Getting any local business to rank high on Google is becoming more and more difficult, but one of the most competitive — and complex — industries for local SEO are car dealerships. That means it’s even more important than ever for car dealerships to show up high in local search results. Google My Business Google My Business has been shown to have a direct correlation to local SEO — especially when it comes to showing up in the Google Local 3-Pack. It’s important that this information is the same on all local online directories that the dealership is listed on. Google uses photo engagement on Google My Business to help rank businesses in local search. Reviews Online reviews are crucial for when people search for the right type of car AND the dealership they should purchase that car from. Make sure you ask happy customers to leave reviews on your Google My Business listing and ensure that you keep up by responding to all reviews left on your Google My Business listing. Additionally, many of these online directories show up on the first page of Google search results, so if your dealership isn’t listed on them, you’re missing out. Online reviews Online reviews are important. How to handle car dealers with multiple locations How to get creative with your Car Service pages by showing off your employees Why blogging is a must-do SEO strategy and some topic ideas to get you started Ways to get local backlinks Tips for getting online reviews What other digital marketing strategies you should try and why And more About sherrybonelli — Sherry Bonelli, Owner of early bird digital marketing, has 19 years’ digital marketing experience.
Getting any local business to rank high on Google is becoming more and more difficult, but one of the most competitive — and complex — industries for local SEO are car dealerships. Today’s car shoppers do much of their research online before they even step into a dealership showroom. (And many people don’t even know what type of car they even want when they begin their search.)
According to Google, the average car shopper only visits two dealerships when they’re searching for a new vehicle. That means it’s even more important than ever for car dealerships to show up high in local search results.
However, car dealerships are more complex than the average local business — which means their digital marketing strategies are more complex, as well. First, dealers often sell new vehicles from several different manufacturers with a variety of makes and models. Next, because so many people trade in their old cars when they purchase new cars, car dealers also sell a variety of used vehicles from even more manufacturers. Additionally, car dealerships also have a service department that offers car maintenance and repairs — like manufacturer warranty work, oil changes, tire rotations, recall repairs, and more. (The search feature on a car dealer’s website alone is a complex system!)
Essentially, a car dealer is like three businesses in one: they sell new cars, used cars, AND do vehicle repairs. This means your optimization strategy must also be multi-faceted, too.
Also, if you look at the car dealerships in your city, you will probably find at least one dealership with multiple locations. These multi-location family of dealerships may be in the same city or in surrounding cities.
Additionally, depending on that family of dealerships, they may have one website or they might have different websites for each location. (Many auto manufacturers require dealers to have separate websites if they sell certain competitors’ vehicles.)
So if you’re helping car dealers with SEO, you must be thinking about the various manufacturers, the types of vehicles being sold (new and used), the repair services being offered, the number of websites and locations you’ll be managing, manufacturer requirements — among other things.
So what are some of the search optimization strategies you should use when working with a car dealership? Here are some SEO recommendations.
Google My Business
Google My Business has been shown to have a direct correlation to local SEO — especially when it comes to showing up in the Google Local 3-Pack.
One important factor with Google My Business is making sure that the dealership’s information is correct and contains valuable information that searchers will find helpful. This is important for competitive markets — especially when only a handful of sites show up on the first page of Google search results. Here are some key Google My Business features to take advantage of:
Name, address, and phone number
Ensure that the dealership’s name, address and phone number is correct. (If you have a toll-free number, make sure that your LOCAL area code phone number is the one listed on your Google My Business listing.) It’s important that this information is the same on all local online directories that the dealership is listed on.
Google My Business allows you to select categories (a primary category and additional categories) to describe what your dealership offers. Even though the categories you select affect local rankings, keep in mind that the categories are just one of many factors that determine how you rank in search results.
- These categories help connect you with potential customers that are searching for what your car dealership sells. You can select a primary category and additional categories – but don’t go overboard by selecting too many categories. Be specific. Choose as few categories as possible to describe the core part of your dealership’s business.
- If the category you want to use isn’t available, choose a general category that’s still accurate. You can’t create your own categories. Here are some example categories you could use:
- Car Dealer
- Used Car Dealer
- BMW dealer
- Keep in mind that if you’re not ranking as high as you want to rank, changing your categories may improve your rankings. You might need to tweak your categories until you get it right. If you add or edit one of your categories, you might be asked by Google to verify your business again. (This just helps Google confirm that your business information is accurate.)
Google uses photo engagement on Google My Business to help rank businesses in local search. Show photos of the new and used cars you have on your dealership’s lot — and be sure to update them frequently. After you make a sale, make sure you get a photo consent form signed and ask if you can take a picture of your happy customers with their new car to upload to Google My Business (and your other social media platforms.)
If you’re a digital marketing agency or a sales manager at a dealership, getting your salespeople to upload photos to Google My Business can be challenging. Steady Demand’s LocalPics tool makes it easy for salespeople to send pictures of happy customers in their new cars by automatically sending text message reminders. You simply set the frequency of these reminders. The LocalPics tool automatically sends text messages to the sales reps reminding them to submit their photos:
All the sales reps have to do is save their customers’ photos to their phone. You set up text message reminders to each sales rep and when they get the text message reminder, the sales team simply has to go into their smartphone’s pictures and upload their images through the text message, and the photos are automatically posted to the dealership’s Google My Business listing! (They can also text photos to their Google My Business anytime they want as well — they don’t have to wait for the reminder text messages.)
Google recently began allowing businesses to upload 30-second videos to their Google My Business listing. Videos are a great way to show off the uniqueness of your dealership. These videos auto-play on mobile devices — which is where many people do their car searching on — so you should include several videos to showcase the cars and what’s going on at your dealership.