All posts by Wes Lungwitz

Wes grew up around cars at the family business and has developed his digital skills in eight years at DealerFire. The result is a formidable auto marketing repertoire built from experience. While he’s cutting-edge on digital, his automotive passion remains stuck in the 90s as he has owned far too many Cavaliers and Sunbirds, and even races a Monte Carlo on the dirt tracks of Wisconsin.
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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.

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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 >>

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 >>