Writing for your dealership’s website can be a daunting concept.
This content is extremely important: it will dictate where you fall in relevant search results.
Great content will get you a great ranking, while mediocre content will get you a mediocre rating.
If you are not familiar with writing for automotive SEO, you might simply be unwilling to do it.
Of course, the writing itself is only part of your SEO strategy, but because it is such a large and important part, it needs to be done well.
Here are some do’s and don’ts to ensure that your content is as good as it can possibly be:
1. Do use a tool that automatically analyzes the optimization of your content.
There are a wide variety of tools that you can use to check whether or not the content you have written is properly optimized.
Because if your content does not meet the minimum requirements for being optimized (contains your keyword in specific places and a specific number of times, is long enough, is relevant, etc.), it is simply not going to be effective.
One of these tools will make it very easy to ensure that your content is as technically optimized as it can be.
While it won’t tell if you if the writing is actually good, it gives you a good idea of whether or not your post is properly optimized.
2. Do use synonyms of your keyword.
It isn’t technically necessary that you use your keyword, word for word, every time you want to optimize your content.
First of all, you do want to avoid stuffing your content with keywords.
Having too many keywords is just as bad as not having enough keywords.
Second, your readers will start to notice that you are using a particular phrase over and over.
You do not want to call attention to the fact that you are trying to optimize the content you’re writing. Third, synonyms can be just as effective at helping you get ranked as the keyword itself will be.
Not only will this increase the relevancy rating of your post, it could actually boost your ranking.
3. Do carefully consider your audience.
It is extremely important that you use language that is going to be familiar to your readers.
Many dealerships make the mistake of writing content that is just too technical for their readers to understand.
The average car buyer is not going to understand industry jargon, especially when it comes to the inner workings of cars. In this situation, you have two options.
You can either explain the jargon that you use on your website, or you can eliminate it altogether. Why is this important?
Because if someone does not understand what they are reading, they are probably just going to click away.
No one wants to be made to feel stupid, especially by a dealership that they are considering buying a vehicle from.
4. Do link between the pages of your website.
One of the best ways to build relevancy and make navigation between pages of your website is to include links to those other pages of your website on each page.
A navigation bar at the top is a good start.
If you are writing content that is expanded upon on another page or that connects well with content on another page, include a link to that content.
Search engines like to see links woven from one page to another on your website.
Linking the pages for each type of vehicle you sell to other vehicle types, for example, is a great way to do this.
5. Do use a very clear call to action.
You’ll lose many of your potential buyers if you don’t have a clear and compelling call to action that directs them to come to your showroom.
Part of your website’s function is to provide those who visit it with a good reason to come down to your showroom and buy a car from you.
Once you have proven why they should invest their time in you, you need to actually provide them with the information they need to visit your showroom (that means making it easy for site visitors to find your contact information and address), and then to tell them that they should come visit you to purchase a vehicle.
If you are running a special or a sale, this should also be included in your call to action. “Come visit us today!” is not as compelling as “Buy a Kia Optima Today and Get $500 Off the Sticker Price!”
6. Don’t focus your topics around your keywords.
If you find that you are adapting your topics around your keywords and especially if those topics are straying away from the main point and function of your dealership’s website, you could actually be hurting your automotive f.
Keywords are a huge part of your SEO strategy, but you should not be choosing keywords that are difficult to optimize for.
If it is difficult to naturally use a keyword in your writing, you’ve probably chosen the wrong one.
7. Don’t bore your readers.
Your entire goal should be to provide the people who come to your dealership’s website with interesting, thoughtful, and valuable content that encourages them to buy a car from you.
The last thing you want to do is write boring filler content, just to get your website up to a certain word count.
While you might actually see an increase in the number of people visiting your website, you’ll see a decrease in the number of people who actually act on the information there and visit your showroom.