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This is a great topic. I've been thinking about this from a different angle - the consequences of SEO on paid media retargeting.1/ Wasted retargetingDealers may end up retargeting passer byers with more and more wasted retargeting dollars. For instance, FB retargeting still comes back to impression based cost structure, so it could waste a ton of money unless the retargeting campaigns are locked down on geo. They should be, but you can't be sure.2/ Skewed analyticsAll of a sudden SEO based traffic, which may not even convert could end up causing organic to look worse or provide paid models to look better relatively.3/ Excessive stuffingIt's really important to choose the named geos selectively, because you could be getting traffic for buyers outside of the dealer's PMA. Google search's "near me" doesn't exactly equate to franchise areas.I think dealers who play the SEO game simply need to ensure that there aren't these consequences. Use a DMP and not just GTM to manage retargeting pixels, etc.
This is a great topic. I've been thinking about this from a different angle - the consequences of SEO on paid media retargeting.
1/ Wasted retargeting
Dealers may end up retargeting passer byers with more and more wasted retargeting dollars. For instance, FB retargeting still comes back to impression based cost structure, so it could waste a ton of money unless the retargeting campaigns are locked down on geo. They should be, but you can't be sure.
2/ Skewed analytics
All of a sudden SEO based traffic, which may not even convert could end up causing organic to look worse or provide paid models to look better relatively.
3/ Excessive stuffing
It's really important to choose the named geos selectively, because you could be getting traffic for buyers outside of the dealer's PMA. Google search's "near me" doesn't exactly equate to franchise areas.
I think dealers who play the SEO game simply need to ensure that there aren't these consequences. Use a DMP and not just GTM to manage retargeting pixels, etc.
