The millennial generation is substantially different than previous generations when it comes to how they shop for cars. Dealerships need to embrace new tactics to appeal to this generation of shoppers, who make up a rapidly growing portion of consumer spending. LEARN MORE
In the United States alone, more than a million online searches happen EVERY MONTH related to car repairs. That isn’t taking into consideration body shops or parts-related searches – just car repairs. Those searches are active customers, or should I say, potential customers, who need to find a repair shop for their vehicle.
So, take a few of the most active keywords and see for yourself:
When you plug one of those topics into your browser, what do you see? Unless you’re the exception to the rule, you’re going to be looking at a laundry list of independent repair shops. It might be specialty shops, even ones you trust for your sublets, like a radiator repair facility in your city. It could be the discount tire shop on the corner, targeting the winter tire customer.
Whatever you see in the number one Google search position is going to capture one in three customers, according to a 2013 study by Google. All other search results are fighting for the remaining two-thirds. It just makes sense that the further down the list you look, the fewer clicks the search result is going to get.
If you truly believe that your OEM dealership is the best place to service your brand (and you should), you’ve got to get yourself to the front of the line. Top-ranked organic search results have the appearance of authority in the search subject. If your dealership occupies that position, YOU are going to get that top third of customers clicking on your site.
Mom and Pop shops have known since time began that they’re not the best in service and repairs on any brand. With the message of convenience and a customer-centric approach, they’ve simply positioned themselves at the front of the line.
Dealerships have always been the best place to go for quality repairs. However, the competition has jumped the line because OEMs never viewed them seriously. Independent repair shops have been bold in their message, drawing in customers with the promise of fast, convenient, well-priced, and friendly service.
You’re playing the long game. Right now, you’re standing in a long line, hoping your customers spot you off in the distance. Those test searches you tried earlier – did you click ‘next’ until you found your dealership in the results? I implore you to try it now, then come back here.
What position do you occupy? Are you on the third page? Fifth page? Or did you even find your dealership in the results? You need to find yourself on the first page, and it’s by targeting top searches in your area.
The content you put on your website is how that happens. Provide high-value, informative pages that draw in customers.
Indulge me with another bit of research please. Take three auto repair-related searches of your choosing and check out the top three results in each. Are the sites blow-your-mind amazing? Do they provide anything special that you don’t? Nope and nope. They simply dedicated their resources to being found by customers.
All it takes is a little bit of effort and some patience. Create a section of your service department’s page or blog that focuses on those keywords. Create one post or page per keyword to show an authoritative stance on the subject.
With time, your shop will make an appearance on the first page of search results. With enough of an effort, you’ll be the top-ranked organic search result. And the competition doesn’t see it coming.