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Jasen Rice

Jasen Rice Owner, Dealer Management

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WHAT NO ONE ELSE IS TALKING ABOUT IN VEHICLE DESCRIPTIONS AND CONTENT, NOT EVEN THE VENDORS...

 

 

When we talk about getting more exposure on your vehicles by enhancing your descriptions to include the options and features of the vehicle, no one is talking about specifics. 
Look at the listing in this article, their description looks great, they talk about one owner, no accidents, has equipment like leather, reverse sensing AND the "MOON & TUNE" package. All that is great except 1. not too many people run to the internet looking for a Mercury Mariner, but they probably will go to the internet, look for an SUV and they may narrow their search down to ones with "SUNROOF" if that is an option they are looking for. That is where the problem begins, this vehicle will NOT show up in an SUV with SUNROOF search because they described the feature as a "MOON AND TUNE" feature. Lets look at it from another search that a customer may do, they might go to a site like craigslist.com and do a search for 4WD vehicle or a 4 wheel drive vehicle, and again, this vehicle will not show up in that search on craigslist because the dealership describes it having 4X4...
WATCH THE 5 MINUTE VIDEO BELOW TO SEE THIS IN ACTION

 

Steven Carlson
Great Post Jasen, This is one of the big stumbling blocks we had as a system provider when adding a VIN decoder to our system. We hated (and still do) how most VIN decoders do nothing but puke out a list of marketing terms for features, seriously how many ways can you say "power steering" (pwr steering, pwr assist steering, power assisted steering, power asst steering, pwr asst steering). Leave it up to the marketing guys at the big manufactures and they will come up with dozens of ways to say the same thing. The net result is exactly what you said, the content on the website that Google indexes is based upon keywords NO ONE will ever search for. For this reason we invested heavily in producing our own internal VIN database, complete with real world terms that actual humans use to describe the vehicles, not catchy phrases by some marketing guy :)
Tim Elliott
Thanks Jasen....very helpful info. .have you done any research on options in the photo/URL's ? Elliott
Tarry Shebesta
I agree, we've also created our own Make/Model/Style database for this purpose. Unique and relevant content is critical to stranding out from the crowd. It continues to amaze me on how two dealers, selling the same makes, in the same market, can use the same website provider/SEO company. Seems like I've read somewhere that "It's not possible to serve two masters". The fact is you can't and do the best job possible for both of them. -Tarry
Jasen Rice
Tim Elliott, from my understanding on the photo/URL's, it may work on your website or for search engine searches but it wouldn't come into play on sites like cars.com or autotrader due to the fact that the photo takes on a whole new url...can anyone back that up for me????
Steven Carlson
I would agree that Jasen is correct. When we (as a system provider) send a feed of vehicles to Autotrader & Cars.com those systems take the URL of the images we provided them, fetch, & store the images on their local servers. Those files are then pushed out to their edge network/CDN. When they do this the files are renamed to something with random letters & numbers in it. These strings are only useful to the CDN to help with file versioning, but are completely useless when it comes to SEO benefit of the files. -- Steven, Co-Founder www.AutoCorner.com

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