Three SEO Takeaways You Missed From Driving Sales
Once again, the Driving Sales Executive Summit proved to be the place to be in the automotive world. Dealers across the United States and Canada came together for three days to learn the new best practices that can be applied to all aspects of the dealership. I shared with dealers the Top 10 things to know when it comes to SEO, but if you missed the presentation, here are the three most important takeaways to apply to your dealership.
1. Know Your Navigation:
Most dealers already know you have to be “mobile first,” and that includes your navigation. Your website navigation should be “there” — useful and quick! To be “there” is to audit your existing navigation and make sure that it’s living up to best practices. One of the best things you can do is to place your most important information in the left-hand side of your website. Studies show that web users spend 69 percent of their time viewing the left hand side of a web page, and 30 percent viewing the right half. Only your most important pages should be linked and should fit on a mobile screen without scrolling.
2. Third-Party Review Sites Matter:
What your customers say on the web about your dealership matters. Ninety-two percent of consumers now read online reviews, while star rating is the number one factor used by consumers to judge a business. To find which directories matter for you, Google “Dealership Name + Reviews” and see what other sites come up. Focus on these sites when asking customers to review your dealership. These also tend to be the ones that Google is pulling into the “Reviews from the Web” part of your knowledge graph.
3. Google’s “Rank Brain” in the Automotive World:
Every blog claims that they know the latest and greatest way to get a website ranking. So how do you know who to trust? Last year, Google said that “The top three ranking factors to help improve rankings are Links, Content and ‘Rank Brain.” Links and content have been talked about for years, but what exactly does Google mean by “Rank Brain?” Google’s goal has always been to deliver the most individualized search result. Rank Brain is the tool Google uses to try and guess the intent behind your search and serve up the best results. For instance, a shopper used to have to visit your website for hours and directions. Now, Google Rank Brain might assume you’re looking for hours and directions when you search “Dealership near me,” so it reads the information from your website and your Google Business Listing and displays the results right in the search results. When your dealership hours are correct and up to date in Google My Business, you can use Rank Brain to your advantage. Strong SEO isn’t just a “nice-to-have,” it determines the success of your business. In fact, 50 percent of customers who conducted a local search on their smartphone visited a store within a day. Customers search with the intent of taking action, and if you’re not visible, your customers may miss you altogether. Learn more about SEO by watching my presentation in full, coming soon. If you need more than just a few tips, learn more about our PowerSEO product and how people like me can help your dealership be found.