In a recent panel discussion with Todd Somerville from Cox Automotive, and DrivingSales.com members Guy Campbell from Marketcheck, and Eric Miltsch from Dealer Teamwork, we talked at length about how increased competition is driving a need for better data and a focused marketing strategy.
The context of the conversation was around the used car business.
While discussing predictions over CPO sales for 2020, Somerville brought up that customers can shop around and compare used cars against new with precision and while they’re on the lot. The result is increased competition among dealers and finance companies to win the consumer’s attention and sale.
During this research process, consumers are engaging with dealers directly on Google My Business profiles. But if your GMB profile for the dealership isn't verified and optimized effectively, your dealership is likely missing out on opportunities, which of course benefits your competitors who are properly verified and optimized.
Eric Miltsch from Dealer Teamwork was quick to point out the benefit of making the most of Google My Business (GMB).
“GMB is more than just a listing through the Google search engine,” explains Miltsch. “It’s quickly becoming the way many people find and evaluate local businesses.”
The impact of GMB can be seen in 10 leading factors affecting SEO search results, a handy list that Eric and his team put together coming into the webcast.
Top 10 Local SEO Ranking Factors
Verified and Optimized Google My Business profile
Google My Business categories
Google My Business photos
Online directories (YP.com)
Review site listings (Yelp)
Velocity of positive reviews
Reviews with keywords & locations
Responses to negative reviews
Facebook business page
With three of the ten factors directly impacted by the GMB platform, it’s easy to see why it’s become increasingly important for businesses. Eric shared the overall strategy for improving the GMB related factors.
An online presence has always been important and now the GMB platform is making a diverse presence just as important.
As Eric stated in the discussion, “About 61-62% of all car searches are starting on the phone. You're probably winding up with at least 40-45% of all dealership traffic in some way or shape interacting with that Google My Business profile. It’s the new doorway to the website.”