Websites, SEO, SEM, Display, Social, Marketing

Ryan Lucia argues that dealers should rename their homepage from the generic "Home" to something keyword-relevant (like the dealership name or brand) to improve SEO performance, since anchor text plays an important role in search rankings. He also recommends replacing industry terms like "Inventory" with consumer-focused searches like "New Honda's" or "Used Cars." While Jeff Kershner initially focuses on title tags as the more critical SEO element, he ultimately acknowledges Ryan's point about anchor text naming conventions.

Dealership professionals discuss whether netbooks are a viable mobile solution to replace expensive cell phone plans and enable staff to access web-based CRM and inventory systems on the sales floor. While netbooks offer cost savings and internet connectivity advantages over smartphones, the consensus leans toward tablets as the superior future solution, with participants noting practical limitations like processing power constraints and connectivity issues in weak signal areas. The thread ultimately reflects 2009-era mobile technology debates before smartphones became ubiquitous in dealerships.

A dealer marketer shares a free local keyword generator tool for identifying search terms in specific geographic markets, prompting discussion about optimizing organic search dominance in dealership service areas. The thread evolves into a broader resource-sharing discussion where Joe Pistell contributes multiple free SEO and local search tools (address extractor, broken link checker, plagiarism detector, and educational content), establishing best practices around technical optimization and content strategy. The key insight is that dealers can systematically dominate local search by combining keyword research with proper technical execution and quality content development across their primary market area and surrounding regions.

Ryan shares Google's new Social Search feature that indexes social media posts alongside traditional search results, making social media content and keywords strategically important for driving traffic. The thread includes practical guidance on accessing Google's experimental search platform and confirmation that the feature pulls data from multiple social channels including Twitter, Facebook, and blogs. The key takeaway is that dealers need to optimize their Google and social media profiles with quality content, as social signals are now becoming a direct ranking factor in search results.

A Ford dealer expresses frustration with Ford's restriction on Google Analytics implementation for Premium Dealerconnection sites managed by Clickmotive, which limits visibility into detailed website metrics like unique visitors, bounce rates, and referral sources. The dealer seeks advice on whether other Ford dealers have successfully negotiated with Ford/Clickmotive to allow Google Analytics, or alternative solutions for obtaining comprehensive website performance data. The core issue is the inadequacy of Ford's native reporting tools compared to industry-standard analytics platforms.

JulianW asks fellow automotive professionals to share creative or emerging marketing tactics for driving both virtual and physical dealership traffic, noting that local competitors won't collaborate due to competitive concerns. He explains his dealership currently uses standard channels (website, cars.com, SEO, SEM, third-party leads, local automotive sites) and is seeking new or underutilized strategies to maximize ROI on a limited marketing budget. The post invites discussion on unconventional or innovative approaches that could help smaller dealerships compete more effectively.

Dealers and internet directors share overwhelmingly negative experiences with iMotors (a Reply Inc. division), citing high volumes of fake or unqualified leads from incentive-driven signups ('punch the monkey' sweepstakes offers), wasted staff time filtering duplicates, and poor ROI. An iMotors rep attempts to defend the service by suggesting dealer processes are at fault, but even dealers with strong internet sales operations report failure, and no satisfied iMotors customers surface in the entire thread.

A newcomer seeking to build a vehicle marketplace asks how dealers broadcast inventory to third-party sites and whether he can pull feeds directly from inventory management providers or must negotiate individually with dealers. Responses reveal that dealers typically use Dealer Management Systems (DMS) connected to intermediary inventory platforms like iMagicLab or Dealer.com, which then distribute to multiple sites like AutoTrader and Cars.com, meaning a new marketplace would need to work with these established intermediaries rather than dealers directly—though some smaller dealers can export inventory via CSV files.

Car dealers discuss vendors and methods for listing inventory on Facebook Marketplace, with suggestions ranging from DealerRater's premium tool to free services like Oodle and Vast that automatically distribute inventory feeds across multiple platforms including Facebook. While several technical solutions are presented, a key counterpoint emerges: one contributor argues that blanketing Facebook with inventory listings prioritizes sales volume over relationship-building and may actually harm customer loyalty and long-term service retention. The thread ultimately reflects a tension between maximizing inventory visibility through automated tools versus using social media strategically for genuine customer engagement.

A user posts content about follow-up strategies for unsold dealership prospects, citing a NADA survey showing 90% of prospects purchase within a week but rarely receive follow-up contact. Richard Libin calls out the post as plagiarized verbatim from a 2001 Wards Dealer Business article featuring his company, demanding its removal. The original poster apologizes and commits to adding proper attribution.

Mitch Gallant requests industry benchmarks and whitepapers on key internet sales metrics like lead-to-sales conversion rates, lead-to-appointment rates, and website conversion rates to update his business plan. NickCybela cautions that standardized benchmarks are difficult to find due to inconsistent dealer processes, but provides practical conversion rate guidance: 2% indicates a basic site, 4-5% represents average dealers, 10-12%+ signals a good site, and 15%+ places a dealer among the industry's top performers.

A new digital manager asks how to use three newly purchased domains to drive traffic and increase conversions for her Ford dealership, particularly in competition with a nearby sister location. Respondents suggest either building separate microsites for sales/service/parts or using the domains as tracking mechanisms for advertising campaigns, while emphasizing that goals and strategy should guide decisions rather than simply acquiring domains. The key consensus is that success depends on having a clear strategy, avoiding duplicate content penalties, and focusing on analytics and SEO fundamentals rather than expecting quick results from multiple domain names alone.

A newly hired Internet Manager seeks advice on measuring departmental success through website and sales metrics. Responses recommend tracking unique/returning visitors, lead generation, conversion rates, and sales outcomes using tools like Google Analytics and dashboards, with comparisons to traditional advertising ROI to justify the position's value. The key insight is that raw traffic numbers are meaningless without strategic analysis of conversion sources and budget efficiency to inform marketing decisions.

Joe Pistell conducted low-cost usability testing ($69 for three 15-minute video reviews) on UsedCarKing.com using UserTesting.com, creating realistic shopping scenarios to evaluate how users navigate the site and accomplish purchase tasks. The three user reviews revealed mixed results, with testers generally able to find information but identifying specific friction points like unclear trade-in processes, mouseover issues, and lack of optional equipment details. Pistell concluded the testing confirmed his suspicions about needed improvements and identified significant optimization opportunities for the dealer site.

Dealers discuss key website differentiators that drive leads and conversions, with incentives integration, high-quality video content, and real photos of actual inventory emerging as the most impactful features. Secondary recommendations include appealing visual design, interactive vehicle selectors, and warranty information tools, though participants note that major third-party sites like AutoTrader and Cars.com have already optimized many of these elements through extensive testing. The consensus suggests that while no single feature guarantees competitive advantage, combining video, accurate inventory photography, and transparent pricing/incentives information measurably increases engagement and conversion rates.

Automotive marketing professionals on DealerRefresh organized a collaboration group using Google Wave, sharing their account addresses and inviting colleagues to join. While some members immediately saw practical applications for website collaboration and team troubleshooting, others expressed skepticism about the platform's usefulness, questioning whether it offered real advantages over simpler chat tools despite its complex features.

Alex Snyder opens a discussion on the growing importance of opt-in marketing for car dealers, using Seth Godin's writing as a springboard to argue that defaulting to permission-based communication is both ethically sound and strategically smarter than spam-style outreach. The thread explores how dealerships should rethink their email and digital solicitation practices before regulations or consumer backlash force their hand. The key insight is that dealers who proactively build opt-in audiences will have a more engaged, loyal customer base than those relying on unsolicited contact.

Dean asks how other dealerships fund their BDC (Business Development Center) operations, sharing that his 28-dealership group currently uses a fixed fee model from each brand. The discussion reveals that the most recommended approach is to fund BDC operations from the advertising budget rather than charging individual dealerships or salespeople per lead, as the latter creates friction and is inconsistent with how other revenue-generating departments are treated.

Dealers asked whether manufacturers restrict geographic marketing territories, with responses revealing that policies vary significantly by brand—some allow statewide marketing, others enforce 100-mile radius limits, and most prohibit "exporting" sales outside assigned territories. A cautionary example demonstrated that aggressive out-of-territory digital marketing can generate short-term revenue but risks formal manufacturer penalties once discovered. The key takeaway is that dealers must understand their specific brand's territorial rules before launching regional marketing campaigns, particularly for paid search and digital advertising.

Shereef introduces Rebel Dealer, a video-centric marketing platform, and showcases Carleton Ford's video-heavy website as examples of how dealerships can leverage video content for storytelling and brand transparency. While commenters acknowledge that video's potential in automotive marketing is growing and appreciate the dealer principal's personal involvement in the videos, most found Rebel Dealer's execution overly complicated and painful to watch, though they praised Carleton Ford's simpler, more authentic approach. The thread concludes that video is a promising direction for the industry, but adoption remains limited and execution quality is critical to effectiveness.

Automotive dealers and vendors share overwhelmingly positive experiences with Dealer.com, praising the company's listening skills, flexibility, vision, and account representatives across multiple posts. Key strengths highlighted include customizable site-building tools, an impressive facility in Burlington, Vermont, and reliable vendor support. The main caveat is that Dealer.com's Canadian operations (handled by CanadaTrader/Auto Trader) have received notably poor reviews, suggesting a significant quality difference between their U.S. and Canadian services.

Dealers share mixed results from Cars.com's lead program, with success ranging from minimal (3 sales from 25 leads/month) to moderate depending on geography and follow-up effort. The consensus recommendation is to commit to a 3-month trial period, restrict geographic territory if needed, and purchase sufficient lead volume while providing aggressive follow-up before judging performance. Location relevance and dealership size appear to be critical factors determining whether the program justifies its cost.