- 10 June 2022
- Digital marketing
What is SEO?
SEO - 'Search Engine Optimisation' - encompasses a whole series of strategies and techniques to maximise the visibility of a website within search engines without paying for it, by placing it on the first page of results, the so-called SERP - 'Search Engine Results Page'.
So far so good, but how do I 'do SEO' for my dealership?
First of all, it must be emphasised that patience is required! Correctly indexing the pages of a site is not an immediate task, but the fruit of constant and lasting work that will yield results over time. Arming yourself with the right amount of patience to obtain good organic rankings will enable you to acquire free visits from potential customers who are looking for information related to your products or services.
Positioning Criteria
SEO is a constantly evolving activity and there are many factors that influence the performance of our web pages. For convenience, these factors can be divided into two groups of strategies:
On-site SEO
i.e. work that can be done directly on your website (optimise the domain, speed, improve desktop/mobile usability, study the structure of the site and the content of its pages)
Off-site SEO
i.e. activities outside the site but nevertheless related to your dealership's product and service offering (reviews, mentions, quality and quantity of incoming links, consistency in Google Business Profile)
But how do I actually optimise my dealership's website for SEO?
Here are some steps to follow to optimise your site for search engines:
1. Do a research analysis
A fundamental part of SEO is the selection of the right keywords on which to base the optimisation work; it is essential to analyse the searches made by potential customers on search engines in order to understand what they expect to find on our site and act accordingly.
2. Study the structure of your site well
During the development phase, it is essential to organise all the information on your web pages in a coherent manner, starting with the choice of menus, keeping in mind the keywords you selected during the analysis phase.
3. Create quality content
Make sure you publish original content, not duplicated or copied from other sites, that responds to users' search intent. Use descriptive titles (H1) and subtitles (H2-3-4 etc), reflecting the topics your page is about; also pay attention to the name you give to URLs and carefully choose the words you use in meta titles and descriptions.
4. Keep your content up-to-date
As already mentioned, SEO is a constantly evolving activity. With the passage of time, the user's search intent may change, so it is crucial to keep selected keywords and content monitored to keep them 'fresh' and up-to-date.
5. Add internal links to your pages
Insert links pointing to other pages on your site that deal with the same or related topics in order to improve notoriety and relevance.
6. Try to obtain quality external links
Google likes links! Not only does it appreciate them, but it needs them to provide users with the information they are looking for. Part of SEO therefore deals with link building, i.e. obtaining quality incoming links from authoritative and relevant sources.
If even after reading this article you do not know where to start, you can contact us without obligation to find out how we can help you!