Search Engine Optimization. SEO. It is a buzzword among web designers and specialist companies. Few people truly understand what it is or how it works beyond the promises to increase rankings on search engines and thus increase traffic to a website.
Car dealers are in an ultra-competitive virtual landscape and have perhaps the largest gap between the common understanding and the practical application of search engine optimization. As a former dealer, I understand that the standard operating procedure for solving any marketing and advertising problem is to throw money at it. With SEO, it can be a sad thing, as dealership owners, GMs, and even the Internet Sales Managers can be easy targets for companies promising the world for lots of money.
For car dealers currently exploring the area of SEO, a word of advice. Don’t fall prey to the thousands of dollars or setup followed by thousands of dollars or monthly maintenance. A good max would be $1000 up front, $500-$1000 per month per rooftop/website.
Automotive SEO has plans starting at $399 per month. Automotive website providers like Dealerskins and Cobalt offer services as well.
Specialty companies like AutoOneMedia usually stay under $1000. The last quote I received from them was for $699 per month.
No matter who you consider, ask for references. Do searches on Google, Yahoo, and MSN for their dealerships. It only makes sense to be smart with the money.
This automotive SEO article was commissioned by White Salmon Honda Dealers, Portland Toyota Dealers, and New Jersey Chevrolet Dealers.
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