E-E-A-T for Auto Dealers. Most Auto Sites Don’t Rank. This Is Why

Good morning, good afternoon, and good evening depending on where you are joining us from today. My name is Andrew Zuri and I'm part of the marketing team over at Sanking and I'll be the host of today's event. And today we are joined by Adam Heitzman who is the co-founder and managing partner at Higher Visibility, an award-winning digital marketing agency known for its datadriven SEO and tailored growth strategies. Adam has over two decades of experience and he has helped hundreds of businesses grow revenue through innovative search and content marketing techniques. Yeah, I'm looking forward to you sharing us how we can manage properly Google's EAT guidelines for auto dealers. Great. Well, welcome everyone. I appreciate you taking the time today uh to join today's webinar. Uh a big thank you to SE Ranking for hosting this session and for being such a valuable resource in the SEO community. Um, I know how competitive the auto dealership industry is, especially online. My goal today is to give you a clear understanding of how eat, so experience,

uh, expertise, authoritiveness, and trust can help you stand out, rank better, and attract more customers. Um, a little about me, um, before I hop into that. Um, I'm Adam Heisman, as referenced before, co-founder and managing partner of Higher Visibility. Um, we've helped auto dealers and, uh, many other verticals and businesses across industries improve their online presence for the last 18 years. Um, by the end of this session, you're going to walk away with some real actionable strategies to enhance your website's credibility, um, optimize your content for Google's expectations, and hopefully boost your rankings. So, let's dive right on in. Um, now before we get to the strategies, you might be wondering, why should I even listen to to me? Uh, fair question. Um, I've been in SEO and digital marketing for nearly two decades. And over the years, my team and I have worked with numerous auto dealerships, helping them significantly

increase their rankings and leads. Um, I've also contributed to industryleading platforms like search engine land, search engine ranking. Um um and our agency has won multiple awards for SEO excellence. Uh just this past year we were lucky enough to be awarded the um 2024 u best large SEO agency um through uh the search engine land awards. Um so to put it simply, we've seen firsthand what works and what doesn't. And today I want to share these insights with you so that you can take control of your dealership's online success. Um, also here's some of my social. So, please feel free to follow me. I share a lot of uh tips, information, how-tos uh um u on particularly on LinkedIn. So, let's talk about eat um and why it's so important for auto dealers. So, if you've been in digital marketing for any time, you know SEO is incredibly competitive. Everyone's going

after the same high intent keywords, um, like maybe best SUVs in 2025 and a buy car near me. But ranking for these terms isn't just about keywords anymore. It's about trust and credibility. So, when you think about it, car buyers um, spend an average of over 14 hours researching online before stepping into an a dealership. And this is based off a study um, recently by Cox Automotive. Um, and so if Google isn't seeing your site as a trusted CR credible source of information, they won't be able to send traffic your way or they won't at all. Um, so Google's evolved a lot. Um, it's no longer just about stuffing keywords. It's about proving that you're a reliable, experienced source, and that's what EAT eat helps you do. So you might be wondering how does Google determine tr trust and credibility? Well, they're they have

these uh search quality raider guidelines. It's a document used by real people um that Google um hires uh third-party individuals um that have to go through an extensive process to apply and go through testing. Um and these individuals, they're called search quality raiders. They manually review web pages and assess quality. Um and it's a publicly um visible document. Um actual you can click here um and you can just see this is the document. Um it's publicly accessible. Anybody can find it. I've actually provided a link to it right directly here. Um and the terminology eat is actually mentioned over 121 times in this document which tells you just how important this concept is. So now these guidelines don't directly

affect rankings but they shape how Google's algorithm evaluates sites. So if we understand what Google's cons considers highquality content, we can align our websites with those standards and theoretically improve our rankings. So think of eat like your business's online reputation. The stronger it is, the more trust you gain from both Google and potential customers. So, let's break down what E actually stands for. EAT. So, experience. Are you actually selling, servicing, or reviewing vehicles? Does your content reflect hands-on knowledge? Um, expertise. Are you or your staff credible experts in the industry? Do your blog posts, service pages, FAQs showcase deep industry knowledge? From an authority standpoint, do you do others recognize your dealership as a reliable source? Do you

have backlinks from industry leaders, manufacturer sites, or even media mentions? Trust. This is critical. Google needs to see your website as a safe and reliable source. That means clear contact info, um transparent pricing, um that your website's secure, um and it has real customer reviews. And so when you combine all of these elements, and all these elements are strong, Google can see that your dealership is a trusted business, and that's what helps you perform better in search. Along the same lines as the search quality raider guidelines, there are also um the helpful content guidelines. And again, this is also publicly accessible. You can actually see the URL up here. I've provided it in the slide deck and so you'll have a link directly to that as well. Um and it tells you exactly how to self assess your content. um questions that you could be asking, expertise questions that you should be

asking about focusing on people first content and what to avoid. So, there's a lot of details in here and actually with inside of this um resource, it actually links to the search quality radar guidelines as well. So, again, a lot of this information is publicly accessible. it's now using the information that Google's telling you is important and um leveraging it towards um your website and your strategies. So the Google's search quality rating guidelines outlines what makes a highquality website versus a lowquality uh website based on credibility, expertise and trustworthiness. These guidelines can shape um help shape how Google evaluates sites. So aligning them um can improve your rankings and customer trust. So here's how Google distinguishes between high quality and lowquality dealership websites. So some of the characteristics of a highquality um uh site would be

clear authorship and credentials. Google wants to know who's providing information and whether they have relevant ex expertise. Um, trusted sources and external validation, citations from manufacturers, media mentions, and backlinks from reputable sites all help further establish that credibility. Um, original expert uh, experienced driven content. So like firstirhand insights like maybe test drive reviews, service tips, customer stories, those all signal real world expertise that Google values. And I understand that particularly as it relates to um dealerships um a lot of the information sometimes is provided directly from the manufacturer. And I understand that you have to uh um specifically reference um some of that information. So what you really want to do is make sure that you're taking that and then um adding some of that original firsthand experience to some of these um

pages uh where applicable. Some of the lowquality characteristics that we're talking about are where there's no identifiable author or expertise. So, if a site lacks author bios or industry credentials, Google can see it as less trustworthy. Um, generic content with no unique insights. Um, like I just mentioned, just providing and simply only using manufacturer content um, that every other dealership uses isn't going to necessarily make you be viewed as an authority simply because you have the same content as hundreds or maybe even thousands of other websites out there. Um, so thin recycled content that doesn't offer a new fresh perspective provides, you know, little value to the searchers. um poor website security and weak trust signals. So lack of HTTPS this um a secure website missing contact

information or unclear business details can hurt both rankings and customer confidence. So Google's guidelines give us that blueprint for building a more authoritative site. So the more you align with high quality content standards, the stronger your SEO and customer engagement will be. So I'm going to go through each of the different sectors um uh or metrics and kind of speak a little bit individually about each one. So experience Google wants to see real firsthand experience in your content. That means showcasing customer testimonials, maybe test drive videos, real real world service insights. So, um, think of like customer success stories, maybe featuring real buyers with testimonials about their purchasing experience. Um, before and after service examples, so showcasing an auto repair or de detailing, uh, transformation with

images. Uh, test drive reviews, like a salesperson or customer detailing their firsthand experience with a vehicle. And then maybe something like behind the-scenes content like a walkthrough of how your service team handles repairs or inspections or whatever that might be, right? Um, every dealership is going to have their own unique um, uh, elements to this. And so the more that you can tie that in, um, the more that you can kind of set yourself apart and really show that firsthand experience. Think about it like this, too. If you're writing a blog post around the best SUVs for families, don't just list features. Explain what your dealership has seen in customer feedback or from real test drives. Firhand content will perform better and will build trust. So expertise. So how do you prove it? Right? Google evaluates who is providing information. your dealership staff,

whether sales reps, service advisors, or finance experts are your best sources of expertise. So, make your make sure your content, your blog posts, um have by lines. Um uh ideally, if it's a blog post orformational guide, it would have author bios and then you'd accompany that with credentials. What makes this person um a trusted resource, right? Why are they an expert in this in this uh in this particular field to be able to speak to this? This helps Google and customers really trust your information. Authority. All right. Building authority can take time, but it's worth it in the long run. The more recognized your dealership is, the more Google will trust your site. Um you can earn authority uh by getting media mentions. So like through traditional PR um backlinks from trusted sources um and

engaging on social platforms. Um the the premise here is how do you get people to speak to talk about you to talk about your brand? Um you can do that through content. You can do that through a variety of different ways. Um, and so a dealership may be featured in a local street blog will always um, uh, or typically those that that don't have that authority. So, this is always a key component um, to really kind of hone in and focus in on. In this particular example, you can see I took a screenshot from a um, a dealership that is referencing some of the charities they sponsor, right? and these charities are actually linking back to this particular dealership. Um so that's a great way of building a um cohesive relationship where it helps build that authority there too. So when we're thinking about um eat

um I wanted to provide you know seven specific ways that we could strengthen that over time. Now keep keep this in mind. EAT is an ongoing process. It's not a one-time fix. You can't just add a few things, trust signals to your website and expect long-term success. So, you need to continuously refine and enhance your credibility. Here are seven proven ways that we can kind of do that, right? So, first, continuously update and refresh content for accuracy. Google rewards content that is regularly improved and remains relevant. Outdated content can signal a lack of credibility. Engaging in PR um to boost authority, right? So, being mentioned in industry blogs and news articles strengthens your reputation as an expert. Encouraging more customer reviews and testimonials. If you don't have a process to build that out, that would be something I'd really focus in on. How do you when someone purchases a

vehicle with you, how do you ultimately get that individual to come back and then leave that that positive review? Um so positive reviews can signal trustworthiness and customer satisfactions with which also helps improve search rankings. Um regularly auditing the website um uh as it relates to like trust signals um and improve where necessary. So like ensure your business details, security measures and content transparency remain up to date. Establishing a clear content strategy that prioritizes people first content. So avoid creating content that's solely for SEO purposes. Focus on real value for users. Um and that will ultimately help you um uh on the SEO side of things. Investing in expert driven content. So, making sure your site features content written by or reviewed by professionals in the automotive industry uh to strengthen

credibility, leveraging multimedia formats to showcase expertise like video walkthroughs, in-depth guides, maybe interactive elements to make your content even more authoritative and engaging. These are all different strategies that your dealership could use to build a stronger foundation of trust to help you rank higher and attract more customers. Now um what oops okay so what I've talked a lot about all these different concepts but now what I want to provide is I want to provide you actionable things something that you can actually use to then take some um uh take something and run with it right um so I want to make this as actionable as possible for you which is why I've created an uh EAT checklist that you can use to audit your existing site Um, you're going to get uh a Google Sheets link which I've added to this deck. Um, I will also share it. Uh, it will be shared after the presentation's

over. Um, also if you want to connect with me on LinkedIn or on X, I'd be happy to share uh a direct link to the checklist there as well. Um, but it is listed here. It might be hard to to see it right now. Um but uh I will like I said I will share that here in a few minutes and I'll share it here in the comments as soon as I'm done here. But what I want to do is I want to talk you through of maybe how to go about using it. So here is the checklist and you're going to notice there's multiple uh tabs here at the bottom. So essentially what we're going to do is go into each subsection. So you can customize this. I just threw our agency domain in here for now. Um, and it's a pretty detailed checklist. I've already preconfigured everything to show you what attributes that everything's associated with. But essentially, this is where you're going to go through both brand level, content level, and author level signals in each

of these individual tabs. And what you can do is you can rate each item using um the different uh a couple of different signals whether it needs work um whether it's fully uh demonstrated uh whether it's missing or not relevant at all. And ultimately by having this on these different components you can then create an action plan to improve those weak areas. Uh in fact once you go through and you update these what it will do on this last top last slide is actually provide kind of a scoring ranking to help you assess that as well. So this is just an actionable takeaway something that you can use on your own um as uh a guide to kind of help you further improve this uh um and hopefully help improve boost boosting credibility and rankings. Um to take it one step even further. Um

I have also provided let me hop back here. Um so let me talk a little bit about this. So analyzing and improving a website's eat signals can be very timeconuming especially when done manually. That's why I've gone ahead and built four custom GPTs tailored specifically for auto dealers. These tools will help you assess and enhance your site's experience, authority, uh, expertise, and trust in a fraction of the time. Um, now how these work, let me kind of talk a little bit about that. Each of these GPTs is designed to evaluate a specific part of your website following Google's search quality rating guidelines and helpful content guidelines. Those are the two knowledgebased components that I've used on each of these four. They analyze key trust signals. They highlight areas that need improvement and they provide actionable recommendations.

So the four custom GPTs we've got the homepage um eat content analyzer. So it'll review your homepage to ensure it demonstrates credibility, industry expertise and trust trust signals. We've got an individual blog post orformational page content analyzer. Um, and so this will analyze um, more information or blog content to ensure it's experienced driven, wellsighted, and meets Google's quality standards. I've also added one for like an inventory or vehicle listing um, content analyzer. So, this will assess vehicle listing pages for transparency, helpful descriptions, and trust elements. And then last but not least, a vehicle detail page uh, page. Eat content analyzer. So this will analyze individual uh uh vehicle detail pages to ensure they contain the right mix of experience, expertise, and clear

information for buyers. So the only comment I have on this is that in order to actually leverage and use these, you would unfortunately, if you don't have one, you would need a paid chat GPT account to use them. Um, but it's as simple as, and I'll show you a quick example here, it's as simple as entering your URL or copying and pasting the content from your page into that specific GPT uh that you want analyzed. Now, if you have a page that is uh heavy in JavaScript, um you might it might be better for you to copy and paste that versus just putting your URL in. Um just because sometimes depending on um these platforms, they're not going to actually be able to uh access and view that information or extract that JavaScript

information. Um, but once you enter that information, you're going to get instant feedback. So each GPT will flag strengths, weaknesses, and provide recommendations. Um, you can then implement the fixes, right? So you can use the suggestions to refine your content, uh, improve trust signals and strengthen SEO. And so um, ultimately the these tools will help simplify the optimization process. It'll help guide you um to enhance your website's credibility and rank higher. So instead of manually auditing each page, you can quickly identify uh weak areas with kind of AI powered insights. Um so I wanted to provide actionable takeaways regardless of whether you you had a paid account or you did not, whether it was a checklist or not. So uh I'm just going to quickly walk you through one quick example that I had previously run. I threw in a URL uh for um a homepage of a

dealership and it went through it scanned the website and it provided details based off of the criteria and knowledge that I had already fed it. So, it'll provide a first impression, user navigation, brand trust, it'll provide context on SEO, CTAs, and then it'll provide suggestions on some of these components. Um, and so you can do this for any of your websites and for any using leveraging any of those GPTs. So, um, uh, please feel free to use that. Like I said, that will be shared with you in the presentation after this. Um, I will also happily add it in the comments section here. Uh, and then if you connect with me on on LinkedIn, then I will share it that way as well. Yeah, thanks a lot, Adam. I'm just blown away by the amount of value you you brought just the checklist just I'm I'm just thinking right now just starting my own auto dealership because you just gave me

everything. Well, you know what? I feel like when when I'm involved, whether I'm listening to a speaker or I'm on a webinar, I want to make sure that I'm able to not just learn something, but actually have something that I could take with me. Um, at least that's how I am. I I want something to be able to take action from, right? And so that's the purpose of uh I wanted to kind of provide everybody today. Yeah, this is wonderful. Obviously, even if you have all the all the answers, you're going to have to put in all the work. So is Adam's not not just giving us everything. So we can start competing with him directly. So obviously um we have a a couple of questions coming in. The first question that I wanted to ask you personally is uh does it matter which Chad GPT model you're using when you when using those prompts those custom GPTs? No, it does not matter which one it it's uh configured for all of them. Um uh I'll tell you I I used I typically use 40 um just because I feel like that is obviously the most up-to-date most current version and provides the most detailed responses for

me but I you can theoretically use any of them and you can test very uh each of them um they all will is based off of the the same knowledge base that we've provided it. Awesome. Yeah, I can see people in the chat are very excited about you sharing this information. And let's get to the first question that we came in from Christine. So, hey Adam, what is your stance on using AI and the automotive field? In your experience, does it ultimately help or harm businesses? Very open-ended question, and you already sort of touched on it, but maybe you have something to add. Yeah. Well, I'm a I'm of the mindset, well, things are changing every single day, every single week as it relates to AI. It's somewhat overwhelming. Um uh the my current stance on this is that um I don't leverage AI for uh as it relates let's just go with content. I don't leverage AI to create content from scratch um and uh fully use their output

as my um my um content. Um, I more leverage it for to help with some of my process flows so that I can be more efficient that it can give me insights like this content analyzer to help me look at things in a different light that maybe I wouldn't have otherwise seen. So, it helps uh improve my um my process flow so that I can be more efficient. Um um and you know obviously sometimes it can provide insights that you otherwise wouldn't know just based off of you know sometimes you're in if you're in it every day on the same website every day you're not going to see the same thing as maybe a different fresh perspective. And so that's where AI can kind of help from that standpoint too. Um I do leverage AI to kind of help do some of my um assessment when it comes to maybe analyzing who are the top ranking sites. um uh maybe to help me build out theoretically content briefs um or what

are the most common questions that people ask related to a particular topic but then once I have that brief or information built out uh I don't leverage AI to actually write the content for me if that makes sense. Do you also do you combine by any chance uh AI tools with SEO tools to pull the data or or how do how do you know that how do you are how are you sure that it knows the exact figures like a search volume of a keyword or or stuff like that perfect great example great example I I don't leverage it for uh search volume like I don't I don't leverage it for elements like that um if I were to provide it um what I would do is I would use a third party system like ranking to then uh um gather keyword research. Um so like let's say I go through my keyword research process. Um I'd uh I might leverage it to help me um create a topical map or help me um

take all of the keywords and cluster them. Um and I know SE Ranking has their own clustering tool as well. Um uh but those are the ways that I would leverage it. I'd actually feed it the information that I want to give it and then let them do some of the hard work around um some of those aspects versus just solely saying, "Hey, what are some uh what is the how should I optimize this page realm?" Um I don't let it do that type of research. Uh I still think um a particularly someone that has experience in SEO um your own expertise is better than leveraging AI from that standpoint. So I'm leveraging other tools, Google Search Console, whatever it might be. Appreciate your answer, Adam. Uh another question we have from Greg. How do I balance creating hyper local content with broader authoritybuilding content that satisfies Google's WAT uh signals and appeals to both local

customers and a wider national audience? Yeah. Um great question. So when a lot of the so when it comes to localized right like when a lot of the examples that I provided today I think can be applied to both local or from a national perspective right um first and foremost you have to kind of understand who your who your target audience is um so when we're talking about your particular dealers dealers dealership are is most are most of your audience coming from um you know a specific speific uh local geographic region or are they coming from all over? Um because that might change your your strategy your thought process a little bit. Um uh ultimately the the same principles are aligned, right? Um if it is a local business, you do you do identify that most of your business comes from a local geographic region, you're going to want to lean a little bit more into kind of more localized

content. um leveraging kind of the customer insights um um and uh customer reviews, things like that with inside of your content. Um when you think about kind of the wider national audience I mean think about it like this like if you're optimizing a particular uh around a particular topic uh even if it is a localized business um the same questions that a user would have on a local level they're probably going to have on a national level right so those principles are going to still align you want to make sure that your content helps answer those questions um uh so that you can be that resource regardless of of whatever that is. But ultimately, it comes down to understanding who your target audience is and aligning your content with that. Yeah, if you have a followup, Greg, you're welcome to throw it into the chat. Uh, thank you for the answer, Adam. Uh, we have another question from Marisol. How much do sight speed, security, and structured data impact

EAT? what key factors should I watch out for and how can I proactively optimize them to improve the user experience and strengthen trust signals for Google? Yeah, absolutely. I mean, I guess again eat by itself is not an individualized uh uh ranking factor, right? Um and so I want to make sure that that's kind of clear. Um however when you think about um sight speed security and I mentioned security several times within this process too um sight speed is provides a better user experience um and so because it provides a better user experience same with security right um then it's in innately going to make your website more trusted um and so from that standpoint, there's an alignment there. Um, and so it does impact it. It's it's it's you

almost impossible to answer to say, hey, how much does it impact? They all are elements that all um uh apply to it. So, um I wouldn't necessarily say um that they ultimately you would need to do them all, right? It's just how do you prioritize which one first, right? And so, uh, first and foremost, you want to think about your users. So, if they're coming to a website, it's not secure. Uh, that would be something that I would want to focus on almost immediately. Um, there's plenty of data that also justifies that site speed. Um, and just think about it from your own perspective. Sight speed impacts u conversions. So, the likelihood that someone comes to your website um ultimately takes an action on um uh filling out a form, picking up the phone, whatever it might be, lessens greatly if you have a slow loading page.

Uh again, think about it from your own perspective. If you went looking for something and it took forever for pages to load, you'd probably back out and go to the next site. Um now the structured data component is is is important in the sense that um when we're talking about um for example theformational content right where I think we referenced several times within our presentation um uh showing that expertise side of things right so having authorship so that's where you're going to want to have ideally um uh authorship um uh structured data on those particular pages, who wrote this article, um why should I trust them? That all would not only be within the page itself, but also within um the structured data um associated with that. So hopefully that helped. Uh what about the proactive pro part of this? So, for example, you

have a website, you checked it. It's a client's website, you checked it, you fixed it, everything's great. Like in this moment in time, specifically on this second, it's great. How do how do I make sure that it's not going to get broken with the next update or uh yeah, some something rolls out from Google and it changes, it breaks my site. Is there a proactive approach to this or do you just work uh once the fire starts to just go and start putting it out? Well, I mean, here's the thing. speed, security, and structured data. Those are all elements of a site that realistically aren't going to change unless you you've purposely made a you like on site speed, it I guess it is possible if you add a a bunch of um videos or um really large images, but outside of that security um structured data once you've implemented them, they're on those particular pages, they're on those particular sites, right? So, um there's nothing to necessarily proactively optimize um around that except I mean speed obviously you can continuously optimizing that to try to make it to

improve it further and further and further. Um but what I would kind of leverage from a proactivity standpoint from a UX and and trust component would be leverage thirdparty tool. Um one of the ones that I love to look at um so there's two that I I like to reference. Um obviously uh Google Analytics is obviously helpful to kind of see metrics of how people are are um converting on the site, how much time so on and so forth. But one of the tools I really love to use and it's completely free is Microsoft Clarity. Um if you don't use it, definitely recommend going and signing up adding it to your website. It does um heat mapping um user recordings. It gives you so much details that you wouldn't otherwise get to know how people are interacting with the site from a UX perspective so that then you can kind of evaluate and see um what areas of the site maybe are causing friction. It'll tell you where there are

rage clicks or uh people are bouncing. And so those are things that you can use to proactively continuously optimize your strike uh site to then improve trust signals. Fantastic, Adam. Uh another question we have from David. Uh, how can I overcome duplicate content issues, especially when I'm stuck using manufacturer provided descriptions so that each vehicle page is unique and doesn't get penalized by Google? Yeah, that's a great question and I kind of touched on a little bit before. I know that's a common uh issue in relation to um dealership type websites for for sure. Um, and so uh what you really want to do is I mean you have to use what they provide you uh and I know oftent times that is a requirement. So, what you have to do is um supplement that with additional um uh information, additional content. Just having certain blocks that a lot of these other people have is not going to get you penalized. It's not a and and first off, it's not necessarily a penalty. Um it just uh uh for example,

you're not going to get a notification in Google Search Console or anything from that standpoint. um as it relates to duplicate content. Um but what you want to do is maybe add some of that that firsthand experience on some of those pages. So maybe you're referencing uh you're pulling in customer reviews uh as it's associated with that particular vehicle. Um what are some of your customers saying about that vehicle? Maybe having a um uh one of your service advisors or um main salespeople actually going through and doing a um review of this particular um vehicle. U maybe you're adding FAQs with your own unique content. you're supplementing that page or that information with additional unique information that's relevant to you and your business that's from y'all your own perspective um to overcome that obstacle so that it's not the whole page isn't just manufacturer information.

Yeah, great advice. Uh thank you Adam and uh we have another question and I just want to remind our audience that if you have anything to ask Adam this is a great opportunity uh because this is the last question that we have right now in the chat. Uh so it's from Amanda. Could you share some examples of how I can successfully integrate firsthand customer testimon testimonials or case studies into the digital strategy? Yeah. Um I'm assuming when you say digital strategy like um the big picture I mean so I don't have any examples obviously in front of me but um you know obviously first and foremost I mean I the way I would reference this is do you have a do you currently have a process in as it relates to customer testimonials? Do you currently have a process in place? And this is where I think most businesses they want to add it to the site. they don't have a process in place to gather them first. And so think about how uh uh

your customers interact with your particular with this particular business, right? Um how can I gather feedback from them at the time of if it's a a dealership uh the as soon as they purchase the vehicle, right? Um, maybe you have some type of automated and there's plenty of software out that does this that you do some automated text messaging that tells them, you know, how excited you are for them and please leave a review by XYZ, right? You're hitting them at that point where they're excited. They just finished working with you. This is the time you really hit them up so that you can ensure that you're getting that testimonial, right? Um, and so you have to have that process in place first. Um, and then as you get more of that, then you can then leverage that in a lot of different ways. You can leverage that through um, uh, not only by displaying customer testimonials to help build that, um, that trust signal, but what

one of the things I love to do is actually taking customer testimonials and actually leveraging that as some of my headlines. Um, so if someone has said something great about about me or my dealership, guess what? It's not just me saying about me, it's someone else specifically said that about me and I leverage that as headlines. And this is a great use case of AI or chat GPT, even the free models where you can take customer testimonials and you can feed that into uh chat GPT or um Claude or whoever else that you're using um and ask for um uh creative ways to leverage these testimonials into your website. Um, and so those are some some ways that I would kind of leverage that. Great advice, Adam. Uh, I personally have a question. Um could you maybe paint paint a picture of uh two different scenarios of how you can become uh I I realize that this is the topic of our whole webinar become an expert but like with regard to the expertise part from the

WAT uh how what is like um I don't know maybe I can uh for example uh I don't know if I do something um like study a language I I have a diploma a master's diploma in this language I can put it up somewhere and that proves that I'm an expert. Uh what what about car auto what about like auto dealerships? Is there some way that you can just instantaneously prove that you're an expert or do you have to go through this process of every day showing up writing stuff showing that you're really know what you're talking about? And uh so I would just like for you to address these two scenarios like for example you really are an expert and you just decided to go online at this moment and you're not an expert you want to become one. How much work does it need to go into it? Maybe you can talk about your experience just be h I'd be happy to know about this. Yeah. Um so um if you are an expert right an expert it the the term expert and some of this is subjectiveness right so our job is to

help validate and prove why I am an expert to Google and their algorithms. Right? So, if you are someone that has been um let's just say a service advisor for 20 years, right? Well, guess what? Let's add that individual to your website. Let's talk about their background, their bio, right? What have they done? Um this is talk about their history. Um maybe they haven't always been at your dealership. Maybe they've been at other places. Um most service advisors um I'm fairly certain go through um certifications. They have to get tested. They have to go through different things to be validated, right? So referencing those um uh if they have if they are uh uh active like on social profiles linking to those social profiles where they're talking about some of those

things um relevant to their expertise um linking to their uh LinkedIn profile that again validates that they are if they've ever been mentioned on any uh other websites or in the press or anything associated with that that all lives in this bio in theory, right? And they're all relevant sources to help you uh to help uh link back to to kind of validate your space. Now, ultimately it's a good and a bad thing, right? where um it's one thing to have 20 years experience but there's another piece uh um of this whole spectrum too. It's Google Google does have recency bias right so just because I have past history but uh they also want to see well what are you doing now around that so that's where being even if you have

that past experience at least you have that to kind of lean off of and you can kind of build out that bio uh linking out to those credible resources uh making sure that your structured data uh references all of those components. Um but then you also have to be active, right? You have to um uh ideally um uh post on social. Um ideally reference uh be mentioned in other sources or try to be uh show up in uh other sources that might be referencing you. Um so there's a lot of there there's two aspects to it. It's validating that uh what you are and then ultimately building yourself up to it. Um almost anybody in some capacity here has gone through some training, some validation, some certification at some point in their career, I would almost imagine. So reference that, right? Um uh and and um

then obviously continue working towards it. Yeah. Thank you. I realize that I just asked you to basically summarize the entire webinar in a in a like a sound bite bite answer. I appreciate you doing this. I want to thank everybody for joining. I want to thank Adam one more time for taking the time to be here and I'm wishing higher visibility to you get even more awards and to looking forward to talking to you in the future maybe in a podcast or different format. Once again, thank you and have a great day, Adam.