Awareness – consideration – decision: the three stages of a purchasing decision. Many websites focus on the decision stage, loading their website with exclusive offers and elite customer service to draw shoppers to their dealership.
This week on Auto Marketing Now, Brian Pasch shows dealers how to attract higher funnel customers by utilizing SEO content writing for the consideration stage of the buying process.
Consumers do a great deal of research before they reach the decision making stage. Therefore, dealers could benefit tremendously from adding content to their website for the consideration phase as well. By adding vehicle comparisons, dealerships will optimize their content for a highly effective SEO strategy.
To embrace higher funnel consumers and increase your organic traffic, add comparison pages and video content educating local consumers to help them pick a model and brand.
Comparison pages can serve as both a conquest strategy and an educational tool for your brand. The first step is to find what shoppers are searching for. To do so open Google, and type in a specific vehicle model at your dealership. Let’s say you are a Toyota dealership, and the Highlander is one of your best sellers. Type “Toyota Highlander vs” into your Google Search Engine, and view the list of results that comes up. This will tell you what information shoppers are searching for.
As you can see, the Honda Pilot is the first result, followed by the Nissan Pathfinder. To bring in Honda customers, create and comparison page for the Highlander and the Pilot to optimize your SEO strategy and get more customers. The same can be done to bring in more Nissan customers, and so on.
Some shoppers may already be loyal to your brand, therefore comparison pages and educational videos for different models within the dealership can provide beneficial SEO content as well. In the image above, a vehicle comparison for the Highlander and the Rav4 is a popular search as well. To help consumers choose a specific vehicle within the dealership and guide them through the consideration stage, provide them with this information.
Follow the steps below to captivate your consumers early on and boost your SEO.
All videos and comparison pages should be optimized for SEO, used in Google Adwords campaigns, social media campaigns, and email marketing.
Email grab bag question of the week:
What SEO tools do you recommend to help improve organic traffic?
Conductor is PCG’s SEO tool of choice. Conductor allows you to input 3-4 competitors to track for the keywords you want to optimize. This gives you real-time insight into the competition’s stance on high value keywords to ensure you are maximizing your budget.
Conductor also shows rankings and engagements for your third party business portals. The platform shows where other outlets, such as your videos, are ranking as well. All of the information is neatly presented in one dashboard to review your total web presence.
PCG uses Conductor on a daily basis, so we would be glad to answer any questions you may have about the product.
Don’t get caught using outdated marketing strategies. Join Brian Pasch every week on Auto Marketing Now for the most effective automotive digital marketing tips and techniques!
About the Author
PCG Digital Marketing is an award winning digital agency headquartered in Eatontown, NJ. We help our clients get found online through innovative search, social and online advertising campaigns.