Auto dealers know the value of search engine rankings. Quite simply, if your dealership’s website doesn’t appear high on sites like Google and Bing – your web traffic, leads and sales are going to suffer.
Car dealership SEO services aren’t something you can trust to just anyone. This is a competitive industry, and rightly so. Large dealer groups are now hiring the most talented Internet marketing specialists in an effort to dominate search results. Advertising budgets that were once allocated to television, radio and newspaper have been slashed and redistributed online.
Auto sales are big business. Last year U.S. consumers purchased more than 11 million cars, trucks and SUVs – a figure that is moving in the right direction, though well below the 16 million sold just three years ago. With the market shrinking of late, it is now more important than ever to get in front of those “in the market” for a new or used car. The question is, how do you do it?
You’ve likely read all the reports about how car research has moved online. Sites like Edmonds, Yahoo Autos and Cars.com are where many people go to learn more – but when it comes time to take a test drive, the searches become more local in nature. Want to get behind the wheel of a new Ford F150 in Chicago? What are you going to search? “Ford F150 in Chicago“. Looking for a late model Toyota Camry in Dallas? Chances are you’ll head to Google and search “used toyota camry dallas“. These are the kinds of opportunites your dealership could be missing.
So, where do you start? Good question and here is a simple answer. To get your inventory and services in front of more people you have two main options. One, you can advertise online by creating a pay-per-click campaign. If you haven’t already tried this, I’m sure you’re familiar with the concept. You bid on keyword phrases related to your franchises and market – and when people conduct a search for those phrases, your ads appear on top and alongside organic search results. Your second option is to hire an SEO company and target those same searches via natural, free rankings.
If you plan to hire an SEO company, find one that has a proven track record in the automotive industry. There are thousands of search engine optimization companies, but you need one that can get you ranked for competitive phrases. And don’t simply take their word for it. Ask for the names of some dealers they have worked with and then do your own research. You should find their sites ranked highly for geotargeted searches that include franchises, makes, models and years.
What can you expect to pay? SEO rates are all over the board. Some companies charge as little as $50 per hour while others are closer to $1,000. Plan on spending $150 to $300 an hour for someone with several years of experience in this industry. Remember, SEO is an investment. Auto dealers who secure top rankings for competitive phrases in your local market will reap the benefits. SEO is a function of time and budget and you can outrank your competitors, but the longer you wait, the more difficult it becomes.
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