CDK's purchase of Auto/Mate may create a major disruption in the dealer management system (DMS) industry. Here is our take. DOWNLOAD
Over the last few years, Cobalt has been trying to win over their dealers and build confidence in them as a website provider. In the last 12-18 months, they have really switched gears and wanted to focus on SEO. With the help of Google Guru, Brian Pasch, they made some changes in how they can help dealers with their websites. The biggest change in the last 18 months is the url’s on specific vehicles are now including year, make, model, and city with Brian’s suggestions which will optimize the search within Google, Bing, and Yahoo.
Fast forward to July 21st. Cobalt just released PowerSEO. There are only a handful of dealers on the program right now as it has just been rolled out. PowerSEO is targeted to generate more organic traffic to the dealer’s website, which we all want. Each dealer will be assigned an SEO specialist which will monitor and optimize the dealer’s website and pages with the dealer’s marketing goals. They will do it all for you.
Dealers will be able to access performance reports in the Dealer Command Center on a daily basis to see how they are performing in the search engines and see what the keywords that are working the best are.
Cobalt did do a pilot with 5 different GM dealers prior to the launch of the product. They saw significant improvement in their organic traffic. Traffic was up about 10% just due to the optimization tweaks that Cobalt did with the SEO Specialist. The pages that they focused on were the New Vehicle Search, Used Vehicle Search, Finance, Hours & directions, and Parts and Service. Here is a shot of what was improved:
There There are obvious benefits to this program. It will drive more organic traffic to your website, which has a higher closing rate than your third party leads. Make you more visible on all of the search engines. Increase your Google, Bing, and Yahoo search results pushing your competitors down the page. The one thing that I liked is that it takes a lot of work off the dealer’s hands and they can focus on what we do best, and that is sell some cars.
If you are a Cobalt dealer or have an ADP Digital Marketing package, you can contact Ellen Jones or your representative from Cobalt and they can get you set up with this program and take you to the next level.