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If You Dropped AutoTrader - Where would you put the Money

Mar 21, 2012
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Ryan
We've canceled 1 or 2 of the third parties at a lot of our stores over the past couple of years but are actually finding ourselves sign back up in some cases now.

Why?

A lot of our competitors have canceled as well, so now when a customer searches for a new "X brand" in "Y zip code" on the third-party sites, there are no results. Yet the third-party sites still rank 1-3 organically on Google for those high volume searches. Easy way to increase market share in select circumstances.
 
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Dan Sayer

Boss
Dec 4, 2009
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Dan
We've canceled 1 or 2 of the third parties at a lot of our stores over the past couple of years but are actually finding ourselves sign back up in some cases now.

Why?

A lot of our competitors have canceled as well, so now when a customer searches for a new "X brand" in "Y zip code" on the third-party sites, there are no results. Yet the third-party sites still rank 1-3 organically on Google for those high volume searches. Easy way to increase market share in select circumstances.
Do you see a future where you, or any other dealer, can rank organically 1 - 3 on dynamic inventory campaigns for new/used "Year, Make, Model, Trim, etc"?
 
Mar 21, 2012
372
431
Awards
1
First Name
Ryan
Do you see a future where you, or any other dealer, can rank organically 1 - 3 on dynamic inventory campaigns for new/used "Year, Make, Model, Trim, etc"?
Do you? :)

Of course every dealer wants to and believes they deserve to, but when you're honest with yourself...what's a better user experience for the customer:

Landing on a small dealership site with 50 vehicles in-stock or a portal site with hundreds or thousands of vehicles available?

A brave OEM and dealer body could create their own third party listings site, easily rank 1-3 organically, and eliminate/reduce the need for a dealer to be signed up with a third party site. This would free tens or hundreds of thousands of dollars up in dealers' marketing budgets and allow them to spend the money elsewhere and actually work at increasing brand market share. We'll have to see how Ford's new pre-owned listing site does...

But to answer your question, yes it is possible and we have done it / do it. However, it's extremely difficult with some markets and brands. And you can never rest, Google's SEO algorithms are always evolving.
 
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Alexander Lau

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Feb 11, 2015
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Alex
Do you? :)

Of course every dealer wants to and believes they deserve to, but when you're honest with yourself...what's a better user experience for the customer:

Landing on a small dealership site with 50 vehicles in-stock or a portal site with hundreds or thousands of vehicles available?

A brave OEM and dealer body could create their own third party listings site, easily rank 1-3 organically, and eliminate/reduce the need for a dealer to be signed up with a third party site. This would free tens or hundreds of thousands of dollars up in dealers' marketing budgets and allow them to spend the money elsewhere and actually work at increasing brand market share. We'll have to see how Ford's new pre-owned listing site does...

But to answer your question, yes it is possible and we have done it / do it. However, it's extremely difficult with some markets and brands. And you can never rest, Google's SEO algorithms are always evolving.
Yes, eloquently stated. Absolutely, especially the part about SEO algorithms constantly evolving. Ain't no way Google, etc. want SEOs or whomever to figure out the total equation. They are in it to SELL ADS. That said, you still could rank and for long periods of time. I see it all of the time, just take a gander at any solvent (mostly non-automotive) SEO tool(s).