Creating informative, non-sales focused content for your website could result in big sales at your dealership. In fact, companies with an active blog report 97% more leads than companies without (Content+ 2013).
Content is the single most important part of a solid SEO strategy in 2015. Search engines are pushing for sites to take less shortcuts to rank, create better quality content and provide users with a simple browsing experience. By following the advice on this page, you’ll not only be on track to increasing organic site leads, but you’ll also begin laying the foundation for the future.
Here’s how you can write content that generates sales:
Target “Transactional” Keywords
A transactional keyword focuses on making a purchase versus finding information. For example, “2016 Chevy Camaro” and “2016 Chevy Camaro Miami” have two completely different types of intent. A user searching just 2016 Chevy Camaro could have a variety of intentions, but is more than likely searching for information. Someone searching that same keyword with “Miami” at the end, however, clearly wants to know where they can buy a 2016 Camaro in Miami. By targeting keywords that have transactional intent, you’ll be able to drive traffic with higher conversions.
Create and Supplement Sales-Focused Content
Once you have a few keyword targets in mind, you’ll need content that’s tailored to rank for these keywords. Remember to keep the intent of the keyword in mind when creating this content, as it not only affects conversions, but rankings as well. After this content is live, supplement it by creating informative pages/blog posts related to the target topic, linking to the original sales-focused page. For instance, if you create a page targeting “2016 Chevy Camaro Miami,” you could write a comparison of the 2015 and 2016 Camaro, or create an in-depth list of facts about the new model. This supplementary content not only lends more authority to your main content, but is also great share bait for social media.
Format Content to Increase Lead Conversion
When the ultimate goal is capturing leads, formatting pages for maximum conversions is mandatory. Work with your SEO vendor or website provider to utilize designs that drive lead conversions. (And make sure you have a solid call-to-action integrated so that none of your traffic goes to waste!)
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