While both Google Business Profile (GBP) and search engine optimization (SEO) are great ways to drive business, one has the edge in enhancing your online visibility and increasing your chances of being chosen at a more affordable price!
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If you’re trying to drive business on a small marketing budget, this blog is for you.
Let’s take a look at the benefits of both, and discover which gives you the edge for less.
SEO
Search Engine Optimization is a method of ranking higher on search engines like Google by using keywords strategically in your internet content. The thought is that if you know what people are searching for, then you can purposefully shape your content (website copy) around those topics. You’re optimizing your content for the search engine. (Hence the name.)
Using various techniques, like keyword optimization, backlink building, and other technical tweaks, you can improve your website so it’s more visible to search engines.
SEO is a powerful way to get a broad reach in search engines. But it’s a specialized discipline and requires expertise that can come with some investment. It also requires patience; SEO is a long game.
While traditional SEO can be a big nut to crack, local SEO is a good traffic-driving strategy for auto dealerships because so many searchers are looking for local solutions. A recent piece of research showed that 72% of consumers who did a local search visited a store located within five miles of them.
The goal with local SEO is to rank in the top three in a search engine results page (SERP), in a group of results called the “Google 3-Pack.” The benefit is visibility. Of those customers who search locally, 44% click on one of the businesses displayed in the 3-Pack.
Google Business Profile
Google Business Profile (formerly known as Google My Business) is a free tool that Google offers to businesses, giving them a virtual storefront to share basic information with searchers, like hours, phone numbers, websites, and photos or products.
Once you complete a Google Business Profile listing for your company, you’ll show up on Google Search and Google Maps. It’s a great way–a necessity even–to build your business. It’s an especially important tactic for businesses targeting local customers, like auto dealerships.
GBP’s benefits in a nutshell:
- Local Visibility: GMB prominently showcases your business to users searching for products or services in your area. This makes it great for small businesses.
- User Engagement: GMB lets customers leave reviews, ask questions, and even message you directly, building engagement and trust.
- Google Maps Integration: Users can easily find directions to your business through Google Maps, making it even more convenient for potential customers.
- Low Cost. Did we mention it’s free?
Boost Your Business with these Powerful Features
Google Business Profile also offers several cool features that dealerships can use to beef up their online presence, engage customers, and most importantly – to rank higher in local search results.
Here are some of these features:
Products and Services: The obvious feature – a way to showcase your vehicles! This feature lets auto dealers showcase their inventory, complete with descriptions and prices.
Photos and Videos: Showcase products, services, your lot, and even your team members with photos and videos. This is a great place to post key vehicle photos, demonstrate your inventory with some compelling videos, or share photos of your showroom to help customers visualize doing business with you.
Posts: This feature lets businesses share updates, offers, events, and news directly on their Google Business Profile. Posts can include text, images, and even call-to-action buttons. This is a great place to post about holiday promotions or service specials, keeping customers informed and engaged.
Reviews and Ratings: This is a big one! Encouraging customers to leave reviews on your Google Business Profile builds trust and credibility – the foundations of your reputation. Responding to reviews, both positive and negative, shows that your dealership cares about customer feedback and is committed to excellent service.
Q&A Section: The Q&A feature lets customers ask questions about the business, which can be answered by the business owner or even other customers. If you use this feature, just be sure to respond to questions posted there.
Messaging: Google Business Profile allows businesses to communicate with customers through text messaging. This can be great for customers, letting them check availability quickly and providing an easy connection to the sales team.
Attributes: Businesses can highlight specific features about your business. Have free Wi-Fi, a big-screen TV or popcorn on game days? This is the place to say it!
Google Questions and Answers: Apart from the business’s Q&A section, customers can also answer each other’s questions. Monitoring and participating in these conversations can help ensure accurate information is shared. Note: You may want to disable this feature if you don’t have time to watch the posts here.
Google Posts: These are short updates that appear in the Knowledge Panel of the business’s profile. Use them to promote special events, products, or other time-sensitive information.
Messaging: Businesses can enable messaging to communicate with customers directly through the profile. This feature is convenient for quick questions and interactions.
Google Maps Integration: Businesses with physical locations can provide directions and encourage foot traffic by integrating their profile with Google Maps. This makes it so simple for a customer to find you online then head to your lot with ease.
Google Vehicles for Sale: This exclusive feature to dealerships allows you to upload your entire inventory catalog to your Google Business Profile. In doing so, you allow searchers to interact with your vehicles by make and model. Google showcases each vehicle on a Google Vehicle Detail Page where users can: view more vehicle photos, see enriched vehicle features, call your dealership or visit the Vehicle Detail Page on your website directly.
Using these features effectively can help your dealership create a solid Google Business Profile that provides customers with essential information about you and helps you be found more often.
While SEO has a place in helping your dealership rank higher in search results, the time, effort, and cost of doing it right make Google Business Profile the clear choice for smaller marketing budgets looking for more immediate gains in traffic.
Looking for guidance on how to build out your Google Business Profile for greater visibility online? Let our marketing consultants give you a free five-minute consultation on ways to be found and chosen on Google!
