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Brian Pasch

Brian Pasch CEO

Exclusive Blog Posts

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Automotive SEO Success Is A Shared Responsibility

When I started working with car dealers in 2005 on their SEO strategies, there was little a dealer needed to do in order to influence their search rankings.  

Most dealer websites did not have blogs so secondary blog sites (microsites) had to be created.  Dealers were not setup to create content let alone maintain a blog. 

Dealers needed outside consultants to optimize their website pages, since most website platforms came un-optimized out of the box.  

In 2005, the Wild West of SEO was taking dealers by storm.  They just didn't know if this "SEO Stuff" had any value. 

Social What?


Back in 2005 Google Places, Social Relevance, +1 Buttons, or Google+ did not exist and were NOT in the SEO equation.  In the early days I was focused on quality content, microsites, off-site links, and creating strong flows of qualified traffic.  SEO Consultants did a majority of the SEO work for dealers.

Back then, the SEO tactics were the responsibility of the SEO Consultant.  SEO "experts" were tasked to create "magic" and get dealers on Google Page One.  

Those days are gone.

Automotive Search Engine Optimization (SEO) has become a shared responsibility.  It is critical that dealers know that the cheese has moved.

Automotive SEO Is Maximized As A Team 


Today the "organic" search results consist of Google Places, videos, blogs, social media, and of course website pages.  The SEO strategist today needs the cooperation and participation of the dealer to influence local search rankings.

If a dealer chooses not to engage their customers to post an online reviews, the work of an SEO consultant can be easily undermined if the reviews on Google Page One are horrible.  

If dealers do not identify customers that have Gmail accounts, they lose the opportunity to leverage the Google +1 button or connect with their customers on Google+.  Both of these marketing tools greatly influence local search results.

If dealers do not create customer testimonial videos or educational walk-around videos, the SEO strategist has little to work with to create ENGAGING Video SEO strategies.

Google Has Leveled The Field


In some ways, Google has leveled the playing field.  They have pushed some of the SEO responsibilities back to the business owner.  This is good if the dealership understands their role and executes effectively with the guidance of their SEO partner.  

It's bad if dealers believes that their SEO company can operate independently of their engagement.  If dealers want the strongest local SEO strategy to work for their brand, they have to lend a hand.

If you have an SEO vendor partner, make sure you ask them what your contribution must be to ensure success. If they tell you that you have to do nothing, this should be a warning flag.

Maximizing your search visibility during the Zero Moment of Truth is critical.  The point of this post is that you can't outsource 100% of the work and expect market dominating success.

Is content, links, and a comprehensive strategy still relevant?  Yes.  Just don't be surprised when that strategy has some homework for your dealership staff!

Brian Pasch, CEO

PCG Consulting Services

brian@pcgmailer.com

 

 

 

 

 

Bryan Armstrong
You are 100% correct! Too often all the hard work that is done to obtain/maintain Page 1 results is countered by a the reviews or star rating. If most of us won't get a new app for our phones without reading the reviews, why would we be so naive as to think someone spending thousands of dollars wouldn't be influenced? You can sell 4,000 cars a year, have great factory CSI and lose a sale over that 1 post from a disgruntled customer. The biggest key could be on the Service drive where most of the Customers are happy and willing to share...IF ASKED! No matter what the process is, it must be consistent and embraced by all.
Manny Luna
Amen to everything on this post Brian. It takes alot of work when working with dealers. Having them buy into the process of doing some of the most important little things will speed up the results on the search engines.
Lindsey Auguste
The landscape of dealer participation is completely changing and it absolutely takes the involvement of the dealership. In fact, the landscape continues to change to the point that some dealers aren't even looking to outsource and have the ability to take tasks like these in house. OF course, those are some of our more progressive dealer friends, but if there's room for that activity, then the space for dealers who aren't participating in their own SEO is dwindling fast.
Christine Rochelle
"If you have an SEO vendor partner, make sure you ask them what your contribution must be to ensure success. If they tell you that you have to do nothing, this should be a warning flag." YES!
Christine Rochelle
"If you have an SEO vendor partner, make sure you ask them what your contribution must be to ensure success. If they tell you that you have to do nothing, this should be a warning flag." YES!

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