Dads. They dispense wisdom (solicited or not) with a gruff tenderness that’s as comforting as a well-worn baseball mitt. This Father’s Day, we at Dealer Teamwork wanted to celebrate the dads who’ve guided us, not just in life, but in business, too. Specifically, the business of automotive digital marketing: Websites, SEO, and SEM. Better known in the industry by what our own company forefathers and co-founders so lovingly (and brilliantly) built our patented technology origins upon:  The MPOP® and our exclusive Total Search™ approach.

Eric Miltsch, Co-Founder and VP of Search at Dealer Teamwork, is no stranger to both fatherly advice and the complexities of digital marketing. Now, he takes a lighthearted look at some classic Dad sayings and translates them into actionable and insightful tips for mastering your online presence.

Eric recalls that the foundation lessons he learned from his parents actually shaped his approach to effective search marketing for car dealerships. Take these valuable teachable moments, for instance:

• “Measure twice, cut once” taught him the importance of meticulous planning and thorough keyword research.
• “Adaptability, loyalty, and patience” echoed the necessities of SEO, where clear content and waiting for gradual improvements are key.
• “Just do it right the first time” reminded him of the continuous monitoring and adjusting needed with campaigns

As he aged, he began to apply these timeless lessons to the digital marketing strategies we’ll explore today, proving that good advice truly transcends generations.

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BONUS CONTENT!

While we’ve teased you with a few of our favorite Dad-isms below, be sure to DOWNLOAD ERIC’S FULL LIST OF 18 BEST-PRACTICE TIPS that inspired the blog!

MONEY DOESN’T GROW ON TREES

Just like resources at home are limited, budgeting for SEO & SEM must be done to maximize ROI.

Prioritize High-ROI Activities

• Local SEO Optimization: Essential for targeting local customers effectively.
• Regularly Audit and Optimize Spend: Manage your traffic channel balance
• Measure your channel proportionality: How many conversions/How many conversions?

AS LONG AS YOU LIVE UNDER MY ROOF, YOU’LL FOLLOW MY RULES!

• Follow SEO Best Practices: Follow well-established SEO guidelines, such as correctly using titles, meta descriptions, and alt tags to enhance visibility.
• Avoid spammy practices: such as keyword stuffing, cloaking, and using bad link networks,
• Regular OEM Compliance Checks: Know your OEM brand guidelines

THIS IS WHY WE CAN’T HAVE NICE THINGS!

Poor website or ad spend management can lead to wasted resources & missed opportunities.

Consequences of Not Managing the Default Traffic Channels

• Optimize Resource Allocation: Ensure efficient use of budget and resources to prevent waste and maximize impact.
• Monitor and Adjust Campaigns: Regularly review advertising campaigns and website performance to optimize spend and avoid missed opportunities.
• Implement Effective Maintenance: Keep your website updated and functional to prevent issues that hurt user experience and SEO performance. Culprit: Old pages.

WHEN I WAS YOUR AGE…

Use historical data from your SEO/SEM efforts to guide/improve current strategies.

Leverage Historical Data

• Analyze Past Performance: Review previous SEO and SEM campaigns to identify what strategies worked well and which didn’t.
• Apply Lessons Learned: Use insights gained from past data to refine and enhance current marketing efforts.
• Benchmark Progress: Regularly compare current performance against historical data to measure growth and identify areas for improvement.

LIFE ISN’T FAIR

Algorithm updates may affect your site’s ranking unfavorably.

Be Resilient Against Algorithm Changes

• Monitor Search Engine Updates: Stay informed about recent algorithm changes that could impact rankings and adapt strategies accordingly.
• Diversify Traffic Sources: Don’t rely exclusively on search engines; use social media, email marketing, and other channels to drive traffic.
• Focus on Quality Content: Prioritize user-focused, high-quality content to maintain strong rankings despite shifts in search engine algorithms.

DON’T MAKE ME REPEAT MYSELF

Clear & Consistent Reporting

• Focus on Key Metrics: Reports highlighting the most critical activities, results & recommendations, and their impact on business goals to ensure leadership understands the value of SEO & SEM efforts.
• Easy-to-understand Formats: To make reports accessible and clear, use straightforward, jargon-free language and easy-to-understand visuals.
• Regular Updates and Recommendations: Give monthly actionable recommendations; keep leadership informed & engaged in decision-making.

IF YOUR FRIENDS JUMPED OFF A BRIDGE, WOULD YOU DO IT, TOO?

Just because a strategy works for one doesn’t mean it’s suitable for all.

Customize Strategies to Specific Needs

• Consider Brand Identity: Tailor your SEO/SEM efforts to align with your brand’s unique characteristics and values and influence how your audience interacts with your content – Relevance!
• Adapt to Local Market Conditions: Strategies should be adjusted based on location, considering local search trends, customer behaviors, and regional competition, which can vary significantly from one area to another.
• Evaluate Competitive Landscape: Analyze your competition closely. What works for them might not work for you due to differences in budget, market positioning, and target demographics.

WHAT PART OF ‘NO’ DON’T YOU UNDERSTAND?

Certain SEO practices should be completely off-limits.

Strictly Avoid Outdated Techniques

• Don’t Link Off-Site for priority page solutions: For example, the Trade-in/sell-your-car tools should be on your site and not pointing to off-site URLs
• Tag your GBP CTAs: You need these tags to see how well your GBP is contributing to your organic traffic & manage your branded spends
• Lazy AI: Never just Write/Copy/Paste. Put some effort into it!

EAT YOUR VEGGIES

Prioritize Essential SEO & SEM Tasks

• Regular Internal Audits: Regularly review & clean up internal links
• Technical SEO Audits/Research: Dive deep into pages not indexed while also ensuring your content remains relevant and competitive.
• Update & Optimize Old Content: Refresh outdated content & optimize existing pages to keep them current to maintain relevance.

DON’T TALK WITH YOUR MOUTH FULL

Communicate Clear Marketing Messages

• Relevant Titles/Headers: Use simple, accessible language that your audience can easily understand, avoiding industry-specific jargon confuses.
• Answer a question: Present content in manageable chunks: simple, scannable, and structured.
• Solve a Problem: Help Google find the best resources so they can show them to users more easily and quickly.

GO ASK YOUR MOTHER

Foster Collaboration for Enhanced SEO & SEM Insights

• Engage with Team Experts: Actively seek input & collaboration from other experts to broaden the scope & depth of your strategies.
• Leverage Diverse Skills: Use each team member’s unique skills and perspectives to ensure a more comprehensive and effective approach.
• Build on Shared Knowledge: Encourage ongoing dialogue and knowledge sharing among team members to continuously improve and innovate your strategies.

It seems that Father really DOES know best! Now that you know — how can you leverage this knowledge to strengthen your own online presence? We’ve got your back!

Contact our team of 100% Certified Experts for a free consultation today. Learn how we can elevate your own strategies with principles that are sure to stand the test of time.