requirements. It's difficult for dealerships, most of them don't realize the importance of well-developed, informative and original content production and the weight search engines place on it. Too many dealers fail to recognize (or don’t want to spend the money; it seems to always be about saving it not investing it) the need for a dedicated resource, whether internal or 3rd party like what Cobalt offers in the SEO packages.
While working at a local, super-dealer group, I used 'The Cobalt Group' for SEO content. Take no offense, some of it worked very nicely, however, most of it failed to convert. Mind you,our content was intricately measured through a keyword conversion performance analysis process, assumptions weren't in play (most dealers probably have a tendency to assume their content is converting, when generally speaking, it doesn’t). Let me be polite about it and say it probably wasn't the best search engine friendly content (*this was post Panda and Penguin). There clearly was a lack of understanding of our demographic, which seemed to be the biggest issue. For our child sites, a lot of the content went against OEM compliance. The OEM inspectors just didn’t notice it (probably more concerned with home page imagery compliance), but I suppose it could have been a violation and it could have affected our co-op money. We tend to preach accountability and reputation management in the dealer community (reviews are everything), but my complaints to Cobalt tended to fall on deaf ears.
If you’re looking for reliable and affordable 3rd party content production resources check out TextBroker and iWriter, whom act as content brokers and contract with 3rd party seasoned writers. They act as crowd-sourced or user-generated content production mechanisms, that allow you to pluck the writers of your choice. Look for a writer that has automotive retail content production experience, they are out there. For those with a larger budget check SkyWord (fantastic process and well worth the money), they have an even granular process for search engine friendly content generation. If you're keen on developing content yourself, doing it through a blog such as WordPress, you'll love the Scribe plug-in, which researches and optimizes content for search engine friendly article production.
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