Although frustrating to some who have been looking to “break the code”, Google has a team of engineers who have one goal: to improve the quality of and integrity of their products and tools. It is no longer possible for businesses to think that they can “outsmart” Google or attain organic SEO rankings without rolling up their sleeves. The truth of the matter is that there are no handbooks, no maps and no recipes, you must earn it.
In the ever changing world of automotive advertising, it becomes difficult for dealerships to manage their SEO as well as print, audio and televised marketing campaigns. With that being said, here are a few tips and tricks to lead you back on the path to automotive marketing success:
Step back and visit your own website and see where you can make changes. Add important documents, videos, helpful tips and useful information relating to your industry. People appreciate information now more than ever. Establishing yourself as a trustworthy source could bring back visitors and aid in conversion rates. Make your forms, documents and articles easy to read and limit the content to 500 words, if possible. Here is the catch, do not just do this one time and forget about it, schedule it regularly (weekly, bi-weekly, monthly).
Direct the traffic with your posts and content, but also be mindful as to where they are going. Although it is terrific to see the increases in visits, it is also important to take notice of the bounce rate and lead generation. If you see that one of your pages in particular is drawing in a lot of traffic, but not generating leads, work on that page. Updating your content, altering text and data can be the difference between a sale and 10 sales, so pay attention. In some cases, adding a simple coupon or clickable form can be the capture that you needed.
Be careful not to clutter or over-stuff your pages. I know that sounds contradictory because adding more information has been the message, but just like a home, there is a place for everything. Yes, adding content is important, but would you place your kitchen sink, toilet and couch all in the living room? Of course you wouldn’t. Then avoid placing too many photos, specials, datasheets, contact information and articles all in one place. Just like the feeling of a well organized home, your customers will feel welcomed and not overwhelmed when they enter your website. If you are not sure if this pertains to you, visit some of your competitors and browse their layout.