Here's a recent interview with Google's Matt Cutts regarding link building, content marketing and building authority around your content.
There are so many helpful items within this interview, I would recommend this article to your marketing managers, social media teams and anyone else involved with your store's digital efforts. I believe many dealerships are missing out on opportunities to improve the voice of their brand. Your stores and your people can be trusted sources of ownership, service and social information rather than being perceived merely as a continuous sales pitch. And, in order to accomplish this, your content needs to be found within search engines and social channels.
You're doing more than just collecting leads via your website - you're marketing the entire experience and the value your brand delivers. The ideas and concepts Matt Cutts shares can help these efforts.
1. Links are still the best way to rank a website
"Links are still the best way that we’ve found to discover [how relevant or important somebody is], and maybe over time social or authorship or other types of markup will give us a lot more information about that."
2. Link building is not bad
As long as your website is linkworthy, link building is fine:
"The philosophy that we’ve always had is if you make something that’s compelling then it would be much easier to get people to write about it and to link to it. [...] Make a fantastic website that people love and tell their friends about and link to and want to experience. As a result, your website starts to become stronger and stronger in the rankings."
3. Don't use press releases for link building
Most links from press releases do not count in Google's ranking algorithm. If an editor decides to publish an article on a newspaper site based on that press release, that link will count.
4. Guest posts can be problematic
According to Matt Cutts, Guest posts can be problematic:
"If people just move away from doing article banks or article directories or article marketing to guest blogging and they don’t raise their quality thresholds for the content, then that can cause problems."
5. Build links with social activity
Build your perceived popularity via social activity. Drive engagement from your Facebook, Twitter, Google+ and other social channels to create the social signals Google is looking for.