Auto Dealer News & Information

Auto Dealership Online Marketing

By November 8, 2008April 24th, 20203 Comments

The most important function of a car dealer website is to help a company to sell cars and service to new customers.

When potential new customers need to choose between two car dealers with whom they aren’t familiar, they are most likely to compare the websites. This is because a website is almost the only method for a person to actually see beforehand what he/she pays for as far as service and quality is concerned. In general, more than 40% of these potential new and used car buyers decisions are decided upon the impression that is reflected from the car website, regardless of the competence of these companies. Even dealerships that are slow to respond to a lead will likely get walkin traffic from a well constructed website. The general truth is that most potential customers do not know how to technically compare dealers since they are selling the same brand for instance, and therefore trust that the dealers website’s professionalism will reflect the expertise.

Therefore large amounts are invested in auto dealers website development and many companies to choose form.

Unfortunately most dealer owners tend to overlook the importance of building a trusted web presence with Google, Yahoo and MSN. Without having a web presence with authority almost no new visitors will end up at your website because your rankings will be so low, no one will find you. And since every dealer wants to expand their presence online, they need to focus on improving their website in order to increase the chance of getting new customers.

The best and most effective long term solution to increase your web presence is known as Search Engine Optimization (SEO). It is a highly specialized field that focuses on improving the amount of trust the rest of the world will have in your website. The more trust you have with Google, Yahoo and MSN, the more potential new customers will visit your dealer website daily.

The amount of trust your website has, is most of the time determined by search engines (for example Google, Yahoo, etc.). This is because the search engines have the most advanced mathematical algorithms available today, hence the acronym, SEO. Of all these search engines, the world’s most accepted benchmark of website trust is known as the Google page rank) of your website.

Therefore, if you could increase your Google page rank, your number of new visitors to your dealer website will most certainly increase.

Google Rank of well known organizations’ home page:
4/10: Dealer Websites
5/10: Autonation
6/10: Chrysler, Kia
7/10: Ford, Coke
8/10: General Motors, AT&T
9/10: Microsoft
10/10: Google

Another reason why Search Engine Optimization (SEO) is so important is because of the quality of the traffic (website visitors) you receive on your website. If somebody visits your dealer website due to a search engine query, as opposed to other reasons (such as typing in the web address/clicking on a link from another website, etc), the new visitor will most likely already be looking for your services and ready to buy.

For example, if someone types in the word “Pontiac Chicago” in Google, they are probably looking for a Pontiac vehicle in the Chicago area. So if your site comes up first on Google you can probably sell a Pontiac vehicle if your price and dealer website is good. The contrary is that the person accidentally lands on your dealer website, but has no immediate desire to purchase a vehicle or service.

Please note that it is possible to buy quality traffic, but this is expensive (depending on the source and competition) and only effective in the immediate short term i.e. while it is active. SEO has a long term effect and is relatively inexpensive (free) to maintain once a certain level of optimization is reached.

Tips when hiring SEO experts to manager your dealership website:
If have a Dealer e Process website we do it for you!

– Whenever using a company in order to improve your SEO, always check out the Google Rank of their website i relation to the auto industry. Since SEO is not that well known in management circles, there is a lot of companies that will try to sell SEO skills to a dealer but have no dealer results while there own SEO ia terrible. Have them give you examples of other dealerships that have high rankings in competitive area; For example (Chicago Pontiac).

– Also try to get some form of guarantee. It is very rare that SEO companies ever give guarantees about the effects of their efforts, but if they actually do, you know they are serious about their skills for your dealerships results.

– Try to get clear benchmarks to calculate the results of the SEO campaign for your dealership. For example monitor the number of visitors that your website receives that came from organic search engine queries before and after the time of your campaign. (We strongly recommend you use Google Analytics)

– Make sure your SEO company have a clean record. Sometimes dealership SEO companies may get desperate in order to get results and might step over the moral line by trying to fool search engines with unnatural ‘black hat’ methods. When caught out, these websites are usually banned from search engines and will not show in any search result.

Good luck with your marketing campaign!