Community

Share your automotive expertise

2 Write a Blog Post

Filed in: None

By JD Rucker on Mar 14, 2010

Link DiversityIn recent weeks I have been asked to rank the top factors for optimizing car dealer websites. Google reports to having over 200 factors, while the other search engines show similar, undeclared complexity within their own algorithms.

We posted the Top 10 Automotive SEO Factors on our blog a couple of months ago, an article that also appeared in Auto Dealer Monthly, but it was a cursory look. Here at Driving Sales, we will explore each more thoroughly. Those that we have little or no control over, such as the age of the domain, will not be covered, but we'll take a look at everything you CAN improve.

Let's start with...

Inbound Links: Diversity

In the original article, we discovered that:

"This is the least important aspect of the most important factor in SEO: link-building. Diversity is when you’re getting inbound links from many different websites on different Class-C IP addresses. The more diverse, the better, but no matter what anyone tells you, an inbound “spam” link is still worthless even if it’s diverse. More on that later."

The rise of cloud computing has made the need and ability to have diversity of Class-C IP addresses less relevant, but it is still something that should be considered. Dealers and the vendors who work with them should be building a diverse range of links to their websites. This does not mean anything artificial should be employed; if you have quality content and a strong site, building links is often a matter of asking for them.

From a dealership perspective, links can come from many different places. Posting your site in directories is somewhat antiquated but can still have an effect of adding that necessary diversity. Getting links from local publications, automotive enthusiast groups, and even vendors can help as well.

The most important thing to consider is content. If your website is all inventory and no content, chances are that you will have a difficult time getting people to link to your site. While having indexed inventory is an important SEO factor, by itself it will only help to get more long-tail keywords. To get the "money terms" that drive mass traffic, you'll need links. To get the links, you'll need content that compels others to link to it.

One way that dealers can have a direct influence on their link-building is to contribute to other publications. You're an expert in something. You're probably an expert in many things. Whether it's offering content in a blog about the Ford Fusion or details about the hybrid system in the Honda CR-Z, you have knowledge that others want. Offer your expertise and link back to your site within the body. Diversity happens as a result.

Few vendors are offering good link-building products with their SEO and even fewer are doing it right. Taking more control over it from a dealership perspective is a way that you can have a direct impact on your own marketing efforts. You're here on Driving Sales, so chances are you want to make a difference. This is one way to do it.

* * *

We will be covering the other major factors in Automotive SEO regularly in the upcoming weeks.

Comments

Thanks Jim,

Great bit of information for those wandering in the SEO darkness. Really, the most important thing to remember is that last bit of the article which is, being a part of someone else's community first is the best way to drive traffic to what you're doing online. If others enjoy your knowledge and "expertise" they're going to want to see what you're up to. Keep in mind to add value to the conversation, don't link-bait or tweet-bait. People will see through that real quick.

Mar 16, 2010

Links and fresh content go hand in hand. I always recommend video testimonials on Youtube and creating a simple word press blog for the same purpose.

Aug 18, 2011

Comments 1 - 2 of 0

You must be logged in to comment

Login Create an account

Add your comments:

   

JD Rucker's Recent Posts

Related Posts

  • 10 Stats Your BDC Should Live By

    ​For inbound marketing, leads determine success. The assumption is that the higher the lead volume and percentage, the higher the sales and service volume. All too often, these do not go in step with each other. Below we identify ten statistics that are the main cause of increased lead quantity not equating to increases in appointment shows and sales.   1. Setting an appointment at the time the lead is converted will increase show rate 37 percent. – This seems like a no brainer, doesn’t it? If the customer commits to the appointment at the time they submit the lead, there is a very powerful psychological affect.   Step 1: Lead Submitted   Step 2: Appointment Made   2. 37 percent of all automotive leads are never responded to. – WOW! That is a scary stat! When you consider that the real average cost of afirst-party lead is close to $100, for 37 percent to hit the floor is absolutely unacceptable. By “responded”, we simply mean that a call is placed from the d...Read post

  • J&L Marketing Announces New Company President

    FOR IMMEDIATE RELEASE Contact: Cathy Dupont Assistant, National Accountscdupont@jandlmarketing.com (800) 346-9117   J&L Marketing Announces New Company President Jamil Zabaneh brings to new role years of experience as Vice President of National Accounts LOUISVILLE, KY (July 30, 2014) – J&L Marketing announced today that owner and former president Scott Joseph will be taking on the role of CEO of the company. Joseph has named Jamil Zabaneh as the new president of J&L Marketing. Founded in 1991, J&L Marketing has grown under Joseph’s leadership from a 2-person company located in a 250 square foot office to a 98-employee, multi-million dollar organization that includes two Louisville office locations and an in-house printing facility. Over the years, the company has expanded its multi-national market reach and built up its products to include direct marketing campaigns that encompass email, direct mail, video, social and digital advertising. Today, J&L Marke...Read post

  • A Simple Solution to Showrooming

    Bob is on his lunch break. Lately, he has been drooling over the latest high-tech camera so he decides to make a quick trip to Best Buy to check it out. He walks into Best Buy and heads to the camera department. Once there, he finds the camera on display, but no employees are in sight to explain it to him. He picks it up, plays with it for a while and decides to buy one. With limited time, Bob rushes back to his office. As he settles back at his desk, Bob surfs over to Amazon and finds the camera to read some reviews. The glowing reviews, combined with the fact that it’s a few dollars cheaper, make him pull the trigger and order one from Amazon. CNBC ran an article recently on the results of a new study by Gallup, “The State of the American Consumer.” In that report, “Gallup research has shown that customers only shop based on price when price is the only thing that separates competing offerings. In other words, customers shop based on price when there is no emotional conn...Read post

  • Fixed Ops: The Scramble for Technicians Begins

    In May I wrote a blog article explaining how employee retention in service will become increasingly important due to many factors. Apparently, that’s becoming true faster than even I thought. Automotive News published an article last week reporting that AutoNation and the Asbury Automotive Group are indeed discovering that skilled technicians are becoming harder to find. “In terms of roadblocks, obviously the biggest single roadblock, if you have facilities in place, would be the number of technicians,” said Michael Kearney, Asbury Automotive Group’s executive vice president and COO. Mike Jackson, AutoNation’s chairman and CEO agreed, stating that “it has proven difficult to hire qualified technicians.” While some of this increased demand can be attributed to the tens of millions of recalls that have been issued this year, some also has to do with a desire to expand the dealership’s service offerings. According to Automotive News, Asbury has chosen to create their own...Read post

  • Bdc.....are we doing it correctly?

     We have an inhouse BDC at our dealership. The bdc sales reps are responsible for taking all of the inbound sales calls. They also do followup on the fresh ups and internet leads that we get. These reps will also call clients that are in equity situations as well. Once they have a client interested they set appointments for the sales force.   My service bdc reps take inbound service appointment calls. They also confirm every appointment as well as contact any clients with recalls. These reps also do survey calls to every customer the day after the client comes in.   We feel like we do a good in this departtment but I am looking for input from the driving sales community.   ...Read post

  • 7 Steps to Overcome Shopper Distrust

    There’s an on-going struggle in the dealership community for winning a shopper’s trust.  Why? Because shoppers have a pre-conceived idea about what they will expect when arriving at a dealership. They expect to be the prey. They expect your sales team’s hawks to swoop down and engulf them in persuasive techniques. They expect that they will have to haggle their way to a better price. All of these expectations are bottled into a stereotype, which is fueled by the stories from parents, friends, and coworkers…and the media. So how do dealerships overcome this stereotype? How do you get shoppers more comfortable with the experience of buying a car from YOUR dealership?   Step 1: Be personal. The more automated your communication is, the more shoppers will feel like you don’t care about taking the time to learn about their wants and needs. And if a lack of individual attention happens in an email - what makes them think they’re going to be treated any differently when t...Read post

  • Relationships are key, so let me introduce myself.

    Hello Driving Sales community, relationships are vital in life and especially in sales. And this is why I wanted to take a minute and introduce myself. My name is Dustin Lyons, and I am the founder of Prospect Bomb. I have actually been a member of the community for a while now and have enjoyed participating in the forum conversations and blog posts, and learning from all of you as well. This is a great community and great way to share ideas and successes.Read post

  • Cocktails, House Sales and Creative Videography

    Forget thinking outside the box. This approach to marketing lights the box on fire...and films it burning.Read post