by CDK Global | 28 February 2018

Why Potential Buyers Eventually Turn to Organic Search

The car-buying process can be complicated, so most people turn to the web for simplified searching. But, outside of the internet, how do car buyers research new vehicles? For the few who still opt to start their search offline, there are the traditional ways to learn more, such as word of mouth, TV, radio, newspaper, billboards, or even going back to the dealership where they bought their previous vehicle. Although there are still traditional methods to research new vehicles, car buyers end up online when those avenues aren’t providing the solutions they’re looking for.

Organic search is currently one of, if not the most popular, ways people research when buying a new vehicle

potential-buyers-organic-searchWe all know a family member we can turn to for car buying advice. Let’s say a potential buyer asks their dad for advice on which dealership offers the best 2018 Chevy Camaro deals. He’ll call or even travel to the recommended dealership to find out more information on their best deals. The potential buyer will still wonder if there are even better deals in the area. Although the potential buyer respects their dad’s knowledge, there’s no harm in taking a few minutes to research other deals nearby. Today’s buyers are constantly searching for the best deals, and they’re taking advantage of the resources available to them.

Before the internet, dealerships used traditional advertising methods to capture and keep buyers. When people in need of a new car are exposed to traditional advertising, a light goes off that they could buy a new car. It sticks with them, and when they’re at home, they may only remember the name of the dealership that was advertised. So, what’s the next step they take? Today, buyers are no longer looking through a phonebook to find that dealership, but rather turning to online and organically searching for the dealership’s website. When the buyer turns to tech to find answers, you’ll want your dealership’s website to stand out among the rest.


People are often loyal to a specific dealership, but sometimes the same deals aren’t offered after they take out the first lease on a specific model. If a great offer isn’t available on a model they want, it’s easy to assume that buyers will turn to organic search to find the specific deal they’re looking for. So, what can you do to help your dealership appear at the top of search results? Start by encouraging your current and potential customers to visit you online. The more site visits you receive, the more credibility you gain online, sending your site to the top of the search results.

We might not be able to control where people go when they initially think of purchasing or leasing a new car, but there are ways we can stand out when buyers head to search engines.

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