Let’s face it, 90% of people looking for a car will start with a basic internet search.
Yet these buyers don’t start with basic, broad keywords like “new car Alabama” or “used car dealer New Jersey” as you may think. Instead, buyers hit the internet with LOCAL results in mind and expect to find dealers right in their own backyard.
But surprisingly half of the dealers in town won’t show up in Google when customers search for them…even those who spend a small fortune maintaining their websites and blogs each month.
Why?
Because they aren’t using hyperlocal keywords on their web pages to ensure local buyers can find their site!
If you aren’t sure what hyper local keywords are, they’re essentially phrases that describe WHO you are and WHERE you are in relation to your customers. Here’s a few example of broad vs. hyperlocal keywords to give you a better idea:
Broad: Kia dealer Hyperlocal: Kia Dealer Adams County
Broad: Dodge dealer Hyperlocal: Dodge Truck Dealer Lehigh Valley PA
Broad: Lexus Dealership MD: Hyperlocal Lexus Dealer Silver Springs MD
Just imagine someone “googling” similar phrases unique to YOUR area that you’re not including on the dealer site. If Google can’t match these words to the content found on your web pages, your customers certainly won’t know you exist in their search for a new car online.
So how can you better optimize your site to ensure local buyers are finding you when searching in Google? Here’s a few suggestions
1. Put Yourself in a Local’s Shoes- Think of what you would search in Google if looking for similar services. You should also consider how you describe your area as well, since most people include geographic keywords like “South Jersey”, “Orange County” or “Delaware Valley” in their searches.
2. Do some keyword research: Google has a free keyword tool you can use to find out EXACTLY what people are searching for when looking for car dealerships in your area. Start by typing what you “think” people are searching for and compile the frequently searched keywords that come up along the way.
3. Get those Phrases on Your Website: Ideally, you’ll want to sprinkle these hyperlocal phrases in your copy, subtitles, headings and even the footer if possible. If you manage your own website, be sure to include some of the most frequently searched terms in the Title tag and in the description of your site as well.
And as always, if you are struggling to optimize your dealer site for local search or just not sure how to get started, feel free to email me at ring@yeschant.com with your questions.
As an additional bonus, I’m offering readers of my blog this week a complimentary 30 minute coaching/strategy call with me to discuss YOUR dealership and your ongoing training/ marketing needs. This is not a sales call….it’s a no-strings attached coaching call which you can set up by emailing me at ring@yeschant.com . I simply want to help you get your dealership going in the right direction and some private coaching may be the key to making more money in 2010!
great post as usual!
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Great, I never knew this, thanks.
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read.
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you