Automotive Search Engine Optimization (Automotive SEO) is the profession that attempts to optimize automotive dealership web sites to make them appear in a high position in the organic search results. In order to do so, SEO tries to fit a website to Google’s algorithm. Although Google’s algorithm remains secret, almost a decade of experience in SEO has resulted in a pretty good idea about the important factors. In our view, the factors in Google’s algorithm can be divided into two categories,
There are on-page factors that decide the ranking of your website. These factors include technical issues (e.g. the quality of your code) and more textual issues (e.g. structure of your site and text, use of words).
There are off-page factors.
These factors include the links to your site. The more other (relevant) sites link to your website, the higher your ranking in Google will be. I will go into more detail of off-page factors in some following blog posts!
Make an awesome website!
Although Google has changed its algorithm quite a few times, most of the advice has remained the same over the years. And this advice is very simple: you just have to make sure your site is very good. Do not use any ‘tricks’, because they usually don’t work in the long run, and might even backfire. Google’s mission is to build the perfect search engine that helps people find what they are looking for. Making your website and your marketing strategy fit this goal is always the way to go.
Search engines like Google follow links. They follow links from one web page to another web page. A search engine like Google consists of a crawler, an index and an algorithm. A crawler follows the links on the web. It goes around the internet 24 / 7 and saves the HTML- version of a page in a gigantic database called the index. This index is updated if Google has come around your website and found a new or revised version of it. Depending on the traffic on your site and the amount of changes you make on your website, Google comes around more or less often.
For Google to know of the existence of your website, there first has to be a link from another site in the index – one it already knows – to your site. Following that link will lead to the first crawler-session and the first save in the index.
Google’s secret algorithm
After indexing your website, Google can show your website in the search results.
Google has a specific algorithm that decides which pages are shown in which order. How the algorithm works is a secret. Nobody knows exactly which factors decide the ordering of the search results. Moreover, factors and their importance change very often. Testing and experimenting give us a relatively good feel for the important factors and the changes in these factors.
Google’s results page
Google’s result page shows 7 or 10 links to sites which fit your search the best. We refer to these results as the organic search results. If you click to the second page, more results are shown. Above these 10 blue links are two or three paid links, most of the time. These links are ads; people have paid Google to put these links at the top of the site when people search for a specific term. Prices for these ads vary greatly, depending on the competitiveness of the search term. Similar ads could appear on the right of Google’s search result pages as well.
The value of links for search engines
It’s very important to have a basic understanding of how Google and most other search engines use links: they use the number of links pointing to a page to determine how important that page is. Both internal links (from the own website), as well as external links (from other websites), could help in the ranking of a website in Google. Some links are more important than others: links from websites that have a lot of links themselves are generally more important than links from small websites with little external links.
Next to the organic and the paid results, Google also embeds news items, pictures and videos in its search results. This embedment is called universal search.
Automotive SEO is used in all aspects of automotive digital marketing. You need to understand as much as you can about how SEO works in order to get the proper marketing of your website online.
When you use SEO in all of your content – both text and visual, you can draw more traffic to your site. In order to understand how to use SEO, you need to know why people use this type of marketing and rely on it so heavily in order to get the desired traffic to their website. SEO is what gets a website noticed in the search engines.
So what exactly is Automotive SEO?
This sets up your text, photos and videos so that they are easy to find when someone is searching for them using the various search engines online. While it is often said that Google relies more on SEO content than Yahoo, which relies more on link building, the truth of the matter is that in order for a website to be discovered online, it must come up in the search engine.
Since dealers have a website that sells new and used vehicles, you will want to make sure that you structure your site so that others who may be looking for the brands you sell will be able to find it online. Those who are looking online for what you have to sell may do it in a number of different ways, although the easiest way for someone to find something online is to use the search engines. Most of the traffic to your website will come from search engine optimization.
You need to know which keywords will work for your website. These are the words or phrases that people will put into the search engine bars to receive the search engine results pages. Many people today are putting in longer phrases into the search engines to narrow down their search.
Search Engine Optimization Tools
There are tools that the website owner can use to investigate the best keywords for their website, based on what they sell and what words potential customers are likely to plug into the search bars that will lead them to the site. In order to succeed at this, a website owner must not only know the concept of Automotive SEO but also much about the target market, which is those who are most likely to purchase the products on the website.
If you are just starting out your new dealership website, or if you have a website up and running already, you need to know how to use search engine optimization in all facets of your marketing. While there are other ways to market your website and products without using SEO, the fact of the matter is that 60 percent of all traffic on websites comes from those who found the website in the search engines. These people are seeking out what you have to offer and are finding you online as long as you are accessible.
Once your site is search engine optimized, you can expect to get more traffic to your site from the search engines. People who may be interested in your site will find it easier if your website is search engine optimized. Most customers use search engines to find what they are looking for when they go online. By having your website optimized and easy to find in the search engine results pages, you can attract more traffic to your website through the search engines.
There are many internet marketing companies that will help you get your website search engine optimized and keep it that way. Some of the methods that they use to optimize a website include the following:
All of these can be optimized in order to incorporate keywords that will make the website appear in the search engine results pages or, in the case of Google ads, land them on pages where they are most likely to find people who will be interested in your website. The entire purpose of making a website search engine optimized is to make it easier for potential clients or customers to visit your site.
Those who may be interested in your products or services can only take advantage of them if the know about them and where to get them. You have, most likely, gone online in search of something that you wanted to buy at one time or another. Chances are that you put the information into the search engine toolbar to pull up search engine results pages. You probably sifted through a few pages before you came up with what you wanted.
This is the basic concept of SEO
Those who understand how to use SEO to make their website more searchable and likely to come up in the first two pages of the search engine results pages are more likely to have clients land on their site.
There are probably many sites out there that offer you interesting information as well as products or services. Unfortunately, many of them are buried deep in the search engine results pages.
Most people, when searching online for something, will give up after going a few pages into the search engine results pages. In some cases, a search may produce millions of hits. Needless to say, you do not want to go through everyone in order to find what you are looking for. Most people have neither the time or the inclination to do this.
This is why it is so important for businesses and others who want to have their website noticed to make sure that they use SEO techniques in order to do so. By using SEO, a website will no longer be buried in the middle or at the end of millions of results. It has a better chance of getting to the front of the search engine results pages.
Managing images of a dealership can have a significant impact on the quality of content users find when researching travel online. It is possible to add or remove photos from your account at any time. There are also ways to flag inappropriate images added by other users.
Adding Images of your Dealership
Data from Google shows that dealerships with high-quality, relevant images receive higher levels of engagement from users and are more likely to be visited by consumers who have viewed that dealership’s listing online.
Having the photography that includes the exterior and interior of your dealership as well as photos of models and the service department will be beneficial to attracting customers.
To add an image or images, simply log into your Google My Business account and select the “Photos” tab from the menu bar on the left side of the screen. From this section, you’ll be able to add and manage images, including selecting the cover image, identifying specific subjects (such as vehicle photos from your inventory) and other actions. You can add photos from your device or from Google Photos.
How to Remove an Image From Your Listing
Removing an Image Added to Your Account
Sign into your Google My Business account and choose the listing you’d like to manage. Select “Photos” from the menu on the left. Click the image you want to remove and then click the trash can icon in the top-right corner. This will delete the image from your listing.
Flagging Images from Other Users for Removal
To flag an image from another user for removal, navigate to your location’s photo gallery in Google Maps. Click on a photo to pull up the photo gallery image panel, and click on the three-dot menu icon in the top left corner.
Select “Report a Problem.” Complete the information on the form about why the photo should be flagged for your dealership and then click “Submit.”
A photo must be in violation of Google’s photo policy in order to be removed from the Google My Business. Sometimes it is necessary to flag an image a second time if it is not removed after an initial period of 7-14 days from the profile.
Photo Best Practices
Orientation is important for photo selection, and it’s best to keep this in mind when photographing a location. Horizontal images are preferred. Vertical images are acceptable if they have sufficient resolution to be cropped horizontally. Avoid using extreme angles or tight crops on images.
For example, when photographing the dealership’s exterior, try to find a direct shot that includes as much of the façade as possible. When shooting vehicles or service department photos, it may be more practical to use an overhead angle or a close crop shot.
The dealership location should be the focal point of the photo. Users should be able to easily recognize what they are seeing when quickly looking at the pictures.
Photos should be sharply focused and without any blurriness. Images should look real and be high-quality without being heavily doctored.
You want to add images that showcase the focal point in the best manner possible, including quality lighting. It’s generally a best practice to capture things during the day unless you are highlighting a location specifically known for its nightlife. Subtle differences in lighting quality can make notable differences in the visibility of photos within Google products.
Choose images that have bright, vibrant colors because these often generate better visibility and more engagement for your Google My Business profile. Your image may be competing against hundreds of other photos of a given location for a user’s attention. While photos should not be heavily doctored, modestly boosting the saturation of images may be beneficial in some cases.
As much as possible, images should be relevant year-round. This means avoiding seasonal photos (for example – Holiday decorations or colorful Halloween shots).
Photo Rights and Watermarks
When adding photos, you want to avoid intellectual property violations. Make sure the photos you are uploading belong to only you. Try to add a variety of unique images rather than uploading the same images repeatedly.
If your photos have a watermark, it should be small and limited to one corner to avoid distracting from the overall image. Photos should obviously never include inappropriate or dangerous content and obviously no personal or confidential information. Photos should focus on the dealership – so include the building, service, vehicles and limited team members photos from the dealership.
The automotive industry was already impacted by an unprecedented disruption before the coronavirus. We’ve seen shared mobility, driverless cars, and electric vehicles shake up the industry, so understanding how to adapt during difficult times is not a new challenge.
However, over the last couple of months, there has been a change in priority for people across Canada. According to Google people in early March were showing interest on dealerships – focusing on where to get cars, shopping for vehicles and checking out inventory.
Then around the 13th of March that all changed – quickly. For six weeks their main focus has been on basic necessities for everyday life – for example groceries. Where to go, how busy the stores are, and who has pick-up options.
Grocery Stores – Car Dealers Comparison – Canada
But as we adjust to things now – the interest level in dealerships has begun to grow again, while people are more familiar with grocery stores and the affect they have on every day.
Even though things are starting to focus on automotive – that doesn’t mean visiting the dealership. The new way of doing business will include virtual showrooms, online inventory, booking appointments and visiting customers. Digital is going to play a big part in the everyday for dealerhsips – understanding customer expectations, as well as the new ways people shop and buy, will be critical to success.
So, Google confirmed on May 4th that it is performing a core update to their algorithm, the second one in 202. What does this mean to your dealership web site?
Google is known for completing numerous algorithm updates on an annual basis but they are usually minor and search engine optimization (SEO) professionals usually don’t see much of a difference when it comes to search results for a client.
Search Engine Optimization professionals always need to pay very close attention when a core update is made public by Google on a regular basis. This is because it can certainly affect rankings and there will be a noticeable fluctuation in those rankings. While this affects everybody, it can certainly adjust rankings for all sites, including automotive.
Later today, we are releasing a broad core algorithm update, as we do several times per year. It is called the May 2020 Core Update. Our guidance about such updates remains as we’ve covered before. Please see this blog post for more about that:https://t.co/e5ZQUAlt0G
The automotive industry has also shown some significant results when it comes to traffic increase. In almost the entire world, the majority of modes of transportation are at a standstill. The pandemic event affects user behavior in terms of looking for transportation to get around.
Be that as it may, the update has been favorable to the sites for this industry. As you can see from the noticeable spike in traffic on May 5th, this site has also enjoyed a favorable appraisal from the algorithm broad core update.
Dealership SEO Tips
One of the worst things someone can do for their dealership is to be lazy with content + keyword strategy, not monitor and updating site content on a regular basis. When a dealership has a Search Engine Optimization strategy of ‘set it up and forget about it’ the core updates can really impact automotive rankings in a very negative way.
Here are some things that you can do to help with your web site rankings during this core update (and to prepare for others that will be coming):
Content will always hold the key to automotive success on Google. Make sure your web site content is up to date and relevant. This includes models, service, and local content to ensure that Google connects your dealership to the local market.
Take a look at your overall on-page web sites SEO strategies such as your page titles, meta descriptions, alt tags (image descriptions), and header tags on pages / posts.
Authentic link building strategies will also be helpful during this time. Which means links that are not obviously paid for as Search Engine leverage. Building links to your dealership site builds strong credibility and ensures that it becomes more recognized as an authority in the automotive industry.
Under the E-A-T approach which stands for Expertise, Authoritativeness, and Trustworthiness. When raters view your content, Google will use this approach to better understand where and how to place your content. They want to know there is good content that is relevant to the viewer – meaning they find your site, look around and stay for a visit.
Google Core Updates SEO
Typically, Google Core Updates present some sort of challenge for SEO professionals and will inevitability cause them to do a pivot to different or more enhanced strategies. Since the May Core Update is still only a few days old – it is hard to tell what needs to be done right at this moment.
Google always aspires to not rank low-quality web sites. What matters most is whether a web page satisfies a user when they make any particular search query – either for a vehicle, service or dealership location.
Google doesn’t rank a web page because it’s on a high-quality site. It ranks a web page because it is relevant to the search intent of the individual conducting the search.
If your rankings are negatively impacting your brand, I suggest that you work on crafting content with a publishing plan and working on obtaining links to your website for a better holding position.
We all know that the last couple of months have been extremely difficult for everybody, including the automotive industry.
Tracking the data that is provided for search from Google, it highlights how there has been a change in priorities for internet users. When you compare the relevant searches between Dealerships and Grocery Stores over the last 60 days or so it tells a story.
Middle of March
When you look at the United States Statistics and the Canadian Statistics they are almost exactly the same for the period. Around the middle of March, there was a switch in priorities for people.
Before dealerships were shown as more important when it came to search activity online. With the current pandemic thought it obviously shows that people were focused on the essential everyday items.
When it comes to automotive marketing it is a tough time for all dealers. Walking a fine line between pushing inventory, models, or manufacturer information and providing updates on the dealership.
The Automotive Future
This will obviously change over time but there is certainly time before anything drastic happens in the automotive industry. Keep an eye on the future, as we get through this pandemic. It will change the industry forever. There will be more focus on digital showrooms for dealers, an online finance process and arranging delivery.
Below you will see visuals of how the last 60 days has been between the two search categories. It starts off with automotive being key and then around the middle of March there was a sudden switch to the grocery industry.
Stick with digital retail and we will get through this on the other side. One highlight is that with digital retailing now when an appointment is set it is more likely that a lead is going to purchase.
Are you looking for an easy way to have Automotive SEO Basics explained?
Imagine for a minute that you’re a librarian but not a normal one you’re a librarian for every book in the world. People depend on you every day to find the exact automotive vehicle or automotive service they are looking for in their market. They need a system to know what’s inside every book and how books relate to each other. That system takes in a lot of information and spits out the best answers for customerquestions it’s not an easy job. However, search engines like Google and Bing are the huge librarians of the internet. That is where we start by studying Automotive SEO Basics.
So, basically SEO is optimizing your website to generate organic traffic. It’s getting people from search engines to actually find your website, monitored by keywords related to your make, models, service and local market.
Search Engine Information Collection
All search engines collect information about every page on the internet. So they help people find exactly what they’re looking for on the internet. Every search engine has a secret recipe called an algorithm for their own search results, with Google being the most common. Those specific algorithms turn all that information into useful search results for the viewer. For your own dealership website search results, this means that when your pages have higher rankings, it helps more people find you on their automotive journey. The key to higher rankings is making sure your website has the ingredients. Search engines need recipes, this is called search engine optimization or SEO. However, it turns out most of the big ingredients are known to let’s take a look at some key requirements.
Narrow Search Engine Results
Search engines account for every word on the web, including automotive. This way when someone searches for automotive repairs the search engines can narrow results. Only the pages that are about those specific words with second titles matter each page. On the internet, an official title is key but you may not ever see it because it’s in the code. Search engines pay a lot of attention to page titles because they often summarize the page. It is very similar to a book’s title.
Dealership Web Site Links
Links between websites matter a lot in the eye of search engines. When one web page links to another it’s usually a recommendation telling readers this site has great information. A web page with a lot of links coming to it can look good to search engines. But some organizations try to fool the search engines by creating or even buyingbogus links all over the web that point to their dealership website. Usually, search engines can detect when a site has a lot of them. They account for it by giving links from trustworthy sites more weight in the recipe.
The words that are used in links matter to if your web page. For example, as we all know Amazon has lots of books. On the internet, the word “books” is linked to search engines many, many times. This certainly means it can establish that amazon.com is related to the word books. This way when someone searches for books that site will rank exceptionally well.
Dealership Web Site Content is King
Search engines care about reputation sites with a consistent record of fresh engaging content. From the dealership web site, growing numbers of quality links may be considered rising stars. Do well in search ranking, there are just the basics. The recipes are refined and changed all the time within the search engines. So SEO is about making sure your website has great automotive focused content that’s supported by the ingredients that search engines need for their recipes.
Dealership websites that will show up organically when it comes to vehicles or services aren’t going to be charged for clicks. They don’t have to pay on Google AdWords, since they are organically grown by promoting their website with SEO.
Are You Ready?
Based on my experience, my objective is to work with dealerships and ensure that all aspects of Automotive Marketing SEO are covered for organic growth. This means more traffic on the website, in the dealership and more sales for the dealership! Contact me to learn more about how I help dealers.
Today, we are going to review the Automotive Marketing SEO Checklist. We are going to work on getting first page Google rankings for competitive keywords with your dealership and local market.
Set Up Essential Plugins and SEO Tools
The first step is to make sure that you have the important SEO tools set up and ready to go for tracking and growing the SEO traffic, including Voice SEO to your dealership’s web site.
Google Search Console
The main tool that every site needs to have is the Google Search Console. This tool makes it super easy to track your site’s performance in Google when it comes to organic searches for your web site. It will also help you find technical SEO problems that are holding you back on the site. Most important of all, the Search Console shows you the exact keywords that you rank for according to searches. This includes the words, impressions, and clicks to the site. Also, where you rank for them, and unlike third-party tools, this data comes straight from Google, so you know it’s legit from the source.
The next tool you wanna set up is Google Analytics. Google Analytics is the best way to see how people find and use your website, but that’s just scratching the surface.
With Google Analytics, you can do all sorts of cool stuff like find pages on your site that bring you traffic, identify the exact websites that send you traffic, your site’s Bounce Rate, Paid Views, and Time on Site, and lots more.
Finally, if your site runs on WordPress, you need to install the Yoast SEO Plugin. Yoast is by far the most popular SEO plugin on the planet, and for good reason. Yoast makes it super easy to make your WordPress site SEO friendly right outta the box.
And now it’s time for the second step.
Keywords That Customers Search
It’s not a secret that keyword research is extremely important when focusing on growing organic search to your web site.
The question is, how do you find automotive-based keywords that your potential customers search for on Google?
Here are three simple techniques. First, find long-tail keywords with Google Suggest. To use this technique, type the keyword into Google, but don’t press enter or the search button.
Instead, take a look at the keywords that Google shows you. Google only suggests keywords that people are actually searching for, so when you see a Google Search suggestion, you know that lots of people are searching for that term.
The Google Keyword Planner is Google’s official keyword research tool. This tool is technically designed for Google ads, but it’s still super useful for SEO keyword research. To use it, just enter a seed keyword, and check out the suggestions that the tool spits out.
That’s all there is to it.
Spy on Online Communities
Fortunately, this isn’t as crazy as it sounds. We are talking about reading automotive-based threads on sites like Reddit, Quora, and other automotive online forums. Head over to the communities and find questions that crop up again and again. It could be about a particular model or service performed on your dealership OEM make.
With that, let’s jump into step #3
Keyword-Optimize Your Content
So, you’ve installed all of the important Automotive Marketing SEO tools on your dealership site, and you’ve found some keywords.
Now it’s time to actually optimize your site. First, use your keyword in the first 100 words of your page.
Google puts more weight on terms that show up at the top of your page, so make sure you use your keyword once here. For example, on this post for my site, you can see that I use the term Automotive SEO Checklist right off the bat.
Next, use your keyword at the beginning of your title tag. Just like with your page’s content, Google puts a little bit of extra weight on terms that show up early in your title tag. For example, my main keyword for this post is SEO case study, and, as you can see, my title tag starts off with that keyword.
Find and Fix Technical SEO Issues and Errors
The truth is, technical SEO problems can tank your rankings, so if your site has technical SEO problems, you’ll wanna find and fix ’em right away, here’s how.
First, make sure that your site is mobile-friendly. As you might’ve heard, Google now runs on a mobile-first index, which means if your site isn’t optimized for mobile devices, it won’t rank.
You can easily find crawl errors in the Google Search Console using the Coverage Report. Finally, improve your site’s page speed. Your site’s loading speed is a confirmed ranking factor
Page loading speed isn’t going make or break your rankings, but in general user experience, the faster your site loads, the better for generating automotive leads off a web site using Automotive Marketing SEO.
To evaluate your site’s loading speed, check out Google’s PageSpeed Insights and WebPageTest.org. Both tools give you a benchmark for how quickly your site loads.
Let’s quickly blast through the fourth step in this SEO checklist.
Short URLs that Include Target Keyword
Why is this important?
Well, a recent SEO industry study found a correlation between short URLs and higher Google rankings, so you’ll wanna keep your URLs short and sweet.
This post on my site uses a short URL, and that URL is one of the main reasons that this page ranks number one in Google for my target keyword, SEO techniques.
Last up, you wanna use your keywords in a H1, H2, H3 or H4 tag.
For example, my main keyword for this page is Automotive Marketing SEO, so I use that exact keyword inside of an H4 tag, simple.
And now it’s time for our next step,
Create Content Designed to Rank in Google
There’s no denying it, if you want to rank in Google, you need to publish great dealership focused content, but what is great content, exactly?
In my mind, great content is content that actually ranks in Google, based on your dealership and market. Now we are going to highlight exactly how to create the type of content that ranks on the first page of Google in organic searches.
The Skyscraper Technique
The Skyscraper Technique is a three-step formula for creating amazing content. In fact, I used this technique to grow search engine traffic in two weeks to my own site. Here’s the three-step process. First, find a piece of content in the automotive industry that’s popular. Next, create something even better, and finally, obviously, promote that content.
For example, you may notice that lots of people are writing about a particular model or service. So you may decide to take what was out there and make something even better content for the reader. Specifically, you can spend 20-plus hours on a 6,000-word post called “Why this model is better than all others in that class”. Or “Why winter tires are important in the Halifax, NS Market”.
Promote the Automotive Marketing SEO Content
The next step would be to promote this post on social mediaand using email outreach, and this three-step process can likely bring in a massive spike in traffic.
Second, break your content down into chunks because here’s the truth!
No one likes reading giant walls of text like this.
That’s why I always break things down into chunks because it makes my content super easy to read. Allowing users to skim, and because my content is easy to read, my Bounce Rate, a key Google ranking factor, is super low, more on that later.
Next, make sure to cover everything there is to know about your model, market or anything else is covered.
When analyzing over a million Google search results, one thing is always clear. Content that covers an entire topic in-depth ranks above content that only covers part of a topic.
Besides making your content in-depth, you also wanna use lots of multimedia on your page. We are talking about stuff like images, polls, visual content, videos, charts, and infographics.
Within my own blog, I make sure to use lots of screenshots, visuals, and videos in pretty much every post. You want to double down on content formats that are working best right now.
Posting External Links
94% of all published content gets zero external links. That’s right, zero.
Now, for the good news. There are certain content formats that attract more backlinks. The statistics show that why posts, what posts, and infographics get significantly more backlinks than other textual content formats.
The bottom line, if you’re serious about ranking in Google, you need backlinks. There are some link-building strategies. If you are posting information about a make or model, but sure to share it. The objective would be to get local blogs or media to share as well. That helps with local SEO with the content indexed as local for the dealership.
So if you publish something amazing on your site, there’s a good chance that you could get a link from multiple web sites.
There is a lot that goes into ensuring that your Automotive SEO Checklist is complete. But it can be done as long as the content is relevant to your market, make, models and services that the dealership offers.
Are You Ready?
Based on my experience, my objective is to work with dealerships and ensure that all aspects of Automotive Marketing SEO are covered for organic growth. This means more traffic on the website, in the dealership and more sales for the dealership! Contact me to learn more about how I help dealers.
If you want to know how to optimize your dealership website for voice search I’m going to show you exactly how to do it. This will help transform your website into a sales customer andlead generation machine.
The internet now consists of many ways to conduct searches online. We all use computers for writing content, updating web sites and searching the internet for information. We all have mobile devices for social, search and communication with others.
In this blog post, we dig into the way of the future – the voice search has come a long way and the future is loud and clear search. We are going to share some stats and look at Voice SEO opportunities for the automotive industry. Want to have an idea of what to do to prepare? Read through the data, plan a strategy and execute over the next year.
What is Voice SEO?
With the growth of the internet, comes the growth of ways to index the internet for searching for information. For a number of years, Google has been top at indexing the entire internet, using text search, maps, image search and more!.
With digital marketing, it does feel like we’re getting closer and closer to the future every day. That means that more people are performing voice searches. Whether they’re on the go with their smartphone or if you’re using their smart speakers at home in their kitchen. An Echo or a Google Home, these voice searches are definitely on the rise and they are not slowing down anytime in the near future. This will be morewidespread in cars and everything else, so you’re definitely going want to be optimized for it. I’m going to share a few quick stats of your way to really hit home.
Voice SEO Statistics
Basically one in two smartphone users use voice search every day. Half of all searches are going to be voice-based this year in 2020. While 72 percent of people who own one of those smart speakers like a Google Home says that it’s part of their daily routine.
Voice SEO Next Steps
Let’s review how you can optimize the website and your dealership location to be found in those near me searches for people who are looking for a dealership like yours. Then I’ll give you some actionable tips about how you can get your content to come up as answers to questions that people may have in the area. Because when you’re the one to answer that question you have a much better shot at winning that business. So since you are a local dealer it makes a whole lot of sense to want to be found in those near me searches.
Google Site Speed is Key
With a voice search is the first thing is to make sure your site loads really quickly. Just go to Google PageSpeed insights and run a test. There you will see if there’s anything they recommend you can use to speed your site. Next is you definitely want to make sure your site is authoritative, to begin. That’s definitely going to help all aspects here so the way to do that is to start creating really high quality relevant consistent content on your dealership site and you’re also going to want to start building some really high-quality backlinks to your dealership site.
Google My Business Listing
The first real step is going to be to claim and optimize your Google My Business listing for the dealership. This includes choosing the right categories. You also need to make sure that all the info that’s in your Google my business profile is correct. This links back to your website itself. So you want to include your dealership name, address and your phone number on your site exactly as it appears on Google My Business. There are a few extra things you can include on your website.
A dealership is really going to cement their geographic area like an embedded google map and links to you know the neighborhoods or cities that you serve.
Other Content Sources
A lot of voice search platforms, like Siri, don’t actually use Google My Business. Instead, they use third-party sites like Yelp or DealerRater for their results. You are definitely going to want to make sure that you have those profiles all optimized. Filled out as completely as possible and you’re probably going to want some good 5-star reviews. As well and that’s pretty much all there is to getting found in those near me searches. Because the number one main factor is just geographic proximity to the searcher.
So if people are searching near you you’ll pop up if they’re searching further away from your competitor. Who’s closer to them is likely to show up there but you do want to make sure that when people are close to you they’re finding you. But what about if you want to get some of your great content to show up as an answer to questions?
Website Answers to Questions
Here is where you want to brainstorm and find the actual questions that people are likely to be asking in your local market. Think about the problem solutions your dealership sales and service department provide. You know now think of what are the most basic versions of those solutions. They are looking for information on vehicles or how to fix something on their vehicle. Building content around those questions will boost exposure to local questions being asked. A great example is in the fall season, great to focus on winter tires. Writing a descriptive blog post is also when a new model is getting ready to launch so you can prepare readers for the vehicle. Search for questions that people will be looking for answers. This can include features of a new model, pricing, safety and much more.
In the content, including lots of images headers, numbered lists if possible. That’s just the overall structure that Google likes to see. Also, think of questions that aren’t even how-to content. They are just general knowledge questions like what are great local restaurants. Or can I switch my tires myself? Things like that if you’re stuck thinking of questions for a dealership site.
Web Site Post Structure
Structurally ask questions, because that’s gonna be what people are going to verbally search for into their smartphone or home speaker. Make a list of all the questions that you think your dealership can do a good job answering. Then create an FAQ page that links to posts on the site. Just be sure to structure the question in the exact words that you found it in your research and use that as a headline. It can be based on a model, feature or service associated with your dealership.
Then make the answer body text below it when you structure it that way Google can just detect. It is just a question and an answer. So other than that there are a few things you need to keep in mind in order to increase your chances of being found as a featured Google snippet (more on that later) that will be highlighted organically on search terms.
Voice SEO Conclusion
Voice search is a great opportunity that your dealership can use to drive visitors. You will want to take advantage of it in 2020 and moving forward. I want to know all about any reservations you might have or questions just leave it in the feedback form below and I’ll answer every question that is sent over to me.
Are You Ready?
Based on my experience, my objective is to work with your dealership and ensure that all aspects of SEO are covered for organic growth. This means more traffic on the website, in the dealership and more sales for the dealership! Contact me to learn more about how I help dealers.
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