How will Google BERT change automotive marketing

Google BERT and Automotive Marketing - Customer Scout

How will Google BERT change automotive search results

Google BERT and Automotive Marketing - Customer Scout

Google announced BERT—Bidirectional Encoder Representation from Transformers. BERT is a change to the manner in which Google processes user search queries, and in the following, Customer Scout will look at how this new approach affects car dealers and other local businesses.

What the Automotive industry needs to know about BERT?

Google BERT is an artificial intelligence that seeks to understand the relationships between the elements a search query comprises. In other words, Google aims to provide better results from search queries phrased in more natural language. Google deems it to be the biggest leap forward in the history of the search engine and estimates that will affect at least 10 percent of the queries it processes.

What Is Google’s Goal With BERT?

Conversational search queries have become more prevalent as more people use voice searches through various smart devices. A text search query might look something like “car dealers San Jose,” but the person speaking to his or her Google Home is more inclined to ask something like “which car dealers near me sell certified pre-owned vehicles.” But even natural language is sometimes broken in nature, which means that Google BERT must be able to make presumptions based on context. Concepts and context are integral to what BERT does, which is put less onus on the user to create a perfect query.

What Is the Impact for Auto dealerships?

At this point, it is not possible for Customer Scout or anyone else to say with any certainty what the impact will be on local business—or online businesses for that matter. BERT will certainly be in effect for searches that return local pack results, but it is at this point unclear if SEO strategy changes are needed.

How Will BERT Affect Local Auto Dealership Rankings?

This is perhaps the more interesting question. It will certainly affect tracked local rankings. But how so? One manner in which an immediate impact has been felt is ranking based on short-tail keywords. The effect on long-tail keywords has not been so immediate, but that likely reflects how professionals use SEO ranking tools. The affects on natural language will become more apparent over time.

Consider it this way. If you already have useful content that is rich with the appropriate keywords, that cream will already be rising to the top more often. But there will be long-term benefits to BERT as well, and the impressions, click-throughs and backlinks should not only increase but be more organic in nature as we move forward. This will certainly affect your complete search profile in a positive way and, in doing so, eventually improve your tracked local rankings as well.

Of course, there is the possibility that your competitors experience traffic that is more organic but you do not. In that case, it is possible that your rankings drop. The different should not be significant, but every bit is valuable, and thus, your focus turns to optimizing existing and future content to rank better.

Is It Possible to Optimize for BERT?

Optimize content specifically to score well with Google BERT and thus improve your tracked local rankings. The reason for this is that optimizing for tightly manicured search terms is simple but optimizing for natural questions is much more complex.  You can just do what has always been effective when it comes to search engine optimization: create compelling content. Contact Customer Scout to increase your SEO and digital marketing effort.

Upcoming Automotive SEO Trends in 2020

Upcoming Automotive SEO Trends in 2020  HTML view Note

Upcoming Automotive SEO Trends in 2020

Your automotive dealership relies heavily on online marketing to drive sales and to define its brand image. Simply creating online content is not an effective way to get the recognition that your auto business needs today. Content must be written specifically with effective SEO strategies in mind. This is a constantly changing landscape, so it is important to look forward in order to see what trends will influence your online marketing efforts in the coming year.

The Increased Prevalence of Snippets – SEO

According to Google, almost 55 percent of clicks from search engine results are driven by snippets. These are short answers to common questions. Google determines which snippets it will show based on a website’s relevance and authority, so your automotive business’s ability to have this coveted position can pay dividends.

Voice-Based Searches – 2020 SEO Factors

Approximately half of all search engine queries will be voice-based within the next year. This means that localized searches as well as long-tail keywords will become increasingly important to an auto dealership’s campaigns. Your search engine optimization strategy should take this trend into account in order to maximize search engine rankings and increase online exposure.

Improved Algorithms for Relevance, Distance and Prominence l SEO

If your online marketing strategy is based on buying reviews or comments, you may be wasting your money. Search engines are actively improving algorithms that weed these factors out of the equation and that focus on products or services in the local area that are legitimately based on customer satisfaction and relevance. With this in mind, it may make sense to focus on improving your customer satisfaction rating strategically rather than inflating your image artificially.

Continued Popularity of Videos – 2020

Live TV has been falling out of grace for years as consumers transition to online videos, and this is expected to continue. Many consumers would also rather watch videos to get information rather than to read reviews, blogs and more. However, SEO is essential when posting videos in order to improve their visibility with search engine results. For example, the video’s headline and description should be written around well-chosen keywords.Importance of Dwell Time and Click-Through Rates

Search engine algorithms take into account how many people click on your link and how long people spend on the page. This information is increasingly used by search engines to determine relevancy. Therefore, ensuring that your landing pages provide truly useful information and are well-designed with user-friendliness in mind are essential components of an online marketing campaign for your auto dealership.

 

Relevance of a Mobile Interface

Among consumers who are searching for local content online, 88 percent will use a smartphone. Google uses a mobile index rating to determine how user-friendly and relevant your mobile interface is. This is separate from other algorithms and metrics used for the desktop platforms. To benefit from superior mobile rankings, your mobile interface must be well-designed and feature useful information related to searches. This information should be easy to see because many users will not scour a website to find the information that they are looking for. Instead, they may quickly click off of a website in search of a website that offers the information readily.

 

New Engagement Metrics

Google is now taking into account how engaged consumers are with your business or website. For example, Google may analyze how many users look for your business’s location using Google Maps. It may also analyze how many users have saved your business’s phone number in their smartphone’s contact list. Metrics are also pulled from Gmail, Google Assistant, Chrome and other sources to gauge engagement.

 

User-Centric Content

Online content should be designed around a comprehensive SEO strategy, but it also should be written with users in mind. Content must help readers in some way, but it should not be overly salesy. Consumers are often inclined to block out information that has a strong sales-oriented slant. Instead, they frequently look for content that is delivered in an unbiased way. Keep in mind that longer content is often filled with more useful information to the consumer. In addition, longer content may increase dwell time. When longer, relevant articles or content is posted regularly, Google may reward your website with a higher ranking.

 

Keeping up with the changing trends in search engine optimization and online marketing is time-consuming and confusing at times. However, this is an area where your auto dealership must excel in order to thrive. Customer Scout provides effective search engine optimization services that are specifically customized to meet the unique needs of car dealerships. To learn more about our services, contact Customer Scout today.

Increases SEO Traffic 66 Percent for Dodge Ram Dealership

Melloy Dodge seo

Customer Scout increased Dodge Ram Dealership +66% organic traffic

 

Increased SEO Traffic and Reduced PPC Dollars for a Melloy Dodge

Hi, my name is Randy Martin from Melloy Dodge in Albuquerque, New Mexico. Just like any dealership across the country, we’re always looking for ways to save money on advertising, and of course, grow profits. Back in March of 2018 we partnered up with Customer Scout in order to reduce our pay-per-click campaign. Just like any other dealer out there, we were paying way too much. Since then, our organic traffic has grown over sixty-six percent, and our ads spent for pay-per-click is a third of what it used to be.

Request a Demo to INCREASE  your Dodge Ram dealership SEO

Dealer SEO Best Practices

Dealer SEO Best Practices

Best practices in search engine optimization have evolved dramatically over the years, and they continue to update at a rapid pace. Changes in technology, search engine algorithms and even the automotive industry in general are contributing factors that drive SEO evolution. Such changes require you to regularly improve your dealership’s SEO campaign by taking into account current strategies and methodologies. These are among the leading dealer SEO best practices that should guide your current efforts.

Create Quality Content l SEO Best Practices

Search engine algorithms are increasingly advanced. Top search engines actively scour content to determine if it is relevant to a user’s query. The sophistication of these algorithms enables search engines to identify keyword stuffing, which will detrimentally impact search engine ranking. On the other hand, quality content that is relevant to the user’s query will receive a preferential ranking. In addition, backlinks and other factors promote relevancy and rankings. Because of these factors, creating quality content should be a focal point of an SEO campaign for your car dealership.

 

 

Choose Relevant and Related Keywords l Automotive SEO

Optimized content typically has one or several highly-targeted keywords as well as several relevant or related keywords that are incorporated less frequently into the content. While these are words that ideally are less targeted by the competition, they also are words that your target audience actually may search for. More than that, the content should be closely related to those targeted keywords. Dealer SEO best practices include careful research to select superior keywords and the incorporation of those words into naturally into relevant content.

Focus on Mobile Users

Increasingly, users are searching for information about car dealerships, models and other relevant information on their mobile devices. As important as it is to choose geo-specific keywords, you should understand when to use long-tail and short-tail keywords. Your Google My Business profile should have your accurate address on it in order to appeal to users who are geographically located close to your dealership. These mobile users may be more likely to drop by based on the results of a query. In addition, content should be optimized with mobile users in mind. Mobile SEO best practices also include using a mobile-optimized URL.

Improve Your Blog

Best practices for dealer SEO would not be complete without focusing on maintaining relevant, timely content. Utilizing social media marketing with dealer SEO techniques in mind is an excellent way to improve the relevancy of your website and to boost rankings, but you should not underestimate the power of a well-designed and customer-centric blog. Your blog provides you with an excellent platform to update online content by focusing on a different set of keywords or reinforcing your focus on critical keywords. Your blog’s content increases the relevancy of your website for specific topics and keywords as well. Links to your content may be placed within your own off-site content. You may also benefit from backlinks to other relevant content to improve rankings.

Customer Scout actively monitors changes to all relevant factors impacting dealer SEO. Our SEO experts understand how to quickly and effectively adjust our clients’ online marketing efforts to take into account updates to search engine algorithms, competitors’ marketing efforts and numerous other relevant factors. If you are struggling to achieve the SEO results that your business needs to remain competitive and profitable, reach out to Customer Scout today. We are ready to tell you about our effective services that are specifically available for auto dealerships like yours.

5 Key Questions Car Dealerships need to ask an Automotive SEO Company

Key Questions Car Dealerships need to ask Automotive SEO Company

How should car dealerships choose an Automotive SEO company? 

There are 5 key points that every car dealership should ask.

1. Can you show me current positive results for my Brand Dealership?

2. What positive results do you have for my size market?

3. Do you have any current customers that you’ve had for more than past five years?

4. What awards has your SEO company won?

5. Will you exclusively service my dealership vs my area brand competitors?

Contact Customer Scout today to answer these 5 key points and grow your dealership online! Visit www.CustomerScout.com

Ranked 1 in Dealer Satisfaction Customer Scout SEO wins award

Driving Sales Top Rated SEO 2018 Customer Scout

Customer Scout SEO RECEIVES “TOP RATED” DRIVINGSALES DEALER SATISFACTION AWARD

Ranked #1 in Dealer Satisfaction, Customer Scout Automotive SEO wins award in SEO Category

Denver, Colorado – January 25, 2019 – Customer Scout / Automotive SEO has received

A “Top Rated” SEO Award in the ninth annual DrivingSales.

Dealer Satisfaction Awards, presented at a special event in conjunction with the 2019 National Automobile Dealers Association (NADA) Convention & Expo. Customer Scout Automotive SEO received a top dealer satisfaction ranking in the SEO category, as determined by the thousands of auto dealers who are part of the DrivingSales.com community.

“It is an honor to receive this prestigious award from DrivingsSales.com, which is the largest automotive social network in the world. Without our Dealers, DrivingSales, and the efforts of our stellar employees this award would not have been possible. From all of us at Customer Scout Inc., we sincerely thank our Dealers and DrivingSales for this award.” ~ Sean Szymanski, CEO, Customer Scout, INC.

Customer Scout SEO generates stellar results for our customers consistently because we take a comprehensive approach to developing each customer’s marketing campaign. This includes the successful and strategic use of local SEO strategies, geo fencing, content writing, business listings and other advanced techniques. Rather than develop a campaign and see how well it performs, we regularly review and analyze data so that we can make intelligent revisions. In this way, we are able to improve or maintain excellent results for our clients.

“We congratulate Customer Scout, on receiving a ‘Top Rated’ SEO Award, an accolade we consider to be one of our industry’s most important because it comes directly from dealers,” said DrivingSales CEO and Founder Jared Hamilton. “In our ninth year of presenting these awards, we feel especially proud that DrivingSales Vendor Ratings continues to help dealers make smart and informed decisions through thousands of peer reviews that lead them to outstanding service providers such as Customer Scout Automotive SEO. We’re thrilled Customer Scout SEO has been recognized as one of the best by the people to whom their services count the most: the dealer community.”

The DrivingSales Dealer Satisfaction Awards measure dealer satisfaction with vendor products and services, and are based on cumulative ratings tallied and verified over the calendar year (January – December) at DrivingSales.com Vendor Ratings DrivingSales Vendor Ratings is the industry’s only neutral, comprehensive vendor rating forum featuring real-time peer reviews and honest competitor comparisons, and provides dealerships with important information from actual customers who have hands-on experience using vendor products / solutions in their stores. Each rating is verified as coming from an actual dealership employee.

Full award results are available online at http://events.drivingsales.com/dealer-satisfaction-awards/. Award winners are showcased in the 2019 Spring issue of the DrivingSales Dealership Vendor BuyersGuide which, in addition to being distributed at the 2019
NADA Convention and Expo, is delivered to every new car dealership nationwide, as well as to the top 100 used car dealerships. For more information on
The DrivingSales Dealership Vendor Buyers Guide, please visit:

https://www.drivingsales.com/buyers-guide/
.

About DrivingSales

DrivingSales is a professional network serving the auto industry with dealer-driven news and information, online training, and performance data, all to enable dealers to make critical business decisions at their dealerships. DrivingSales’ mission is to connect progressive dealership professionals to the people and information they need to maximize their success. Founded by a third-generation car dealer, and opened up to the industry in 2008, today DrivingSales has registered users in over 50% of new car dealerships in the US and is active in several other countries around the globe.

To learn more about the DrivingSales community, training or performance analytics visit

DrivingSales.com, DrivingSales.com/HCM and DrivingSalesData .com

Customer Scout Media Relations:
888-545-7660
www.customerscout.com

While our auto dealership clients understandably want to achieve a high ranking with top search engines, the primary goal is to drive targeted traffic to your website. You need leads to enter your sales funnel through your marketing efforts. We are the automotive SEO company that has achieved proven results in this area on a consistent basis. Reading some of the many glowing customer reviews online about our company is one way to learn about our successes, and we are happy to provide you with accurate statistics about our services when you contact Customer Scout for a consultation.

Ways to Optimize an Auto Dealer Website

Ways to Optimize an Auto Dealer Website

Ways to Optimize an Auto Dealer Website

Ways to Optimize an Auto Dealer Website 


The way modern consumers research and shop for a new vehicle has evolved dramatically, and today’s car dealerships must adapt their marketing efforts to reach consumers in the most effective ways currently possible. Driving around to several different lots and test driving many models is no longer a part of the typical sales experience. Today’s consumers conduct most research about current models and about car dealerships online. In fact, many will base more of their buying decision on the information that they locate online. Because of this, the need for dealer websites to rank high in search engine results is significant. SEO for auto dealerships is a vital part of any dealership’s marketing campaign today, but optimization requires special techniques.

The Challenges for Optimizing a Dealership’s Website

Dealerships may offer a dozen or more unique models as well as trim variations for each one. They may also carry last year’s models or tease next year’s models, offer used cars for sale, offer financing and have a full service department. In a sense, a car dealership may market several different business lines under one website. Some dealerships also are included in a family of other local dealerships, which means that there may be an additional layer of complexity to the site. In order to effectively market dealership websites online, the SEO strategy must focus on all aspects of the business.

The Many Avenues to Optimize Dealer Websites

When the concept of SEO was originally introduced many long years ago, the practice of selecting keywords that your consumers may be searching for and stuffing those keywords into your pages was common. Search engine optimization strategies have evolved dramatically over the years as search engines have become increasingly sophisticated. The primary goal of search engines is to provide users with relevant, helpful information. Search engines have increasingly improved how they analyze websites and produce results for each query. As you look for ways to optimize your own dealership’s online presence, you need to understand the essential role that each of these various SEO-relevant factors plays in your own dealership’s search engine rankings:

  • Google My Business
  • Online directories
  • Online reviews
  • Long-tail keywords
  • Optimized images
  • Optimized local connections
  • Schema

Creating an Effective Online Marketing Campaign for Car Dealerships

You understandably want to draw as many consumers to your auto dealership’s site as soon as possible, but you want the traffic to be targeted. Understanding how each of these specific factors impacts search engine rankings is an important first step to take toward the creation of an optimized online presence. Keep in mind that SEO for auto dealerships includes optimizing onsite content and promoting optimized offsite content that your consumers may see and that may have backlinks to your own page. Remember that each of these various avenues must be well-developed with a strategic plan for each side aspect of your business if you want to have the most effective SEO plan available.

How to Create an Effective Plan for SEO for Auto Dealerships

The ability to create and optimize an effective online marketing plan for your dealership’s site requires considerable understanding about each niche area of search engine optimization. More than that, you need to understand how to apply this knowledge in an effective way. For example, Google My Business enables you to update your business’s contact information, upload photos and post videos. Your consumers may also leave their reviews about the dealership. While there are many aspects of optimization that you can control, you can see that some aspects of optimization are organic by nature. In order to have positive consumer reviews, for example, your customers must take time to review your business. Your marketing plan may take into account all aspects of online marketing, including promoting positive organic information being created about the website.

As search engines continue to make thoughtful improvements to promote a better user experience, dealerships may anticipate the complexity of a successful search engine campaign to increase. With this in mind, you understandably need all of the help that you can get as you work to keep pace with these updates. Customer Scout is your preferred marketing company that specializes in the automotive industry. We understand the complexities of auto industry marketing, and we have a proven track record of generating stellar results for our clients.

4 Ways to Optimize Your Google My Business Description

Optimize Your GMB Google My Business Description

4 Ways to Optimize Your Google My Business Description

4 Ways to Optimize Your Google My Business Description

Google My Business, or GMB, has experienced numerous changes recently, such as the introduction of videos, booking features and more. One of the more beneficial changes that many business owners are excited about is the re-introduction of business descriptions to the listings. Previously, a GMB listing only included a basic list of relevant information, such as your address, hours of operation and contact information. However, you can now optimize a listing by creating a detailed yet condensed description of your business as well as products and services. Because this can be such an effective tool, you should follow a strategic approach when developing an excellent Google My Business description for your business’s listing.

1. Understand the Rules and Requirements – GMB listing description

Before you spend a lot of time crafting the perfect GMB listing description, you should understand the specific rules and requirements that Google has established. Your description must not be longer than 750 characters. It should not contain HTML or include a URL. This description ideally will include information about what a customer can expect from your business, such as products and services available, general pricing details and more. Because you can update the Google My Business description as needed, you can also include promotion details.

2. Choose Your Keywords Carefully – GMB listing description

As you might expect, keywords matter. Rather than stuff your content with keywords, choose one or two thoughtful and carefully researched keywords. These can be long-tail keywords. To optimize your description, incorporate these keywords naturally into your text. Remember that the keywords that you may want to target can change over time. You may need to review and update this description periodically as a result.3. Include Contact Information

While you cannot include a direct URL in the listing, you can include contact information, such as a phone number or street address. Keep in mind that some contact information will be listed directly below the description that you write. Therefore, you may even add a short description about how to find your business, such as if your business is located across the street from a well-known venue.4. Place Important, Relevant Content at the Top

Only the first few lines of your Google My Business description will be immediately visible. All other content that you include will be visible after the user clicks a link to continue reading the content. Because not all users will take this additional step, include the most relevant information at the top of your description so that it can easily be viewed.

Tips to Write an Effective GMB Listing Description

Your listing’s description can be optimized effectively when you walk through each step described. However, the content also needs to be engaging and even sales-oriented. It should appeal directly to your target audience with language that is relevant to your brand. As is the case for all other content about your company online, descriptions on listings help to shape your brand’s image and reputation. There are a few approaches to take when writing a listing description for Google My Business. After researching and selecting keywords, one approach is to brainstorm content that needs to be included. Prioritize the content in terms of relevancy and importance so that you can determine a preferred order. Consider creating several different descriptions. Ask co-workers and employees for feedback so that you can select the top description. An alternative is to provide others in your office with the description guidelines and to ask each person to submit their suggestion for the listing description.The description that you create and post on your listing for Google My Business is not a task to rush through. This description directly impacts SEO results, how easily your target audience finds your website, your brand image and more. It should be written as much for search engines as it is written for your customers’ benefit. Customer Scout specializes in automotive SEO services, and this includes listings services for GMB. We can optimize an exceptional description for your listing, and we can continuously monitor keywords to focus on so that thoughtful updates can be made going forward. To request a consultation and to learn more about our SEO and online marketing services, contact Customer Scout today.