Who would’ve guessed that creating a website could be so complicated? Once it’s built, there are two never-ending tasks that follow: optimization and analysis.
These days, search engines require you to earn your position in the search engine results page (otherwise known as your ranking). SEO is one of the most important ways that your dealership can prove it deserves a higher rank, which generally results in increased web traffic, more customers and more profit.
A Look at SEO
SEO stands for Search Engine Optimization, a complex discipline within digital marketing. It’s the ongoing process of improving your website’s visibility within a search engine organically (non-paid) by consistently improving various elements — both on your website and off.
Google uses a variety of factors to determine a website’s rank or position in the search engine results page, including page speed, regularly updated content, strong keywords, enticing title tags and meta descriptions, a clear information structure, and an overall positive user experience. There are many more factors that contribute to rank, so for tips on how to improve on Google’s various ranking factor’s, check out Moz’s 2018 SEO checklist.
It’s important that dealerships with an online presence focus on improving and optimizing these various areas SEO. All of these efforts help the search engine better understand exactly what the content on your website is about and how it’s organized. This way, the search engine can determine your website’s relevance to a car shopper’s search query in order to show the most valuable content first.
In the most simplistic terms, the general goals of automotive website SEO are to improve the search engine-friendliness as well as the user-friendliness of a website.
Without harnessing the power of SEO, your car dealership’s chances of showing up for valuable online searches will decrease exponentially. With more than 400 million people browsing the web every single day, you want to ensure that your site is getting attention from as many of these people as possible. How? Optimize unceasingly!
Building a website is complicated. Not only do you need to incorporate SEO, but in order to continuously optimize, you also need to routinely monitor automotive analytics.
To Optimize Continuously, You Need Clear Automotive Analytics
SEO is endless. If you want to maintain a higher rank in the search engine and continue receiving high amounts of traffic, you’ll need to make continuous changes aimed at improving SEO based on Google’s ranking system.
With automotive analytics, you’re able to view your website’s performance in real time and with comprehensive data. These analytics offer a massive range of data including web traffic volume, time spent on individual pages, user behavior on the website, user acquisition and so on. Google Analytics goes deep into automotive website analytics to show detailed reports of audience information (demographics, interests, devices used etc.) as well as clear indications of both top-performing and underperforming areas of the website. These indications present valuable opportunities to optimize underperforming areas to improve overall SEO.
By understanding and monitoring these analytics, your dealership will be able to make the necessary SEO-oriented changes and improvements to keep your website at the top of the search engine results page.
It’s essential that your dealership uses an analytics tool on a regular basis to ensure that all of your SEO efforts are in fact improving your online presence and in turn, increasing traffic to your lot.
We understand that all of this sounds a little bit daunting. At Convertus, we’re obsessed with SEO and analytics. Our Organic Search team continuously optimizes client websites to rank high in the SERP, above the competition. Let’s work together to find the optimal SEO solution for your dealership. Reach out to us and let’s get the conversation started.