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For any dealers that sell OEM parts, tires or wheels online, you may already know the auto parts SEO process is much different than for the front of the house.
Here are some tips to use on your own website.
For example, when a shopper needs an OEM part, it's usually because something broke or wore out. It may not be a planned purchase.
But, for a performance car part, an accessory, or something to customize a vehicle, the shopper may have been thinking about that part for weeks, months or even years.
The key is to show up for online searches when a shopper starts down the Road with general searches, as well as showing up for more specific searches that have high purchase intent as that shopper learns more.
In our latest blog post on SEO we also include some fresh analysis on keyword rankings vs. clickthrough (CTR) rate for automotive parts SEO terms as well as automotive technical terms.
Automotive search terms ranked#1 organically have an average CTR of more than 20%, compared to words ranked #10, which had an average 5% CTR.
In our analysis, the #1 ranked keywords had a 310% higher clickthrough rate than words that were ranked at #10, which is pretty significant.
There’s a fast drop-off just going from #1 to #2, where the #2 words have a 16% CTR. Just improving from #2 to #1 can improve your clickthrough rate an average of 28%.
Technical automotive search terms with a #1 organic ranking had an average clickthrough rate of 24%.
"Technical" auto parts searches are searches like “how do you…“, or “what does the…“. It also includes searches for specific tech information like a bolt circle diameter or wheel offset.
We also include some tips for pulling data from your own Google Search Console account.
If you haven't visited Google Search Console lately, there may be a surprise waiting for you with the new layout.
In our blog post we show you how to get all the organic search terms that shoppers clicked on to visit your site, terms your site showed up for whether they resulted in a click or not (impressions), the average position for those search terms and the average clickthrough rate for each search term.
You can even create the type of scatter chart shown above, too, so you can look at your average organic rankings vs clickthrough rate.
You need to focus and do research to be really effective at marketing your website. It helps to create a list of topics that are important to your SEO efforts.
And if you’ve been following the latest on SEO you already know, topics beats keywords.
We hope you find this helpful if you're trying to increase your parts sales online. For more information read the blog by following this link.
Do any ADM members have their own SEO tips, specific to selling OEM parts online, to share?