Digital marketing continues to be essential for auto dealerships in 2020.
One of the foundations for an effective online marketing campaign is search engine optimization. Search engine optimization strategies continue to evolve rapidly, so your car dealership needs to be aware of the latest SEO trends for 2020 to stay ahead of the competition.
A Focus on Latent Semantic Indexing in 2020
For many years, SEO was focused heavily on the selection and proper incorporation of effective keywords. Going forward, there is a shift away from specific keywords and toward latent semantic indexing. Latent semantic indexing, or LSI, refers to the meaning of individual words that are connected together. Search engines are increasingly intelligent, and their algorithms are now designed to look for the meaning behind a search rather than to focus simply on a set of specific keywords.
Data-Driven Attribution for 2020
Auto industry consumers rely on online research to identify the make and model that they want to buy, to compare standard and optional features and even to select a dealership to visit for a test drive. The typical user research process is lengthy and includes several prongs. Your dealership needs to be visible online across all stages of the user’s research process. While previous SEO data research and marketing was based on the last click that the user made until recently, data-driven attribution is now relevant. Dealerships must take into account user data and analytics across the spectrum of the user experience to elevate online marketing results.
Localized Searches in the Automotive Industry l SEO
Online searches in Google that contain the phrase “near me” or a close variant have increased significantly in the last few years. This holds true in the auto industry specifically as local consumers want to narrow down their search so that the results are more relevant to them. However, many mobile users understand that their smartphone takes into account their geographic location when they conduct online searches, so they now do not always include this phrase for mobile searches. SEO trends also increasingly include variations like “open now near me” to refine results based on hours of operation. Google pulls this information off of a business’s Google My Business Listing, so the importance of updating information in this listing is elevated going forward.
A Rise in Video Marketing
Many industries have heavily utilized videos in their digital marketing campaigns, and videos are increasingly used in the automotive industry now. Google analysis reveals that 75 percent of auto shoppers utilized YouTube videos as part of their research process. Video is generally an effective communication method that conveys facts, sentiment and branding with great impact. While TV ads were once common in the auto industry, online videos have a more direct reach to consumers who are actively looking for a new vehicle.
Customer Scout stays ahead of the SEO trends, and we specifically focus our attention on our clients in the auto industry. If you are ready to see an improvement in focused traffic to your website in 2020, now is the time to connect with our team at Customer Scout.