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From: Jared Hamilton
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Colleen Harris

Colleen Harris Earned Marketing Lead Analyst

Exclusive Blog Posts

WEBINAR RECORDING - COVID Trends to Grow Your Fixed Ops Business

WEBINAR RECORDING - COVID Trends to Grow Your Fixed Ops Business

The COVID-19 pandemic has caused a major shift in the automotive industry. Vehicle sales and service requests took a drop in the last three months, w…

Reunion Marketing Ranks #1481 on 2020 Inc. 5000 List

Reunion Marketing Ranks #1481 on 2020 Inc. 5000 List

FOR IMMEDIATE RELEASE Contact: Dane Saville Reunion Marketing dane@reunionmarketing.com 919-413-1975   Reunion Marketing Ranks #1481 o…

What if Vendors Paid their Employees on the Campaigns Success?

What if Vendors Paid their Employees on the Campaigns Success?

You can easily run through your PPC budget before lunch if it is not optimized. There are also several critical facets of what makes a PPC campaign success…

Texting Is Now the Top Preference for Service Customers

Texting Is Now the Top Preference for Service Customers

Texting has come a long way since the days of flip phones and message limits. What was once a communication channel reserved only for our closest friends a…

Simple Elegance of the Twitter Hack

Simple Elegance of the Twitter Hack

The next time a salesperson says cold calls don't work, ask them if they understand how Twitter was hacked. It didn't start with some complex …

DSES 2018 - Understanding how your customer searches for service and repair

According the 2016 NADA dealer study, fixed ops makes up almost half of a dealer’s gross profit. Given how much potential revenue is out there in search, it’s more important than ever to know how people are searching so your website content connects with the actual searches happening.

In the automotive industry, we are great about using words to describe a product that no one actually searches for. Think about it for a second. If you want to find a deal for shopping, will you search for a coupon or an offer? The same applies in automotive. A dealer thinks about the oil change as their “special” or “offer” but your customer is looking for the “oil change coupon”.

There is a great out there to help you understand how your customers are searching. First is Google Search Console. Search Console is an amazing tool to understand how people are searching in your area. Even more, in the queries section, you can filter out for everything that contains a certain word.

Once you log into search console, filter your queries to everything that contains “service”. As you see from this example, the keywords with high impressions and high clicks don’t contain “offers” or “specials”. One of the highest performing keywords is “service coupons”. These phrases and keywords should be the starting point for the content strategy on your site.  Once you understand how people search for service, filter your keywords for “oil”, “battery” and “tire” to get an idea of some of those major offerings. If you don’t see a lot of keywords show for that term, or none of them have a high impression, it means your website isn’t visible at all for those related terms. It is a sign you need to be focusing more on content for each offering.

Want to know more about how to build a service strategy that drives customers into your service department? Make sure to attend my session at DSES “Driving Service Customers from Your Website to Your Service Bay” and get all your information about the DSES speakers here.  

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