Google, Siri and Cortana, are quickly becoming your handheld personal assistant, advisor and maybe even your therapist. Instead of rifling through the Yellow Pages or even browsing through search results, these little voices on your phone can give you the best answers to your every question. “Siri, find me the best pizza nearby,” “Hey Google, where’s the nearest gas station?” “Cortana, find a movie theater nearby.” Using your location, questions like these can quickly return the answer to whatever is nearest to you. As we thought of this, we realized the potential that this might have for dealership websites. So we asked the question:
Can putting the phrase “near me” help you turn shoppers into actual customers?
We looked at 82 dealer websites across our network to study whether or not adding the phrase “near me” to a dealers website could convert customers.
After five months, we noticed several key trends for those dealer websites who implemented the “near me” phrasing in their site.
1. Increased impressions
Over the five month test, the number of impressions with “near me” phrases on the pages increased by 15%1 compared to websites without that phrasing.
2. Double the click-throughs
Even more encouraging, websites with “near me” content saw 81%1 more click-throughs than websites without. In addition, adding that verbiage almost doubled the number of click-throughs in the last month compared to the first (8833 compared to 4365). Generally, click-throughs indicate more intent to buy than impressions, so this drastic increase is particularly promising.
3. Urban/metro searched more than rural
Dealers located in urban and metro areas saw more impressions and clicks compared to rural locations. 1 This difference likely arises from the sheer difference in population in an urban or metro area compared to a rural area. Additionally, populations in metro and urban areas tend to use smartphone technology more often than those in rural areas2.
4. Less franchise, more general searches
In addition, we observed that the “near me” impressions shifted from being associated just with dealerships to more general search terms. 1 For example, instead of searching for “Honda Dealership near me” users were searching for “oil change near me.”
Just a few words can make all the difference in driving customers to your dealership. Talk to your PowerSEO specialist about how to take advantage of this “near me” search trend.
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About the Author
Colleen Harris joined CDK Global in March 2013 as a Search Engine Optimization Specialist. Prior to joining the CDK team, she worked in digital marketing in the healthcare industry and entertainment industry. She brings a passion for link building and content creation, and has been referred to here at CDK as the “Google Whisperer." Outside of CDK, Colleen has volunteered as a digital consultant for non-profits in the Seattle area.
About the Author
Natalie Kach has been an SEO Specialist with CDK Global since March of 2014. She specializes in all things content, and has a passion for crafting compelling narratives on any platform. Previous experience encompasses a diverse mix of writing, including ad copy for daily deals emails, infographics, video scripts, blogging and more.
2.Pew Research Center Internet Project Survey, January 9-12, 2014