Not All Automakers Are Equal in the SERPs
Some automakers are more visible than others when it comes to Search. In the latest study by iCrossing, the digital marketing company found that Chrysler, Nissan, and GM are most visible in Paid and Natural Search Visibility.
Chrysler, GM, and Nissan were found to have the highest combined visibility in terms of organic and paid search. Other automakers that did well were Ford who led in natural search visibility with an estimated 22 percent of share of market, and Hyundai who led in the greatest paid search visibility.
Interestingly, for the top 25
highest volume general auto keywords, such as “used car,”
“auto loan,” and “used car prices,” no auto manufacturer had search visibility.
Many dealers of these manufacturers on the other hand are much more aggressive in
their search optimization and show up for these broader terms.
Behind Ford’s lead in natural rakings are Chrysler, Honda, and Pontiac prospectively. For paid search, General Motors, and Chrysler followed before Hyundai.
In many ways, car dealers are simply better at search engine optimization than the manufacturers. However, it’s in many ways easier for car dealers since they only need to focus on localized areas when it comes to both natural and paid search. That being said, many car dealers are dominating in the SERPs nonetheless. For instance, a Louisiana Honda dealer is able to dominate for a statewide search query which is still an impressive feat. But dealers are also more nimble when it comes to aggressively marketing their profit centers, such as Richmond Ford who is eager to promote auto repair Richmond VA in their marketing strategy, especially as service is quickly becoming a dominate profit center for dealers as auto sales remain at its lowest point in over a decade.
In any event, the dynamic automotive environment has forced both the auto manufacturers and car dealers to emphasize Search in their overall marketing strategy. It’s truly a simple solution to put your marketing dollars to what converts. After all, why not show up in front of those that are actively looking for your services and your products?
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