Get Ready for SEO in 2020

For some dealerships, winter can be a slower time of the year – especially after the holiday rush. That makes winter an excellent time of year to place extra focus on Search Engine Optimization (SEO). Unlike some other digital marketing strategies, SEO doesn’t start working overnight. It takes time to move your website up toward the top of search results, and getting things moving now puts your business in a better position come spring, a busier time of year for many dealers.

Along with winter comes the introduction of a new year, and sources say that in 2020 Google and other major search engine platforms are aiming, more than ever, to be the end destination for users’ online journeys. This makes SEO more important than ever for your dealership. In addition, here are some other search engine-related trends expected to affect SEO strategy in 2020.

• Optimization for zero-click searches and the Local Pack. More than half of all searches are now “zero-click,”* meaning that the user finds their answer on the search engine results page itself instead of needing to click on a website. Usually these kinds of searches are people looking for your dealership’s contact information, open hours, etc. You may be familiar with the Local Pack on Google, pictured below.

- One of the best ways to earn a spot in the Local Pack is having a complete and up-to-date Google Business account. Supplying information that will cover keywords like “phone number,” “address,” and “near me” will make a big difference. It also helps to have good backlinks – these are links back to your dealership website on other relevant sites. Quality matters here – Google’s algorithms will consider whether or not backlinks are authoritative.

• The main focus of Google’s algorithms are to improve users’ experience with search and help match users to the best result. These algorithms aim to understand the intent behind the user’s search query, and the context in which the user is using certain keywords. Google also relies on collected data about the user’s past behavior to provide relevant content in response to their query. To be successful in SEO with these algorithm goals in mind, it really comes down to knowing your audience and writing high-quality content for them. In addition to content that is thoroughly informative and keyword-rich, consider the types of searches your prospective customers are likely to make when looking online for a dealership like yours. Let your content answer their questions.
• Major search engines Google and Bing have confirmed that earning mentions for your business on social media will help it rank higher. It is worth the effort to place focus on brand building. Social media listening, which basically means paying attention to mentions of your dealership and the products you sell, allows you to engage directly with prospective customers and build awareness of your dealership to further your reach.

For dealerships in some industries, the winter can be a slower time – this presents the opportunity to place more focus on digital marketing strategy and tools like SEO. Take advantage of this time and knowledge of these upcoming SEO trends to set your dealership up for a productive start to the year and a successful busy season.

*SparkToro