Short tail authority for your dealership website

If your dealership website is not one of the top 3 listings in searches that include your dealership name, then you need to take action on your search marketing strategy. However, for most dealerships this is a non-issue unless of course you have a generic or common name such as “Friendly” or “Courtesy”.

No matter what your dealership name though, it needs to be appearing in the top listings when people are entering it into their searches. Studies show that people do not spend too much time locating companies online because there are plenty of others from which to choose.

The best way to make sure you appear in the top of organic listings when people search for you is to build keyword density on your dealership name and the local area, and not just on your home page. You want your site to be the complete authority when it comes to your company name and this can be accomplished rather easily by ensuring search engines have no question of your dealership name and local area.

In cases where there are multiple other dealers with the same or similar name as yours, then you definitely want to target your geo market with authority by making the metro area and surrounding towns dense with keywords on your site.

In addition to this you might also want to have a some PPC advertising in place so that your dealership has natural and paid authority, which drastically increases your clicks-through according to a recent Nielsen ReelResearch study:

When a brand name was found in both the paid and organic results, the brand attracted 92 percent of total clicks on the page vs. 60 percent of clicks without paid results.

Focusing on things such as your dealership name and geo market is a form of short tail marketing, basically the idea of targeting search markets specific or even exclusive to your business.