Innovative dealers are finding their website to be the MOST IMPORTANT sales channel for their dealership. Beyond a compelling website, generating traffic to your website also is critical. Search is an important part of effectively generating traffic because customers using search tools WANT to see what you are offering and what you have to say. The very act of searching implies a need, or want, and guarantees a high percentage of these customers are actively looking for a new vehicle. Some important things to consider:
- Only 1/3 of searchers click beyond the first page of search results on Google or Yahoo, meaning first page visibility is valuable.
- 70% of searchers use Google, vs. Yahoo or Bing, or other search engines. With that said, there is similarity in how Google, Yahoo and Bing rank search query results, so an effective Google search strategy should mean good rankings in Yahoo and Bing also.
- You cannot pay to get first page organic search results, which means a well-engineered search strategy is critical to your success.
An effective proactive search strategy ensures customers will find your dealership before they find your competition.