2 posts tagged “web design”
After sitting in on several Content Gathering Sessions where auto dealers discuss what they want on their website as it is being created, I have come to a few conclusions.
Flashy
So far, only a handful of dealers care about what their website says. Bottom line, as most car dealers are "bottom liners", is that they really want the best looking websites in their market, while content is pretty much irrelevant.
There have been a handful of dealers who take complete control of their content, word for word, but generally, I would be surprised if they actually read any of the content. If the homepage is eye-catching, that's all that really matters. From a designer and an automotive search engine optimization point of view, this is ideal.
A great looking site the is considered cutting edge in the area of flash is Hollywood Honda Dealers. Having their inventory pop up immediately is a nice feature that many dealers are utilizing.
2005
Most dealers are trying to put content on their site that would have optimized it in 2004 or 2005. This is not their fault. Most automotive web design firms use antiquated methods to optimize their websites. SEO is such a dynamic artform that it takes too much research for car dealers and their designers to keep up to date.
Leads
Car dealers don't care what it takes, as long as they are getting leads. From an SEO and design point of view, this is also an ideal stance. Just as many dealership lots are poorly designed, so too would their websites be if they ha complete control of their websites. This isn't a knock against dealers -- they are in the business of selling cars, not architecture and website design.
Most research shows two different kinds of website viewers. There are the Z viewers who look at the top left, move their perspective to the right, then cut diagonally down to the bottom left and back over to the right. See Toledo Pontiac Dealers to see how this looks.
The other kind of standard viewer uses the F style. Top left to top right, then top left down to bottom left, then middle left to middle right. Albuquerque used cars is a perfect example of F-style format.
Either way, dealers will try to show as much as possible in the middle, but for true lead building, it is best to put the lead generating buttons to fit one of the two design structures.
Conclusions
Designing automotive websites is not rocket science. Dealers who go after a good look and feel but who utilize the expertise of their designers (assuming they have a good designer) is their best bet.
Search Engine Optimization is not difficult once you get the hang of it. Automotive SEO is a little trickier with more useless car niche sites and fewer authority sites who offer links. Those who can deliver top rankings in this competitive market are probably worth every penny if their services aren't outrageously priced.
More and more are offering "Guaranteed Top Rankings". Unlike SEO of old (a couple of years ago), it is possible for a strong service to offer this and back it up with results. Car dealerships and their internet departments are susceptable to scams because there are few who know the questions to ask to make sure the guarantee is delivered.
Which Search Engines?
If it isn't Google, Yahoo!, MSN, and/or Ask, it's pretty much worthless.
Organic Results
There are many people who still don't know the difference between sponsored and organic listings. Now with maps, photos, and other changes to the search engines, make sure that the service offered is for straight organic listings.
My Keywords or Yours?
Getting top ranking on "New Chevrolet Malibu Dealers in Watonga, Oklahoma" is nice, but how many people type that in? A good SEO firm will get the keyword list from the dealership before quoting a price. A great SEO firm will get the keyword list from the dealership and either enhance it with their own research or offer to research it without the dealer's input.
Keyword research is crucial. There are SEO companies and automotive web design firms who really push their ability to get their websites ranked well for particular vehicle searches. These types of searches are common, but ranking well on them is not a benefit anymore. Google, as an example, will put their vehicle locator up top, prompting more people to use it than to scroll down to find a dealership.
Also, vehicle classified sites are starting to dominate those listings again, pushing the car dealers down. People don't search for "Los Angeles Honda Accords" to find a dealer. They want to find a website that lists the vehicles themselves, which may or may not be a dealer.
Define Top Rankings
First three pages of Google? Being on page 2 or 3 yields much less than being on page 1.
First page? Good, but I don't know if I would qualify that as Top Rankings.
Top 3, 4, or 5 listings? Being above the fold is where you want your dealer. This is Top Rankings in my book.
#1? Tough to guarantee. Be wary if they say they can get you to #1 for all of your keywords. Make sure they intend to maintain that position, and make sure the guarantee is an iron-clad money back one. You should be able to get free SEO from any company willing to make that kind of promise.
