Hello Dealer Knows,
I met for a brief time a few days ago with my (website’s) SEO guy for a time of “get-to-know-us-better”. It hasn’t done much for us up to this point. He asked for some suggestions on keywords, but said they mostly just mention three cities and the makes we sell. Is that enough? I read enough to know that you have some layman’s terms insight you can give me.
Appreciate all that you do and any way you can help me better know what I can tell him would be appreciated.
General Sales Manager
Great question, Phil. Let me first admit that I am no SEO-expert, but making sure vendors don’t “phone it in”, so to speak, IS one of our specialties. So, I’d say we’re dangerous in this SEO area, but not deadly.
First off, we always believe you should just look to improve your own web analytics month in and month out, so make sure you have your own Google Analytics code embedded on the site and begin tracking everything. The more you know what goes on within your site, the better you’ll be. Google also has a keyword tool you can use to find out what customers are searching for in your area.
First off, looking at your website (hidden for anonymity), I advise that he focus on going after the word “Chevy” and not just “Chevrolet”. I know the OEM and the OEM website provider prefers you focus on the longer version, but it may not be the only way your visitors are searching. Your homepage (and page titles, descriptions, and keywords) have 19 instances of Chevrolet and not one “Chevy”. It doesn’t hurt to mix it up.
You’re on to something when you question the three locations and brands as “enough”. No, it isn’t. Incorporate in more cities (5 would be a minimum) and they should be more detailed than brand-specific. Here are a few other keyword areas they (and you) can develop content or meta-tags around. (In no particular order…)
2) Location-focused (cities)
3) Model specific-focused
4) Used car focused
5) Fixed ops focused (service, then parts)
6) Financing/credit focused
I’m sure they know better than I do, as I don’t build websites, but we do have several strategic partners that do. I’m sure what I listed above is second nature to them, or maybe they disagree with it. In the end, it doesn’t hurt to have a little more keyword or SEO content than less. A more important aspect would be conversion tools and call-to-actions above the fold so it makes the site more functional.
Hope that gives you a basic understanding of some optimization opportunities.