5 Star Reputation – Digital Experts for Independent Dealers

Why Ongoing Search Engine Optimisation is so Important for Your Dealership

SEO is like poker. You can become highly skilled at both, learning the tactics and developing strategies, but ultimately the result is out of your hands. Rather than Lady Luck determining your fate, it is Google, Bing, Yahoo and other search engines and there are numerous variables which influence your ranking – sometimes they work in your favour, sometimes they do not.

Changes in Algorithms

Ongoing optimisation is necessary because the ways in which search engines determine rankings are constantly updated. Search engines now place much more value on websites with fresh, unique content and in 2012, an algorithm update called ‘Penguin’ was introduced by Google, which imposed tighter restrictions on disreputable backlinks. This is a prime example of how failing to review your business’s SEO strategy regularly could have a counterproductive effect.

Changes in Keyword Search Demand

Keyword trends are always fluctuating. Words which were rarely used or searched for a couple of years ago could now be massively popular, and these trends are difficult to predict. Regularly conducting keyword research and analysis can help you adapt your content to make sure that you are using the most effective words and phrases.

PCP Finance Search Keyword

If you look at the graph above, you will see that the number of searches for the term ‘PCP finance’ has been steadily increasing since 2013. This suggests that using the term on your website now would bring in far more traffic than it would have five years ago.

Changes in User Expectations

If your dealership has been using exactly the same website for the past ten years, it is time for an update. Users now expect clear navigation, fast load times and a clean, responsive design; as such, search engines aim to deliver sites that will meet their expectations. If you want to be at the top of search results pages and stay there, you should be optimising your site in line with customer preferences.

Changes in Competition

Keyword Competitor Analysis

Not only do you need to keep up with algorithms, keyword trends and user expectations, but you also need to stay ahead of your competitors and part of ongoing optimisation is regular competitor analysis.

Going back to my poker analogy, competitor analysis is like peeking at another player’s hand. If you know the strategies your business rivals are using, you can figure out how to beat them. With new dealership’s investing in SEO and altering their approaches all the time, this needs to be an ongoing process.

Stay in the Game!

Without regular SEO research and analysis, it is almost certain that your dealership’s website will drop through the rankings and your web traffic will decline. It is true that ongoing optimisation takes up a lot of time, but there’s no getting around it. That’s why Click Dealer has an entirely new team of SEO experts to manage our dealers’ accounts.

For more information on Click Dealer’s Search Engine Marketing team, get in touch today through marketing@clickdealer.co.uk, 01782 478220 or via our contact page.



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