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.
×
JD Rucker

JD Rucker Founder

Exclusive Blog Posts

My Dealership Story - Kristy Elliott

My Dealership Story - Kristy Elliott

Meet Kristy Elliott, the Dealer Operator at Sunshine Chevrolet and check out her dealership story. Learn how Kristy came from the non-profit world to …

Start With Why - David Mead at DrivingSales Presidents Club

Start With Why - David Mead at DrivingSales Presidents Club

DrivingSales was so excited to have David Mead as a keynote speaker during Presidents Club. David works at the Start With Why foundation with Simon Sinek, …

You Have a Position to Fill – Who Do You Hire?

You Have a Position to Fill – Who Do You Hire?

As much as you try to avoid employee churn, you’ll always need to hire someone. It might be to replace a staff who’s moved on in their care…

6 Tips for Better LinkedIn PPC Advertising

6 Tips for Better LinkedIn PPC Advertising

With a little over a year’s experience with LinkedIn Advertising and some insights from a connection at LinkedIn, I’ve put together a list of 6…

The 3 Laws of Extreme Ownership

The 3 Laws of Extreme Ownership

“These are all things that may help you justify your results. But is your dealer any happier because of this?” I just finished reading a…

KeywordsWhen we take on a new client, I have the opportunity to really dive into the Search Engine Optimization that has been done the sites by various vendors.  There are certain things we do that others do not do and visa versa.  Everyone thinks they have the right formula -- it's all a matter of knowledge and taste.

One thing that is definitely not up for debate is the keyword selection.  This essential part of the equation can help set a proper SEO campaign in the right direction.  It can also be the part that ruins the optimization of a website and sends it down the dark path of oblivion.

Dramatic? Yes.

True?  Absolutely.

Perhaps the biggest mistake that dealers make is that they want to optimize for everything.  They want their websites to rank well in 100 different cities.  Regardless of where people are and how often they search for a particular keyword, the dealer often wants it.  In search engine pay-per-click marketing, this isn't a bad thing as the click itself is what is paid for.  Adding another keyword, even if it's not a very good one, will not hurt a dealer website.

In SEO, it can result in disaster.

Search engine optimization is not an infinite pool from which to pull.  The days of "keyword stuffing" are behind us.  The search engines, when looking at onsite content, use percentages more than they use bulk.  In other words, if you have 500 words of content and 10 of those words are "Chicago Toyota" then the search engines consider that as 2% of the content.

Now, take the dealer who wants to add Chicago and 100 tiny cities into the mix.  All of a sudden, their primary market area of Chicago has been diluted by the presence of all the other cities.

When doing keyword research (or paying someone else to do it) it is important to be smart.  A dealership can go for a lot of keywords at a time as long as they don't go overboard.  One major metro and 4 or 5 smaller cities close by is good.  You will be fine going with up to 3 major metros and 20 smaller cities (such as San Francisco, Oakland, and San Jose).

Beyond that, you're diluting your SEO.  Once you're ranked well for the first batch, it's okay to add more later, but in the beginning, going for hundreds will result in success in none.

* * *

Read more Automotive SEO Tips on this blog.

 Unlock all of the community & features  Join Now