The attitudes, behaviors and expectations of your customers are changing
I have chosen to view COVID 19 as a “great reset”. It’s been said that problems are opportunities – so what exactly is it? is the opportunity for Tier 3 dealers in this new normal? Kantar, one of the world’s leading research firms, has collected the opinions of over 100,000 people in over 60 markets and released a “COVID 19 Barometer” designed to help marketers understand some of the main short-term and long-term changes in consumer attitudes, behaviors and expectations – and their implications. The Kantar study identified three important changes that are expected to remain persistent in our post-pandemic world, and to which consumer products and brands will need to adapt. In short form, they are (1) a new wave of digital buyers will emerge, (2) an extended period of value consciousness, (3) localism as the dominant movement.
Based on these three core trends, particularly the recognition that online shopping will continue to grow, dealerships that position themselves as the most responsive to these ever-changing consumer needs and demands are the most likely to survive and thrive. prosper. The world of online automotive research has changed significantly in recent times and now involves many other paths to purchase. When was the last time you looked at your dealership’s ranking against these new types of searches? Automotive Search Engine Optimization Update SEO is vital, and now is the time to revisit it.
Where to start
An important first step is to analyze your website yourself through a service like SEOmoz or your website provider. What you should see is a report card for things like site load time, broken links, missing headers, how well your site is optimized for mobile, and other factors. contributing to the ranking of your site by Google.
Next, interview several potential SEO vendors and ask specific questions about the actual deliverables they intend to provide. Some companies focus on keyword optimization, others on content creation, and still others are broader. SEO consists of both on-page (elements such as site structure, site speed, and user experience UX) and off-page (earning links, improving the popularity of your site and its content) and requires a balanced strategic approach.
Some automotive SEO providers ask you to pre-select from a “menu” of services. Because the success of your SEO program is directly dependent on how it relates to your business goals, with this approach it’s critical to ensure that the package you choose matches the real needs of your dealership. Remember that SEO is not a one-size-fits-all solution. Make sure your team can switch between disciplines depending on the circumstances.
Beyond goal alignment, it’s critical to understand the timeframe it takes to start seeing results from your SEO program and the factors that influence that timeframe. In general, you can expect to see results from legitimate SEO techniques within six months.
As your program progresses, your SEO team should be ready and able to show you performance metrics monthly. These should include how your defined universe of search terms and phrases is gaining (or losing) ground in overall rankings, competitive market share reports on how you are doing against your competitors , as well as what it would cost in google or BING pay-per-click to achieve the same relative rank or position.
Long term benefits
Remember that one of the benefits of SEO is that it is an investment in your position for the long term. Research shows that over 80% of clicks come from organic results. Unlike paid AdWords, the organic results don’t stop when you stop paying the bill. More robust organic results have also been repeatedly shown to work in concert with your paid campaigns and improve the effectiveness of both.
Your website and how you attract buyers to it are more critical than ever. It’s time to get back to basics and retool for the new now.
Learn more about the COVID-19 Barometer research Click here.