Let’s time travel. The year is 2003. Peter Jackson’s The Lord of the Rings film adaptations have closed out with the future-Academy-Award winning Return of the King, the Human Genome project has recently wrapped up after over a decade and the world-wide web is accessed with the help of a yellow running man icon and the shrill sounds of a dial-up modem. Read the rest of this entry
“Nobody reads blogs these days!”
It’s a common sentiment we hear from dealers – and perhaps one you agree with as well. After all, it makes sense when we consider how blogs have commonly been used.
But a good blog is built around a proactive strategy – targeting high-traffic terms focused around automotive shoppers. The goal is to take customers from the search bar to the showroom, even though it’s often not instantaneous. People on your site may not be looking for your blog, but your blog can be a critical entry point for new prospective customers.
If those audible prompts aren’t something you regularly use to search, shop and interact online, you are about to be in the minority. By 2020, it has been forecasted that 50% of all online searches will be performed via voice search. Read the rest of this entry
Even if the start of a new year isn’t particularly important to you, New Year’s Eve and New Year’s Day are still pretty good excuses to throw a party, have some fun and relieve some stress. In the automotive world, holiday seasons throughout the year are also a good excuse to give your customers a little something special through holiday sales events.
It may be obvious that investing in SEO is a necessity for your dealership. You may know you need an optimized website suited for mobile, and you may know that it should be supplemented with digital ads and additional content creation to enhance digital visibility. But, do you know if you’re actually getting something for your SEO investment?
Consumers spend the bulk of the buying process online, where resources for vehicle information and incentives is plentiful. The question is, what is your dealership doing to take control of the buying process?
“Content is king.” That’s one of those common SEO buzzwords used so often that it makes content marketers cringe when hearing it. That said, as clichéd as the phrase may be, it’s just as true today as it was when Bill Gates first coined the term in 1996.
But creating content isn’t the same as it was in 1996. It’s not even the same as it was 5 years ago. SEO is always changing, and your dealership’s customer base is changing along with it. So, in an ever-changing digital world, what should content look like and how do you create it? And we’re not just talking about what content marketing and SEO should look like in 2019, but also what it should look like in 2020 and beyond.
Search for “cars” on Google, and at the top of the results page, you’ll find a map that shows as many as three car dealerships within a few-mile radius. Conduct the same exact search from the other side of town, and you’ll find that the three listed dealerships are completely different.
The whole purpose of Google is to address searchers’ queries as quickly and efficiently as possible, and on the local level, the algorithm factors the searcher’s location into the results. In addition to showing businesses that are nearby, Google also wants to make sure that searchers have a positive experience at those businesses, so the search engine is selective when it comes to their results.
To determine the best businesses to list, Google looks at over 200 ranking signals to ensure that the results are the best that they can be. Many of these signals come directly from the businesses’ websites, but there are also several signals outside the websites that are considered, such as online directory listings, citations, backlinks and customer reviews to name a few.
This Google map module is called the “Local 3-pack.”
As a dealership, you want to make sure that you are showing up in local searches, and doing so has all to do with building your local SEO. With over 200 ranking signals to consider, it is impossible to capitalize on them all, but what you can do is work on the ones that have been proven to boost site performance in the local sphere.
That is where content marketing comes into play. Read the rest of this entry
The internet was a vastly different place only a decade ago. Responsive websites were extremely rare, design principles were largely lacking, and boosting your site’s rankings took little more than adding a slew of keywords into the code. Even though website technology and search engine algorithms are increasingly-complex, there’s still a vestigial understanding of just how SEO works and it’s easy to fall back on outdated practices.
But what exactly were these practices? Most of the old SEO techniques were attempts to game the system, and since the algorithms were simpler, it was easier to get quick results. There was a much stronger relationship between meta keywords, heading tags, and organic positions of a website. Of course, this meant sites with thin content and a high saturation of keywords outperformed sites with quality content in many instances. Thankfully, it’s no longer enough to simply create content for search engines. Read the rest of this entry
“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. Read the rest of this entry