When I first entered the automotive industry, businesses relied heavily on traditional advertising to promote themselves. This included using expensive methods like radio, TV, billboards, and direct mail to reach potential customers. The goal of this ‘hope and spray’ marketing was to attract customers with a mass marketing message and then sit back in anticipation of the advertisements being seen to and compel a buyer to step foot on the showroom floor to purchase a vehicle.
Search Engine Optimization vs. Traditional Marketing
Luckily, marketing online with search marketing, is a more effective advertising method in the digital era. Instead of relying on chance, search engine optimization (SEO) offers a targeted approach to reaching potential audiences. By understanding what consumers search for, automotive dealers can market directly to their target ready-buyer.
Is SEO Worth the Hype?
Automotive dealerships and service providers have to carefully evaluate the best strategies to succeed. When it comes to SEO, the decision is relatively straightforward. To determine if SEO is worth pursuing for your business, consider the following questions:
Question #1: Do potential customers search online for your company’s products or services?
YES!
Think about it. When was the last time you bought something? Did you search for it online before making a decision? Chances are, you did. In fact, Think with Google states that 81% of consumers conduct online research before making a purchase. Other studies show more current numbers up to 85% in 2023!
For example, if you sell used cars or run a new car dealership, a shopper might search for “used pickup trucks near me” or “buy a new Ford F150 near me.” By optimizing your website and content for these keywords, you can increase your visibility and attract more potential customers to your store.
Question #2: Can you find your own website when you search online?
If NOT. You need help ASAP!
You know that you have people searching for your products or services. Now go check to see if your dealership shows up in search engine result pages (SERPs) like this:
- Think of the relevant products or services your company offers.
- Type those into a Google search and search for your website and see where you show up both for paid and organic search results.
If your website isn’t showing up for relevant keywords, you can improve its visibility and boost your keyword ranking with SEO services. This establishes your website, and therefore your dealership, as a trusted source for consumers to buy or service their next vehicle.
10 Benefits of an SEO Investment
Now that you understand why SEO is important to your marketing strategy, let’s explore proof of why SEO is worth the investment to drive positive ROI
1. Increased Website Traffic
When it comes to improving your website’s search engine rankings, implementing SEO strategies is non-negotiable when it comes to achieving higher visibility and increased organic website traffic. This, in turn, increases the chances of shoppers becoming buyers.
Selling cars is, in part, a numbers game, right? So it stands to reason that more website traffic correlates to more revenue and sales, making SEO an important aspect of any dealer’s success.
2. Better Customer Targeting
You’ve heard of targeting the right people with the right message at the right time? Well SEO does that. It’s a powerful tool that enables businesses to target their ideal consumers based on various factors such as demographics, interests, needs, and behavior.
Taking lessons from our exercise above, by optimizing your website for relevant keywords, you’ll also be increasing you chances of converting website traffic into customers.
Let’s say there’s a car repair shop that wants to attract more customers. Instead of advertising in those newspaper or on TV, they can use SEO to focus on people searching online for related terms like “BMW lease offers” or “BMW dealer near me”, for example. By using SEO, the repair shop has made sure their website will appear at the top of the search results and make it easier for service customers to find them.
3. Improved Brand Awareness
Automotive dealers can enhance visibility and expand their reach by achieving higher rankings on search engines. Consistent online exposure of their target market helps build brand awareness and recognition. The more frequently users encounter the dealership brand on SERPs, Google Business Profile (GBP), and their own website, the more it becomes recognizable and trustworthy over time.
4. Enhanced Customer Interaction
SEO opens up the opportunity for businesses to connect with customers in real-time with tools like GBP and website chat features that allow prompt answers to inquiries. This kind of attention to communication allows a dealership to personalize the customer experience and create a trusted partner relationship.
5. Cost-effective Marketing
When compared to traditional marketing efforts, SEO reaches a hither targeted audience at a much lower cost. Instead of spending your marketing budget on expensive billboards, Radio, OTT, or TV ads, you are meeting the consumer where they are literally searching.
FOR FREE.
Does it take time and vendor help to rank at the top? Yes. But it’s worth the investment.
Once you’re top-ranked, it’s easier for your dealership’s website to stay top-ranked. This Digital Nirvana, as we call it, is maintained with at a very low maintenance cost. In fact, an effective SEO strategy saves money on leads and paid ads going forward! SEO helps your website stretch your success and increases results.
6. Measurable Results and Analytics
So here’s the pitch…
An SEO agency like ours here at Dealer Teamwork will take your automotive dealership to the next level of digital success.With our advanced analytics tools, you will be able to track and measure the effectiveness of your marketing campaigns. We gather key metrics such as website traffic, conversions, and engagement, so you can make data-driven decisions and optimize your strategies to avoid wasted resources and overspending. You can trust us to help you reach your marketing goals and take your dealership to new heights.
7. Increased Conversions and Sales
We’ve established that effective SEO strategies and optimized website user experiences will lead to higher conversion rates. This means that customers are more likely to take desired actions on the website, such as adding information to a blog or requesting a quote. User interaction is key in guiding visitors through the “road to the sale” and converting leads into customers, ultimately resulting in increased sales for dealerships.
8. Local Reach
We might be biased, but SEO is the best tool for dealerships looking to expand their local reach. People rely on services like buying a new car, buying new tires, oil changes, and more specific automotive services each day! Why not make it easy to be found – every * single * day. SEO done properly will give you the local visibility you need. Local SEO (LSEO) will help your dealership achieve top search results for “near me” or proximity-driven keywords.
9) Global Reach
SEO allows businesses to reach beyond geographic boundaries and target specific audiences or locations through the internet’s global reach. By utilizing SEO, websites can rank higher for regional, high-volume keywords, establishing a presence in new markets and creating growth opportunities. A strong LSEO and SEO strategy helps keep dealers ahead of their competition.
10) Change and Adaptability
SEO (and digital marketing) allows for real-time adjustments and quick pivots to marketing campaigns based on continuously flowing data and feedback. You are able to dynamically shift target keywords on various pages with technology, like the patented MPOP®, and partnerships. You can also change your business information on directories and GBP in realtime. This flexibility enables fast responses to market changes, trends, and customer preferences.
To Summarize
In times of economic downturn such as the one some are feeling today, dealers need to be flexible in order to succeed. SEO can be a valuable solution for adapting to change, whether that means adjusting offers or shifting focus to different keywords. As the economy and automotive industry continue to evolve, it is crucial for dealers to have an SEO and marketing strategy that can quickly adapt to new trends and shifts.
Overall, SEO offers numerous benefits to automotive dealers. Utilizing these benefits for better brand building and long-term success in the digital world in a no-brainer. It’s not going got get any easier, so start building your SEO foundation today!
…that all said, you might still be asking…
So Sean, How Much Does SEO Cost?
Good question.
The average monthly cost for good SEO services ranges from $1,500 to $5,000 for small to medium-sized dealerships. The specific amount depends on various factors, including location, volume, goals, number of pages on a website, and how well you want to stand out.
As a long-term investment, SEO typically 6 to 12 weeks to start seeing results. Remember, the benefits will increase as your website ranks at the top of search results.
Bottom Line?
I recommend that you get started doing SEO the right way and that you make your SEO investment count. I invite you to partner with the best you can get! Give me a call and partner see why some of the most successful dealers are already partnered with Dealer Teamwork!
Schedule a demo to GAIN YOUR GROUND TODAY!
Sean Stapleton | CEO & Co-Founder
