Local SEO (Search Engine Optimization) is the process of improving your ability to be found by those searching locally for businesses like yours.
It’s especially important for businesses with physical locations, such as auto dealerships.
Car dealerships can see some of the highest URL click-throughs and hours checks via Google Business Profile (GBP) of any business. Don’t let these leads pass you by!
Update Your Google Business Profile
There are many ways to increase your likelihood of ranking high in Google’s search results by simply following best practices. One of the easiest ways? Ensure your Google Business Profile (formerly known as Google My Business) is complete, accurate, and engaging.
Google has stated that the algorithms that generate local results are largely based on relevance, distance, and prominence:
- Relevance is how well your GBP matches a search.
- Distance is how far a potential search result is from the search location.
- Prominence refers to how well-known a location is. It can be driven by the amount of information Google has about a location, including reviews and ratings.
By focusing on the quality and comprehensiveness of your business profile, you can increase your odds of being found in the local 3-pack, which are the top 3 business listings for relevant search terms.
Let’s take a look at some basic steps, and some advanced ways to amp up your local SEO.
Google Business Profile Basics
First, cover the basics. There are some simple pieces of information you need to be sure you have completed/added to your profile. Be sure to:
- Claim your business on Google at google.com/business
- Verify your business. Use Google’s simple “request postcard” feature.
Be sure the business address is correct, and within two weeks, you’ll receive a postcard in the mail with a code you can use to verify your Google Business Profile.
In some cases, you may be able to verify online instantly. - Website Add your website URL to the Google Business Profile.
- Categorize your business. You can add up to nine categories; most auto dealers will just use one.
- Business Hours. This is one of the biggest reasons people search businesses on Google, don’t forget to add it.
In fact, according to Google, searches for “Open Near Me Now” have recently grown over 400% YOY. - Description Click “info” in the menu and add your business description, referring to these guidelines.
Maximize Your Profile in Seven Steps
Next, you’ll want to maximize your profile for the greatest local search power. Include the following information in your profile:
Photos
Businesses that add photos to their Business Profiles receive 42% more requests for directions on Google Maps, and 35% more clicks through to their websites than businesses that don’t. Include exterior and interior photos, pictures of the workplace and staff, or common areas.
Here’s a great guide from Google on what photos to include.
Attributes
Additional information is important to include here, such as free Wi-Fi, carwash, indoor waiting area, or other such amenities.
Services
Add services offered at your dealership, like oil changes, tune-ups, etc, listing descriptions and prices for each.
Posts
Add posts or share announcements about current or upcoming events and specials.
Messaging
If you opt to turn on messaging, customers can contact you right through your GBP, where you can reply to them directly.
This feature also allows read receipts, so your customers will know when you’ve received their message.
Q&A
Once someone asks a question about your business, the manager of your profile will receive an email, giving you the opportunity to provide an answer.
Reviews
Reviews are a huge driver for SEO. Remember, prominence is one of Google’s stated algorithm criteria, and this content improves it. But be mindful; responding to reviews and managing your reputation is as much art as science. Check out our recent blogs on automating reviews to make the process turnkey.
Including the basics on your Google Business Profile is table stakes, but the real power for local SEO comes from the additional data you build into your profile. Take the time to flesh out your Google presence and slowly but surely, you should see your local rankings improve.
Want AutoSweet’s marketing consultants to do a free five-minute review of your Google Business Profile for you?
