A few months ago, Greg made a video about your content being stuck in 2005 and how dealers need to rethink their content strategy. Too often are there multiple pages with content like “get your *insert service* here in *insert city 20 miles away*” — and all of them use the exact same text. That’s not going to help your customers, and none of the pages will show up well in Google. So, if those old ideas don’t work, what does?

Take your dealer hat off and think about the first time you bought a car. It could have been during the dark times of no internet, or it may have been more recent. What were some of the things you wish someone told you? What did you not know about the process or about the dealership? Your website visitors have some of those same questions. Answer those questions with content on your site Here’s a list to get you started:

What do I need to bring to the dealership?

How long is the process?

If I need a cosigner, what should I do?

Should I buy or lease?

When is my first payment due?

These are just a few, but these types of questions are great topic ideas for your blog, a frequently asked questions (FAQ) page, or even a fancy guide for the car-buying process that your dealership can share across the internet.

You shouldn’t write content simply because you think it will show up in Google searches. Everything that goes on your site should be there to make your user experience better. If you’re writing content to answer the questions that you know your customers will have, you’ll win on multiple fronts. Customers will love your site because it helps them, so you’ll get more traffic and more conversions. Google will love your site because you’ve got robust content that’s useful to humans.