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From: Jared Hamilton
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Anna Willis

Anna Willis SEO Manager

Exclusive Blog Posts

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Siri: The New Starlet of Dealer Mobile Search

Siri: The New Starlet of Dealer Mobile Search
By Anna Willis, SEO Manager at ADP Digital Marketing/Cobalt

Have you caught Siri fever yet? If not, let’s start with the basics: Siri is an intelligent, voice-activated personal assistant feature for the iPhone 4s. Siri has the ability to schedule appointments for you, remind you to call home after work, search for a restaurant nearby, and pretty much anything a personal assistant can do besides get you coffee or take your dog Fifi to the groomers for her weekly manicure.

How does Apple Siri affect the automotive SEO industry?


The impact for dealers is clear: with iPhone 4s sales topping out at a record-breaking 4 million, it’s safe to say a sizeable amount of your car shoppers are now using Siri-enabled phones for their automotive research.  Therefore, making your dealership’s information “Siri-friendly” should be a key consideration for dealers looking to corner the market in mobile search.

Two Tips around how to best incorporate Siri in your digital automotive strategy:
 

  1. Google Places & Business Listings – Although Apple uses their own maps feature, they use Google to provide driving directions and other business information to the searcher, so it is important to represent your dealership online. Having your business information present on various business directories, not just Google Places, will increase your dealership’s exposure in online and local search. So when Siri gets asked “Where is the closest VW dealership?” it isn’t enough to just be  the closest VW dealership.  You want to be the closest dealership with the most relevant information and exposure online.  Siri still relies on Google and other search engines for information, so a strong local and mobile SEO strategy is crucial.
     
  2. Yelp & Reputation Management –Siri uses Yelp to search for services, so making sure your business has an up-to-date Yelp page will keep you ahead of the digital automotive game. If your dealership has a bad rap or not enough reviews, your business information will be left in the dust, and that dealership located miles away can steal your business.
     

Siri is a new and exciting feature, but mobile commerce in general is becoming more and more critical. By 2013, mobile internet usage will outweigh that of PCs, according to a recent Gartner study. 51% of the population are predicted to use mobile devices and tablets as their main way to connect to the internet in 2013, causing local and mobile SEO to be increasingly more important. With that said, Siri is a new technology SEO experts are looking at closely to see its impact on search behavior and how to leverage it as part of a cutting-edge automotive SEO strategy. Whether potential buyers are in the research phase or are ready to make a purchasing decision, making sure Siri can find your business is essential.


Anna Willis is a Search Engine Optimization Manager at ADP Digital Marketing Cobalt. She currently manages a team of SEO Specialists and conducts research on various SEO strategies to test efficient and effective methods for ranking on Google.

Eric Miltsch
Anna, Nice coverage. Yelp is definitely the smart play here as their results are among the default seen. My longshot prediction: Apple buys Yelp as a way to fight against Google & their stronghold Places.
Bryan Armstrong
Yelp is definitely staged for some big things. Get in now if you haven't and more importantly get your customers to utilize it. Watch closely though as I have found 2 other Business listings for my Dealer name that competitors or customers had obviously set up. I think Yelp is going to need to step up it's verification process.
Anna Willis
Interesting prediction, Eric. I agree Apple is ramping up to compete with Google. However, I feel they pose a more direct threat to Microsoft’s Bing. In fact, I could see Apple opting to use Google’s resources as default over Bing. Microsoft and Apple are constantly head-to-head in the technology realm so Apple using Google’s resources over Microsoft’s makes a lot of sense to me, until Apple has enough of their own data, like acquiring or contracting with Yelp. I definitely agree Yelp is a major contributor here!
Anna Willis
Bryan, sorry to hear about your duplicate business listings - that’s never fun. Google used to show 3rd party reviews such as Yelp, in the search results but have stopped. I wonder if it has to do with security issues? Or the validity of the listings created and managed on 3rd party sites? Citations have become the new form of link building for local businesses so I could see that playing a part in Google’s decision process to remove 3rd party reviews.

Tips on how to remove a duplicate business listing on Yelp: Yelp will pull information from 3rd party databases to create business listings so the duplicate pages you were seeing for your business may have actually been due to this but still could have been a competitor or customer. You can contact Yelp and select “Duplicate business Listing” from the topic list to request a duplicate listing be removed. Also, you will want to unlock your business page on Yelp if you haven’t already done so. Hope these tips help!
Bryan Armstrong
Thanks Anna!

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