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Jared Hamilton
From: Jared Hamilton
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DMEautomotive

DMEautomotive

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Car Dealerships and the Importance of Internet Search Returns

It was once said in a popular television campaign that “image isn’t everything… it’s the only thing.”  In the landscape of online search results for automotive direct marketing, the same mantra applies: being in the top three pages of search rankings isn’t everything… it’s the only thing.

With customer’s decisions becoming more and more based upon online search, bolstering campaigns that yield top returns can not only yield positives, but it can also improve the all-mighty metric: return on investment (ROI).

According to a study conducted by iProspect and JupiterResearch in 2008, landing in the upper tier of search results – the first three pages of a simple search – has significant benefits.

  • 68% of search engine users typically click on a result that appears on the initial landing page that comes up through a search query
  • 92% of search engine users typically click on a result that appears on the first three pages
  • 39% of search engine users link search result placement to a company’s prominence

Additionally, statistics show that a user is 48% more likely to change the terms of their search (rather than sticking with their current search terms) if their search is associated with a good or a service.  The same study points out that 49% of web users continue to change their search term in order to yield better results.  Respondents also strongly indicated (91%) that they change their search terms if the results didn’t appear on the first three pages.

This data shows just how important it is for a dealership to appear in search results on the first three pages.  By utilizing content that’s properly optimized and keyword enriched, the appropriately tailored direct marketing plan can achieve organic returns on the first three pages of a web user conducted search, and therefore get the audience attention your brand needs to drive traffic.

~ Missy Jensen, Social Media Manager at DMEautomotive

Bio:
Missy designs, deploys and maintains the social media initiatives for DMEautomotive in an effort to increase brand awareness, distribute company and industry news, provide updates on products and services and promote consumer engagement. Missy enjoys the process of learning; researching and watching projects come to fruition!

Prior to her transformation into a web specialist and work with DMEautomotive, she has 10 years of experience in the marketing and communications industry. Missy served as the Director, Handicapping & Communications for a regional golf association and helped successfully launch and maintain a cutting edge technology-based ticket resale program on behalf of the St. Louis Cardinals.

Missy attended St. Lawrence University where she graduated Magna Cum Laude with a BS in Psychology. She also holds a Master’s Degree from Miami University in Oxford, OH. She can be reached at missy.jensen@dmeautomotive.com and check her out on LinkedIn.

Chris Theisen
Not sure quoting a story from '08 in regards to search traffic and click throughs is in the best interest of promoting proper figures. Lots of quick searches should note more recent studies. Im fairly certain that the first 3 organic returns from a search get over 90 percent of the clicks on page one. I have also read numerous reports stating page 2, 3 etc dont matter at all. Its the first 3 organic returns that matter and that is it. Now this was prior to the restructure with places and maps getting more prominence but the same idea holds true. You are going down the right path but promoting the right numbers and the need to show in the top on page one for branded AND vehicle related search will do the industry and yourself better in the long run.
Stacy Mueller
Thanks for your insight Chris! The post was meant to provide a general primer on how vital it is for car dealership's to develop presence in search results. I can definitely see where you are coming from in regards to the age of the data, though. I appreciate your comments -- as with everything in life, it's a learning process!

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