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The old saying that "content is king" is just that... and old saying. In automotive search engine optimization (any SEO for that matter), the importance of content has been superceded by quality, relevant inbound links.
Content still has its value, of course. In the race to the top of the search engines, every little bit helps. The way that SEO has evolved over the last couple of years has placed a strong emphasis on what other websites are saying about your website. They know that you can manipulate your content, play with the percentages, and stuff keywords. That is why content, while still important, is not the factor that it used to be.
Take a look at First Honda. They are ranked #1 on Google for Los Angeles Honda. If you take a look at their source code, you'll see that the term "Los Angeles" is in the Meta Description once and the content twice. Not exactly keyword stuffed, but when you consider the dealership is 40 miles north of Los Angeles, it would seem that the links are working.
Do a search for Washington DC Acura Dealers. Chantilly, VA is 30 miles west of Washington DC, yet Pohanka ranks above every competitor that is closer, even the ones in Washington DC itself.
Dealers beware: there are good ways and bad ways of getting these coveted links to your website. Make absolutely certain that your vendor is not spamming your website across the Internet. This isn't a game of numbers. It's a game of quality. One strong link from a trusted automotive website can have more SEO weight than 10,000 spam links. Just because someone says "link-building" doesn't mean that they're doing it right. In this industry, most are not.
Read more about auto seo on this blog.