5 Automotive SEO Best Practices to Drive Business in 2022

Whether you run a car and truck dealership, a tire store, or any other type of automotive business, search engine optimization (SEO) is a crucial ingredient in any impactful marketing campaign.

In fact, digital marketing spending now exceeds conventional advertising in many industries, including automotive.

Since 2015, car marketers have dramatically increased their SEO budgets, while spending on traditional channels like TV has remained stable or even increased. decreases throughout the automotive vertical.

Many buyers start serious automotive research on websites like EveryCarListed.com or TrueCar, and spend around 14 hours researching dealerships, prices and reviews before contacting a company like yours.

Additionally, 53% of mobile and desktop users click on organic search results over paid ads.

All of these statistics show one extremely clear fact: SEO is a set of tactics you can’t afford. do not to be mastered in 2022.

However, automotive SEO is not a “set it and forget it” solution.

Google changes its algorithm 500 to 600 times a year.

To stay on top of these changes – and at the top of Google’s search results – you need to know which factors matter.

Ready to start?

Let’s dive into the most powerful SEO techniques for car dealerships and other automotive businesses in 2022 – and explore how you can attract new potential customers directly to your website by incorporating these practices into your SEO strategy.

1. Develop original automotive SEO content and incorporate rich text snippets

Although a website can be a powerful tool for reaching customers outside of a dealership’s designated market area (DMA), it can be difficult to determine exactly how much content to include on each page of your site. website.

You may have heard that Google prefers pages that are 1,600 words or longer – and while that’s certainly true for longer content like blog posts, most visitors won’t read more than a few hundred words. per page.

However, Google prefers a longer word count for in-depth content like automotive blog posts.

Although estimates differ, most experts rate the ideal length for blog posts between 1,500 and 2,400 words.

Typically, marketers agree that you’ll be safe with a length of around 1,600 words per message, plus or minus a few hundred words.

Posts of this length generally outperform shorter posts as long as they are original, unique, and relevant (more on that in technique #2 below).

And surprisingly, this result is true in all types of businesses, including car dealerships and other car manufacturers, and in all geographies of the world.

When you post blogs and set up web pages, you need to make sure your web developer or SEO expert adds rich snippets.

Rich snippets are pieces of code that tell Google what text to display when it summarizes a page in search results.

In combination with schema markup (described under technique #4 below), rich snippets will make your pages stand out from the crowd, with visually striking messages that entice customers to click.

2. Integrate video SEO into your marketing strategy

If you’re in the automotive industry, you know that video SEO is key to reaching potential customers.

After all, car dealerships are one of the most popular categories on YouTube.

And since YouTube is the second largest search engine, it’s important to make sure your videos are properly optimized to show up in search results.

Studies have shown that people are much more likely to watch a video than read a block of text. By optimizing your videos for search engines, you can dramatically increase your chances of being seen by potential customers.

Additionally, the videos are also more likely to be shared on social media, which means they have the potential to reach an even larger audience.

Luckily, there are a few simple tips you can follow to improve your car dealership’s video SEO.

  • First, make sure your videos are keyword rich. Use relevant keywords in your title and description to help your videos rank higher in search results.
  • Second, keep your videos short and sweet. No one wants to watch a long, boring car ad. Aim for two minutes or less.

3. Make sure your whole site loads perfectly on mobile devices

In 2022, over 57% of all online traffic (over 12 billion searches) comes from mobile devices such as smartphones and tablets.

However, the average bounce rate is 51.6% for mobile users. This can happen when a page doesn’t load properly on their device – and most of those customers never come back for a second look.

In other words, of the more than 18,000 car dealerships and other auto businesses in the United States, those who don’t take mobile searches seriously are sacrifice more than half of their potential clientele.

That’s a lot of profit margin to leave on the table.

The good news is that you can capture that market share for your own automotive business by rolling out a beautiful mobile version of your website.

A reasonably qualified web developer can ensure that your site automatically detects mobile browsers, recognizes each user’s screen dimensions, and tailors each page to suit that individual’s viewing experience.

As more and more mobile users spend time on your site, your search ranking will soon increase.

4. Add Car Dealership Schema and Claim Your Google Business Profile

Lately, you may have noticed large boxes of detailed local business information appearing at the top of your Google search results.

These Business Profiles automatically pull information from a business’s Google Business Profile and display color photos of the business, a map with directions, and details such as hours of operation, contact information, and even the most popular visiting hours.

You can set up your own big colorful box by claiming your free Google (GBP) Business Profile – which only takes a few minutes.

Next, ask your web developer or automotive SEO expert to add schema markup to the most visited pages on your website.

The schema markup code tells Google how to organize and display the information it finds on your site, such as images, mailing addresses, hours of operation, and rich text snippets (explained in technique # 1 above).

In particular, be sure to add the AutoDealer schema, which Google will use in combination with your Google Business Profile, to create a display box that will grab the attention of potential customers at the top of search results.

Once you’ve set up your Google Business Profile, don’t forget to ask every happy customer for a positive review.

Positive reviews will improve your local search rankings, provide valuable social proof to your profile on search pages, and measurably increase the likelihood of your business appearing in search results on Google Maps and other GPS apps.

5. Leverage Strategic Relationships for Link Building

The more links to your pages from third-party sites, the more trustworthy and relevant your business is to Google, especially when those inbound links come from relevant keywords.

Inbound links, also known as backlinks, are the cornerstones of an effective link building strategy, which can drive a flow of organic search traffic to your site if done skillfully.

The principle is simple: contact business owners and other organizations you work with and ask them to link to specific pages on your site.

For example, if you want to drive traffic to a page titled “BMW Dealership in Miami, Florida,” you can ask a local auto parts distributor to add a link to your website and explain how that helps. would be beneficial.

Obviously, link building may need some tweaking.

Start by asking for inbound links from businesses and organizations in your region whose opinions are highly valued by Google when it comes to backlinks.

For example, consider asking for inbound links from local charities and sports teams you support, as well as vendors you work with.

In short, it doesn’t take much to update your automotive SEO strategy for 2022 – just original content, video and mobile optimization, Google Business Profile management, AutoDealer scheme and creative. of links.

Master these techniques and capture the lion’s share of the automotive market in your region.

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Featured Image: iQoncept/Shutterstock

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