You've got 99 problems, and 4 of them are most likely issues with your dealership website. How do we know that? Site audit upon site audit has led us to uncover problems that seem to consistently plague a dealership’s website. These issues are ones that can harm performance both online and in terms of sales. No, these are not the easiest of fixes, but some of this you already know, it just needs to be translated into a digital source. Steering clear of the following four issues will help propel your website to a new level.
- Inefficient keyword targeting.
There is data and research behind keyword targeting that is often left behind. Keyword targeting drives the direction of your content; it should not be left to what you
think will work! The keywords on dealer sites are often generic and templated, not chosen based on trends. These basic terms leave a lot to be desired, like traffic growth.
Do this instead:
“What would I search for to find ____?” Look into what potential customers in your area are searching for this month. How often do terms get searched? Is it possible to rank well for? Each page should have its own set of relevant keywords that are not being targeted on any other page. It involves research and thinking like your customers.
Resource:
Moz’s Beginner’s Guide to SEO – Keyword Research
- Lack of compelling content.
With potential customers now visiting multiple websites instead of physical dealerships, it is important that you are able to reach and convey the same message online as you would in person. What we see though is dealers using their websites to house inventory and include financing and service forms, but that seems to be about it. Come on, guys! We know you do cool things for your customers! Why not use your site to showcase it?
Do this instead:
Ask yourselves, “What do I do that is different from the dealer down the road?” Are customers allowed to try out a car for a few days before purchasing it? Is your financing process incredible? Are there specific areas in the dealership that your customers consistently rave about? This is the type of information to highlight on the website. The goal is to give customers a
reason to choose you and feel confident selecting you as their dealer.
Resource:
www.camachoauto.com
^JUST KIDDING. DO NOT USE THIS.
- Overdone useless content.
On the other side of lacking compelling content: too much worthless content. This is the content on homepages or service pages that is so generic you can’t imagine anybody reads. Chances are they don’t. Not only is it standard, it is usually stuffed with those insignificant keywords being targeted with at least 5 locations in your area attached to it.
Do this instead:
Similar to #2: ask yourselves questions and take time to write content to
your customers. What do you want them to know about you? If you were about to buy a car, what information would be important for you to know? Steer clear of overusing your chosen keywords and instead naturally blend them into your writing. Read through other dealer sites to help know what to keep away from.
- Crappy meta data.
An incredibly important area that is often missed. Did you know meta keywords are not a thing anymore? That title tags have a pixel maximum and meta descriptions are limited to 150 characters? Keep this in mind. Optimizing meta data is your chance to help compel searchers to click on your result!
Do this instead:
Make your meta description worthy, useful and unique, and make your title tag relevant to the keywords targeted on that page. Sticking to the search engine’s limits, in addition to being unique and relevant, ensures that your pages show well in search results and promote more click-throughs!
Resources:
Moz – Title Tag Preview Tool
Character Counter
Website engagement (bounce rates, session time and pages/session) should improve as you give visitors more valuable content to read, and better your chances for increased rankings with more precise targeting, drawing in more potential customers. This means more potential leads and brand visibility.
Questions about what’s above? Want to get started, but not entirely sure where?
Contact the SEO department or leave a comment below and we can lend a hand.
