Content marketing is becoming more important every day for auto dealerships, especially as the search habits and research strategies of car shoppers continue to evolve. What many dealers don’t realize, however, is how important SEO is to their content marketing strategy.
Using proven SEO strategies like keyword research and tools like Google Trends and Predictive Search can guarantee your content is being seen by potential customers.
Understand Your Target Audience
Knowing what your customers are looking for and what questions they want answered are the most important things to know before producing any type of content. Researching search keywords, viewing analytics and visiting websites that track trends can give you a better understanding of your audience and how to market effectively to them.
When customers can search for a certain keyword or phrase and get the information they need from your website, they are much more likely to continue to use your site. By targeting certain specific keywords with your content, you are much more likely to retain a visitor than by trying to rank for a generic or incredibly popular search term.
For example, targeting a search term like “2016 Honda Civic in San Diego, CA” in your automotive content marketing is much more likely to get actual customers to your site than a more popular search term like “New Honda Civic.”
Quality over Quantity
While it is important to target keywords customers are searching for, the quality of your content must also remain high. You only have a few seconds to keep a customer on a webpage, so the first couple sentences need to get the point across quickly and capture the reader’s attention. Images, videos and other content relevant to your keywords are also important in keeping customers from bouncing off a page and going back to their search.
Also, targeting certain keywords doesn’t mean you need to sacrifice your creativity. Your content can still be funny, sincere and engaging, even if you are focusing on marketing to a specific group of customers.
The last thing you want to do is produce a large amount of uninspired, uninteresting content that won’t be able to retain a reader’s attention. Creating too many blog posts or articles targeting the same keywords can reduce the effectiveness of each piece of content, and can cause customers to turn away from your site. A better strategy is to release quality, well-crafted content on a regular basis.