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5 bästa metoder för SEO för bilar för att driva företag 2022

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5 Automotive SEO Best Practices For Driving Business In 2022

Whether you’re managing a car and truck dealership, a tire shop, or any other type of automotive business, search engine optimization (SEO) is a crucial ingredient in every impactful marketing campaign.

In fact, digital marketing spending now outpaces conventional reklam- in many industries, including automotive.

Since 2015, automotive marketing experts have significantly increased their SEO budgets, while spending on traditional channels like TV remains flat or has even decreased throughout the automotive vertical.

Many shoppers begin serious auto searches on websites like EveryCarListed.com or TrueCar, and spend about 14 hours researching dealerships, pricing, and reviews before ever contacting a business like yours.

What’s more, a full 53% of mobile and desktop users click on organic search results rather than paid ads.

All these stats make one fact extremely clear: SEO is a set of tactics you can’t afford inte to master in 2022.

However, automotive SEO isn’t a “set it and forget it” solution.

Google changes its algorithm 500 to 600 times every year.

To stay on top of these changes – and at the top of Google’s search results – you’ve got to know what factors matter.

Ready to get started?

Let’s dive into the most powerful SEO techniques for car dealerships and other automotive businesses in 2022 – and explore how you can drive new potential customers straight to your website by making these practices part of din SEO strategy.

1. Develop Original Automotive SEO Content And Incorporate Rich Text Snippets

Although a website can be a powerful tool for reaching customers outside a dealership’s designated market area (DMA), It can be tricky to figure out exactly how much content to include on each page of your website.

You may have heard that Google prefers pages with 1,600 words or more – and while that’s certainly true for longer content like blog posts, most visitors aren’t going to read more than a few hundred words per page.

However, Google does prefer longer word counts for in-depth content like automotive blog posts.

While estimates differ, most experts put the ideal blog post length somewhere between 1,500 and 2,400 words.

As a general rule, marketers agree you’ll be safe sticking with a length of around 1,600 words per post, give or take a few hundred words.

Posts of this length typically outperform shorter posts as long as they’re original, unique, and relevant (more on this under Technique #2 below).

And strikingly, this result holds true across all business types, including car dealerships and other automotive companies, and across all geographical locations worldwide.

When posting blogs and setting up web pages, you’ll want to ensure your web developer or SEO expert adds rika utdrag.

Rich snippets are bits of code that tell Google which text to display when it summarizes a page in search results.

In combination with schema markup (described under Technique #4 below), rich snippets will make sure your pages stand out from the crowd, with visually striking messages that drive customers to click.

2. Incorporate Video SEO Into Your Marketing Strategy

If you’re in the car business, you know that video SEO is essential to reaching potential customers.

After all, car dealerships are one of the most popular categories on YouTube.

And since YouTube is the second largest search engine, it’s important to make sure your videos are properly optimized to appear in search results.

Studies have shown that internet users are far more likely to watch a video than read a block of text. By optimizing your videos for search engines, you can dramatically increase your chances of being seen by potential customers.

Furthermore, videos are also more likely to be shared on social media, meaning that they have the potential to reach an even wider audience.

Luckily, you can follow a few simple tips to improve your car dealer video SEO.

  • First, make sure your videos are keyword-rich. Use relevant keywords in your title and description to help your videos rank higher in search results.
  • Second, keep your videos short and sweet. No one wants to watch a long, boring car commercial. Aim for two minutes or less.

3. Make Sure Your Entire Site Loads Beautifully On Mobile Devices

As of 2022, more than 57% of all online traffic (upward of 12 billion searches) comes from mobile devices such as smartphones and tablets.

However, the average bounce rate is 51.6% for mobile users. This can happen when a page fails to load properly on their device – and most of those customers never come back for a second glance.

In other words, among the 18,000+ car dealerships and other automotive businesses in the US, those that fail to take mobile searches seriously are sacrificing more than half of their prospective customer base.

That’s a whole lot of profit margin to leave on the table.

The good news is that you can capture that market share for your own automotive business by deploying a gorgeous mobile version of your website.

A reasonably skilled web developer can ensure your site automatically detects mobile browsers, recognizes each user’s screen dimensions, and adapts every page to look tailor-made for that individual’s display.

As more mobile users spend time on your site, your search rank will soon rise.

4. Add Autodealer Schema And Claim Your Google Business Profile

Lately, you may have noticed big detailed info boxes about local businesses popping up at the top of your Google search results.

These business profiles automatically pull information from a company’s Googles företagsprofil and display color photos of the business, a map with directions, and details like open hours, contact info, and even popular times to visit.

You can set up your own big colorful box by claiming your free Google Business Profile (GBP) – which only takes a few minutes.

Next, ask your web developer or automotive SEO expert to add schema markup to the top-visited pages on your website.

Schema markup code tells Google how to organize and display information it finds on your site, such as images, street addresses, open hours, and rich text snippets (explained in Technique #1 above).

In particular, make sure you add AutoDealer schema, which Google will use in combination with your Google business profile, to create a display box that’ll capture attention at the top of prospective customers’ search results.

Once you have set up your Google Business Profile, remember to ask every delighted customer for a positive review.

Positive reviews will boost your local search ranking, contribute valuable social proof to your profile on search pages, and measurably increase your business’s likelihood of showing up in search results on Google Maps and other GPS apps.

5. Leverage Strategic Relationships For Link Building

The more third-party sites link to your pages, the more trustworthy and relevant your business looks to Google, particularly when those inbound länkar come from relevant keywords.

Inbound länkar, also known as “backlinks,” serve as the cornerstones of an effective link-building strategy, which can drive a flood of organic search traffic to your site if it’s done skillfully.

The principle is simple: Reach out to the owners of businesses and other organizations you work with, and ask them to link to specific pages on your site.

For example, if you want to drive traffic to a page titled “Miami Florida BMW Dealership,” you could ask a local auto parts distributor to add a link to your website and explain how they would benefit from doing so.

Obviously, länkbygge can take some finessing.

Start by requesting inbound links from businesses and organizations in your local area whose opinions Google values extra highly when it comes to backlinks.

For example, consider asking for inbound länkar from local charities and sports teams you support, and from suppliers you work with.

In short, it doesn’t take much to update your automotive SEO strategy for 2022 – just some original content, video and mobile optimization, Google Business Profile management, AutoDealer schema, and länkbygge.

Master these techniques, and capture the lion’s share of the automotive market in your local area.

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Featured Image: iQoncept/Shutterstock

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SEO

En omfattande guide till marknadsföringsattributionsmodeller

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A Comprehensive Guide To Marketing Attribution Models

We all know that customers interact with a brand through multiple channels and campaigns (online and offline) along their path to conversion.

Surprisingly, within the B2B sector, the average customer is exposed to a brand 36 times before converting into a customer.

With so many touchpoints, it is difficult to really pin down just how much a marketing channel or campaign influenced the decision to buy.

This is where marketing attribution comes in.

Marketing attribution provides insights into the most effective touchpoints along the buyer journey.

In this comprehensive guide, we simplify everything you need to know to get started with marketing attribution models, including an overview of your options and how to use them.

What Is Marketing Attribution?

Marketing attribution is the rule (or set of rules) that says how the credit for a conversion is distributed across a buyer’s journey.

How much credit each touchpoint should get is one of the more complicated marketing topics, which is why so many different types of attribution models are used today.

6 Common Attribution Models

There are six common attribution models, and each distributes conversion value across the buyer’s journey differently.

Don’t worry. We will help you understand all of the models below so you can decide which is best for your needs.

Note: The examples in this guide use Google Analytics 4 cross-channel rules-based models.

Cross-channel rules-based means that it ignores direct traffic. This may not be the case if you use alternative analytics software.

1. Last Click

The last click attribution model gives all the credit to the marketing touchpoint that happens directly before conversion.

Last Click helps you understand which marketing efforts close sales.

For example, a user initially discovers your brand by watching a YouTube Ad for 30 seconds (engaged view).

Later that day, the same user Googles your brand and clicks through an organic search result.

The following week this user is shown a retargeting ad on Facebook, clicks through, and signs up for your email newsletter.

The next day, they click through the email and convert to a customer.

Under a last-click attribution model, 100% of the credit for that conversion is given to email, the touchpoint that closed the sale.

2. First Click

The first click is the opposite of the last click attribution model.

All of the credit for any conversion that may happen is awarded to the first interaction.

The first click helps you to understand which channels create brand awareness.

It doesn’t matter if the customer clicked through a retargeting ad and later converted through an email visit.

If the customer initially interacted with your brand through an engaged YouTube view, Paid Video gets full credit for that conversion because it started the journey.

3. Linear

Linear attribution provides a look at your marketing strategy as a whole.

This model is especially useful if you need to maintain awareness throughout the entire buyer journey.

Credit for conversion is split evenly among all the channels a customer interacts with.

Let’s look at our example: Each of the four touchpoints (Paid Video, Organic, Paid Social, and Email) all get 25% of the conversion value because they’re all given equal credit.

4. Time Decay

Time Decay is useful for short sales cycles like a promotion because it considers when each touchpoint occurred.

The first touch gets the least amount of credit, while the last click gets the most.

Using our example:

  • Paid Video (YouTube engaged view) would get 10% of the credit.
  • Organic search would get 20%.
  • Paid Social (Facebook ad) gets 30%.
  • Email, which occurred the day of the conversion, gets 40%.

Notera: Google Analytics 4 distributes this credit using a seven-day half-life.

5. Position-Based

The position-based (U-shaped) approach divides credit for a sale between the two most critical interactions: how a client discovered your brand and the interaction that generated a conversion.

With position-based attribution modeling, Paid Video (YouTube engaged view) and Email would each get 40% of the credit because they were the first and last interaction within our example.

Organic search and the Facebook Ad would each get 10%.

6. Data-Driven (Cross-Channel Linear)

Google Analytics 4 has a unique data-driven attribution model that uses machine learning algorithms.

Credit is assigned based on how each touchpoint changes the estimated conversion probability.

It uses each advertiser’s data to calculate the actual contribution an interaction had for every conversion event.

Best Marketing Attribution Model

There isn’t necessarily a “best” marketing attribution model, and there’s no reason to limit yourself to just one.

Comparing performance under different attribution models will help you to understand the importance of multiple touchpoints along your buyer journey.

Model Comparison In Google Analytics 4 (GA4)

If you want to see how performance changes by attribution model, you can do that easily with GA4.

To access model comparison in Google Analytics 4, click “Reklam” in the left-hand menu and then click “Model comparison” under “Attribution.”

Screenshot from GA4, July 2022

By default, the conversion events will be all, the date range will be the last 28 days, and the dimension will be the default channel grouping.

Start by selecting the date range and conversion event you want to analyze.

GA4 model comparison_choose event and date rangeScreenshot from GA4, July 2022

You can add a filter to view a specific campaign, geographic location, or device using the edit comparison option in the top right of the report.

GA4 Model comparison filterScreenshot from GA4, July 2022

Select the dimension to report on and then use the drown-down menus to select the attribution models to compare.

GA4 model comparison_select dimensionScreenshot from GA4, July 2022

GA4 Model Comparison Example

Let’s say you’re asked to increase new customers to the website.

You could open Google Analytics 4 and compare the “last-click” model to the “first-click” model to discover which marketing efforts start customers down the path to conversion.

GA4 model comparison_increase new customersScreenshot from GA4, July 2022

In the example above, we may choose to look further into the email and paid search further because they appear to be more effective at starting customers down the path to conversion than closing the sale.

How To Change Google Analytics 4 Attribution Model

If you choose a different attribution model for your company, you can edit your attribution settings by clicking the gear icon in the bottom left-hand corner.

Open Attribution Settings under the property column and click the Reporting attribution model drop-down menu.

Here you can choose from the six cross-channel attribution models discussed above or the “ads-preferred last click model.”

Ads-preferred gives full credit to the last Google Ads click along the conversion path.

edit GA4 attribution settingsScreenshot from GA4, July 2022

Please note that attribution model changes will apply to historical and future data.

Slutgiltiga tankar

Determining where and when a lead or purchase occurred is easy. The hard part is defining the reason behind a lead or purchase.

Comparing attribution modeling reports help us to understand how the entire buyer journey supported the conversion.

Looking at this information in greater depth enables marketers to maximize ROI.

Got questions? Let us know on Twitter eller Linkedin.

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Featured Image: Andrii Yalanskyi/Shutterstock



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