Two SEO trends to watch
The art and science of SEO can be a bit overwhelming, but as we turn the calendar to 2015, let’s take a few minutes to simmer down actionable takeaways of two key SEO trends uncovered in the recently released MOZ Annual Local Ranking Factors Study.
Trend #1: Proximity to searcher has increased as a factor in determining search engine rankings.
What it means to you: You’re now being rewarded for being close to a searcher’s physical location. To take advantage of the local angle, be sure that not only your site’s “About” and “Contact Us” pages include your address and phone number, but that this information is readily available to searchers on every page of your site.
You’ll also be rewarded in search when you confirm your business information is listed consistently across third-party sites including Google My Business, Angie’s List, Yelp and other social networks and online review sites.
User reviews also help build your dealership’s visibility in local search results, as does your engagement in responding to them — whether they are positive or negative.
Finally, stay social! Use hashtags, links, videos and photos to drive engagement. Avoid screaming ads. It’s called “social” media for a reason. Share what’s going on inside your dealership and behind the scenes. People want to do business with people they trust and know. The more followers and engagement you receive, the higher your pages will appear in search.
Trend #2: Behavioral signals such as click-through rate are more of a factor in determining search engine ranking than in the past.
What it means to you: The more customers interact with your website, the better. It is crucial that you create an online user experience that funnels customer through to key calls-to-action on your website. On every product or service page, there should be a clear next step: “Add to Shopping Cart,” “Get Directions,” or “Schedule Service,” for example. Not only will you be rewarded with leads when your site visitors click-through your quote or service request forms, but you’ll be rewarded with higher search rankings as well.
One key way to boost site visitor interaction is to give them the rich product content they are searching for. Be sure you’re listing all of your inventory online. While I’m not saying that a quart of oil needs to be posted to your site, I am saying it sure won’t hurt! Accurately listing each and every major piece of inventory on your showroom floor is essential. It will not only help convert shoppers who are familiar with your dealership, but their online activity will actually help increase your search engine rankings and drive more potential customers to your virtual showroom directly from search engines.
Colleen Malloy is ARI’s director of marketing. Malloy has more than a decade of experience in the powersports industry and previously served as the editor of Motorcycle & Powersports News. ARI creates award-winning software solutions that help equipment manufacturers, distributors and dealers Sell More Stuff! — online and in-store. ARI removes the complexity of selling and servicing new and used inventory, parts, garments and accessories for customers in automotive tire and wheel, powersports, outdoor power equipment, marine, RV and white goods industries. More than 22,000 equipment dealers, 195 distributors and 140 manufacturers worldwide leverage ARI’s website and eCatalog platforms to Sell More Stuff!
Email: colleen.malloy@arinet.com
Phone: 414/973-4323
Website: arinet.com
