Search engine optimization (SEO) is the process of improving a website’s visibility on search engines. It is an ongoing effort to align a website with search engine algorithms and achieve higher rankings. As retail shifts online, SEO becomes a major component of a complete digital marketing strategy. Search engines crawl webpages to understand content, index them for quick retrieval, and deliver results based on user queries. These results include both organic and paid listings; paid listings are considered “rented” traffic, while organic rankings represent “owned” traffic.
The Importance of SEO for Dealerships
Over half of all website traffic originates from organic search results. Seventy-five percent of people do not scroll past the first page of search engine results, making high organic rankings crucial for capturing online traffic. Implementing SEO means optimizing website content to attract search engine algorithms, which favor websites that serve as valuable resources. The more high-quality, keyword-rich content a site contains, the more helpful algorithms deem it to be. SEO not only increases website traffic but also improves user experience, builds trust and credibility, provides valuable insights into website performance, is cost-effective, and delivers long-term results.
Benefits of SEO
The data indicates several benefits to implementing a sound SEO strategy. SEO improves user experience by making it easier for visitors to find information on a website. It builds trust and credibility, as users are more likely to trust and click on websites appearing at the top of search engine results pages. SEO also positions a business as an expert in its industry and can generate backlinks from other trusted sites. Furthermore, SEO provides valuable insights into website performance, including the keywords people use to find the site, the pages receiving the most traffic, and areas needing optimization. Unlike paid advertising, SEO does not require payment for every click or impression, offering a cost-effective way to drive traffic. Finally, SEO provides a long-term return on investment, as higher rankings can continue to drive organic traffic for months or even years.
Best Practices for SEO in Dealerships
Several best practices can be implemented at a dealership to improve organic search rankings. These include keyword research and targeting, on-page optimization, local SEO, and link building.
Keyword Research & Targeting
Identifying relevant keywords is the first rule of SEO. With increasing competition in content marketing, it is best to use target keywords that are valuable to shoppers but rank lower in competition. A keyword planner can reveal keywords targeted by similar businesses in the area. Keywords should be targeted at the top and bottom of the sales funnel to reach shoppers at different stages of the buying journey, and long-tail keywords can be used for specific unit models.
On-Page Optimization
SEO extends beyond webpage content to include optimized meta tags and descriptions, which users do not always see. Each webpage should have a unique meta title and meta description accurately reflecting the content. On-site maintenance of content, related to both quality and organization, is also crucial. Dealerships should optimize inventory pages by unit type, make, and brand. A geographic focus within content is key to making the site relevant to local searchers. Proper SEO implementation ensures content is organized optimally for visitors and is of high quality.
Local SEO for Dealerships
Local SEO increases business visibility in search results within a specific geographic area. To optimize for local users, it is important to claim and verify a Google Business Profile and complete all fields with accurate, up-to-date information. Incorporating location-specific keywords within website content, including headings, subheadings, and body text, helps search engines understand geographical relevance. Acquiring backlinks from local websites, directories, and influential blogs or publications establishes authority and relevance within the community. The source materials indicate that 78% of consumers who search locally on their smartphone will visit a business within 24 hours.
Link Building and Off-Page SEO
When other websites link back to a website, it can increase search rankings and improve brand reputation. Producing valuable and informative content that people want to consume is key to effective link building. Off-site maintenance of links is also important. Outgoing links should be monitored for broken or spammy links. Incoming links, or backlinks, bring traffic from other sites. Bad backlinks include those that have been paid for to manipulate search engines or those from low-quality directories. A good SEO provider can advise on building good backlinks that increase traffic and credibility.
Working with an SEO Partner
Enlisting the help of an SEO expert or vendor can help a website stay ahead of SEO trends. Google made 10 significant updates to its algorithm in 2022 alone. SEO experts are well-versed in these changes and can adjust tactics accordingly, proactively monitoring updates and ensuring compliance.
Technical Considerations
The source materials highlight the importance of monitoring website performance metrics such as bounce rate—the percentage of visitors who leave without interacting with content—and average session duration—how long visitors spend on the site per visit. Proper SEO also involves managing both outgoing and incoming links. Outgoing links should be checked for broken links or spammy links, while incoming links should be evaluated for quality and relevance. Paid or low-quality backlinks can negatively impact a site’s ranking.
Conclusion
SEO is an essential part of any online business, particularly for dealerships. Implementing best practices, including keyword research, on-page optimization, local SEO, and link building, can increase website traffic, improve user experience, build trust, and provide valuable insights. Working with an SEO partner can help dealerships stay ahead of algorithm changes and maintain effective SEO practices. The data indicates that SEO provides a long-term return on investment, driving organic traffic for months or even years.