Automotive search strategy – 5 tips to drive conversions

Automotive search strategy – 5 tips to drive conversions
14th August 2019

Uncover five great tactics that businesses can use to turbo their automotive search strategy to accelerate conversions

There are over 3.5 billion online searches made daily. This makes search engine marketing (SEM) one of the most influential marketing strategies right now. Typically, new visitors will find an organisation by completing an online search. As Google dominates the search engine market, with an 88.4% share, as a priority, businesses are strongly advised to optimise their websites according to Google’s guidelines. Automotive brands and dealerships that choose to ignore this valuable opportunity, may as well hand the keys over to their competitors. An automotive search strategy will drive business and accelerate businesses ahead of competitors.

Search marketing employs both paid and unpaid (organic) tactics to help internet users find the most relevant website amongst millions. SEO marketing has taken over traditional marketing strategy, with leading organisations utilising this method of gaining traffic to their digital touchpoints. As businesses compete for the attention on the search engine results pages (SERPs), there is increased investment in paid tactics such as pay-per-click ads (PPC) for faster results.

Many businesses approach SEO and PPC as separate strategies. A successful automotive search strategy will utilise both organic and paid tactics to increase rankings on a SERPs. Gaining organic traffic from SEO is a longer-term strategy, whereas, PPC campaigns drive instant results. Combining both tactics into an integrated search marketing campaign will enhance overall online visibility and increase traffic to your website.

One of the biggest challenges automotive marketers face is being visible in a saturated market. It’s important to first outline your digital goals to create an overall digital marketing strategy.  Before devising a search strategy on the acquisition of your online target audience, it is crucial to research their digital behaviour. By understanding who your target audience are, you can build up a clearer picture of personas and online behaviours. Personas can help create a unique experience through personalisation.

But how can automotive marketers deal with the challenges of a saturated marketed?

Five effective automotive search strategy approaches:

1. Build trust with customer reviews

Nearly 95% of shoppers read online reviews before making a purchase. Customer reviews are an effective way to demonstrate to prospective buyers that your business is authentic and trustworthy. As an automotive business, you need to ensure that you have built a strong portfolio of customer reviews. Displaying reviews can increase conversion rates by 270%, a compelling statistic. Further benefits of featuring customer reviews on SERPs are an improvement in Google SEO ranking. This is because customer feedback equates to more keywords associated with your business. Instead of seeing reviews as feedback alone, see them as content – as that’s how Google sees them. Every time a customer leaves a review, Google sees this as new content and will begin a fresh crawl. The result? Higher rankings for your targeted keywords, wider visibility and higher volumes of traffic.

2. Rank at the top of SERP’s

There are over 67,000 searches performed on Google each second. Ranking on the first page of search results is an effective way for businesses to drive traffic to their website. 75% of users will never scroll past the first page on a Google search, so it’s essential to get your website optimised. Using on-page and off-page optimisation techniques will help Google crawl your website with ease. Resulting in a better ranking in SERPs and higher brand authority. On-page SEO involves optimising HTML code for specific content in order to rank. Off-page SEO refers to all external links and SEO practices that take place outside of your website. Start with keyword research, discover what your audience is searching for and create quality content that will be relevant for them. Gain backlinks from relevant and trustworthy sources, this will drive traffic and build authority.

3. Accelerate conversions with remarketing

Only 2% of website visitors convert. Remarketing is about getting the remaining 98% back for a second visit. Remarketing works by tagging a cookie (a string of code) to a user’s browser when they visit your website. The cookie will then follow the user around the web and shows them relevant targeted adverts. Remarketing is an effective search strategy as it will generate relevant content for you to demonstrate to your audience. Website visitors who are retargeted with display ads are more likely to convert by 70%. This makes remarketing an effective search marketing strategy to utilise. Automotive brands can generate relevant content from the data captured off the cookie, to then feature relevant advertising content to prospective buyers.

4. Boost traffic with offers

Buying a car is a substantial investment. 77% of shoppers say discounts or offers can influence where they shop, and 48% say they can speed up the decision-making process. Implementing an integrated SEO and PPC campaign that will drive organic and paid traffic to your website and will increase leads. This could be in the form of an enticing offer in the copy of a PPC advert, which will influence users to visit your website and learn more.

5. Shopping locally

A factor that consumers take into consideration when searching for automotive businesses is the proximity to their location. 86% of consumers research a business’s location on Google Maps. This demonstrates how effective local searches are for driving footfall and website traffic to automotive businesses. By creating a free business listing on Google Maps, this will greatly improve SEO ranking and optimisation due to Google’s local 3-pack. Google’s local 3-pack features three business listings in the maps SERPs. To get into the local 3-pack, the standard SEO rules apply. If you represent a national business with a local outlet, such as a dealership, you have a huge advantage. Conducting local SEO activity to elevate the position of each dealership and aligning this to engaging website content will help dominate Google SERPs. As the image shows, Renault Manchester have utilised local SEO strategies to feature in Google’s local 3-pack. This has pulled through customer reviews which will build positive associations towards their brand image.

Automotive businesses can utilise this strategy to provide information to customers, create leads, engagement, traffic and conversions. This will ultimately increase profits and retain a healthy ROI.

automotive search strategy

Is your business ready to use search marketing?

We can help. Kagool is a Sitecore specialist digital agency and we have extensive experience in helping leading businesses with their digital strategy. We increase organic traffic from search engines, analyse existing content, evaluate technical SEO factors and social media activity. Our team can help your business set up a digital roadmap that is right for your business and delivers meaningful results. Contact us today to get a free digital marketing audit and to learn more about remarketing for your business.