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automotive marketing strategy

SEO for Auto Parts Websites

6 December 2020 By Matt Leave a Comment

So, you know there’s this thing called SEO for auto parts websites, but you have no idea where to start. Let’s talk about it and get a basic understanding before we get into the really tricky stuff.

Definition: SEO is an acronym that means search engine optimization. Essentially, it is the skill of developing your website in a way that moves it up on the search page in the unpaid section. (Most people call this unpaid section “organic” listings).

Simply put, you are adding key phrases and optimizing your content to show up (rank) for certain google searches. Let’s say you sell Subaru related performance parts. If your SEO is just things like “car performance parts” or “turbo upgrades,” you may show up on the first page of Google, but if someone clicks and realizes you are a Subaru-based company and they have a Honda, they are not going to stay. Other factors to consider are organic competition and paid search results for those same keywords. You have to find that middle ground: specific, but not too specific.

In this same example, you could consider doing something like “Subaru turbo upgrades” or get even “2004 Subaru WRX turbo upgrade” to get the right people, but SEO is MUCH more then just adding a targeted phrase. SEO for auto parts websites is about telling Google that your page is what the searchers are looking for by not only using that phrase but reinforcing that phrase in your meta description, slug, title, alt tags, and other content, without going overboard (Google calls this “stuffing” and they will punish you if they think you’re doing it). The point is: you want not too much and not too little.

Knowing Your Competitors

Everyone has a competitor or three. Sometimes you’re at the top of that food chain and sometimes you are just starting out. The issue here is to make buyers find you first. Sure, you can spend $1,000 on ads and pay-per-click to get to the top, but you also have to make sure those ads are hitting the right marks, and the more competition there is, the more expensive it gets. And even at $20+ a click, you’re probably not getting the return on investment you’d want.

“Fight the enemy where they aren’t.” ~ Sun Tzu

With keyword research, we can figure where the competition is weak and where they are strong. This allows us to pick battles we can either win or match.

The searcher must be able to find what they were searching for immediately when they get to your site or they will just click back. This works against you by increasing the “bounce rate” of your site. If it happens often, Google will assume that the page is less relevant and start to push it down in the rankings. This is why you can’t spam every keyword you think will work on every product, and every page. You have use targeted strategies to be effective.

In short, good SEO can’t be done by programs, can’t be done quickly, and can’t be done effectively by someone who has no experience. It also CANNOT be done by someone who doesn’t know your market. If you sell auto parts, hiring a general marketing agency for your SEO with people who don’t know the first thing about cars (other than driving their own) will only lead you to despair. You want the highest return on your investment, so avoid the budget SEO professionals who won’t do what we can and will do for you.

SEO isn’t the only ingredient in marketing your business. It is one of many. For more, see our post on “The Case for Having a Knowledge Base” and feel free to reach out anytime with any questions regarding SEO for auto parts websites.

We know SEO… after all, you did find us, right?

Is social media right for your automotive business? A few things to consider.

24 November 2020 By Matt Leave a Comment

In the automotive industry, especially, car enthusiasts and race fans are some of the most active social media users. They look through their accounts more often and as much as 90% of their feeds are car-related.

Facebook

  • Facebook is the most popular social media website worldwide.
  • 74% of high income earners are also Facebook users.
  • Facebook users average an hour a day on the platform and are typically 31 to 55 years old.
  • More than half of automotive enthusiasts say they learn about which companies to buy from and which to avoid through Facebook groups. (Hint: this has the potential to be a HUGE leverage point for your business).

Instagram

  • Instagram, owned by Facebook, is the second most popular platform, but features a higher user base in the 18-34 age range.
  • The average Instagram user in the United States spends 53 minutes a day scrolling their feed and watching stories.
  • 200 million users visit at least one automotive related Instagram business profile every day.
  • 500 million accounts use Stories on a daily basis, and one-third of stories viewed on Instagram are from businesses.

More to think about:

  • YouTube is the second most visited website in the world and more than 70% of U.S. adults use YouTube regularly.
  • Automotive trends tend to spread the fastest via SnapChat and Instagram.
  • Companies and leaders who are active on LinkedIn find it easier to recruit and retain new hires.

Are you taking your social media marketing seriously? Looking for a serious and effective automotive social media marketing company to help you build and reach your audience? Look no further. We are one of the best aftermarket automotive social media marketing companies around!

We won’t waste your time or money, and our strategies are for car lovers by people who actually love cars. Visit our contact form to schedule a no-pressure chat about what is right for your company.

Hope to talk with you soon.

Sources

  1. Alexa
  2. Broadband Search
  3. Instagram
  4. Pew Research
  5. Statistica

The Case for Having a Knowledge Base

25 June 2020 By Kelie Leave a Comment

A knowledge base is a collection of data that is useful to your customers. It can include things like: a glossary of terms, walkthroughs, instructional manuals, brochures, a community forum, and much more. It specifically aims to educate people on why what you’re selling is superior to your competitor’s.

Who Needs a Knowledge Base

Whether your site needs a knowledge library depends on what your site is meant to do for your audience. If you are frequently using industry-specific vernacular (commonly known as “lingo” or “jargon”), a glossary or dictionary on your site could prove useful to your customers. Chances are that they are not going to be familiar with the terms your industry uses. In addition to providing basic information, you present your company as a subject matter expert.

For example, I once heard Matt ask a customer who called him about a car project: “Do you know what your AFRs are?” The customer stuttered, and then said, “Uhm. What’s an AFR?”

If you don’t define terms for your audience, it’s likely you’ll lose them. Why? Because most people are uncomfortable being expected to know terminology they’ve never used and aren’t familiar with. Having a glossary available to them makes your company approachable, your website friendly, builds authority, demonstrates expertise, and helps your customer save face.

Can’t I Just Blog Instead?

Not really. A knowledge base is a separate portion of your website. Your blog is a type of knowledge base, because you’re presenting information to your audience that is (hopefully) useful to them. A separate library of information however, is a curated collection that is more like a manual or reference guide, primarily because it does not appear in chronological order.

What Will a Knowledge Base Do to my Website’s SEO?

When done correctly, a knowledge base will increase your SEO by leaps and bounds. First, it will increase the number of pages present on your website. Content is king when it comes to SEO—and quality matters. What else can a knowledge base do for your SEO?

  • It gives you the opportunity to increase the internal links on your website. In some cases, it may also allow you to create some external links.
  • It builds brand authority, which turns into trust and loyalty from your customers, making them more likely to buy from you.
  • It gives you more searchable content, making your audience want to stay longer and engage more.
  • It puts keywords together in ways that make search engines recognize their relevance in searches.

In brief, we recommend that our clients include a knowledge base if they frequently rely on industry-specific language or abbreviations. As always, if you have questions or would like to discuss creating a information database for your site, we’d love to chat with you about it!

See more information about knowledge base statistics here: 15 Knowledge base statistics for 2020

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