April 15. That date instantly sparks dread in the minds of many Americans, whether it’s fear over owing the government tax money or the general anxiety everyone feels when having to go through the confusing tax filing process. For car dealerships, however, that date shouldn’t cause anxiety. It should create a feeling of opportunity.
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“Audit” is a scary word. It conjures images of legal action. It facilitates urgency. Usually, feelings of anger and fear follow. The consequences tend to be severe.
Thankfully, when it comes to dealer sites, audits aren’t as scary as they sound. While being compliant is important, most audits focus on subjective items instead and there’s no real penalty in most cases (other than perhaps a score from the OEM).
But inevitably the audits will come, especially if you’re at a Toyota store. Let’s unpack these audits a bit and review some items you should look out for.
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Just about everyone hates going to the dentist, but we sure are glad we have them around when they are needed. And Google’s featured snippets are a lot like that dreaded appointment for a root canal.
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It’s there on your bill, maybe in fine print. “SEO services”. The exact label may vary, but the reality is the same: money leaves the bank, and “something” happens on the site that’s supposed to help you get more traffic and leads.
But what are you actually getting – results or swindled?
At DealerFire, we recognize the importance of attribution. If one area of marketing is doing well and another could use some help, it’s important to call that out. Even if your SEO strategy is top-notch, we want to give you the tools to prove it. SEO often seems amorphous and in a data-driven industry, it’s important that you have tangible reporting.
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Let’s time travel. The year is 2003. Peter Jackson’s The Lord of the Rings film adaptations have closed out with the future-Academy-Award winning Return of the King, the Human Genome Project has recently wrapped up after over a decade and the world wide web is accessed with the help of a yellow running man icon and the shrill sounds of a dial-up modem.
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“Nobody reads blogs these days!”
It’s a common sentiment we hear from dealers – and perhaps one you agree with as well. After all, it makes sense when we consider how blogs have commonly been used.
But a good blog is built around a proactive strategy – targeting high-traffic terms focused around automotive shoppers. The goal is to take customers from the search bar to the showroom, even though it’s often not instantaneous. People on your site may not be looking for your blog, but your blog can be a critical entry point for new prospective customers.
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If those audible prompts aren’t something you regularly use to search, shop, and interact online, you are about to be in the minority. By 2020, it has been forecasted that 50% of all online searches will be performed via voice search.
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Even if the start of a new year isn’t particularly important to you, New Year’s Eve and New Year’s Day are still pretty good excuses to throw a party, have some fun, and relieve some stress. In the automotive world, holiday seasons throughout the year are also a good excuse to give your customers a little something special through holiday sales events.
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It may be obvious that investing in SEO is a necessity for your dealership. You may know you need an optimized website suited for mobile, and you may know that it should be supplemented with digital ads and additional content creation to enhance digital visibility. But, do you know if you’re actually getting something for your SEO investment?
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