5 Ways Local SEO can benefit your Dealership.
Over 85% of middle income South Africans have an internet connected smartphone. Internationally over 90% of consumers now search the web for the goods and services they require before visiting their chosen purveyor. So if your dealership is nowhere to be found when your local prospects search for your marque, you are literally handing over new business to your closest competitor.
Potential customers are conducting extensive online research which is resulting in fewer physical visits to dealerships. Over the past few years the average number of dealerships visited, per vehicle purchased, has dropped from 7 visits to 1.6. The growing popularity of ‘Location Services’ means that potential customers are then being directed to the nearest trusted dealer of the vehicle they are looking for. That should be you!
The 5 key ways a well executed local SEO strategy will benefit your dealership are:
Ownership of your brand in your area.
While your OEM may have a strong digital brand strategy - this is a national strategy. It will not put your dealership first in the consumer’s search results. ensuring they call or visit you first.
Dealership Reputation - Google My Business
Customers look for the reassurance that your dealership has a good reputation. Google My Business is becoming a critical component in this rating. Trust and reputation are highly ranked by Google’s search engine which will ultimately ensure that your dealership appears first on the search page. (this is called the Local Pack)
Targeted advertising on Google Maps can deliver quality enquiries.
The new Google Maps ads are designed to help dealerships be more visible when consumers are searching online. (especially on a mobile device). A variety of signals are taken into consideration including; search/browsing history, current location, interests, behaviors and demographics. This enables the delivery of relevant ads to a consumer who is in the market for a motor vehicle and in your area.
Cost effective advertising that leads to sales.
A solid local SEO platform becomes the launch pad for highly effective Adword and Facebook advertising campaigns. These campaigns can be localised and target people whose ‘behaviour signal’s indicate that they are in the market to purchase a vehicle.
Outperform your competitors
Effective local SEO will make sure that you engage more potential customers looking for your brand. But, your dealership’s online visibility will also increase as you appear in an ever increasing number of search results. This creates the opportunity for you convert potential customers you may not have considered your brand as their first choice.
Africa Analytics use their extensive knowledge of South Africa’s motor dealer industry to deliver cost effective SEO and digital advertising campaigns that produce results.
About the Author:
Alan Golden is the CEO of the digital
marketing solutions agency Africa Analytics
www.AfricaAnalytics.co.za
Twitter: @AskAlanNow
