Yesterday I spent half the day looking through one of my clients sites for SEO areas of improvement. Each time I found a problem to fix, it led to another problem, and another and another. I wanted to just dive right in, but I had to consider the overall objective in order to keep focused. My objective is to deliver a very detailed analysis of my findings so they understand before I begin. I guess its a good thing to be so passionate about my work that I want to jump in, but at the same time I owe my client a complete explanation of what my goals are for this work.
Car dealers care about selling cars, so what I’m doing must ensure that they see it has improved their leads through the site. In order to increase the leads, its not just about driving traffic to a site using SEO white hat strategies, its being able to produce compelling content for the site to send the right message. It has to be a balance between keyword density, quality in writing style, and respect for the visitors time.
I have some ideas for this client that will include adding content to vehicle detail page, and using slightly different words with the existing copy. The majority of the deeper content should remain on their blog so customers can understand the values and passion this dealer has. After reading a couple blog posts the reader should have been acclimated to the dealers style and won’t need to hesitated on what may occur if they submitted a form.
One example of a great way to use a blog is to see how Lexus Of Reno added a recent testimonial. This customer, named Joe, is extremely happy in the way they’ve treated him 4 years after buying his Lexus. This review was first posted on their Facebook page, and it made sense to share it on their blog. Joe shared that if his business “Rent A Chef” got big he’d be back to his favorite dealer to find a new car. The background detail may seem like not much, but it speaks of their education, finances (successful business owner), and many more things that may not be shared in words, but still comes across.
The blog and dealer website should be separate intiatives so trying to tackle SEO on a dealer site while building engagement on a blog is a lot of responsibility. A blog is about building relationships and sharing information and insight from the dealers point of view. Being a good writer is sharing a perspective and not being too critical about who may agree or disagree, it opens up the possibility of being wrong, which is what people admire and value.
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