As a content marketer, I may sound biased in saying that your website’s content marketing strategy is paramount to the success of your automotive dealership, but the numbers back me up. A successful content strategy not only produces more consistent leads, but customers with a stronger overall connection to your dealership- prior to entering the showroom. According to Curata, in 2016 74.2 percent of companies indicated that content marketing is increasing their marketing teams’ lead quality and quantity.
Here at Dominion Dealer Solutions, we take our dealers’ content strategies seriously. Before we plan digital campaigns, we conduct content audits. Our specialists review a dealership’s current website content and note where it can be improved. During the initial planning call, we identify what makes your auto dealership unique and set specific goals. This allows Dominion’s content marketers to design content that not only reads well, but solidifies the connection between the new or used car dealership and online shoppers.
Stuffing keywords into a few paragraphs on your homepage no longer results in a healthy pagerank.
Naturalization is the Way of the Future
Stuffing keywords into a few paragraphs on your website’s homepage no longer results in a healthy pagerank. In fact, it could actually harm a dealership’s search engine ranking.
According to smartblogger.com, “Google’s top concern is the user experience. If all of the articles people land on are stuffed with keywords, no one will read them, and everyone will stop using Google to search the web. They’ll never allow it, and some SEO experts believe they actively penalize it.”
Keep your content natural and focused on car shoppers.
Search engines give higher ranks to the content that their customers find useful. If the only purpose of your content is to produce a higher page ranking, search algorithms will attempt to weed it out. Keep your content natural and focused on car shoppers. Your dealership’s site and floor traffic will reap the benefits.
Building Trust is Key
As an automotive dealer, it can be difficult to get shoppers to fill out forms on your dealership’s website. Obviously, site visitors are more likely to provide this information if they make a connection with your dealership. The question is, ‘how can this be done online’?
Provide them with content that is inviting, honest, and helpful. Answer the new or used car buyer’s questions. Become a trusted resource, and you increase the chance that car shoppers will choose to visit your dealership.
…not only are you building relationships with useful content, you’re helping your pagerank.
Search engines also want to provide answers to customers so, not only are you building relationships with useful content, you’re helping your pagerank. According to kissmetrics.com, “When people use a search engine, what they ultimately want is an answer, and it’s the search engine’s job to deliver that answer.”
Delivering helpful, clear content will benefit your customers and your dealership.
Creating Your Strategy is Easy with Dominion Dealer Solutions
At Dominion Dealer Solutions, we are ready to help you plan and optimize the website content for your auto dealership. From the initial interview, to the editorial plan, to continual content updates, we are committed to executing a strategy that will result in more leads for your dealership and better relationships with you customers. Call 877.421.1040 to get started today!
