – starting with Digital Dealer 26 in Orlando. While DealerFire has always had a nice booth presence at the show, we’re especially excited to announce that we’ll also be sponsoring a featured speaking presentation!

What Can You Expect From Digital Dealer 26?

There are over 50 different automotive/digital-specific trade shows throughout the year. That type of variety is great, but it doesn’t allow for much content focus, especially for digital marketing. At Digital Dealer 26,  the sessions promise to promote digital marketing and advertising at the dealership, with a special focus on mobile optimization. Read the rest of this entry >>