Automotive Digital Marketing

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SEO – Its not just for traffic anymore

I talk to prospects in the automotive industry daily about Search Engine Optimization and its role in automotive digital marketing today. I also get to hear and see what my competition is saying and one thing I am constantly blown away by is the statement “As an SEO my responsibility is increasing your traffic, its up to your people to get it to convert.” This further expands my belief that Dealer Authority stands above the crowd when it comes to digital marketing.

There are many providers in the industry that have an “SEO” offering. That’s because our industry isn’t held to a true definition of what SEO is. Some have “fill in the blanks” type automation as part of their website platform. Some offer strictly content and call that “SEO” which is really content marketing. The better offerings offer all of the pillars of SEO but consider offsite signals or links to be dead. You will hear some say they are detrimental to the optimization of your site and that Google will punish you. Google’s updates like Panda and Penguin punished those that used to participate in spammy links from link farms. Not quality earned links. Quality is always key when it comes to SEO.

Along with that quality mindset, we believe as an Automotive SEO provider that we not only need to ensure an increase in organic traffic to our dealership clients websites, ensure it is high quality traffic, but also increase the likelihood of it converting into sales.

Your SEO provider should be talking to you about strategy, goals, and most importantly sales. They should also proudly show you what they have done on your behalf on a monthly basis and how that will impact sales. Traffic without sales is no benefit to your dealership. 

Views: 514

Tags: Conversion, Links, SEO, Search


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Comment by Alexander Lau on June 10, 2016 at 11:25am

We can sit around and act like we're not trying to take advantage of Google's algorithm (would be a lie), but the fact of the matter, they change it up because SEO groups get VERY GOOD at manipulating it for organic ranking purposes. Google (I was just out there) is quite happy fiddling with their algorithm for "best practice" reasons, but in reality, they just want to convolute the ranking equation process in order to get you to BUY more of their PAID AD space. Now that the space (itself) has been limited, it's even more competitive. 

BTW, don't get me wrong, there is NOTHING wrong with fundamental SEO work and choosing quality web platforms (Dealer Inspire, Dealer Fire, DealerOn, DealerX, fusionZone, etc.). However, let's not lie to ourselves about the manner in which many SEO groups attempt to get ahead of competitors through gray and dark gray hat SEO techniques outside of core fundamental work and quality platform provisions. I am not saying anyone here does that, BTW, but Tim is right. :-)

Sorry... I'd rather be honest.

Comment by Jeff Glackin on April 8, 2016 at 7:59am

Thanks Mark! I hope all is well in your new gig. 

Comment by Mark Frost on April 8, 2016 at 7:45am

Great points, Jeff!

"SEO" typically means completely different things depending on the company a dealer chooses. There has to be balance between content, links, conversion optimization, and even PR for an SEO company to provide tangible value today.

Comment by Jeff Glackin on April 7, 2016 at 4:17pm

You crack me up Tim. I didnt throw one link to Dealer Authority in this post and you manage to slip one of yours in on the comments. 

Comment by Tom Gorham on April 1, 2016 at 12:12pm

Thank you Tim.  Any dealer that relies on OEM mandated websites and marketing is settling for average or below.

Comment by Timothy Martell on April 1, 2016 at 8:24am

Design is one of the least talked about aspects of SEO today. Its not enough to just put unique text on a page with a pretty picture. The imagery, layout, design and coding of landing and content pages all play a significant role in dwell time and conversion statistics. "Content is King" doesn't just mean the text on a page. Dwell time statistics and conversion (as a function of increased traffic) play a larger role in rankings than even links. 

Opportunities abound in 2016 for all dealers particularly given the majority of low quality websites being offered/crammed down dealers throats today.

Comment by Timothy Martell on April 1, 2016 at 8:14am

There is nothing manipulative about SEO done correctly. Optimization is just that. As an SEO our job is to provide the relevant content for our clients so that they appear in relevant rankings when people search - not through manipulation, but through providing value to consumers. Google sees this and rewards accordingly. 

Great post Jeff. Unfortunately there are very few of us out there. The overwhelming majority of companies serving auto-retail with an "automotive SEO solution" are frankly fraudulently claiming such a service offering. In many cases, providers of SEO aren't just providing little to no value, they are actually causing harm to dealers.

Comment by Tom Gorham on March 9, 2016 at 10:55am

Alexander, I believe you are correct conceptually that SEO is, in sense, gaming the search engines by its very nature.  In a perfect world, websites would stand on their own intrinsic value  to the consumer or searcher (organically?).  However by creating algorithms that rely on specifics, such as keywords, titles, optimized content, authority, etc., they are responsible for the creation (not inadvertently) of SEO.  In doing so, they have created rules of acceptability that cannot reasonably be called counterfeit.  I certainly agree with you that the true goal should be creating a quality user experience.

Comment by Jeff Glackin on March 5, 2016 at 10:41am

We see it differently Alexander. We are never looking to "game" the system. Google doesn't see quality SEO efforts as counterfeit. I am surprised you do.  

Comment by Alexander Lau on March 4, 2016 at 12:19pm

Google jot!

What does Google want? They want relevant, real content on the internet that people want to read and tell other people about. If Google doesn’t bring you the most relevant content when you search, they aren’t doing their job. So by definition, even the word Search Engine Optimization (SEO) means to “game” the Google search engines (and others) to get your valuable content ranked higher than it would be if left alone to the forces of the Web. The bottom line is that all external SEO efforts are counterfeit other than: writing, designing, recording, or videoing real and relevant content that benefits those who search, within a quality user experience.

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