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

  • Do Your Vendors Deserve Your Loyalty?

    I'd like to have a heart-to-heart with dealers and high-level managers at dealerships, because I am genuinely curious about something. You are all focused on customer loyalty these days, as you should be. It takes genuine effort to earn--and keep--a customer's loyalty. You implement best practices, train your employees, try to keep your employees happy and motivated so they'll provide great customer service, and you demand honesty and accountability when a customer is unhappy.   So why then, do you not demand the same amount of effort from your vendors to earn and keep your loyalty?   It seems to me that I hear dealers grumble about various vendors, products and services on a regular basis. Perhaps the product or service isn't right for them, or they're paying too much, or they have to sign a long-term contract they don't want to sign, or the vendor doesn't provide the level of customer service they want, or worst of all, they find out their vendor isn't being honest with them! ...Read post

  • Your Service Retention Metrics: ‘Lying Liars and the Lies They Tell’ - Revealed by DMEa at Automotive News Webinar

    Free webinar on Thursday, October 2nd at 2 p.m. EST offers a completely new way of measuring customer value, plus five things every dealership can do to increase retention NOW   Daytona Beach, FL–September 23, 2014– DMEautomotive (DMEa) announces the 10th in a series of webinars the company is hosting with Automotive News. The 60-minute webinar, Your Service Retention Metrics: Lying Liars and the Lies They Tell offers a wake-up call for dealers on the service retention metrics they have been using for years - i.e. they are unreliable predictors of success and are not a true measure of the value of each customer – as well as a new process for developing the metrics that will create a foundation for increased loyalty and retention. The webinar takes place on Thursday, October 2nd, at 2 p.m. EST.   “Classic service retention metrics determine the percentage of customers who return for another service visit within, typically, 12-18 months. The problem is: classic metrics trea...Read post

  • The Digital Marketing Advantage GM Dealers Don’t Know They Have

    GM Releases Information On The Future Of Its Connected Car Strategy: “GM is basically handing over development of any app that isn’t directly tied to the vehicle’s core driving capabilities over to Apple and Google.” But The REAL Questions Are:What does this mean for the future of in-car connectivity? Why does this matter for my dealership?Read post

  • Autoloop Introduces Instant Online Leads

    New Feature Alerts Dealers to Best Online Leads in Real-Time Clearwater, FL –  9/22/2014 – AutoLoop, LLC, announced today that its Essentials product now includes Instant Online Leads, a new feature that alerts sales personnel when ready-to-buy prospects are generated from dealership web traffic, in real-time. “As more and more people turn to the internet for car shopping, dealers need the ability to engage them immediately,” said Matt Rodeghero, AutoLoop’s Chief Product Officer. “They are a dealership’s most viable customers because they’ve already expressed interest in a specific vehicle online. If sales reps aren’t alerted to inquiries in real-time, however, they can’t follow up…and the sale may be lost.” The potential sale begins with a customized form that allows online shoppers to easily request follow-up through the dealership website. When a customer submits an inquiry, the Instant Online Leads feature immediately notifies a specific salesperson via ...Read post

  • Gubagoo is a Finalist for Most Innovative Dealership Solution of 2014

    ‘Gubagoo Behavioral Engagement & Analytics Technology (BEAST), and Chat and Call Centers’ selected by dealers as DrivingSales Innovation Cup Award finalist; Gubagoo to present onstage at DrivingSales Executive Summit   West Palm Beach, FL and Salt Lake City, UT – September 22, 2014 – ‘Gubagoo Behavioral Engagement & Analytics Technology (BEAST), and Chat and Call Centers’ has been named a finalist for the DrivingSales Innovation Cup Award for the Most Innovative Dealership Solution of 2014. Gubagoo’s solution was selected by a panel of dealer judges from a very competitive field and will be presented onstage at the 2014 DrivingSales Executive Summit (DSES), held October 12-14, 2014 at the Bellagio Las Vegas.   “We are very honored to have been selected as a finalist for one of our industry’s most coveted awards, especially as we were selected by those who benefit from our solution - auto dealerships,” said Brad Title, CEO of Gubagoo Inc. “We look for...Read post

  • “Honey, Get the Camping Gear – We’re Going to the Dealership!”

    Ask yourselves if you are, in any piece of your processes, choosing blind dedication to tradition over functionality. Is there anything you can do, is there any technology available to you that speeds up the process for you and your customers? The meet and greet, the needs and assessment qualification, the walk-around, the write-up – all of the steps on the road to the sale have changed. You may get pushback on this concept from the veterans, or you may be the one pushing back, but it does not change the facts. Your customers will not stand for an in-store process that takes them back 20 years. Chances are they researched you and your competitors online, sent in a lead, scheduled an appointment and found your location all by using their tablet or smartphone. So what might their reaction be to your sales process if it involves a Sharpie and a photocopied 4-square? Think about how the use of technology can turn your sales staff into true state-of-the-art, cutting-edge sales professionals. If you don’t honestly feel that technology can accomplish this, then talent acquisition may be a process in and of itself that needs to be examined. Read post

  • Boost Sales by Lowering Turnover

    There’s one thing majority of U.S. dealerships all have in common: turnover. Don’t believe so? According to the NADA, turnover at American auto dealerships is nearly 62%. That’s a pretty high percentage for an industry that focuses on numbers. When you’re constantly hiring, firing, letting go and re-hiring employess, it can take a heavy toll on your bank account. There’s no need to continue this unwanted, costly routine when it can be fixed, especially when it comes to hiring salespeople. Taking control of your recruiting process is crucial if you want to lower turnover. Sure, it’s difficult to have a 0% turnover rate, but with the proper help it’s easily obtainable to severely lower this percentage and retain quality employees. Hireology has developed a completely complimentary and educational ebook based on research from our customers and the current state of the auto industry. In this insightful eBook, you’ll discover the following: Reasons for high turnover To...Read post

  • Don’t stop with the iOS8: Signs your hiring software needs an update

    "Hey man, did you upgrade your iPhone with iOS8 yet?" That seems to be the number one question being thrown around by "iPhone hipsters" today as Apple releases their latest operating system for their mobile devices. Upgrades are typically pleasant. I mean, who wouldn’t want a better version of…well anything? Having the best of version of things tends to be the most desirable tech need for people nowadays, especially if you’re trying to keep up with Joneses (better referred to as the “Carters” today or “Kardashians” if you’re into that kind of…thing). Anyways, staying on top of technology improvements is essential, especially if you're using tech for your profession. It gives you an easy competitive advantage and keeps your head above water when it comes to learning new social trends. For those of you in the hiring and recruiting profession, this applies to you. Hiring software is a vital tool used by most professionals in the hiring business, and just like ...Read post