Does Your Dealership Need a Google Search and Rescue?
While the adoption Google+ has been the butt of many social media jokes since its arrival in 2011, there is new evidence of its importance for SEO. Mediative recently released “The Evolution of Google Search Results Pages & Their Effects on User Behavior,” a whitepaper that used eye-tracking technology to see what consumers view, click, and engage with on SERPs. Their whitepaper can help auto dealers understand how the changes to SERPs have changed the way consumers use them to shop for cars.
The results from Mediative’s study show why your dealership needs a Google+ Local page. Hopefully you already have one, but just having a Google+ page isn’t enough. You need to create and manage the best possible Google+ page in order to win the fight for clicks on SERPs.
How do you rule the world of Google+?
- You regularly upload photos of the vehicles on your lot with a brief description. You also share photos of your sales force, parts and service teams, and the awards and accreditations you earn.
- You encourage customers to post reviews of your dealership and use the star ratings system. You thank customers for positive reviews and respond promptly to negative ones. (It helps if you have lots of positive reviews, too!)
- Your contact and location information – including your dealership’s name, address, and phone number – is accurate and up-to-date. It’s also consistent with the information on your dealership’s website. You also have a photo of the physical building of your dealership.
- You use keywords. Everywhere. Keywords include your OEM, the surrounding geographic areas you service, the type of business and services you offer, promotions and programs you run, charities or community causes you support, and other terms that reflect your customer’s unique needs in a car.
You need to make your Google+ page as helpful and competitive as possible in order to get your dealership higher up in the local listings section of any SERP. If you follow our suggestions, you stand a better chance of grabbing more eyeballs and hopefully more clicks.
Bonus Tip: Mediative’s study found that 61 percent of page clicks on an auto-related SERP are for OEM websites. The overwhelming majority clicked on the organic listing, not a sponsored ad. This suggests that consumers trust OEM websites to have reliable information about cars and dealerships.
Check your dealership listing in the store locator on your OEM’s website. (Your dealership does have a listing, right?) Is the information accurate? If you answered no to either question, go fix it immediately, then come back. We’ll be right here.