Dealers: Start Thinking Outside the SEO Box

At Issue:

Up until recent­ly, auto­mo­tive deal­er­ships were con­vinced they need­ed to work with SEO pro­fes­sion­als and engage online cus­tomers by tap­ping into Search Engine Opti­miza­tion tech­niques. Could it be this is no longer the way to bring traf­fic to your web­site?

Google is still the most used search engine, but is there an over-depen­dence?

The Back­sto­ry:

There is com­mon think­ing that mar­ket­ing and engag­ing the cus­tomers online means tap­ping into Search Engine Opti­miza­tion. And for many peo­ple, it’s all about work­ing with SEO pro­fes­sion­als who will tweak the site’s infra­struc­ture, pay­ing atten­tion to title tags, Fol­low and No Fol­low Links, Meta tags and even the lay­out of the web­site and con­tent that is rarely cre­at­ed for actu­al peo­ple to read. The under­stand­ing is that if the web­site is attrac­tive for Google spi­ders, then traf­fic will eas­i­ly stream into the web­site. This approach is vast­ly chang­ing.

How to Mar­ket Your Busi­ness to Cus­tomers, Not to Google:

  • Using SEO for Google is not mar­ket­ing; mar­ket­ing is engag­ing your cus­tomers direct­ly and in a per­son­al man­ner.
  • Cus­tomers will find you through Google, and your stand­ing on SERPs will increase your chances of being clicked first.
  • But keep in mind that there are oth­er ways cus­tomers can find you online.
  • SEO may be over­hyped online as the mar­ket­ing of choice, because SEO is not mar­ket­ing.
  • Make sure your web­site has the ele­ments and con­tents that ‘can talk to peo­ple’ and entice them to learn more about your busi­ness.

What Deal­er Man­agers Should be Aware of Today:

  • Google is not your cus­tomer, rather you are Google’s cus­tomer.
  • Don’t build for Google, build for your cus­tomers.
  • Real mar­ket­ing and adver­tis­ing is reach­ing out and show­ing cus­tomers what you are.
  • Your web­site is mar­ket­ing your­self, mar­ket­ing your prod­ucts, mar­ket­ing your sales peo­ple.

Dara Moore of DrivingSales.com wrote the orig­i­nal arti­cle. Learn more about SEO’s place in today’s auto­mo­tive world through this video done by Paul Potratz enti­tled: Does SEO Mat­ter Any­more?

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