Whether you’re creating a new car dealership website or maintaining an existing one, the chances are great that you’re doing so with the intention of your website being your ultimate marketing tool. You want it to be found by potential customers, who will peruse your “virtual dealership,” find what they are looking for, and eventually purchase a car from you.

But do you know how a website “gets found” by potential customers? Sure, you have your web address in your off-line advertising, but is that how the majority of people will find you?

Nope. Chances are, they will find you through a search engine like Google. If you show up on the first two pages, that is.

So how does that happen? How do you get Google to find your website, much less make your site “appear” on the first couple pages?

Well, it can be complicated, and no two search engines or websites are exactly the same. That’s why people like Dealer Impact Search Marketing exist: their full-time job is to be search engine experts, and to propel your site to the top of the rankings.

But there is one simple thing you can do to give your site a HUGE advantage: include content. Lots of content. Content on every, single page—including the home page.

Why content? Because Google doesn’t see, Google reads. The words on your page (and in tags like the alternate text for images) are what Google actually analyzes to figure out who you are and what you do. If your homepage (remember, your homepage is the most important page to have content on) states clearly that you are a Des Moines Car Dealer, you are increasing your chances that Google will rank you for “Des Moines Car Dealer.”

So, all those pictures of Fords you have on your homepage? Google doesn’t know they’re Fords. You have to tell Google they are Fords, just like you have to tell Google you’re in Des Moines. And not Des Moines, Washington, but Des Moines, Iowa.

Seem simple? It can be– it just takes a little bit of background into what Google really does, and how you can “optimize” your site according to Google’s strengths and weaknesses.

Of course, there’s much more to it than content. But it’s a great rule of thumb to have content on every page of your site, really outlining what that page is all about. It’s a step in the right direction for the do-it-yourself search engine marketer.

But if you notice your rankings falling, or your competition seems to have an edge, don’t be afraid to call in the pros that optimize web pages for a living. After all, the farther down you are in the rankings, the less of an opportunity you have to find that next big customer.

Jamie Wilson
Dealer Impact Search Marketing