We often talk about how effective Search Engine Optimization (SEO) and Search Engine Marketing (SEM) can be as individual digital marketing tools, but we don’t spend as much time covering the reasons why they can make an even bigger impact when used together. These two strategies work hand-in-hand to make your dealership more visible online, drive more traffic to your website, and increase leads and sales.
SEO is the process of optimizing your website so that your target audience can find you quickly and easily online. In addition, an important element of SEO is making sure that your website provides an engaging experience for the users who click on it. User-driven, keyword-rich content attracts search engines like Google and helps your website rank high when online users conduct searches related to your business. SEO contributes to the organic traffic to your site.
SEM is the process of driving traffic to your website by purchasing ads on online platforms. These could include search engines like Google and Bing, social media platforms like Facebook, and more. Types of ads could also vary among text and display ads, which appear on search engines above organic results; dynamic remarketing ads, which follow previous website visitors to other websites; and video ads such as YouTube pre-roll advertisements. Ads that communicate your dealership’s marketing goals that appear to online users in your target market can help drive high-quality paid traffic to your site. The traffic is considered high-quality because the users who click on your ad are more likely to convert to a lead or sale.
With SEO driving organic traffic to your site and SEM increasing your dealership’s online visibility, the two strategies used together provide a winning combination. They set your business up for success by providing the highest possible chance of conversion. Additionally, covering your dealership’s marketing strategy with both services gives your business more brand recognition and credibility. A searcher who has seen an ad for your dealership is more likely to recognize it in an organic search result and choose to click on your website. Additionally, it reassures the searcher that it’s a good choice to engage with your business when they see it listed at the top of search engine results as well as appearing in search engine ads.
Current statistics show that online users make 5.6 billion Google searches per day, and the average person conducts 3-4 online searches every day.¹ The vast majority of all online traffic is driven by search engines. Both SEO and SEM contribute to your dealership’s online real estate, leading to increased traffic to your site through increased exposure to potential customers.
Bottom line? The better your site performs on search engines, the more likely it is to bring customers in for a lead or sale. SEO and SEM give your website the best representation possible on search engines, and they work even better together than they do apart.