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Although generally content is king when it comes to onsite SEO for car dealerships, the set text on a dealer's home, service, specials, contacts and other static pages also contributes to the site’s overall appearance in search engine rankings. While adding content via an onsite blog is a suggested SEO maintenance strategy, dealers should also be making sure that these static pages are optimized as well.
Most buyers aren't necessarily interested in the text at the bottom of an automotive dealership's home page. Google, however, scans these pages and periodically caches them. Of course, it’s optimal if these pages have slight content changes from time to time. But if not, a dealer should at least make sure that all the cities they serve and all the services they provide are summarized on the home page. It is not advisable to "keyword stuff" this text, but if key terms are worked into this text in a somewhat natural way, it can be of great benefit to a website's SEO ranking.
In order to ensure that customers interested in financing or service can find their website, auto dealers should make sure that those pages are optimized as well. Using Google's keyword planner and running some test searches and looking at suggested alternative searches, one could determine which are the best keywords to use on these pages to capture the highest amount of traffic, and optimize for those terms.
Most dealers will be hard pressed to find a blog topic that allows them to optimize for SEO with regards to their location and services. However, these static pages may have room for some improvements that could have impact on their SEO rankings. What are some ways you guys are working SEO text onto your dealer sites?