Search engines are rapidly developing the idea of semantic search, or search engines that don't just look at what you are search but attempt to also predict "why did you ask?". Online communities like Reddit and Imgur frequently have a good time with Google search suggestions.
Automotive dealers (or any digital marketer for that matter) need to understand that the search engines companies make their money by producing really good and relevant search results. Often we get so narcissistic that we forget that the advertising world was not created to serve our ambitions alone. They are there to create pools of users so that they can charge others for access to these users. In the case of Google and Bing, we do not necessarily have to pay for this access! We do, however, have to be a good search result.
So how does one become a good search result?
It is done by being the best answer to a particular question.
This is something we should know instinctively!
How much easier is it to sit in a sales meeting and ask our staff what types of questions people ask them on the lot versus asking (especially older veteran salespeople) what types of search terms our customers are typing in?
Once we understand what our consumers are asking for, we can begin to make sure that these questions are answered on our web pages. This goes beyond simply providing a price and a list of features on our inventory (which is still very much relevant, by the way!). What other questions are our customers asking? Some examples of unique questions we could be answering might include:
Is it better to buy or to lease a new car?
What is the gas mileage of the Chevrolet Impala?
How much can I tow with a half ton F150?
Is Honda really more reliable than an American made car?
Cobalt, in partnership with General Motors, now allows flex site users to have unlimited pages on their dealer websites, so adding information pages does not require paying for additional pages. Complimentary blog sites like the one this humble blog is posted on can be used with links back to Google + and dealer web pages.
Now it is not all smooth sailing for traditional auto dealers. Old school thought processes now have to give way to recognizing that there is value in having creative talent on the staff. You can rely on expensive third party options, if you wish, but remember that your content will likely be uncomfortably similar to everyone of their other clients, too. It is time to have on staff a copywriter or two and maybe even a graphic artist. Oh, and we need to make sure that our "old guard" is nice to them and recognizes their value, too.
The search engine industry is always testing new approaches and modifying their algorithms. We need to recognize that as consumer habits ebb and flow so must our content. Google is already requiring fresh content, so this is not a question of adding some webpages then sitting back to see who drives in. Guiding your efforts should be someone talented in organizing good online content and objectively measuring the results. This person should be a partner to your sales managers, not a subordinate. The hierarchical territory disputes traditionally associated with car dealerships need to diminish and a more collaborate, cooperative model be embraced.
Just as the market has changed with lightning speed the past few years so, too, have the tools changed that dealers can use to respond. Again, this represents a tremendous opportunity for us to simply and effectively do what we do best: respond to the needs of our consumer base. Google is empowering us to not simply know the answer, but to be the answer!
