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Auto dealers like to think customers aren’t considering the competition, but that’s unrealistic. Today, nearly 75% of online shoppers are looking at multiple brands.
This gives your dealership room to influence buyers. Although creating a page on your website with content and photos of your competition probably seems counterintuitive, you can use the competitor to your advantage.
Read on to learn why auto comparison pages work and why you should use them at your auto dealership.
1. Ads, Ads, Ads
Like we’ve said before, it’s Google’s world and we’re just living in it. The tech giant drives a lot of elements in your marketing campaign — especially paid advertising.
You can use comparison pages to improve your Google AdWords ranking, even with keywords that are otherwise irrelevant to your website.
Typically, it’s difficult to conquest keywords with AdWords because Google isn’t a huge fan of Ford dealerships running Chevy ads or vice versa. But a comparison page gives you the power to conquest those keywords with relevant information.
Because the person who clicks your ad will get all the information they were expecting, Google will reward you with a higher ad quality score and a lower CPC.
2. SEO Scores
Your auto dealership’s website is under Google’s scrutiny for more than paid advertising. SEO results are determined by your site’s quality score, something that can be improved with comparison pages.
Before you write a comparison page, you should do some keyword research to find out which phrases buyers are searching. Make sure you use those terms when you’re putting the comparison page together.
Keyword density — the number of times a keyword or phrase appears on a page — can influence your dealership’s search results. Google will give you a higher rank if it sees you writing about the topics people are searching.
3. Be a One-Stop Shop
Your quality score goes up even more when a landing page offers a useful answer to the searcher’s request. Google determines this by time on-site — or how long a person stays on the page.
A well-crafted comparison page can grab someone’s interest for a long time, driving up your time on-site and, in turn, your search engine rank.
You should also consider the benefits of bringing a potential car buyer to your website and offering information on the competition. We know about 75% of those shoppers are brand flexible — so why not give them all the information they need to make a decision right on your website.
You can educate them the benefits of a car or truck from your dealership over the competitors, or you can help upsell them from a 2012 model to a new 2015 model.
The comparison pages make your dealership’s website a one-stop shop for information, and when a lead is ready to make a purchase, they’ll have you in mind.
4. Educate Your Team
Since comparison pages work well for educating customers, you should also use them to keep staff updated.
Some sales teams have high turnover. Comparison pages act as a great resources on the latest specs and value for your newest team members.
Make sure the pages are easy to find for customers and staff. We’d also recommend sending out an internal email when a new page is published, so the team is on the same page about the latest features.
We know talking about the competition was a faux-pas in traditional marketing, but inbound marketing is all about education. Comparison pages are one of the best ways to teach leads, customers and your own auto team about your brand.
We’d love to explain how to make this work specifically for your auto dealership. Request a free assessment of your website’s digital presence, and we’ll offer recommendations for improvement.