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Is an easily memorable url for a dealership's website important?  Is google the primary source to find a dealership's website?

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Comment by Paul N. Long on March 3, 2011 at 5:19pm
I'll put it on eBay.
Comment by Jae Chang on March 3, 2011 at 2:51pm
ROFLMAO !! I needed a chuckle today. I'm not on the stage, I produce the show!!

How much do you want to pay me to take that URL?
Comment by Paul N. Long on March 3, 2011 at 2:46pm

Hey, Jae.

I just purchased, .net and .biz (as in, you've got the biznis). Name your price.

Comment by Jae Chang on March 3, 2011 at 8:35am
OK, now an update.  I am now the proud owner of a simple url that can be branded.  My client isn't so open to modifying his marketing.  I'm going to take a step back and let him process it.  His friends also did mention that his billboards are hard to remember for the layman; that's a confirmation of what I told him so lets see.  Pragmatism is difficult to self-realize.
Comment by Keith Shetterly on February 26, 2011 at 9:20pm
Go Jae, Go Jae, Go Jae, Go Jae!  :)
Comment by Jae Chang on February 26, 2011 at 8:22pm
Thanks Brian, Keith, and Scott for the input.  I last week met with a dealer client who's url was his name and brand which was (to the layman) a difficult name to spell.  He uses it on radio and billboards.  I suggested he maybe consider branding a different url that was easier to remember and forward the link to his home site.  He took offense at it at first ( his name was being branded).  I suggested he have some friends drive past one of his bill boards and ask if the web address was easily memorable.  I will have the results next week.  godaddy: Here I come.
Comment by Ralph Paglia on February 26, 2011 at 1:50pm

Jae and all ADM Members,


Questions such as this one and others can be answered with a lot more flexibility and file uploads in the ADM Forum sections...

Comment by Scott Falcone on February 26, 2011 at 12:56pm


Consider that you will be branding your name (somehow) in order to drive traffic there so whatever the name of the site (dealership main site or micro site) you should be looking at 3 areas:


1)     You will have to brand this URL in some form of print or radio or other traditional media in order to drive traffic there, so in that instance the name matters slightly less and will matter even less over time as you establish your brand.

2)     Attempting to “direct match” existing search volume which is an excellent strategy for evolving micro sites and additional digital properties - not so much a new dealership name however for a few reasons and Brian mentioned some of them already.

3)     A PPC campaign that will matter the least as the ad does the talking not the URL. That’s not to say that if you wanted to have an ad that talked about lowest prices on Chevys your URL should be Something like or enhances the ad and moves the consumer further into the funnel.


When looking at dealer's analytics I find that 40-50% of most dealers organic click delivery comes from a direct search of their name and or geo/name. The rest of the organic traffic is very fragmented depending on the dealer's page one presence, i.e. blog, community site, credit site, review site, etc. Hope this helps.


Comment by Keith Shetterly on February 26, 2011 at 12:33pm

Yes, the easily-memorable URL is important.  And Google does, what Brian, 70% of searches now?  So they are the primary source.


And Brian's point about duplication is important.

Comment by Brian Pasch on February 26, 2011 at 12:16pm


If you had to name your dealership from scratch, I would avoid choosing a duplicate name that could be found in another state.  Classic Chevrolet is an example that with the Internet has become of pain since multiple dealers share that name. 

Also, if your dealership is located in a town like Washington, I wouldn't name the dealership Washington Chevrolet, for the same reason.  There are TOO many towns named Washington in the country.


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