The Pasch Consulting Group will release the 2009 Automotive Search Marketing Architecture (ASMA) report at the 7th Digital Dealer Conference. This weekend I have been tallying the final scores from the 34 website platform providers in our study and some early results are very encouraging.
In 2008 we reviewed sixteen website platforms and only two platforms scored perfectly on the basics of SEO architecture for car inventory listing modules. This year out of the 34 providers we reviewed, seven platforms had perfect scores on the SEO basics for their inventory modules.
This is great news for the automotive industry as more choices become available to assist car dealers with increasing organic search traffic for the cars that they sell. A number of automotive website providers have made significant improvements from our 2008 report.
By the number of improvements that we can see this year it is obvious that companies are listening to automotive forums like ADM, DrivingSales and DealerRefresh.
Inventory Module Scores
Of the 34 platforms that we reviewed, the scores on the “inventory modules” section of the scoring process look like this:
- Perfect SEO Scores - 7 platforms
- Partial SEO Compliance - 18 platforms
- Failed All SEO Basics - 9 platforms
We will also be scoring other aspects of the website platforms in addition to their inventory modules. We will be looking at the overall ability of the platform to add user generated SEO complaint content and how well these website platforms appear in search results.
This year’s report will have a number of new categories that are design to help General Managers evaluate the many choices on the market for an automotive website.
Shopping For a New Website?
If you have a website contract that is coming up for renewal or if you are in the market to change your website platform, I would suggest that you wait until this report comes out on November 1st.
The ASMA report data is not the final determination for the selection of of website platform; just a part of the decision matrix. Other factors have to be considered including lead tracking, reports, analytics, conversion tools, sales tools and overall integration of CRM tools.
Of course cost always plays a part in a decision but from the range of pricing I have seen, the price decsion is the least important.
The cost of manpower dedicated to manual reporting and tracking, losses from misconfigured PPC campaigns or sales improvements from better conversion tools can make up for the differences in prices in just one month.
Our report will discuss the topic that we know well and have tested; Automotive SEO. I hope you find the report helpful.