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Learnings from an Analysis of 10,000,000 Car Shopper Search Queries

Your keywords, of course, are vital to your digital strategy. That's why you need to select and prioritize keywords from local car shopper searches. Any smart marketing agency will use its own network of dealerships to determine the most effective way to net new traffic and leads.

So, we sampled our network's Search Console data to review organic searches: 10 million total queries. We looked at two qualities:

  1. Number of words in queries
  2. If the dealership's geographic location was in their name (such as Boston Ford)

Out of those queries:

  • 3.2 million did not source (Google privacy rules)
  • 3.9 million for dealerships with GEO in their name
  • 2.9 million for dealerships without GEO in their name

So, What Did We Learn?

Dealerships with GEO: 95% of queries were 1-5 words in length.

Dealerships without GEO: 95% of queries were 1-4 words in length.

Short-tail (fewer words) queries cleaned up on the impressions. That wasn't far enough. We wanted to understand their intent and saw a common theme among qualifiers in these searches:

  • "for sale"
  • "near me" 
  • "2018"

Car shoppers used short queries with modifiers that show intent, not long queries that indicate a general question or inquiry to learn more about a brand or model.

Are Long Queries Useless?

No. You want to prioritize those short-tail searches because they have stronger indicators that the person intends to buy. Once you've built your purpose pages that get the low-hanging fruit, you can use long-tail queries (6-10 words) to generate interest and capture more shoppers at the beginning of their journey.

Here's what you really need to do next: know the volume of keywords and queries in your market, including exactly how shoppers type those searches into the engines.

Some Next Steps for You

You need to look at your own data. Log into your Google Analytics account. In the sidebar, you'll see Acquisition. Within that option, find Search Console -- and then select Queries.

You'll see the queries people are using for which you're showing up in the search results. You'll see the impressions and clicks, as well as your rank in the search results pages. 

  • You want clicks
  • You want impressions
  • You want ranks 1-5

How do your results look?

You may need to talk to your marketing vendor or marketing department if the clicks, impression share, and rank aren't where you want them to be. 

Views: 190

Tags: SEO, SERPs, digital, marketing

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