Inventory Pages Are Often Underutilized

[darrenstromain]

Many dealership inventory pages contain valuable information, but they're often limited to:

• vehicle specs
• pricing
• photos

Adding unique vehicle insights, buying considerations, and FAQs can help create additional opportunities for organic search visibility.

Many shoppers have questions before they contact a dealership. Inventory pages that help answer those questions can attract more qualified traffic and support the buying journey.

*SEO Tip: Adding FAQ schema markup to relevant content can help search engines better understand the page and improve visibility opportunities.

 

[CarlAutofusion]

I agree. On the commercial or fleet side, having information such as a downloadable brochure or video about an installed upfit, along with content and specs could make a big difference too.

 

[Alex Snyder]

I have always thought this was a big feature that website companies were missing. And customer reviews.

I tried hard to get a customer review concept approved that would automate the process of getting them back in my Dealer.com days. It would have used the CRM to solicit reviews, gate them for the dealer to decide whether they wanted them, publish them to the inventory pages by model, and create a review library for even more SEO cred.

This was when I started seeing my friends posting about their new car on Twitter... along with what they ate that day... yes, dating that one

 

[CarlAutofusion]

Reviews can be a problem unless you're showing all reviews. I'm having discussions with clients who are concerned about running into the FTC for misleading online reviews/testimonials. However, why not show the dealer's why-buys on the VDP? And one of those could be something like "4.5 stars on Yelp!" or something like that.

 

[Alex Snyder]

Definitely a different beast today. I was proposing this in 2011.

 

[CarsonWhite]

I hate to shameless plug here @darrenstromain & @CarlAutofusion, but we are doing this today with our clients.

@CarlAutofusion - here's a commercial example. (click on the "Specs" tab to see the breakdown shine.)

@darrenstromain - here's typical example.

Scroll past the carousel. You'll see where we start. All of it is injected into the pages HTML for SEO purposes

 

[CarlAutofusion]

I hate to shameless plug here @darrenstromain & @CarlAutofusion, but we are doing this today with our clients.

@CarlAutofusion - here's a commercial example. (click on the "Specs" tab to see the breakdown shine.)

@darrenstromain - here's typical example.

Scroll past the carousel. You'll see where we start. All of it is injected into the pages HTML for SEO purposes

The commercial example does a good job showing the Ford factory options + MSRP, which is great but it doesn't include information on the Rugby Dump Body Upfit such as the dimensions, features (I see it has a metering gate), etc. This dump body upfit is likely a significant portion of the total price so it would be good to merchandise it.

 

[Chris Cachor]

I'm working on a new platform and I'm using AI to suggest questions based on a variety of factors (personas, vehicle attributes, then year/make/model/trim combination). This approach is yielding good results so far and it scales well. I'll post more on it soon.

Carvana does this well, and they tie it into their photos. From a merchandising standpoint they're probably the best in the game right now.

 

[darrenstromain]

I hate to shameless plug here @darrenstromain & @CarlAutofusion, but we are doing this today with our clients.

@CarlAutofusion - here's a commercial example. (click on the "Specs" tab to see the breakdown shine.)

@darrenstromain - here's typical example.

Scroll past the carousel. You'll see where we start. All of it is injected into the pages HTML for SEO purposes

@CarsonWhite Great example. The Specs section adds much more depth than a typical inventory page. It's a good illustration of how inventory pages can become much more than vehicle listings when they're built to support both shoppers and search visibility.

 

[Ryan Thompson]

I'd love if my website would give the options to view window sticker.

One of the most common questions we get on an e-ldea is "please send the window sticker".