If you are looking into boosting your website’s performance by putting more focus into Search Engine Optimization (SEO), you may already have your attention trained on creating more website content that’s rich with lead-driving keywords. It’s great that you have a plan in mind, and ARI wants to help you realize the best possible outcome through your hard efforts. When creating website content to draw in more leads, focus on educating your audience over making a direct sales pitch–value-driven copy drives a higher interest among potential customers.

In the past, best practices for SEO revolved around generating as much content as possible and filling it with a high volume of keywords in order to rank highly on search engines. However, search engine algorithms have changed, and so have the requirements for effective SEO. Nowadays, focusing only on the length of content and amount of keywords can penalize your website in online search results, as search engines have been programmed to look for valuable, education-driven information over obviously planted keywords. 

When aiming to create high-quality content that will rank higher on search engines and appeal to your website visitors, it’s important to consider the purpose of your message. While your primary goal in creating new content is to promote inventory sales, centering your message around a sales pitch may turn customers off from your brand. The tough times we’ve encountered in 2020 have caused a mass reevaluation of brands and their messaging, and consumers are more suspicious of brands who make it clear that they’re looking to make a sale. In fact, consumers are more likely to trust brands that provide educational content over direct sales pitches.

Moreover, search engines have advanced enough to interpret not just the words in an online query, but the intent behind the search. Also known as user intent, this is the reason an online browser submits a search query, and the web pages that best match the intent behind a users’ search will be awarded the top organic slots in search results. Instead of focusing heavily on keywords, you can create high-quality content that’s favored by search engines by focusing on answering your potential customers’ questions.

For example, a buyer who is purchasing a boat, bike, mower or other large unit for the first time may not have a lot of knowledge on properly caring for and maintaining the unit and would no doubt appreciate the presence of a maintenance guide. Other options for educational “how-to” content include “how to finance a boat” and “how to use the right mower for your terrain.” This style of long-form article enables you to add in keywords naturally and appease search engines without stuffing your content full of keywords for the sake of repetition. 

Blogging is a great method for dealers who are trying to enhance their websites’ SEO while delivering educational content that will draw in more customers. By maintaining a regular blog, you can cover a variety of useful topics and keep your website copy fresh at the same time–both of which make your website more attractive to search engines and online shoppers alike. While a good blogging strategy requires some time and effort, it can serve as a significant asset to your dealership’s digital marketing strategy.

While the days of writing lots and lots of copy and stuffing it with keywords are behind us, the new algorithm for SEO creates an optimal outcome for both customers and dealers–customers find good-quality, helpful information, and dealers increase their website’s visibility while pulling in more leads who are interested in their content. Want to learn more! Contact ARI today for more insight about best practices for SEO.