Keep Your Search Engine Optimization (SEO) Up To Date With These 10 Tips for 2016
One thing’s for certain about marketing your dealership in 2017: search engine optimization will be a crucial element for success. Just because things have been going well this year doesn’t mean you can sit back on your SEO laurels and expect great results in the coming year, too.
Search engine optimization is a process of continuous improvement. Your prospects’ online search habits and the algorithms used by Google and other search engines are both evolving. So you need to evolve right along with them. Here are 10 must-haves to sharpen your search engine optimization for 2017:
1. Original content.
More than ever, it’s important to avoid simply copying someone else’s copy. Don’t copy yourself, either, when it comes to formatting blog articles. A list of points, such as in this article, can be great. But mixing up your presentation keeps things more interesting. Let the content determine the format, whether it’s a list, Q&A, short paragraphs, etc.
2. Content with lasting value.
When there’s a topic that’s hot-hot-hot in the industry or especially timely for your readers, you should definitely chime in with your own slant. But creating “evergreen” content has multiple advantages. You only have to create it once, yet it will continue to attract new readers for a long time. That’s because the content will be as useful and relevant next year as it is right now. Remember you’re writing for prospects as well as existing customers – different marketing targets with different needs. Evergreen content gives you broader appeal.
3. Content that engages.
If your content doesn’t attract attention and motivate people to read and share it, what’s the point? It would be like filling your rental yard with equipment no one wants to rent. These days, content that engages humans also sparks greater interest from Google. That boosts SEO rankings.
4. Longer content.
Your dealership’s marketing analytics may show that shorter, “grab-and-go” articles are most appealing to your audience. But that doesn’t mean you should ignore long-form content. Some topics require more in-depth discussion. Creating the occasional whitepaper or mini-ebook boosts your authority, gives you greater online visibility, and offers prospects another way to engage with you.
5. Give keywords a rest.
Gone (thankfully) are the days when you stuffed keywords into your content right and left. Over-using keywords makes content impossible to read, robbing you of credibility. And Google isn’t fooled any more. In fact, it sells an SEO rat and punishes you for trying to game the system. Keywords still have their place, but use them sparingly – and in ways your readers would normally use them in speech or in a search.
6. Consider voice search.
This thumbs-free search technique is growing in popularity. To take SEO advantage, be sure your keywords match the words or phrases searchers would actually say when looking for your dealership, products or services.
7. Optimize for mobile devices. Always.
Your prospects and customers are firmly attached to their smartphones and tablets. It is critical that your website be optimized for mobile search, or you’ll lose sales in every department. Your dealership cannot afford to ignore this search engine optimization requirement.
8. Consider creating your own dealership mobile app.
Make it available via the Android Play Store or iOS App Store. With your name/icon on their home screen, you’ll always be top-of-mind with people. And app users will have a convenient way to interact with you.
9. Omni-channel presence.
Your website is not enough to attract and convert leads. If you’ve resisted adding key social media platforms, a blog, etc. to your digital marketing mix, 2017 is your year for change. Prospects are using multiple channels to search and interact online. It’s imperative that they find you, wherever they’re looking. Every “sighting” reinforces your dealership brand, boosting your chances to attract and convert visitors.
10. Flexibility.
As we noted at the beginning, it’s a fluid world these days. And not just for online searchers and search engines. The trucking and construction industries are changing rapidly, too. 2017 could be a banner year, if you follow these search engine optimization tips and remember that even these best practices may change as the year progresses.
