Automotive SEO: How to Dominate Your Neighborhood and Get More Clients

[Music] Good morning, good afternoon, good evening depending on where you're joining us from today. I hope everyone's having a fantastic week so far to make this make sure you can see and hear us. Find the chat, let us know where you're joining from today. We have an awesome topic planned for you all today and we're going to be diving into in just a few moments. But if this is your first time joining any of our digital events, welcome. Uh we host webinars, roundts, workshops, onboarding days to share some insightful and actionable information with the SEO community, helping make sure you get the most out of our tools and hopefully give you some takeaways to

help you increase traffic to your website. Uh today's presentation will last around 40 to 50 minutes. I just want to remind everyone, don't hesitate to write your questions in the chat. We'll do the best to address them typically at the end of the call uh or today's webinar. uh we'll send you a replay of this presentation and the topics today um is SEO in the automotive industry. Um to kick things off u my name is Travis Morz. I'm a customer success manager here at SE Ranking focused on our North American markets. Uh helping drive customers onboarding adoption uh utilization of our platforms and really all things SEO. Uh with me today I have Tom Winter. Um if you want to say hi and give us a short intro of yourself. Hey Travis, thank you for the invite. I'm really pumped to have the webinar here. Uh I'm Tom Winter. I'm the founder at seowind.io, which is an AI writing tool that focuses on the research part to deliver the context to AI to make it better. I'm in SEO for the last decade

or even more. Uh so hopefully to share with you as much knowledge and impactful things that you can implement the next day throughout the webinar. Thanks Travis. Yeah, thank you Tom. And before we jump into anything, just who SEA ranking is is where an SEO toolkit for agencies and in-house professionals uh driving SEO through their organizations. Uh we specialize uh in things of being a complete SEO kit uh really specializing in growing our data sources and then collaborative f uh features uh for all things SEO. Uh with that, I'll hand it over to Tom to take over. Um, and I hope you enjoy uh the information he has to share today. So, thanks a lot and welcome everybody to all the places that you're tuning in from. Uh, it's great to have you. Today's webinar is about automotive SEO, how to dominate your neighborhood and get more clients. This because basically getting more clients is every marketing

steam dream. It doesn't matter if you use SEO or any other channel like you basically need to focus on the end result which is getting more clients and this is what we will be talking today uh about. So this is the agenda for today. So I will start with how car buyers shop today. This is the the first thing that I will mention then I will share with you five tactics to win over Google. So I will talk about local SEO. Then I would go through content that sells cars. Then I'll go through technical SEO simplified like so just to give you uh information like how to approach it. Then I'll go to digital PR and link building and the fifth point which is of course like AI because everybody is talking about AI right now. So I will show you a couple of ways that you can use AI in this process as the third thing that I will talk about which is like how it all comes together. So I will show you some case study uh to show you how it looks like from the data perspective. So let's start with the first thing how

car buyers shop today and what that means for you. So basically to give you some data that I gathered from Forester. So 55 to 60% of car shoppers begin their journey online. So this is exactly where they start to look for. I believe that that might be a number that is even higher than that because the first thing that we do when it comes to uh looking for cars, we just go online and we check like what is what like so we compare things together just to find the ideal car that we are looking for. 30% of consumers plan to purchase their next vehicle entirely online and this is something that we can see that throughout the last couple of years it changes that this number grows dramatically and it grows up like so basically Tesla started with the whole online process uh of buying journey uh which they implemented but all the rest of vendors they started to go after that so they're turning the whole process into online right now according to

Forester it's about 30%. But this you can bet on that that this number will grow. So it will turn into more percentage that will basically go through the whole process online. Then 80% of car buyers use online video during the purchase journey. Why? Because they want to understand how the car that they will be buying, how it looks like, the interior, the exterior and from the perspective of video they can see a lot more. So this is very important when it comes to SEO. uh in buying journey of cars by 2025. So basically this year online sales are projected to account for 26% of total used cars transactions. So like when it comes to used cars you can also see the tendency of buying the cars online. This definitely grows. Buyers are searching like this. So basically if I give you some examples how people are looking for cars it's like used SUV in a specific city or best

hybrid or snow not just your name. So it's not that the brand that you're building of the dealership that you have makes a lot of sense like branding is very important just so we understand each other but also you have to rank for additional keywords that are something that we call as SEOs long uh tail keywords that focus on a specific problem or a specific area and this is where you can actually work what you can work with but the problem is that 75% of dealerships websites fail rank for that for non-branded keywords. So, it's not if it's not your dealership, then you probably don't rank for that. And this is something that you should look at. Uh but the biggest problem and the biggest myth that we see see among dealerships that we can't compete compete with big guys like because they have different budgets like they do a lot more. So, we definitely can compete with OEMs on this uh specific market.

Google only shows AutoTrader, Cars.com or maybe like OEMs, which I believe it's not true because this is the reality is that you can dominate local search if you play the right game. Because from Google's perspective, what Google wants and always wanted and right now they're getting better and better with that is to show the most helpful and relevant answer that can be you basically. So this is exactly uh how we can approach it because when we're looking at selling of cars, we can look at at it from a local perspective. Although I know that buyers often are willing to travel, I don't know, 300 kilometers, maybe 400 kilometers, which would be like 200 to 300 miles to actually buy a car from their dreams. And we can think about selling cars as a local experience, but the local is a little bit wider than

we're looking at hairdressers or anything else uh that we actually call local. So, it's not a restaurant that has a parameter of like 2 kilometers like that. the person can drive to. We can actually look at local from the perspective of a city maybe state even uh if you're in Europe like this would be like uh 200 300 kilometers as I said and we can actually dominate that we can win with bigger guys by focusing on something more specific. So let's go into the tactics. These are the five tactics that I want to share with you. So the first one is local SEO. Dominate your backyard. So this is exactly where you can shine. So optimize like it always starts with optimizing Google business profile. So if you have the Google business profile, you have to optimize it to the most like the highest extent possible. So always when you're working uh with customers ask them for reviews. That's extremely important. The more reviews you have, we

all walk with our phones and we check like oh what are the reviews of this dealer, that dealer, this dealer. we check which one do we want to go to. It's the same with restaurants. Exactly the same. All of you like I bet that when you want to go to a restaurant, you're looking at your phone and you're checking, okay, this has a rating of 4.5. I'm going in because I like something that is already reviewed. With dealership, it works the same. So basically, the more reviews you have, the good ones of course, the better. If you have some bad reviews, you can also work on removing them. that's also possible. So like figure it out how to do it uh and try to remove them but you have to fill them out to the extent possible. So add images uh add working hours uh encourage Q&A and reviews. So basically add as many features that they provide as possible because this is really important. Ensure nap consistency. So basically name, address, phone acre across many directories

because you can have more than one dealership and this is extremely important to optimize this. This is the starting point of of every local business. Create local landing pages. So assuming that you have your own page, uh what you can start with is actually creating uh local landing pages that would point to a specific place in the world that is your sales area. So basically for example building location specific pages like used SUVs Los Angeles or car financing Chicago or uh best uh SUVs in uh London or something connected to that like maybe connected to a problem or something but adding the name. I know it sounds ridiculous that we're in 2025 and we're still going after name of the keyword and adding a city, but that works like really it's work. You can add also to these pages maps and local language, which is

extremely important to actually have the local language. Uh add customer reviews because these are the trust signals especially like customers from this uh dealership that is in this area because that will help you out. So you can create these location for every single dealership that you have and that works and this is a variety of keyword and location. This is the combination because when you're looking at OEMs they are basically selling for the say whole country. They will not go into such details. This is your field. This is your background by backyard that you will work with and that will help you out to actually win the customers within the area where you're working. Second tactic, create content that sells cars. Easier said than done, but there are three things that you have to look at when you're looking at this perspective. So, first thing is the search intent. So, search intent, I'll go through every single one of them so you understand exactly what it is. Then

there is deliver EAT content. I know eat when it comes to SEO world is all over the place. Uh some of you might not even know this acronym but I will exactly tell you what it is and how to look at it and be smart when using AI for content. So basically we all know that AI is there but the question is always like how to use it and where to use it to simplify your work not to add additional work on top of what you're doing. So let's start with the search intent. So you should understand the search intent. So I will give you two examples of keywords there. There is Honda Accord which is research intent. So like if somebody is putting into Google like because this is what we have to look at from the search engine perspective. If somebody is putting into Google Honda accord we have to predict from our side what do they want and Google is doing that on daily basis. So whenever somebody is putting in uh a

keyword like into Google uh they try to predict what is the best answer based on the search intent. So they're trying to figure out what the hell this user had in their mind. What do they want to get out of the search that will resolve their problem and then they're showing results in something that is called SER. So search engine result page. So this is what you see Google exactly. So all the results uh one under the other. Of course, we're fighting to be as high as possible. Google will show something that gives the best answer and it's also something that it will trust. So, Honda accord when somebody puts in that what do they want? This is purely a keyword that is research intent. So from a perspective of a human, I don't know yet what do I want, but I want to see Honda Accord probably the like I would assume from my perspective that I would look for the newest one because I didn't uh inform Google that like I would like to look at Honda Accord from 2012. So I

assume that would be the newest model possible and I want to see like how it looks like. Maybe I want to research more in depth to understand what it is like is it a sudden like or like how fast it goes like but this is undefined yet the person didn't specify exactly what do they want and what do they want to do maybe they were just looking at like different cars and they want to compare them to each other we don't know but then you have like a second keyword which is Honda Accord dealership near me which has like far more uh transactional intent and you can actually feel it because if you're use looking for a dealership like and you're naming like Honda AR dealership near me so first of all I from Google's perspective they have to identify where are you located so they have to understand where are you located and the combination of Honda Accord and dealership shows me like okay you're looking to buy that's a transactional intent so this is totally a a different uh type of

intent but a different type of keyword So is one better than the other? No, they're different. So we have to cover both of them or we should actually look at both of them from our perspective and I will show it to you like later on just to know what is the intent. But for every single intent there is a different content that we should show. So basically if somebody writes in Honda or dealership near me probably we actually should show them like that you can buy it. So something that shows the answer to that transactional intent. Okay, let's go fast. Your site needs to serve every single stage of the funnel. And this is what I said before. So like for different types of keywords, there are different stages of the funnel. Don't focus on few keywords. So there will be a lot less transactional keywords and probably the fight for transactional keywords will be a lot bigger. So everybody wants to basically rank for like a transactional key keyword that

will bring in the sales straight away especially like in 10 minutes that would be perfect but like the buyer's journey doesn't look this way like when a person looks for a car they start like their journey with a general research to understand exactly what is this Honda Accord like how does it look like or what are the cars even like FedE what are the cars that will be perfect for a family of five how much luggage can I put into the trunk or something else that will give me a broad perspective what should I look at and then they are going in depth into transaction it's not that we get married on the first date before we get married so before we buy a car we actually start to date with these cars so we actually want to learn more we go on different dates with different cars so we want to understand which one is the perfect for my family. Maybe which one is the perfect for me. Uh which one has the highest like acceleration speed? Maybe like uh lowest

gas consumption or something like that. But we want to first figure out which one we want and then we fall in love with the car that we want to buy and we want to help as dealers to be at every single stage of this journey to let them know that we're here. You can trust us. We're giving you information on every single stage. We will deliver because we are really good with what we are doing. I will give you one thing that you can do. Definitely SE ranking is the tool that will help you out to figure out the keywords at different stages and I think it's like really an amazing tool. So use it for this specific reason. But if you want uh I can actually also create you uh a gap analyzer of keywords that you might go after. But just DM me on LinkedIn if you want. So let's start with uh geo targeting uh content examples. So best family SUVs for Chicago winter. So this

is one of the ways uh to look at it uh of on top of the funnel. So basically when we're looking at the top of the funnel there's like top of the funnel, middle of the funnel and bottom of the funnel. Bottom of the funnel is close to sales. Middle of the funnel is consideration but we don't know yet. Top of the funnel is what we're looking at right now. So basically something most of it uh something that we are just exploring the topic used all-wheel drive cars under 25k in Denver. That's probably somewhere closer to middle of the funnel keyword. Top rated hybrids for LA traffic. That's again something that we can look at top of the funnel uh yeah top of the funnel keyword. So then we have deliver EAT content what EAT stands for because like for every single part of this funnel so when we're looking at top of the funnel, middle of the funnel and bottom of the funnel we can we should always focus on eat means bringing in value that people

are looking for. This is simplified, but let me go over that. So, the first E stands for experience. So, show you do this every day because people want to trust you because you have experience. Like a lot of dealerships that I see, they use for example videos because they can talk about exactly what do they do uh in their mechanics or how do they show and unpack the car or like when a new model comes in, they actually do a video around the uh the car. Will it be as perfect as the videos from OEMs? No, it will not. Does it matter? No, it will not because you're showing yourself. You're showing that you have this experience. It's not the experience of Honda, Jaguars, and so on. You're showing you you're the person that you need to work with because we have experience. I'm the person that will greet you when you walk into the dealership. And I know exactly because I

went through this whole process of selling the car and you buying the car uh many times. So show this real customer stories uh before and after photos like something that can people can grasp because Google also likes it because people want to read it whenever they read it some something like that and they see videos this is a stopper like for a human eye stopper. So like something that increases something that we call in SEO dwell time. So basically the person will spend a little bit more time on your page when looking at it and when they spend more time that's an indicator for Google that your content is good because they actually spend there more. How will Google know that you spent more time there because they will not go back to Google and not search again for the same term looking for a second thing. So if they go back to Google and term like again put in Honda Accord that means they didn't got an answer on your page or if they spent like 30 seconds on your page and then went back to Google that's a clear indicator that the knowledge that you're

selling is not there. So like the things that helps people with going through the process which is like extremely extremely important. The second E stands for expertise. Make your team the trusted source. So if you're creating any articles on any models of the cars, uh articles can be uh they can show certified sales reps or uh finance pros, team like shared team bios with qualifications, uh how many years of experience. So anything that can show that they are the people that you should uh see the expertise uh from what they're sharing you can share some tech tips from asse certified mechanics or anything else there will be slight overlap in eat factors so don't worry this is a general term that you have to look at so then

there is authoritiveness so prove you're respected, not just listed. So, this is really important because you're building a profile of your brand out there. Uh, in SEO, uh, what we were saying before, uh, is links really matter. So, like outgoing links, uh, back links from trusted sources really matter. Uh, they still matter, but what I believe matters also is brand mention. So if somebody knows your brand, not only the OEM brand, but also your dealership. So the more people will put in your dealership into Google, the more people will visit your Google profile, the better because that proves that people are looking for you. And if they are looking for you, Google will also trust you more and will tell like from their perspective that you're an authorative source of data and information. So share industry awards, accreditations, press mentions, uh even do guest articles or even like

maybe sometimes like sponsorship works. Uh let's go further. And the last uh letter stands for T. So E A T stands for trustworthiness. So it removes doubt builds confidence in people that you're the trusted source that they will help you like you will help the people with make not only making the decision but going through the whole process. So for example transparent pricing will help you out warranty information return policies verified reviews with responses. So if you have any reviews in Google uh profile also respond to them like so thank people uh that will all help you out fast and secure site with visible contact information and a map for example uh and no pressure promises or financing clarity. Uh you can also look at eat from different levels. One is the brand. This is what I went through uh

mostly within these couple of last slides. But you can also look at a granual level of content. So a specific page. So look at it. If you're creating a page that or a specific article that deals with best SUVs for Chicago winters, uh you have to go into data to show this eat factor. So like trustworthiness uh and all other factors that I just talked about then build content basically that converts like this is the funnel strategy that I was talking about earlier. So first we start with top of the funnel then we go to middle of the funnel. So tofu mofu bottom of the funnel which is bofu. These are defining names that we use in marketing but they are meant me meant to go after different types of queries on different stages of the buyer's journey. Of course that's very simplified but we can go after this

way. You should cover all of them also to so top of the funnel keywords and articles which for example should I get a hybrid plug-in hybrid or electric card. This is a typical uh top of the funnel uh article will not convert. The closer to the bottom of the funnel the more conversion you will get from there. But as I said, everybody's fighting for bottom of the funnel, but the journey starts on the top of the funnel. So, first like to know your brand, it's really good also to rank for top of the funnel keywords that will introduce you. Basically, it will be the first date that you have with uh this customer that will show you uh specific information about your brand and will be the first date. So the SEO strategy uh an example for that would be electric versus hybrid was the best for specific city driving. Go attract and educate and actually meet. As I said the SEO

strategy would be target informational and local intent keywords. So anything that is specific for this specific niche. Uh so hybrid versus electric for London like which one would you prefer? uh use FAQ and how to FAQ is frequently asked questions and how to schema to grab featured snippets. Uh I will talk about it a little bit later. Uh internal link to service pages. So like these are like if you will get these articles and they will start ranking. You can also drive internal links to specific pages that are more sales. So something that is bottom of the funnel. And this is what it should look like. So, if you're looking for should I get a hybrid, plug-in, hybrid, or a plug-in, hybrid, or electric car, probably I would mention some of the types of cars and then I would link directly to more sales pages. So, I would try to push people through the funnel uh to get it. Add

media, charts, videos to boost engagement. So, like the more people will spend time on these pages, the better. Use AI to summarize pros columns from real reviews and that's really really important. So these are top of the funnel content types. I gave you a couple of ideas. So you can go after educational blog post. So for example uh hybrids versus electric cars. What better for a specific city. You can go for comparisons post. So for example SUV versus crossover. What's the right for you? So these are another one. The third one is guides. So beginner's guide to buying a used car as an example. This is something that you can cover. Then you have explainers and how-tos. So what is regenerative braking or how to choose the right car for uh a growing family? And then there are seasonal tips. So winter car preps checklist per city. So you can look at these specific types. I gave you a couple of ideas how you can go after top of the funnel keywords.

Then we have uh mofu so middle of the funnel so it's like closer to sales. So content that converts for this stage would be an example top five used SUVs under 30k in a specific city because we are looking at people that are already considering okay I have a budget of 30k what kind of cars can I look at and you can actually show people like what you can do within this budget. This is these are people that are already considering something. They don't know yet what are they considering, but this can help them out to make a decision. And of course, you are there to help people out. So the SEO strategy for that is use longtail keywords. So keywords with more words in it that specify a specific thing like best SUVs under 30K in a specific city. Uh because that will help you out. Like of course use the local pricing for that. So if you're in a specific country with a specific price uh specific currency, use this currency

structure content as a ranked list with internal links to your inventory to actually push people even further to the bottom of the funnel uh pages. Add product and review schema to each vehicle type and include decision- making criteria. So like mileage, all-wheel drive, fuel economy, whatever you see like that. How many seats do you have? Basically think like a user. If you're talking to the customers, you know what kind of questions do they have? So use these questions that they're asking every single day. Put them in because these are the questions that are golden. These are the questions that people have. These are the content types that I see for mofu content. So best of all lists. So top five used SU S S S S S S S S S S S S S S S S S S S S S S S S S S S S S S S S S S S S S S S SUVs under 30K. Then there are inventory showcases with storytelling. So five reliable f family cars in our last lot this month. Like so basically something with a story that you can go after. Then

there are customer customer stories and testimonials. Why Sara chose a hybrid from this dealership? like so something that is more connected to other people's story like how did they went through the whole process then buyer guides what to look for in a used truck or how to finance your next car options explained. So this is something that already people is are considering like specific problems that they have and they are looking how to solve them and this is again something that you can work with and then there are car comparison. So this versus that or even triplets so this versus that versus that like so you can compare like three cars together uh Toyota raf 4 versus Honda CR5 which one wins and so on. best a AW uh the head feds for winter 2025. So these are types of content that you can go after when you're creating such content like I've talked with my friend Dane Savil from Slab uh just preparing for

this webinar and they work with a lot of dealers uh around the world. what he said to me is very important. When you're creating any kind of content like do first of all it has to be screenable. So when you're looking at this content you have to it has to be easy to read and easy to find specific things. So add images because we as the buyers of cars we want to see images we want to see what we're buying. If you will just write text like I will skip this page I'll go somewhere else. But when you're talking about interior, for example, just show the interior, which is like really important because like I'm looking at the interior. I'm buying with my eyes. The text is fine. If you will tell me about like the type of letter that you have, really cool, but like I'm buying with my eyes. Like it would be best if I could touch it, but if I can't touch it, I want to at least see it. So I want to see how the interior looks like. If you want to if you can do a video of the interior to show the people so they feel how is it inside. Even if

you will just use your camera in in your mobile like it's enough because you will do like a screen through the whole car. If you're doing comparisons like tables like that that I'm showing you here add it like just people like to compare things together and make it easy to read visually. It has to be appealing. So they have to understand the logic behind what you're writing. Don't write for the sake of writing because that makes no sense and put things together. Like that's why I just talked with search lab because they're working on daily basis with dealers around the world and they're doing hell of a job. So content that converts strategy and I'm like right now let's go to the bottom of the funnel. I know everybody wants to go only for the bottom of the funnel because this is the place where it converts directly to sales. But here if you don't have the relationship that you built before, if you don't have uh a way to build connection, this is the date where you propose uh to the seller. So I

don't think most of the users are ready to do it straight out of the box, but of course there are. Uh this is the place that converts like you're driving from all others. So top of the funnel, middle of the funnel to bottom of the funnel keywords and bottom of the funnel pages to push and squeeze through the sales. So the SEO strategy for that is target transactional branded location keywords. Location is the keyword that you should focus on because you will not win with OEM at the level of the country. So, why your dealership is the best place to buy used Corolla in a specific city. Like this is an example of content that might work. Uh or something that encourages people to v visit your dealership because like we have these crawlers. uh showcase inventory, review CTAs and maps like just actually show people what they can buy so they can understand if they go into your dealership how they can

convert and how they can buy it straight away because people don't want to wait. Of course, some of the people will uh want to personalize the car and will be willing to wait half a year. That's okay. We also want these customers. But some of them will want uh to buy right now. And if they want to buy right now, they need to know that you have the car. And if they want to know, you have to let them see that you have this car right now in stock and not to call you. Because if I will be calling like 10 dealers, I will be wasting my time. I will go to the one that showed me that look, we have this on stock in stock. We want to show you and you can buy add clicks to call. Uh book test drives like especially really important people like to touch as I said people want to have a chance to touch the car. So if you can book and simplify the the the whole process to touch the car. So basically book the test drive then your sales uh team can take over and can do their job.

user AI to rewrite listings, descriptions and uh local make it more local content types. So basically landing pages to buy a specific model with a location. So buy used Toyota Corolla in a specific city. This would be one of them. Why to buy from us content? So five reasons to buy your next SUV from a specific dealership. So this is a kind of a content that can help you out with this journey. Then customer testimonials, videos, reviews. If you can actually record some videos, reviews, write customer testimonials that can share it like that this person like really liked it, they are happy with it. Maybe you can engage with them a month later because that's interesting. virtual showrooms and live inventory updates that which shows people what they can find inside and that builds trust and offer pages. So like 0% financing available until specific gate date and so on. So these

are all the bottom of the funnel keywords. Uh what can we learn from the best? So if we're looking at the best on the market like what we can learn actually. So for example, Cinch, which is like a huge uh website that sells cars, they do a lot of uh top of the funnel uh pages, which is are for example, best small cars for motorway driving in 2025 like and they're doing a lot of that because that drives traffic. Of course, we can't go like global like Cinch, but we can go more local. So with a specific area, local area, Autotrader, they do big category keywords. So an as an example electric cars for sale. So they build a category page which shows what are the cars that we can go after. So I worked with for a while with refine.com uh which is a CMS uh or digital experience platform but I prefer to call it CMS. They would hate me for that but

they work with JLR. So Jaguar and Land Rover, as far as I check today, 98 countries that they cover, they help dealers around the world to make their pages as good as possible and help themselves. And one of the things that I was helping them with was something that is called a stock locator because right now we see a tendency on the market that the stocks are centralized. So for a specific country or a big area, the stocks are centralized. But what we can do, so they're not at the dealers, but they're centralized. So what we can do, we can actually show the stock what is available in a far better way. But you know, everybody hates actually putting all the cars into the whole system. So they made it a lot faster. We made it a lot faster to be able to pull things uh into. So figure out which CMS are you using. If you don't um have a specific one for uh selling cars, uh for example, you're using WordPress, probably it will be much much

more difficult for you to make it happen to be able to optimize for a specific thing. I know that for example, Refine works with car dealers and they optimize everything for car sales. This is what they their bread and butter, the things that they work with and that works and I will show you case study from that. So technical SEO simplified because like when we're looking at technical SEO like it's just like at the image like on the right side there is a list of hundred things that you have to look at but I would like you to focus on main things. So accessibility compliance. So something if anybody has disabilities especially site disabilities like your page should be optimized for people with site disabilities because about 20% of people do have site disabilities and the one that you should really care about is Google. They don't have eyes. They actually check it from the perspective of wave. So focus on that understanding the context. So be able to make uh pages that are contextual uh ba make pages

based on specific keyword research. So you can use for example SE ranking to find the keywords that you want to go after and be very specific. Don't uh try to uh gamble with keywords. There are tools like SE rankings that you can actually check what kind of keywords you should go after. Country language specific. So like that's really important. original source also then the the thing that you should look at is core web vital although Google doesn't look at it directly but your page should load fast easy as that because why even if Google doesn't look at it if a page loads in 10 seconds I'll go back to Google and it will search again for something else that is an indicator for Google that your page is too slow or something I didn't get the information that I wanted on your page so your page should uh definitely uh load Fast schema markup. Schema markup is the thing that you see uh on the page like actually you don't see on the page but this is kind

of like translation of what you see as a human on the page to a language that is easier uh for uh crawers so for Google to understand exactly what do they see how schema markup looks like. On the left side you will see for example this is exactly what we work with refine uh a page that is visible for a human on the right side. This is the schema markup. So like everything that is defined. So what is the URL? What is the name? What is the fuel type? What is the model? What is the color? And as you can see it's very simplified for the crawler to understand exactly what do they see. So it's very simple. Okay. Digital PR and link building. So you have to be uh build links and create digital PR to get people to know you. the more people will put in your dealer's name, the better for you because Google will think like, okay, they know what they're doing. People know them. So that makes sense to drive traffic there. The same goes within uh links that are going from outside. Also, you can figure out like

internal links. So think about as you as I mentioned like from top of the funnel to middle of the funnel to bottom of the funnel, you can link these pages and drive people within your page. So like don't leave any pages orphins like that. nothing links to them because crawlers will not go there and they're not accessible for anybody. Back links are really important. Uh and PR like you can also guest post on different pages like if you have specific pages that talk about cars, you can actually go there and also propose them. We want to write about this model that just came out which is amazing. Can we help you out with that? Buying back links, I'm not a big fan. And they can cost from $100 to several thousand per backlink. Not always work, but definitely it's worth to add back links to your page because that builds alteriveness. AI and SEO unfair advantage. So first of all, like when you're ever you're using AI, you have to have a clear objective. What do you

want? If you're leaving that to AI, it will not work out. You have to understand what you're doing. Use cyborg methods. So something that I believe in. So human working with AI together not against each other they help each other in the process you talk to the customers you have a lot of experience uh with the dealership you have so much knowledge that AI doesn't and you can add it there you can also check after AI to make it better verify AI is just there to help you out you are making the final decisions if you expect to do it with one click of a button like stop doing that makes no sense this is a corporation it's not uh it will not take over. You have to work with it, feed it with context. So your brand voice, your expertise, your goals like add information that it needs to make decisions. So if you're thinking about AI, you have to think about it from the perspective what would my colleague, a human colleague need to make this decision. So like you have to provide the same information to AI. Don't make

space for AI to imagine and go creative and go wild because it will test, iterate and experiment. Use AI workflows and AI agents like this is for advanced usage. So you can use make.com for example. I will not go for that because we don't have enough time three smart ways to use AI for automotive. So as I said I'm a founder at seowind.io. We create content. We help to create content that is valuable according to EAT rules that I told you about earlier. This is our process uh of creating content at multiple stages. We get additional context. So we go to different sources to pull the data for example about a specific model just to understand exactly what we need when we're writing the articles. But this is our process. It's like extremely complicated. I you will not be able to copy it directly. So use some specialized tools if you're using and writing content for example use specialized tools that will help you out to create content that is valuable not fluff because if you will go to directly

to vanilla so basically chat GPT cla and so on it will try to generate content but don't use AI as a touch engine. A second way to use AI is images. As I said, images are very very important because if you can't touch the car, you want to at least to to to see it. You can make photos in your dealership, but you can also use some tools that will help you to get the photos that you want. There are specialized tools in AI that will help you to get AI images into the content that you're doing. AI for SEO optimized car descriptions at scale. So basically something that will help you out with uh creating descriptions that are important for specific model. Use AI but provide the context that it needs to boost SEO and save time. Everybody hates humans creating these uh descriptions. So use AI to help you out with that. How it all comes together. Case study. I promised a

case study. So I wanted to show you. So the challenge JLR and Inscape. So uh Inscape is one of the biggest resellers out there in the world. Uh and JLR is Jaguar Land Rover. They did a case study on Polish market uh where they showed how to JLR tripled organic traffic and increased conversions uh and engagement in Poland. So basically what they did uh the problem that they had is stock was scattered across dealers websites. Poor SEO structure, thin content, and no centralized strategy. No visibility for non-branded searches. So, what we did there to help out with everything, use real inventory as SEO content, build centralized keyword optimized landing pages, leverage local dealers data to win uh the geo search. So basically using stocklocator uh we combine like they refine and inscape

like they combine inventory plus SEO plus local focus to increase traffic and leads. So basically they built a stocklocator platform that aggregated listings from all JLR retailers. So from all Jaguar Land Rover retailers created landing pages per every location and car category based on real-time inventory. So basically they were showing exactly what is available because people wanted to buy it. And they structured content around user intent. So used Land Rover Evoke near me electric Jaguar SUV for sale in a specific city. And this is the whole thing that was used using stocklocator to understand what is available where to be able to increase the traffic applied schema markup optimized internal linking so all the links inside the inside the page and mobile speed speed improvements which was really important to work on these core web vitals. So here are the results. Three times more traffic from

non-branded search terms. Over 600 qualified leads a month v organic traffic alone and 100 backlinks generated to different pages. All powered by real inventory, smart content and local SEO at scale. Thanks a lot. If you want to talk about anything, you can find me on LinkedIn. Uh Travis, you can come back on stage. Uh, and if you have any questions, uh, please let me know. Perfect. Thank you, Tom. That was super insightful. And now I think I want to go try to maybe buy a car and see what pops up. So, um, thank you. Yeah, I guess like as far as questions in the Q&A, um, I'll start here. Wait, wait. Um how do we find proper transactional intent? So one thing is the intuition. The

second thing you can use tools like a C ranking uh like I think you can actually gather these uh keywords to see what are the what is the type of the intent and definitely they're navigational uh they're transactional commercial uh and educational right so these are the four types of content that you would have when it comes to educational From the SEO perspective, I would say they're almost dead because AI overviews took them over. 90% of educational keywords uh you will see AI overviews all around the globe. Like if you're in Europe, if you're in states, they will be taken over and we can see like from SEO perspective a huge drop in traffic from that. But definitely you can divide these like using tools like ranking to understand exactly what is the type of intent and the other way of doing that if you don't see such a like dividing

it's looking at CPC so cost per click so we're using actually the data from Google ads so something that we pay for to understand what is the value of the keyword so how much people are willing to buy pay sorry to get a click so how much they are willing to pay Google if their ads are on top and we have such data in SE ranking so we can actually sort them by like from the highest to lowest and we see like okay probably that's an assumption that's a hypothesis the more people are willing to buy for a click that higher is the possibility that is a transactional keyword nice perfect and then uh from Jacob since people often travel uh great distances to find the car that they want how can they balance the local SEO tactics with the broader strategies to compare both like local and national audiences. Uh so basically this is what I started with like when you're looking at local search when it comes to automotives like

the local search is not that local so it can people are willing to travel even like three 400 kilometers if they know that they will get their dream car there. So this is why we want to show actually uh specific cars in stock like because that drives conversions. Like think about it like if I'm looking for a car and I'm telling you about my experience. I'm thinking about uh specific cities that I'm willing to drive through to to get these cars. Like so I will look at the map and say like okay I will go to London but I will not drive to Brighton. So I would actually look at specific cities and then focus in local search on specific cities where you have dealerships. People are not stupid. They know that if they live in a village, there will be no dealer there. So they will look at the closest big city and they will be willing to drive there, but they will also like look at other cities around it. So like if they're willing to drive to Manchester,

then probably they will also like write in and check like Manchester. If you can gather, if you have like a couple of businesses like working together as a dealerships, you can show the stock and show like on a map for example, which is like a really cool thing that you can do like the cars that are available are within this range and then show where are specific cars uh there. It's not up to you how far they are willing to go. It's up to them. But you have to be clear with showing them where these cars are. So I would think about it from this perspective. It's local not local but still I think you can mean win as a dealership with OEM like at a local uh kind of local. So as I said state vodership or like even broader people are willing to drive to get a dream car. Perfect. And then from drive auto group it goes what is the suggestions for finding relevant non-branded keywords with enough traffic to make them worth targeting?

Uh definitely again I would go to SE ranking like you can do it uh it's all about creativity like so what I like to do I like to look at my competition and I like to see what they are doing what is driving traffic there uh when you find like one idea then you go to more ideas I showed on my presentation tofu mofu buff ideas these are like the types of ideas and then the journey starts like so it can help you out to get the initial ideas but always check in SE ranking on or any other tool like is there a search volume behind it because if you're the only person in the world that is searching for a specific term uh in a specific way you'll be the only one that will land on this page. So you have to look at it from the perspective of search. So are people searching it? Uh the good thing from the perspective of Google that I see in a trend in the last two years, Google search like the whole search area transitions into more

conversational way and also Google understands it from the more conversational perspective and this is what we also see from LLMs because people are starting to search with uh AI and they start to say it in more conversational way. So basically as I would talk to another human. So instead of writing SUV London, I would say like what would be the SUV to drive in London. So like these are the differences in the way people start to search like because this is more conversational. Perfect. And then the final question in the chat currently is from Ron. To what extent do aspects like site speed, mobile friendliness, and structured data impact a dealership's SEO performance? And how do you make sure that uh they are optimized for improved UX and rankings? Uh it does have an impact but to an extent. So like if your page I will give you an example. If your page loads in 2 seconds and you want to increase the

speed by 25% which would mean like you will load it in one and a half second it makes no difference. It's acceptable. Nobody will see that. But if you have a page that loads in 10 seconds and you again like increase the speed in by 25% so you increase it to seven and a half that will have a tremendous change because people are not willing to wait. Of course you can say Google is not looking at web vitals anymore. They backed out from that potentially they did but users did it. So if I go to a specific page and it doesn't load and I have to wait and it doesn't work like I will go back to Google and I will not find like another dealer. So that has a huge impact. But don't you don't have to look at it from the perspective it has to be perfect. It doesn't have to be perfect. You have to be in like top 20% and that's good enough. like because going to bping perfect will take you 80% of work more than just going into like uh 80%.

So if your page loads in 3 seconds, you can do it. Uh what I really recommend looking at refined for example or you can use like different CMSs that are basically something that already has hosting inside. Just take it out of your plate. like use something that it already optimizes it and you don't have to figure out like how is it hosted like how to make it faster. Like this is the problem that I see with dealers that have WordPress because WordPress websites tend to grow and tend to be like more bulky and like slows down like every so often. So, and you have to figure out like at each thing that you mentioned. like this schema markup for a specific thing, how to do it or you have to find the plug-in and you have to work on every single thing. So I I would recommend to use some kind of a CMS that is optimized for car dealers because there there's couple of them on the market and they provide hosting. It's far simpler, far cheaper in my opinion to use them. It's important for it to

perform and for Google to understand your page. That's why schema markup, for example, in my opinion, it's still important. Not as important as was like two years ago, but still very, very important. Cool. Perfect, Tom. Well, that's all the questions in the Q&A. So, I want to say thank you for your time and before everyone falls off here, I have some closing points just from the SE ranking side of things, but thank you again, Tom. Uh, super insightful from my end. and I'm definitely going to go to some different uh clients of mine that are auto dealers or agencies focused on auto dealers and uh share this presentation. So, thank you. Thanks a lot. That was really amazing to share the knowledge. And if you have any questions, just find me on LinkedIn, Tom Winter, and DM me. Cool. Thank you again, Tom. Have a great rest of your day. You too. Cheers, everybody. Cool. Yeah. And just as far as closing points here, I have a couple last slides to cover. So, um, if you're looking to start a trial with SE Ranking, you can

scan this QR code. It'll be, uh, in the followup on the webinar. Um, as far as signing up for a trial, we recommend using a business email as there's some unlocks there. as far as tool features go, just experience um our understanding as SE ranking of who you are um and being able to kind of approach with a little bit more insightful and better resources and experience. Um, if you're just learning to grow your SEO knowledge, you can always visit our academy or other resources and dive deeper, whether it's just getting started with SEO or if you're really trying to go deep, um, or if you're getting into industry specifics like today's webinar. And then getting started with SE ranking is just resources if you do start up that trial, you purchase with us, and you're looking to dive in, um, this QR code will take you directly there. And then don't forget to follow us on different um uh things such as our podcast so you're aware of uh just regular topics that are up to date. And then finally,

you can follow us on the regular social medias, LinkedIn, Facebook, YouTube, Twitter uh or X. Um and just kind of find out what's going on uh once again like today's webinar. So, thank you all and have a good rest of your day and look forward to seeing some of you as uh people interested in the platform or from Tom's side if you're looking to dive a little bit deeper into