5 Automotive SEO Tips for Car Dealerships
The automotive industry has unique challenges when it comes to SEO. The car business is highly competitive, with many dealerships fighting for the same search terms. When conducting a local search, there are only 13 available spots for your website to show organically on the search results page. Three of those links are within the local map pack, and the rest are organic site links. Paid ads, snippet results, and AI overviews also influence where a user might click on the first page.
All that being said, the majority of all clicks happen within the first three organic search results. A study done by Backlinko showed the #1 organic result is 10x more likely to receive a click compared to a page in the #10 spot.
If your business isn’t showing high in the search results for key terms related to your dealership, then you’re likely losing traffic to your closest competition. We cannot overstate the importance of your dealership’s online visibility. This is not only because of the high level of competition in search results, but also because consumer behavior tells us that the online experience is more important than ever.
88% of potential car buyers did research online before going into a dealership.
46% of dealers surveyed made 9% of their sales entirely online.
The majority of car buyers find shopping online improves their overall experience.
With this data in mind, let’s talk about five important items that can improve the online visibility of your dealership and help drive more organic traffic to your store.
Answer Questions Specific to Your Dealership
One of the most effective ways to enhance your dealership’s online visibility is by directly addressing potential customers’ questions. Think about the specific questions you receive daily. Whether it’s questions about financing options, the trade-in or selling process, or the availability of certain models. By creating content that answers these questions, you position your dealership as a trusted resource and make it easier for consumers to work with you.
Consider adding a highly visible FAQ section to your website or writing blog posts that dive deeper into common customer concerns. Search engines like websites that offer relevant, quality content that is helpful to the user. By answering specific questions related to your dealership, you increase the chances of appearing in featured snippets and organic results, driving more organic traffic your way.
Spend Time on Local SEO
Local SEO is the most important aspect of SEO for the majority of car dealerships. When someone searches for “new [make] car dealership,” you want your dealership to be the first one to show. Start by optimizing your Google Business Profile, ensuring all your information is accurate and that you’ve recently been active with responding to reviews, adding new photos, posts, and answering questions.
You’ll also want to ensure you have accurate online business listings and get those set up if you haven’t done so already. If you’re involved in the local community, links from other local businesses can be highly valuable, as the search engines will recognize your business as being relevant within the local area.
Prioritize the Mobile User Experience
With the majority of car buyers researching vehicles on their phones, a mobile-friendly website isn’t just nice to have; it’s essential. A site that’s difficult to navigate on a mobile device can frustrate users, causing them to leave and potentially turn to a competitor. Ensure your website design is responsive, text and graphics are easy to read on mobile, and inventory is easy to navigate to. Everything you can do to make the mobile experience a good experience for your customers will help.
Make Your Content Unique
In a crowded online marketplace, unique and engaging content can set your dealership apart. Rather than relying solely on industry standard SEO text and vehicle descriptions, create content that showcases your dealership’s personality and expertise. This could include blog posts on helpful information about what a customer can expect when showing up to the dealership, tips for first-time car buyers, or a behind-the-scenes look at your dealership team.
Including unique images and videos within your content provides a more engaging experience and gives you a better chance of ranking well within the search results. The goal is to provide content that attracts visitors, provides value, and converts them into a lead. The more useful your content is to the consumer, the more likely visitors will convert into customers.
Leverage Video
Video content is a powerful tool for capturing attention and providing information quickly. Whether it’s a virtual tour of your showroom, customer testimonials, or detailed walkarounds of new models, videos can significantly enhance your online presence and customer engagement. Video can provide a compelling and entertaining way to showcase your inventory and services, making it easier for customers to connect with your dealership.
Share your videos across multiple platforms, like your website, YouTube, and social media, to reach a broader audience. Videos also show on the first page of Google, and if you do it right, relevant videos can positively impact your SEO and online marketing efforts.
Martin City Marketing and Automotive SEO
At Martin City Marketing, we are a full-service marketing company. With years of experience in the automotive industry, we understand the unique challenges and opportunities that car dealerships face.
We don’t take a cookie-cutter approach to our SEO strategy. We align our SEO goals with your business goals to focus on driving the right organic traffic that will help your business succeed.
Our comprehensive approach combines technical expertise, local SEO strategies, and unique content creation to help your dealership stand out from the competition. In addition, we provide transparent reporting and insights, as well as a dedicated account manager and an SEO specialist for your account. Contact us today to learn more!
