With dealerships competing for recognition, understanding SEO makes all the difference. And you might be thinking, “That's what vendors are for.” So how do you know if they're helping you or just taking your money? Greg Gifford, automotive SEO expert and COO of SearchLab, joins us on the latest episode of CBT Now to talk about SEO and what you need to know.
Key Takeaways
1. Greg Gifford emphasizes that the biggest mistake dealers make is neglecting the quality of their website content. He explains that recent Google updates have focused on customer experience and content relevance. Therefore, general content will not stand out, and dealers will need to create pages dedicated to specific services (such as oil changes or tire rotations) to increase search visibility.
2. Gifford warns against relying solely on vendors without understanding their methodology. He highlights the problem with vendors taking a basic checklist approach and not tailoring their SEO strategy to each individual dealership. Dealers need to ask vendors key questions about their approach, time allocation and plans to improve the dealership's unique digital footprint.
3. SEO isn't static. Google frequently updates its algorithms. Gifford advises dealers to stay informed of these changes and evolve their SEO strategies accordingly. He emphasizes that maintaining and improving search rankings requires continuous effort and adapting to new trends.
Four. Dealers should evaluate how much time their vendors are actually devoting to SEO efforts. Gifford further suggests breaking down costs to understand whether enough time and effort is being put in. He offers a benchmark that suggests spending less than $2,500 per month likely means not enough time is being spent on actual SEO work.
Five. But Gifford points out that many dealers fall into the trap of using cookie-cutter content provided by the OEM. He urges dealers to customize their content to reflect their unique offerings and local markets. He also stresses the importance of setting clear goals with vendors to ensure SEO efforts align with the dealer's specific business goals, whether they're focused on new-car sales, used-car sales or fixed-line business.
“A partnership with a vendor should be a partnership. You shouldn't be asking them to do certain things or seeing SEO tips on YouTube and wondering why your vendor isn't doing it.” – Greg Gifford.