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You Can't Optimize Two Dealers in the Same City with the Same Make

I can already hear the vendors scrambling to put together their rebuttals. I'm not going to dwell on the issue, but it's an important one to note.

For most dealers, it's okay to be in the mix. As long as you're on the first page on Google for the major keywords, you're doing just fine. Aggressive dealers, those who truly want to dominate, cannot do so if they're getting the same SEO that's given to hundreds or thousands of other dealers. Even if you believe the argument that SEO is scalable (which it isn't when done properly) then you definitely can't believe that two dealers of the same brand in the same metro can both get excellent SEO from the same company.

There's only one listing that can be ranked #1 for any given search. The math isn't hard. If a company is willing to do optimization for more than one dealer of the same brand in the same metro, there's a disconnect between what they think they can do and what can actually be done.

Again, I'm not going to dwell on it. You're a sharp audience. You can do the math and you can resolve to find better. In an automotive industry where everyone from the OEMs to the third party sites are pushing for parody (better known as "the race to the bottom"), it's easy to fall for the pitches. However, the gap between mediocrity and dominance is separated by strong strategy, proper execution, and exclusive dedication to helping one dealer per brand per metro. Otherwise, you're simply shooting to be in the conversation, not leading it.

Views: 249

Tags: SEO, Search, Search Engine Optimization

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Comment by Chris Cachor on October 6, 2014 at 3:01pm

EDIT - So, yes, SEO can be so much more but I'm it shouldn't be called that.


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Comment by Chris Cachor on October 6, 2014 at 3:00pm

"SEO as a term is a misnomer, but continues on because its what people have been trained to call it. If your idea of SEO is managing meta data and page titles and stopping there, then you are correct. If you think SEO is just about making your site crawlable and writing some good content, then you are correct."

Yes, this is what I'm referring to. I *thought* this was what the OP was referring to when I saw keywords and optimization. You're definitely right, SEO can encompass much more (psychology, branding, marketing, optimization, etc.) but I think it's an incorrect label and is not part of traditional SEO budgets and/or services. Most SEO firms cannot even offer this service due to a pre-existing in-house team tasked with those items. So, yes, SEO can be so much more but I'm afraid it shouldn't be called that.

Comment by Timothy Martell on October 6, 2014 at 1:39pm

JD you're absolutely right. Its for this reason that Wikimotive guarantee's market exclusivity. I believe Dealer Authority does as well, correct?

Comment by Timothy Martell on October 6, 2014 at 1:37pm

Chris, data simply doesn't support your argument. The only change in SEO is that the scummy companies that do nothing but submit an invoice each month are slowly going away. Every year, someone writes about how SEO is dead and going away. Every year the field gets trimmed and SEO companies that provide real value continue to make more and charge more for services.

SEO as a term is a misnomer, but continues on because its what people have been trained to call it. If your idea of SEO is managing meta data and page titles and stopping there, then you are correct. If you think SEO is just about making your site crawlable and writing some good content, then you are correct. But SEO encompasses far more: http://moz.com/blog/does-seo-boil-down-to-site-crawlability-and-con...


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Comment by Chris Cachor on September 30, 2014 at 11:51pm

Sorry to be so pessimistic but the SEO practice as a whole is like skating to where the puck was not where it's going.


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Comment by Chris Cachor on September 30, 2014 at 11:47pm

SEO is beat to death. Dealer A and Dealer B can both be "optimized" well with top 5 listings and what am I going to click on? The dealer with a page title in line with what I'm thinking. Each person I've seen searching for new cars uses Google Maps instead of the actual search results anyways. It accomplishes what they're searching for (a specific brand around their geo) better than the actual search results. On mobile it's even worse. If anything, swap the SEO budget to retargeting and get your brand awareness in front of more people! 


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Comment by Richard Valenta on September 26, 2014 at 7:25pm

I didn't know you can still optimize.  

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