Use Local Search Keywords to Spruce Up Your Dealership Marketing
Center for Performance Improvement
· 2 min read
It used to be the only way to find the right car for your needs was to visit dealership after dealership.
Hours spent in showrooms, a handful of test drives, and the best-price sales pitch was all part of the process. But today’s shoppers are more impatient. For retail purchases including cars, 1 in 3 people want to get the item the same day according to a Google/Ipsos Fall Shopping Study.
That’s great news for car dealers, especially those with plenty of inventory. If you can get customers in to find you, there’s an excellent chance it will convert into a sale on the spot. But how do you do that?
Keyword Content
Being found by customers is all about being in the right place. Rather, it’s having your content found, first by Google, then by the customer.
That same Google Shopping Study explains that “mobile searches for “near me” have grown over 3X in the past two years”. That’s a massive opportunity for all departments in your store, not just sales.
Your website needs online blogs and articles that include keywords people are searching. Think about how you search online and reflect it in your strategy. Someone trying to find a truck might search “Ford F-150 for sale near me” while a broader search for an eco-friendly shopper could be “fuel-efficient cars for sale near Columbus, OH”. It can be tricky to integrate these keywords naturally into blogs, but the reward is outstanding when just one customer finds you that way.
But go further, include keywords like “Honda oil change near 14201” and “Chevrolet accessories for sale near Dallas”. Tag the F&I department too, such as “bad credit car loans near me” and “auto loans near me”. With collision repairs, well, you get the idea.
More automotive customers already know what they want and are ready to buy on the spot. It just takes being found. Be discovered more often with the right content strategy on your website.
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