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Limit Their Choices and Get More Traffic

I revisited the Dataium study that was commissioned by Cars.com:

"Despite an average of 55 percent of dealerships’ online advertising budgets being devoted to paid search engine marketing, just 6 percent of dealership website traffic on average is referred by paid search keywords. Furthermore, less than 1 percent of this traffic resulted in email form leads submitted on dealership websites."

Add all of a dealerships internet related expenses: the website, ILM, Cars.com, AutoTrader, call tracking and monitoring, picture services, inventory management system, pricing tool, third party leads, just to name a few. That is the amount, the study says, the average dealer is spending on paid search.

According to the same study, over 5 times as much traffic comes from organic search. The "average" dealership barely shows up in organic search but that is precisely where they need to be.

If you have the number one position in organic search, people are more likely to click on that rather than the second, provided it doesn't look like an ad. The second would be better than the third and so on. What if you had 30, 40 or even 60% of the organic search on the page? I can show searches where the dealership had the whole page. You are limiting the choices that consumer have, in your favor. Now, duplicate that for each of your models, using a multitude of search phases and do it in 10 adjacent markets. It has a phenomenal impact on website traffic.

If it sounds like fantasy land, think again. It is already being done. Yes, without "black hat" tactics and only using content that puts the dealership in a favorable light.

As a trial, a dealer group gave us the least performing dealership out of 14. In a month, that dealership had more visitors and more unique visitors, to their website, than any other in the group. It also had more time on site and VDPs. Best of all, it had a record sales month. Unlike most in the group, that store isn't in a major market.

We offer exclusivity by brand and market.  We are so confident, that a dealership will be pleased, we offer this guarantee: If you are not satisfied, after a reasonable trial, for any reason, we will give you 100% of your money back.

We have plenty of references and client testimonials. 

Views: 362

Tags: Google, Organic, SEO, Website, search., traffic

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Comment by Cherie Price on June 6, 2013 at 12:14pm

Yes, Greg.....helluva sales pitch.  Too bad that's not the reason I come to this site.

Comment by Alexander Lau on June 4, 2013 at 6:58am

Agreed Greg Gifford, nice sales pitch here.

Organic rankings dominate, plain and simple. ~90% of users go after organic listings versus the ~10% SEM / paid search.

"We have plenty of references and client testimonials." - Whom does Sharp Hooks, your group? Also, what mechanisms or processes to do you in terms of increasing leads?

"According to the same study, over 5 times as much traffic comes from organic search. The "average" dealership barely shows up in organic search but that is precisely where they need to be." - I'm not exactly sure how accurate this statement is, for which specific keywords? You can't make a blanket statement like this. Is that assumption based upon data of some sort?

Of course, blatant black hat "SEO" techniques are a horrible idea. 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. SEO of any kind is pursued by gaming the system. There is truly nothing “natural” about any form of SEO. The fundamental concept of SEO is exploiting a flaw in a search engine’s ranking algorithm. The difference between white and black hat tactics is merely a function of where Google decides to draw a line, and this line is at least somewhat arbitrary. Google's goal is to confuse search engine optimization (SEO) efforts and to uncover aggressive SEO techniques through delaying, or obfuscating results from SEO changes being made.

 

Comment by Christi Smith on June 3, 2013 at 11:18am

Doug - If I understand what you are saying in that

When a consumer searches the Dealership should show up on the majority of the first page of organic search....

What site will be rated more relevant to a consumer that searches for - example a 2013 Chrysler 200?

Would it be the dealers website or the automotive marketing sites that have thousands of 2013 Chrysler 200's listed from dealers all around the country?

My question is that in your market - wouldn't dealers be better off making sure they show up on the organic search and not the automotive marketing sites?

Just wondering your opinion.

Comment by Greg Gifford on June 3, 2013 at 11:16am

wow - way to jump in and post a huge sales pitch...

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