Videos are essential for effective marketing and will continue to rise in importance in the future. They are engaging, and consumers would rather watch a video than click through a bunch of photos. I've talked plenty of times about the different types of videos. But for this blog, let’s get off VDPs for the moment. Some of the video content I recommend for dealers are how-to videos, vehicle walkaround videos, and reviews. This is excellent content for a dealership's website as these videos engage existing customers. But there is another benefit that dealers tend to forget – they also attract prospective buyers and service customers. The trick is that they must be easily discoverable.
According to an article on CEOWorld, matching your video title to a search and optimizing the video description and URL is an excellent way to increase your dealership’s SEO strategy and performance.
Everyone uses a search engine – mostly Google. On a basic level, Google delivers search results by deciding which content is relevant to the search and tends to favor local results first. For example, if a consumer were to search “Chevrolet dealership,” Google won’t serve up results for dealerships across the country, but rather those nearby. The problem is that how-to and video walkaround videos and reviews don’t show up in many consumer searches because dealerships fail to tell Google that their video is relevant.
Think about it. If a consumer is looking for a review of a new model vehicle, what do they typically type into the search bar? Most consumers will type in precisely what they are looking for. If searching for a review of a 2019 Chevrolet Silverado 1500, that is pretty much exactly what they type into the search bar. Or, if they want to know what a radiator flush is, that’s what they type in the search.
It makes sense to ensure that the title of your video mimics the questions a consumer is most likely to type into a search engine. You then show relevance to Google and will show up in searches. If you hit the nail on the head and the title of your video is an exact match for the consumer’s search, you are infinitely more likely to show up high in the organic search results. And not just Google but all search engines. Also, because Google favors local search results, chances are high that local consumers will be served up your video over others.
Video is increasingly favored by search engines, social media platforms, and consumers. Therefore, it’s imperative that your dealerships have an effective and comprehensive video marketing strategy in place.
Create content consumers want to see and be smart with your titles. Consumers will then be served up your dealership website as the answer they are looking for. And that’s a great thing for sales and service.