Drive More Customers to Your Website with Strong SEO
Optimized websites generate more leads for your dealership.
Your dealership’s website remains a steady source of interest from potential customers, even if the number of third party sites continues to grow. According to research by Cox Automotive, 78% of potential car buyers use sites like AutoTrader and Cars.com to shop for a new or used vehicle.
Still, buyers are taking advantage of the tools at their disposal, venturing to dealership sites for an additional layer of research. A majority are also turning to search engines such as Google to find the perfect car, and in today’s saturated market, strong Search Engine Optimization (SEO) can be the differentiator between your dealership and a competitor’s down the road.
Get to the top of Google
The information your customers want to see, from available inventory to service specials, is probably buried somewhere on your website. With strong SEO in place, you can surface that information, creating a win-win situation for your dealership and for your customers.
When these details — words, phrases, and search terms — are easier to find on your website, Google and other search engines can crawl your site, ranking it higher when someone searches for something as simple as trucks for sale or tire rotation service. Knowing that 75% of people never scroll past the first page of results on Google, it’s critical to your dealership to rank among the first 10 results.
SEO is more than just keywords
While keywords are important and help separate your website from competing dealerships’ pages, SEO goes deeper than the metadata. When someone lands on your site, the experience needs to be fluid, seamless, and most importantly, valuable to the customer.
If a page on your website takes longer than two seconds to load, bounce rates can increase by 50%. Getting customers to your website is only half of the goal; you need to keep them there, and point them in the right direction along the journey.
Let’s say someone is looking for a new sedan, and lands on the homepage of your website. If a button in the top header is supposed to lead them to the new car inventory but sends them to a broken page, instead, you’ve lost out on a potential sale. Each piece of your website, from the layout of your landing pages to the words in each section, works in tandem to create a beneficial experience for your dealership and potential customers.
A roadmap to improved SEO
Optimizing your website for search engines isn’t as simple as filling your pages with keywords and industry buzzwords. Here’s a look at how you can improve your website’s performance:
• Audit your website
• Set up a Google Analytics dashboard
• Optimize keywords
• Crawl your pages and analyze keyword usage
• Generate monthly reports
With these practices in place, we’ve helped other dealerships increase their monthly sessions by 55%, all while reducing bounce rate and increasing both session duration and the number of pages per session.
Your website is the key to driving potential sales for your dealership. Strong SEO practices will get your dealership to the top of organic and paid search results, which means more interested views of your inventory and another avenue for customers to find you in a crowded market.