People decide what cars they want to purchase based on different things. Some want a specific make, while others are looking for special features. Some are even simply dedicated to a certain brand. Regardless of what the modern car seeker is looking for, there is one part of the buying process that they share: searching for what they want online. TV and radio ads and a corner spot in the newspaper won’t cut it anymore. Consumers rely on the internet to look for information about products that they want to buy. This includes cars. The implication of this is simple: The dealerships that they find are the ones that pop up online when they search for what they’re looking for. If you aren’t one of them, you’re already behind.
Digital marketing and traditional offline marketing have one very important distinction. While traditional marketing efforts expose you to a huge audience, digital marketing seeks those who are most likely to be interested. It’s important for you to target the right people and make the most of your money. This is why search engine optimisation, also known as SEO, is so incredibly important to businesses today. Let’s take a look at what exactly it is and why you should make it a bigger part of your overall marketing strategy
What is SEO?
Search engine optimisation is the process of making your website (and the other aspects of your online presence) better so that you can improve your rankings for certain words and phrases. This makes it easier for the right people to find you. SEO ultimately aims to get you that coveted first spot in the search results. This is where the eyes of consumers are first drawn to and therefore what they will be looking at first.
Although SEO has risen in popularity in recent years, the idea has actually been around for quite some time. Two decades ago, search engine algorithms weren’t as advanced and websites were just trying to rank for random words to try to get as many people as possible to view their sites. This would certainly increase traffic, but it doesn’t necessarily mean that the right people are getting to your site. Search engine algorithms are now more advanced, as have SEO strategies. SEO today involves a lot of critical thinking and attention to detail. It isn’t something that you can do once. It’s an ongoing process that will be time-consuming. However, it’s also an incredibly important marketing tool that may keep your business from becoming obsolete
Why do I need SEO?
The internet has made it possible for people to have information available at the tips of their fingers. People don’t want to look for dealerships and browse through pages of content to find what they’re looking for. When they search for particular things online, chances are they’ll simply look at a couple of websites on the first page and not even bother to click through to the second page. If you want people to notice you, you’ll have to be high on the rankings. Here are four specific reasons why you need SEO:
1) It makes you more competitive
People are a lot more likely to browse the higher sites on the SERPs (Search Engine Ranking Pages). If your competitors are ranked above you, chances are customers are viewing their websites before yours. Good SEO can help you surpass your competitors and get the attention of consumers. This, in turn, helps you get more traffic and sales.
2) It generates high-quality leads
Sure, you may want to rank for broad keywords like “car dealership.” However, there is a ton of competition out there for such terms. With that said, you can generate better leads by getting a little more specific. Location-based keywords will help you rank higher for people in the area, which can help you get more people to visit your physical location since they are already nearby. Long-tail keywords are also incredibly important. A long-tail keyword is an extremely specific keyword phrase. Take, for example, the phrase “2018 Honda Civic Type R.” There certainly won’t be as many people searching for this phrase, but those who do know what they’re looking for. Leads generated through these keywords are closer to conversion. All you’ve got to do is convince them that you’re the dealership for them.
3) It increases your domain authority
Consumers take domain authority very seriously. If you rank high on the search engine results, they immediately assume that you are more reputable and authoritative compared to others below. The higher ranking you have, the more domain authority. Back this up by offering content for your viewers, even those who aren’t necessarily ready to purchase a car. This will help you establish your position as a leader in your industry.
4) It improves brand awareness
Your options may be endless and your service great, but you aren’t going to sell if people are unable to find you. SEO ensures that your dealership is right up close to relevant people. The more they run across your ads, your website, and your content, the more your brand awareness will increase. The more people see your brand, the more likely they are to immediately think of you whenever they do have a need. You want to be the first dealership people think of and the first they recommend to friends. With great SEO, you can do just that.
