Notifications & Messages

Jared Hamilton
From: Jared Hamilton
Hey - It’s time to join the thousands of other dealer professionals on DrivingSales. Create an account so you can get full access to the articles, discussions and people that are shaping the future of the automotive industry.
×
Greg Gifford

Greg Gifford Director of Search and Social

Exclusive Blog Posts

Women in the Dealer Workforce: Where We Are & Where We Can Go

Women in the Dealer Workforce: Where We Are & Where We Can Go

It’s no secret that women make up a small portion of the dealer workforce and turnover among women is high. By not attracting and retaining women in the …

Car Subscriptions - Q and A with Bill Playford

Car Subscriptions - Q and A with Bill Playford

I had the chance to interview Bill Playford about car subscription services, and how they're going to change the marketplace. Take a look what this ins…

Be The Exception

Be The Exception

How brilliant marketers find and follow what makes their stories different in a world full of average content DrivingSales is excited to announce th…

Keeping Up with the Joneses in Quick Lube

Keeping Up with the Joneses in Quick Lube

More than half of all sales customers will abandon your dealership’s service department in the first year. It’s a widely varying statistic &nda…

It Has Never Been Easier To Be Average

It Has Never Been Easier To Be Average

It has never been easier to be average. This post was written by Jay Acunzo, who will be speaking at the upcoming DrivingSales Executive Summit in Octob…

Keep Your Content Fresh And Rank Higher in Google

 

Google’s recent Freshness Update is designed to give more weight to “fresh” website content on certain queries. Google has always rewarded fresh content, but last month’s update has given freshness even more emphasis in its ranking algorithm.

Google has been pretty clear about which searches will rely heavily on fresh content. For example:

  • Recent events or hot topics – Example search: “NBA lockout” or “Occupy Oakland”
  • Regularly recurring events – Example search: “NFL scores” or “Dancing with the Stars”
  • Frequent updates – Example search: “Subaru Impreza reviews” or “best slr cameras”

Did that last one get your attention? This has huge implications for the auto industry. In their own blog posts explaining the way their Freshness Update has changed their search results, they’re using an example from the auto industry. Every year, new cars models are released, and brands are constantly receiving reviews online.

So you’re thinking that having a car dealer website gives you a leg up – your inventory will change monthly, so your site will always have fresh content. Which is correct… but your competition up the street has the same “freshness” benefit.  You’ve got to concentrate on your entire website, not just your inventory pages.

Most dealers will set up their dealer website and never change any of the pages other than their inventory. Most of the pages have only a few sentences referencing the fact that they offer financing and a few warranty options.

Forget Google for just a minute – pull up your dealer website and look at it like you’re a potential customer. Click through your website and see if it’s useful and relevant. Can you find information on financing rates or options? Can you read about the warranty packages and what’s covered? Is there any information about the dealership other than the location?

If potential customers don’t find value and relevance, the search engines won’t either. We talk to dealers all the time who don’t understand why they’re not showing up for "used cars City" – but they don’t have the actual phrase anywhere on their website (check back to our post Used vs. Pre-owned for more on this).

It depends where you’re located too. It’s a lot easier to rank high for "used cars Clarksville" than it is to rank high for "used cars San Diego." Bigger cities and metro areas will have more auto dealers, so there’s more competition. You’ve got to have useful, relevant content on your website in order to rank higher than the other dealers, and you’ve got to keep that content updated.

SEO isn’t a new concept, it’s been around for years – and you can bet that your competitors are doing it. The days are gone when you could just throw up a website and list your inventory and win. The competition is fierce, and if you’re not showing up on the first page or two of Google, you’re virtually invisible to your potential customers.

True Search Engine Optimization isn’t “built-in” or “automatic.” Sure, there are some technical elements that can be automated by your website provider, but actual competitive SEO requires ongoing work. SEO is not a one-time task, and it never ends.

For more information about our auto dealer SEO services, please feel free to call us at 888-311-7386. We’ll gladly answer any questions you might have about your site or SEO in general. If you’d like to learn more about SEO, click here to read all of our blog posts on the subject. Also, make sure you subscribe to our blog, we post regular updates about SEO and its importance in the auto industry.

 Unlock all of the community & features  Join Now