The 2010s have drawn to a close, leaving us with many iconic innovations in technology (Instagram and the iPad, anyone?). The 2020s are set to bring fascinating updates of their own, but that leaves us with an important question—how do we, as automotive marketers and car dealers, continue to innovate and stay ahead of the curve on technology updates?
In terms of SEO, there are a handful of trends we should maximize on in the new year. By keeping these five predictions at the top of our minds, we will be in for a successful year of search rankings.
Today, Google evaluates your site based on Expertise, Authoritativeness, and Trustworthiness. In a world of fake news and filters, being seen as a reliable site is more important than ever.
Here are some tips on how to E-A-T:
High-quality content, like always, will be important in 2020. However, algorithms still don’t fully understand the context surrounding this content. This means we need to give Google specific “hints” to better understand and deliver results. We can do this by structuring the data in a way that helps Google better understand not only what is on a page, but also how each element relates to other elements on the page (and also how that page relates to other pages within your website).
“Done right, structured data becomes your marketing data layer,” says Martha van Berkel, CEO of Schema App. “It will allow you to publish your content for any machine/search engine/voice assistant/chatbot with context to provide service to your customers across any surface and at any moment of interaction.”
Leveraging structured data can influence content strategy and, thus, enhance your dealership website’s analytics.
Casie Gillette, Senior Director of Digital Marketing at KoMarketing, says it best: “Customers are getting smarter, and they expect more when it comes to marketing,” Gillette said. “The more they trust you, the more they are willing to share your content (links), talk about you (value), and buy your products (revenue).”
Social media is synonymous with brand-building, and SEO should now be, too. Gone are the days when merely maximizing your keyword strategy and having quality content was enough to draw consumers in—now, people pay more attention to a company’s brand (including its values and what it stands for). Make sure that your brand is definitive and distinct. Make it easily recognizable on every landing page and social media post, and emphasis being a company that takes customer engagement and interaction seriously. Quality matters in branding, so take the time to make sure yours is top-notch.
Additionally, Carrie Rose, Co-founder and Creative Director at Rise at Seven, says: “We can no longer rely on guest posts, forums or directory links or PBNs to build links back to our domains and improve organic sales because SEOs are now the front-line for brand awareness. To encourage links that drive referrals and actual engagements—we need content on-site which users want to see…which tells a story, influences, educates, or entertains. This increases brand awareness and helps businesses drive conversions through SEO.”
When Comscore, a cross-platform measurement company that measures audiences, brands, and consumer behavior, predicted that 50% of all online searches would be conducted by voice in 2020, it created a radical shift in how we view SEO. While voice search might not be quite up to 50% yet, current statistics show that 41% of adults use voice search at least once per day. With increased importance on voice technology and continued reliance on AI devices like Amazon Alexa and Google Home, voice search is here to stay. To optimize it fully, keep these strategies in mind:
Remember: optimize for voice search or risk losing ground in the search game.
As search engine algorithms continue to shift and improve, SEO professionals are transitioning to a strategy that focuses on the intent of the content as opposed to the keyword strategy of that content. What we mean by intent falls directly in line with E-A-T– the content that lives on your site should be completely original to your dealership and with the intent to educate your customer on:
According to Search Engine Land, searcher intent can be sectioned out into the following categories:
Ready to take on 2020 and take your SEO to the next level? Contact our experts at Dealer Authority—we’d ready and waiting to help your SEO take the leap from good to excellent.