Recently, many of the top industry blogs have had posts and articles about "long-tail" searches and larger, general searches. In areas such as affiliate marketing and retail sales, long tail is the best way to go.
In the automotive industry, long tail searches are not yet where it is at.
The concept of the long tail is a strong one. It is designed to attract people who are looking for specific items in specific places to meet specific needs. Affiliate marketing is one that truly begs for the long tail, as advertising money through AdWords and other methods must be maximized. If you have a page that offers discount cruises in Alaska, you would want to focus your dollars on "Cheap Alaskan Cruises" or "book an Alaskan Cruise online" instead of "Alaskan Cruises". Even though fewer people search for the first two, they are more likely to be in a purchasing mode rather than a research mode. In affiliate marketing, you need buyers, not browsers.
The automotive industry is exactly the opposite. People who search for "Used Toyota Camry in Woburn MA" are probably more likely to buy than someone looking for "Toyota Woburn", but there are so many more people typing in the latter when looking for a used Camry. The trends still point to people searching for the dealers rather than the specific cars. In some cases, it's 1,000 to 1 more.
Others will say that Longview Texas Honda Accords is a stronger search than Longview Texas Honda. Even with the shorter tail search, it still cannot beat placing in the more general search results. Conversion, again, will be lower by percentage, but not even close by actual clicks.
Don't be fooled. If you are considering Automotive SEO firms or auto dealer websites companies, be sure to check how they do in the general searches. Anyone can take a picture of a banana, throw it on a website, and get it on the front page of Google searches for the long tail searches because very few are going after those keywords.
According to Overture, 28 people searched for Used Toyota Camry in Minneapolis. In contrast, over 32,000 people searched for Toyota Minneapolis. Which is better, getting 10% of 28 searches or 0.1% of 32,000 searches? To save the math, it's the difference between 3 leads and 32 leads.
Resources:
Search Engine Optimization for Car Dealers
Car Dealer SEO
Automotive SEO
SEO for Auto Dealers
Car Dealer SEO Companies
Car Dealers SEO
I have a website aimed specifically at auto dealers SEO in my locale. I have been looking for just one or two non competing dealerships for three years now and to speak with someone with vision is like talking to Muppets....
Individual auto dealers can, as you know, dominate local search but NO they toss money at TV, Radio and Oldpapers then wait and wait and wait to sell that one car they have that someone nearby wants but can't find.........
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good article
Good article
thanks
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Automotive Search Engine Marketing
Hello. Seems to me that 'Toyota Minneapolis' is part of the tail ... just not that far down it. Are you really trying to make the point that dealership SEM efforts shouldn't target keywords and phrases where they can actually win? Despite the seemingly authoritative statement that 'long tail searches are not yet where it's at', the arguments presented to support your points are at best anecdotal and not convincing. It seems to me that auto dealers as well as others might want to work as close to the 'head' as they can and still score SERPs, then little by little working their way down the tail.
Car Dealer SEO & SEM
You used the phrase "SEM" which is more in line with a Pay-Per-Click campaign, but I think your intent was SEO.
I have to agree with the author of this article here. Car Dealer search phrases are often dominated in my experience by third party middleman websites. These are your AT.com's and other lead generating websites. You also see a lot of yellow pages style websites and local directories, and occasionally you will have a dealership website that has some level of optimization.
You said "Are you really trying to make the point that dealership SEM efforts shouldn't target keywords and phrases where they can actually win?" I would just like to point out that these are infact terms where you can win. Let's me explain my thoughts here:
While AT and other classified style sites might dominate a top listing, they are infact receiving the majority of their 'authority' by virtue of being connected to their home website. The pages that are ranking from these websites are typically generic with no aggressive SEO effort being made directly for those keyword terms. Again I believe that the only reason they rank as well as they do on these types of terms is by virtue of their domain and relavance.
You can make the same argument for yellowpages and other local directory websites.
That leaves the occasional car dealer who either A. Has had some level of optimization in the past. or B. Currently has an Managed SEO firm handling their website.
I feel in the first case, A, that in most cases that car dealer can be surpassed because in almost every instance I've encountered, SEO is NOT their internet managers primary task. They are focused primarily on selling and increasing their on-site conversion ratio. In the case of B, it should still be easy enough to take a firm top 2 or 3 ranking. Depending upon how focused the SEO company is on that particular account, a number one ranking is probably not out of the question either.
Good
Thanks good article
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