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Greg Gifford

Greg Gifford Director of Search and Social

Exclusive Blog Posts

10 Things in Sales that will Never Change

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"Used" vs. "Pre-owned" - Which is better for your website?

When you’re writing content for the pages of your car dealer website, choosing words that appeal to your potential customers might seem like the most important thing to do. Instead of using words that tend to have a less than positive connotation, like “used cars”, most dealers opt for more attractive-sounding words like “pre-owned cars”. While writing content that appeals to your customers is important, it’s absolutely vital to write content that includes keywords that will help your site show up higher in search engines and bring you more visitors. After all, what’s the point of writing appealing content for an audience that doesn’t exist?

Keywords on your car dealer website play a huge role in how your site ranks in search results; the correct use of keywords can help to drive lots of traffic to your site from search engines. However, choosing keywords based on what you think your target audience searches for, or what you think “sounds better”, is the wrong approach to take. Your choice of keywords should always be backed by research.

With keyword analytics tools, like Google’s free and popularly used Keyword Tool, you can easily see how many times keywords are searched for and choose the ones that reach the most people in your target audience. As you can see in Image 1, “used cars” is searched for at a significantly higher rate than “preowned cars”. If you are a used car dealer, “used cars” would be the better keyword choice to optimize for.

The difference between the number of searches for these two keyphrases is typically the same for long-tail keywords that include “used cars” and “preowned cars”. As you can see in Image 2, “used cars dallas tx” is searched for more than “preowned cars dallas tx”, “used cars miami fl” is searched for more than “preowned cars miami fl”, and “used cars cleveland oh” is searched for more than “preowned cars cleveland oh”.

In fact, if you look at other keywords that are commonly used by car dealers, you would find differences between many similar keyphrases (as is shown in Image 3).

So, when you’re writing content for your website, remember – choosing the right keyword could lead to more visits to your website, which would produce more leads, and eventually result in more sales. The days of “just having a website” are long gone – competition for customers is fierce, especially in the down economy. You’ve got to be sure that your website performs well in the search engines if you want to beat out your competitors.

AutoRevo offers Search Engine Optimization services that cover all of this and more – SEO is a very time-consuming process, and we know that most dealers simply don’t have the time to learn how to do it or to dedicate the time to do it themselves. But, for those dealers out there who like to do it themselves, or who are interested in learning, we’ll be posting several SEO-related posts a month to help you beef up your SEO knowledge.

Leave us a comment below if there’s a specific question you’d like answered, or a topic you’d like for us to cover.

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