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Latent semantic indexing (LSI) influences automotive SEO marketing more and more as Google does a better job understanding search intent.
To be effective with automotive SEO you have to know how LSI influences how a consumer searches for a car dealer.
Today, because of LSI, SEO for automobile dealerships is more about topics and sub-topics than it is about individual keywords.
To see real examples of how LSI influences search look at these search suggestions from Google.
If you created a page targeting the topic “best new family cars,” you shouldn’t only focus on synonyms that are LSI keywords.
You also need to look at keywords that are related to the basic topic.
Examples here include search suggestions like "best new small family cars" and "best deals on new family cars."
Understanding LSI is also important for auto dealer PPC, as well.
You may have heard about Google's new BERT (Bidirectional Encoder Representations from Transformers) algorithm, rolled out in late 2019. BERT takes LSI to a new level. BERT is a natural language processing system and is a more sophisticated way to predict search behavior and interest.
Google has reported "near me" mobile searches that contain a variant of "can I buy" or "to buy" have grown over 500% over the last two years. An example would be "Ford Mustang near me to buy."
Local search phrases like "…open now near me," "…near me right now," shows the immediacy of these local searches.
In another important development, Google realized that smartphone users have mostly dropped location qualifiers from local searches. This includes ZIP codes or neighborhoods.
Google found out smartphone users assume their local search results are relevant to them because of their phone’s current location.
To show up for local searches, auto dealership websites must have NAP information. NAP stands for Name, Address, Phone
NAP information should be on every page along with hours of operation. This should be marked up with schema code in order to help search engines understand the information.
("Near me" graphic courtesy Think With Google blog)
We cover these trends and more in our automobile industry SEO trends article, just posted this week.
We also cover how video influences buying decisions, and the role good data plays in SEO and PPC.
Stop by the website, and let us know if you have any questions!