Google is constantly reviewing and evaluating the look and feel of their search engine to provide a better user experience, but this often results in changes that affect your business. Changes like featuring fourads instead of three can impact how your business shows up in search queries. Combining paid search and SEO is the one-two punch that will keep your dealership top-of-mind and at the top of the search results.  

So what’s new this time?

A few months ago, Google made changes to their Search Engine Results Page (SERP) by eliminating right column ad results and adding a fourth result to some queries. It doesn’t seem significant, but it means less opportunity (and more competition) to get your brand in front of consumers as they browse the results page. Think about it: how often do you scroll down to see the sixth, sixtieth, six thousandth result of your search? You don’t. So what’s a dealer to do?

Get Ahead of the Pack 

There are a few ways to put your dealership on top: paid search ads, local pack map results and organic search listings.  Combining strong SEO and Search Advertising will help position your brand —and specific offerings — in place to reach the top.

1. Focus on Transactional Queries

These are “highly commercial” queries, or searches that tend to show purchase intent. For example, if you’re searching for a place to get an oil change for your Mazda,  you’d type in “Mazda Oil Change.” Research shows these types of searches are “six times more likely than other searches” to display in the NEW top four display format.  Here are some tips to get you to the top:

• Be Specific: Include as much relevant detail in your paid search ad copy as possible, including model names, offers, events, and dealership taglines.
• Utilize Links:  Site links guide customers to areas of the website specific to what they’re searching for, such as service offers and sales events, dealership hours and directions, specific model details, etc.
• More is Better: Building more information in your ad makes it easier for shoppers to navigate to your website, and maximizes the space you occupy in the paid section of search results.

2. Make the Map

Once you’ve figured out the secret to popping to the top of paid search queries, you need to consider making the most of the Google “Local Pack” map results. This is a great way to reinforce your proximity to the consumer and set yourself apart from the competition.  Here are a few ways to make sure your dealership makes the map: 

• Update your Listings: Don’t neglect Google My Business listings and other local pack (map) influences. It may be a small task, but make sure to fill-out all the categories in your Google My Business listing. This is where Google goes first to figure out what to include on the map.
• Consistency is Key: Make sure your name, address, phone number and URL are up-to-date across the web. The more information you can send to Google about where you are and what you offer, the more it learns where you should appear in those map listings.
• Know your ‘Hood: Consider how far your customers drive to purchase a vehicle with you. Focusing on areas within a reasonable distance of your dealership increases the effectiveness of your advertising. Conversely, attempting to cover too large of an area may spread your budget too thin and increase your competitive set.

3. Staying Organic

A good local search strategy is just part of the organic side of the equation. Organic searches, those that surface to the top because they provide the most relevant content, remain prominent on all search engines. SEO teaming/advertising coordination comes into play too.

• Tie it Together: Optimize ad landing pages so they include content related to your ad copy. This drives relevancy and make a stronger case for Google to suggest you.
• The More the Merrier: Build out landing pages about specific models, makes or service offerings. The more pages with content, the more likely Google is to pick you up.
• Blog Away: Create content that is relevant to your customers and your dealership. Don’t get pitchy. Share information that your customers would want to read – Google filters quality content to the top.

While Google is a complicated beast, it’s also pretty easy to please. If you follow these steps, your dealership’s name will be plastered all over Google’s front page and consumers won’t be able to miss you. If you like to relax, our teams can help you maximize your Search Advertising and SEO.