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

What People Are Looking For In An Auto Repair Shop

What People Are Looking For In An Auto Repair Shop

Those who have been involved in some sort of accident have the next step of finding an auto repair shop. These shops are not all created equal as some are …

One Price Selling – What Are You Waiting For?

One Price Selling – What Are You Waiting For?

Most Dealers are closer to a One Price Selling sales process than they may realize. If you’re an excellent pre-owned dealer you’re basically no…

What Is Your Chemistry With Women Buyers?

What Is Your Chemistry With Women Buyers?

Wow, its December. Last month of the year. Now is the perfect time to begin to reflect on the customer processes, engagement and strategies you have in pla…

Want to Advance in Business? Here are a Few Ways to Stay on Top of Your Game

Want to Advance in Business? Here are a Few Ways to Stay on Top of Your Game

If it’s time for you to take the next steps in your career, there are some tried-and-true methods that can ensure your success. All business professi…

BDC training for 2017

BDC training for 2017

  We have a service and sales bdc team for each of our stores. One is a Hyundai store and the other is a Chevrolet store. We have Three sales Bus…

The Truth About the Concept of Content Being King

If you've participated in automotive internet marketing for long enough, you've very likely heard the concept that "content is King." It was in play back in the days when I started researching search engine optimization all those years ago and it never really stopped. There was a dirty little secret that few of us in the SEO community ever mentioned, but it's been safe to say it for a little over a year now.

Content wasn't really king. It was important, but it wasn't king - not by a long shot.

When I started at TK Carsites in 2007, I wanted to prove that point. I was given a single website that belonged to the company that we wanted to rank for the important "used cars" keywords. They had a gameplan that included creating pages for every major metro in the country, populating them with tons of unique content, and playing the game the way that it's supposed to be played. I told them to hold off for a while. This was an opportunity to do some testing.

We didn't add the content... nothing. The homepage was flash and had three words in the title tag - two of them being "Used Cars". I then went through an extremely aggressive link-building process and started attacking dozens of cities. In less than two months, we were ranked in the top 3 for over 30 major metros and #1 for a dozen. These weren't easy keywords. "Baltimore Used Cars". "Dallas Used Cars". "New York City Used Cars". We Google-bombed the site and it paid off. Sadly, we didn't develop the site very much after that, but the point was made.

Fast forward about a year and we started recognizing that Google was changing the game. I was certain that they were heading towards a set of quality-control mechanisms that would change the game. We started shifting towards a content model that included high-value sites, blogs, and guest posting. We still used some of the lesser link-building styles such as directory submissions, but we stopped all forms of footer/sidebar/signature link building. If it could be done in bulk, we weren't going to use it. Google was catching on. I was sure of it.

2009 came and went. No major change. Content was a little more important, but link-building still ruled. In fact, our high-touch, high-maintenance technique was working but not much better than the spammy techniques some were using that we abandoned.

2010 - same thing. I was getting worried. I was sure Google was close. They had to be. Unfortunately, I was getting a little pressure from the SEO team because they were seeing that the techniques that I assured were evil were still working.

2011 - Panda. YAAAAY! No, wait. It didn't address the links. The spammy techniques were still working and my expensive strategy was having trouble fighting off the bulk players.

Then it happened. Penguin. April 24, 2012. The day that I thought would be coming in 2008 or 2009 finally arrived and all of the things I had hoped for came true. Some of our competitors fell of the map, Death-Star-style. "as if millions of SEO's cried out in terror and were suddenly silenced."

Today, the strategy, a content- and quality-based strategy, is alive and well. Finally.

So what was the point of all that? Today, content truly IS king, but not in the way that most perceive it. The reason that I build a new company that focuses solely on content, search, and social is that the three are now part of the same digital marketing strategy. You cannot do well with any one of them without doing well at the other two. Content is king because the quality necessary for pure link earning and social media marketing is finally bridging the gap. Unfortunately, that's bad news for the vast majority of dealers because the boilerplate content that populates so many dealer websites is hurting you. Chances are you're not really feeling it because you've never experienced the different; if nearly everyone is doing it wrong, then "bad" is actually average.

Here is a good infographic that demonstrates many of the connections that are associated with content as part of SEO and thus part of the holistic digital marketing strategy. Enjoy!

Content in the SEO World Infographic

 Unlock all of the community & features  Join Now