Websites, SEO, SEM, Display, Social, Marketing

The thread discusses Google's crackdown on unnatural link-building practices and warns that many SEO companies are using risky, short-term tactics (like buying bulk backlinks) that violate Google's guidelines and can result in penalties. Participants emphasize that proper SEO requires a methodical, multi-step approach focused on organic link-building and internal optimization rather than artificial link schemes, and that dealers should be cautious about SEO vendors promising quick results. The key insight is that legitimate SEO success comes from natural, user-focused practices rather than algorithmic manipulation—and that cleaning up bad backlinks can recover rankings even after significant damage.

A dealership owner gives a glowing 10/10 review of Phone Ninjas, a mystery shopping service that evaluates dealership phone performance, praising the free initial review and fast communication. The thread evolves into broader endorsements of the company's phone training manual and coaching services, with multiple dealers crediting the mystery shop results with driving concrete changes like hiring dedicated BDC staff and improving appointment ratios from 20% to 60-80% of phone leads. The key insight is that phone/lead handling training delivers measurable ROI by making advertising spending more effective, even for high-turnover positions.

A Miami dealership seeks recommendations for building an outdoor photo/video production studio with a rotating car carousel and green screens to withstand local weather conditions. Responses point to a Tampa-based company specializing in outdoor photo/video booths and DealerMade, a turnkey indoor/outdoor production solution, with one vendor also offering an app to automatically distribute recorded inventory videos across websites and classified listings. The key insight is that dealerships have both specialized studio options and supporting technology available, though cost considerations warrant evaluating multiple solutions before committing.

Subaru dealers are frustrated with a dramatic price increase from Dealer.com—from $599 to $1,600/month with no new features—and are locked into using the OEM-mandated vendor with no alternative options. While some argue the co-op subsidy and SEO strength justify the cost compared to independent alternatives, most dealers resent the lack of control and poor service that comes with being forced into a captive vendor relationship, contrasting unfavorably with more permissive OEMs like Toyota that allow dealer choice while still maintaining brand consistency.

The thread discusses Google Places bulk upload functionality and techniques for managing multiple automotive dealership locations within Google's local business platform. The original post shares a YouTube tutorial demonstrating how verified users can efficiently upload and manage multiple location listings in bulk rather than creating each one individually.

Dealers discuss whether Cobalt's new "Flex" website platform addresses long-standing complaints about cookie-cutter designs and lack of customization control. While some acknowledge improvements in flexibility and ease of use, OEM manufacturers like Lexus and GM still retain significant control over dealer sites, limiting true customization despite Cobalt's technical enhancements and strong support. The consensus suggests Cobalt is moving in the right direction but remains constrained by manufacturer requirements rather than platform limitations.

Independent dealers discuss whether V12 Software's affordable website solution ($70-100/month) is worth considering as an alternative to pricier providers charging $3,000+/year. The debate centers on whether cheap website platforms offer sufficient functionality and support, with skeptics arguing quality differs significantly across price points while others contend that for small dealers moving 15-20 cars monthly, a budget solution performs adequately. The thread concludes with general agreement that while you often get what you pay for, budget options like Carsforsale.com and eCarlist have proven viable for independent dealers seeking cost savings.

Dealers debate the effectiveness of assisted chat services for generating leads and closing sales, with mixed results. Key tension emerges between management wanting quick lead capture and customers seeking genuine product information, compounded by commission-based salespeople abandoning chats for phone calls and walk-ins. The consensus suggests success depends less on the chat platform itself and more on proper staff training, clear departmental roles, and aligning incentives with customer needs rather than forcing artificial lead generation.

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Automotive dealers share which third-party lead providers they purchase from, with AutoUSA, Dealix, and Autobytel appearing most frequently across responses, while some dealers like Jason Walter are shifting budgets away from third-party leads toward their own dealer websites. The discussion touches on ROI concerns and lead quality, with one lead provider asking about industry-standard closing rates (8% mentioned as "about average for better lead providers"). A practical question about duplicate leads across multiple providers suggests dealers are concerned about overlap and efficiency when juggling multiple lead sources.

Dealers are rushing into Facebook without proper planning or resources, damaging their reputations when they can't manage customer complaints in a timely fashion. The thread consensus emphasizes that social media presence only works as a reputational tool if actively monitored and responded to—otherwise it amplifies negative reviews and customer complaints. Key insight: dealers must commit to managing social media as an ongoing business practice reflecting their actual customer service quality, or avoid it entirely rather than creating a platform for public complaints.

Dealers discussing Craigslist's effectiveness for generating leads debate posting strategies, with consensus that it remains a valuable channel when done consistently. Key recommendations include posting 5+ cars daily (with or without pricing depending on lead quality goals), renewing listings every 48 hours, and either assigning salespeople to post themselves or hiring a vendor to ensure consistent daily posting. Success depends on proper tracking, strategic messaging, correct market categorization, and recognizing that while Craigslist generates significant traffic and deals (averaging $1,800 per sale at one dealership), it requires ongoing effort to remain competitive.

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A search marketing vendor (Haystak Digital Marketing) initiates a discussion about communication frequency with clients, revealing their standard practice of weekly calls plus monthly review meetings, which reportedly resulted in 3.1 average monthly touchpoints and 9.6/10 customer satisfaction. A dealer responds by emphasizing that frequency alone is insufficient—vendors must also provide clear accountability through detailed goal explanations, task documentation, and measurable ROI data, calling out low-value reseller practices in the industry. The key insight is that dealer-vendor relationships require both regular communication and substantive data-driven accountability to justify the partnership.

The thread discusses BMW of the Main Line's strategy of incentivizing staff to generate positive Google reviews as a way to build company reputation, with the original poster praising this approach as fostering genuine team ownership. A contrasting cautionary note is raised about paying sales staff directly for reviews with their names attached, with the poster questioning whether this practice invites ethical problems similar to giving employees unsupervised access to company finances. The underlying debate centers on the tension between incentivizing authentic customer feedback and the risks of review manipulation or fraud.

Stefan initiates a discussion about SEM strategy for auto dealers, asking about outsourcing, quality scores, and measurement, but the thread pivots to two main issues: the effectiveness and ethics of retargeting ads, and Google's increasingly strict trademark policies that are restricting dealers' ability to bid on brand keywords—even for legitimate inventory sales. The consensus suggests that while OEM trademark enforcement may be legally overzealous, Google is unlikely to change course soon due to manufacturer pressure and litigation risk, leaving dealers with limited workarounds beyond directing traffic to OEM-approved websites.

A dealer asks about experiences with 3Birds eNewsletter service, prompting mixed responses that range from skepticism about marketing claims to praise for the platform's user interface, email deliverability expertise, and integrated site optimization. Key insights highlight that 3Birds offers solid technical features including proper email delivery processes and CSS-optimized rendering, though shoppers are advised to compare multiple newsletter providers based on their specific needs for content management versus full-service administration. The thread suggests 3Birds is a respectable option but emphasizes that newsletter success depends on matching the service to individual dealer capabilities and preferences.

Forum members discuss why many dealerships underutilize AutoTrader's premium features like Dynamic Display ads, Spotlights, and special offers despite having paid placements. The consensus identifies time constraints and staffing limitations as the primary barriers—one moderator notes she's the sole person managing AutoTrader tasks and often works off the clock—though the original poster argues it's worth the effort, having successfully cleared 2011 inventory through spotlighted offers and suggesting dealers request rep assistance to set up templates they can then modify.

A dealership owner seeks recommendations for affordable third-party PPC and remarketing management after rejecting ReachLocal due to poor reviews and questionable practices. Respondents unanimously advise against generic PPC vendors and emphasize choosing an automotive-specialized provider, with specific recommendations including HayStak, Dealer.com, Portraz, and PCG Digital Marketing. The key insight is that automotive PPC vendors must have deep industry knowledge to optimize budgets effectively and avoid costly mistakes that generalist agencies would make.

A dealer seeks resources for purchasing automotive service illustrations and engine diagrams to enhance their service page's visual explanations. The original poster finds and shares a potential solution through Traffic Builders, which offers automotive marketing service videos available for purchase. The thread addresses a common need for quality visual content that dealerships can own outright rather than license through subscription services.

A dealership owner seeks advice on removing a lawsuit reference from Google's autocomplete suggestions when searching their business name. The thread consensus emphasizes that Google's predictive results are driven by search frequency and content freshness, and the original poster likely worsened the situation by mentioning the lawsuit; the recommended approach is patience and time rather than active intervention. A secondary debate emerges about using microsites with duplicated content to push out negative suggestions, with experienced users cautioning against this tactic due to SEO best practices.