Our last article explored ways to maximize online visibility by delivering helpful content. In it, we discovered that an integrated approach to digital marketing in automotive utilizes search engine marketing (SEM) as an effective and efficient way for dealerships to reach their target audience and achieve their digital marketing goals. We conclude that investing in Search Engine Optimization (SEO) and Pay-Per-Click (PPC) advertising, both individually and together as a comprehensive strategy, creates a more streamlined and efficient marketing process.
But it doesn’t stop there.
Our own results have identified a methodology to which you may already be familiar without even realizing it. Here at Dealer Teamwork, we’ve coined this Total Search™.
WHAT IS TOTAL SEARCH?
Total Search is a holistic approach to search marketing, integrating search engine marketing (SEO) and paid search engine marketing (SEM) as a single channel.
WHY DO I NEED TOTAL SEARCH?
- Efficiency: Using SEO PPC advertising for sales and service growth can result in strategies that work in a vacuum, executed by agents in silos. Often they are even competing! Inclusive efforts enabled by powerful platform technology ensures your unique markets, inventories, and goals are dynamically aligned.
- Data-Led Insights: SEO and PPC tactics vary in the way metrics are reported. This can both water down data analysis by channel and muddy those same waters. This gives an incomplete view of KPIs and lends itself to a substantial amount of cross-over. Data without context is not grounded and therefore not able to drive strategies alone. Total Search streamlines data sharing, which is crucial for understanding trends, user behavior, and improves overall performance.
- Search Domination: Being the best results doesn’t guarantee you’ll get the click every time. You must be the top result. That is why grabbing digital real estate at the top of search results is so important. To do this, to truly maximize visibility across all channels, you must execute within a Total Search environment.
WHY IS TOTAL SEARCH DIFFERENT?
Total Search is a multi-pronged approach that leads with data and ends with the consumer in mind; aligning digital activities to achieve goals better…and encourage better goals.
- Paid Search delivers instant gratification with immediate traffic boosts. It comes at a cost, but is necessary in today’s marketing strategies.
- Organic Search can begin to pay dividends quickly but takes a bit more time to cultivate and grow in relevancy. It continues to gain momentum to withstand the longer-lasting strategy goals.
Ultimately, SEO is a powerful part of Total Search because it can limit the effort and cost required for SEM in the long term. Additionally, SEO is the building the blocks that creates a solid foundation for Total Search from which SEM is able to launch. In this way, Total Search takes a step back to view the whole picture, ensuring that both strategies complement each other and work towards the same goals. Automated platform technology brings it all together; powered by AI and dominating SERP results becomes unstoppable.
Talk to us about what’s possible for your dealership when you harness the power our exclusive unified approach. Our experts will take a look at where you are now and make recommendations from a personalized Total Search™ perspective and ensure YOUR performance is rising with the the future of digital marketing in automotive.
