look for main factors such as keyword usage and user-friendly navigation .
SEO matters to the success of your website ( and your dealership , for that matter ) because 75 % of online users don ’ t click past the first page of search results . If you want to drive more potential leads to your website and convince them to contact your dealership , you need to focus your efforts on enhancing your website ’ s SEO . You can strengthen your dealership ’ s online presence faster by getting into the minds of your customers so that your website aligns with their search intent . Also known as user intent , search intent is the purpose behind an online user entering a search .
When creating your website ’ s content , strike a balance between writing for search engines and the real-life people who will be browsing your website . Keyword-rich content centered around in-season inventory increases your website ’ s ranking in relevant searches . Don ’ t stuff your content with keywords — you want the copy to read naturally and easily for website visitors . Descriptive yet concise copy that references the seasonal keywords people include in their searches will deliver the optimal results you ’ re looking to achieve .
Both online users and search engine algorithms look for the most current information , which means they consider how often a website ’ s content is updated . The crisp , cool weather of fall marks an excellent opportunity to post some equally fresh content on your website . In addition to updating the keywords on your inventory and service pages to reflect the fall season , you can improve your website ’ s performance by crafting blogs on the importance of seasonal tune-ups and the must-see outdoor locations to spend a fall vacation .
Fall is around the corner , which means consumers will be shopping for seasonal trailers and parts . While you may not have the inventory on your lot just yet , it ’ s important to increase your online rankings now so that your website is already at the top of search engines when your new inventory arrives .
Search Engine Optimization ( SEO ) is the process of aligning your website with search engines ’ algorithms to increase your website ’ s ranking in online searches and drive more organic ( aka , unpaid ) traffic to your platform .
When an online user enters an online query , the search engine will crawl the internet to generate a list of websites that best align with the user ’ s query . While each search engine has its own algorithm that determines how it ranks websites , all search engines
How users interact with your website also impacts its performance . When visitors spend extended periods of time on your website , search engines receive signals that your website is a valuable resource , and they boost your ranking . Today consumers prefer websites that deliver the information they want in as few clicks as possible . Simple navigation , prominent calls to action and easy-to-read text will encourage website visitors to stay on your platform longer . And — bonus ! — search engines reward user-friendly websites that are easy to navigate .
Ongoing optimization of your website is key , as buyers ’ interest changes with the seasons and search engines continually adjust their algorithms . A month-to-month website review strategy will ensure that your site always meets the requirements of both your audience and the search engines they ’ re browsing on , keeping you at the top of search queries and continually pulling in new online visitors .
To learn more from Dealer Spike , please visit www . dealerspike . com / trailer .
64 NATDA Magazine www . natda . org