Today’s drivers start their car-purchasing journey online, so the value of your dealership’s website really can’t be overstated when it comes to reaching customers. For your digital content to stand out, search engine optimization (SEO) is almost a necessity. That’s why the team at AutoSweet put together five tested strategies to improve your website’s SEO. From enhancing your Google Business Profile (GBP) to incorporating local SEO best practices, the tips below are your dealership’s ticket to improved visibility in search results.
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Embrace Local SEO
Did you know that approximately 72% of consumers who do local Google searches end up visiting a store within five miles of them? To cater to local shoppers on your dealership’s website, it’s important to identify relevant local keywords. But what does “relevant” and “local” really mean when it comes to words consumers use to find what they’re looking for nearby?
To shed some light on this, Google’s local SEO rankings are primarily determined by three factors: relevance, distance, and prominence. The combination of these helps Google identify the best match for a user’s search query.
Relevance:
- Relevance assesses how well a local Google Business Profile aligns with a user’s search. You can enhance your dealership’s profile by adding complete business information and details about the products and services you offer. This helps Google connect your profile to relevant searches.
Distance:
- Distance considers the proximity of potential search results to the location term used in a query. If users don’t specify a location, Google calculates distance based on available location information. If your dealership’s online information includes location-specific details, there’s a better chance Google will connect it to local search results.
Prominence:
- Prominence gauges the popularity of a business. Offline prominence, such as well-known landmarks or brands, influences local online ranking. This factor is also influenced by online information, including links, articles, directories, Google review counts, and customer review scores.
It’s important to note that Google doesn’t limit local results to queries containing specific location keywords like a city, state, or “near me.” If Google detects any local intent in your search, it will show local results, even if your query isn’t explicitly local. For instance, searching for “pre-owned SUVs” in New York City would prompt Google to display local results for New York City SUVs.
Optimize Your Google Business Profile
Effective SEO is not restricted to your website. For example, your Google Business Profile is a powerful tool as well. You can maximize its impact by providing all relevant information in your Google My Business profile, including essential automotive terms, to convey your dealership’s identity. Fill out all fields, select pertinent business categories, specify services, vehicle brands, and include native images. This ensures visibility in Google Maps searches and the chance to rank in the “Map Pack” above organic search results.
Engagement is key. Regularly update your Google Business Profile with new content, images, and user-generated questions and answers in the “Q & A” section. This not only benefits readers but also signals to Google that your GBP is active and informative.
Prioritize Rich Multimedia Content
Rich content for car dealerships refers to multimedia elements that go beyond traditional text, including images, videos, infographics, and interactive features. These offer a dynamic and engaging way to present information about your dealership’s brand, vehicles, and services. Rich content is also crucial for SEO as it enhances user experience, making your website more attractive and informative.
Search engines prioritize content that provides value to users, and rich media elements contribute to this by offering a visually-appealing and comprehensive view of your offerings. And by incorporating keywords in your rich content’s metadata and descriptions, you can help search engines better understand and rank your pages. Ultimately, rich content not only captivates potential buyers but also signals to Google that your site is a valuable resource, which has high potential to positively influence your position in SERPs.
Use Internal Links
Internal links are an essential part of navigating your dealership’s website. They provide users with a straightforward path to individual product pages and serve as gateways to other sections of the site. The more complex your site becomes over time, the more internal links help visitors find what they’re looking for. When planning your linking strategy, It’s a good idea to adhere to some fundamental guidelines:
- Craft anchor text that accurately describes the linked page’s content.
- Include links to essential pages in a primary site-wide navigation bar.
- Implement breadcrumbs to enable users to navigate upward within the site structure.
- Ensure each page has at least one internal link to prevent orphan pages.
Use a Deep Site Structure
Website structures can be either shallow or deep, with a shallow structure reducing the number of clicks needed to get to the site’s deepest sections. Since dealerships have an extensive inventory, a deeper site structure is often employed for improved organization and targeting long-tail keywords.
For instance, in your URL structure, the homepage might target the primary keyword (“car dealer Columbus”), followed by pages targeting more specific keywords (“new cars Columbus”), and so on. As you navigate deeper into your site structure, you can focus on low-competition, but highly relevant long-tail keywords.
The term “long tail” describes the “tail” at the end of the search demand curve. Below is an example of a common and high-demand automotive keyword and potential long-tail versions of it. Long-tail versions of keywords may be different depending on the particular services you offer and your geographic region, but this can also help you identify your customers more easily too.
Keyword Example
- Used Trucks
Potential Long-Tail Versions:
- Reliable Used Pickup Trucks under $15,000
- Low-Mileage Used Trucks for Sale in [Region]
- Best Used Trucks for Towing
Remember to maintain strong user navigation paths too. Building a deep site structure without considering user experience can harm your SEO. Disorganized websites make it challenging for Google to understand the connections between pages. Users prefer an easily navigable site where they can quickly find what they need. Placing pages in confusing or illogical locations may lead users to leave and spend their money with a competitor instead.
Incorporating these strategies into your dealership’s SEO playbook can significantly elevate your online presence and drive more potential buyers to your website. To take the next step in enhancing your dealership’s success online, the team at AutoSweet is also excited to offer you a complimentary Full Audit Report of your website. Our team will take a look and identify SEO optimization opportunities to ensure your digital strategy is firing on all cylinders. Let our SEO and digital marketing experts support your dealership’s website with a Full Audit Report today!
Discover five potent SEO strategies to supercharge your dealership’s online visibility. From optimizing your site’s local SEO to maximizing your Google Business Profile’s impact, learn how tailored multimedia content and more can boost your rankings in search results with guidance from AutoSweet.
Read on to improve your dealership’s visibility today!
