Loading

Content Wasn't Always King, But Now It Finally Is

For years, marketers and search engine optimization gurus have been preaching something. They've been telling the world that "content is king" and that if you put the right content on your website, that it will rank well. After all, who would deny the king, right?

The reality was different. Up until April 24th, 2012, content was not king. It was a queen, maybe even a jack - a face card to be sure. However, it wasn't king. Inbound links were king. Other factors such as exact-match domains, site age, and offsite attribution were aces.

Things have changed all the way around. Thanks to the Penguin update, links are now more challenging to come by. Don't misunderstand this - links have not been devalued. If anything, they are more powerful now than they were before the update. Low-quality, automated, spammy links have been completely devalued to the point that they can actually do harm to your domain. For this reason, inbound linking strategies have been forced to clean up their act. Only the highest level of pure links work the magic now. More on that in a moment, but first, let's talk social...

One of the "hidden" changes that happened on or around the same time as the Penguin update was the increased value given to social signals. Google has been considering social signals in the ranking algorithm since December, 2010 (publicly, at least), but they really started pumping up their significance this year. It's very likely that the timing of the change was intended to coincide with Penguin; making two major changes at the same time - one public, one behind the scenes - is the perfect way to keep people like me on my toes.

This brings us to the content. As I mentioned, links of the highest caliber are still powerful, possibly more powerful than ever before. Social signals are equally powerful. The inaccurate but easy math behind it is that links, social, and onsite content account for 30% of the ranking algorithm with the other 10% going to outside or uncontrollable forces such as domain age. If all three major components are equal, how can content now be king?

Today and going forward, there are three types of content for dealer websites. There's the "money content" - the pages that are there to generate leads such as inventory pages. There's the SEO content - the pages designed to target specific keywords and drive traffic to your site from various search terms. Lastly, there's "sharable content" - the pages that are of general interest to visitors that come to your website for reasons other than to do business with the dealership.

Many will avoid the third type as "cool content pages" such as a picture gallery of modified Honda Civics or a video of your dealership's participation in the March of Dimes walkathon do not directly generate leads. This is their biggest mistake and an opportunity for you to shine.

You see, these are the pages that can generate organic links. These are the pages that can be shared on social media to generate the social signals. These are the pages that will allow people to interact with your site even if they're not buying a car. The effects of links and social signals do not just hit the page itself. They help the domain. If you're posting content on your site that is bringing in links and social signals, the other pages (including the "money content" pages) will rank better in search and gain more exposure through social.

It's not an easy process without the appropriate understanding, but once you get the hang of it, there are few things that come more naturally to us. We're all "car people". We got into this business to make money and be around vehicles (at least that's the hope). If you generate the type of content that should come naturally to you and expose that content through the proper channels, you'll have an advantage over your competitors. Despite the ease in which this can be accomplished, few will attempt it. Even fewer will do it right. You have an opportunity to get way ahead of the competition in internet marketing with a little knowledge, a little practice, and a little help.

Views: 24

Comment

You need to be a member of DealerELITE.net to add comments!

Join DealerELITE.net

Blog Posts

Power Closing Phrases

Posted by Michael Hargrove on July 23, 2016 at 12:00pm 0 Comments

Occasionally at our workshops, someone will bring up the…

Continue

Too Many Hands In The Cookie Jar

Posted by Stan Sher on July 22, 2016 at 3:00pm 0 Comments

Hi,

It's me again.…

Continue

Seasonal Declines

Posted by Black Book on July 22, 2016 at 2:31pm 0 Comments

Welcome to this week's edition of Black Book Market Insights, with in-depth analysis of used car and truck valuation trends and insights straight from the auction lanes.…

Continue

The Difference Between Lease Incentives vs. Finance Incentives

Posted by John Sternal on July 22, 2016 at 2:28pm 0 Comments

Incentives on a lease and purchase often vary, and the vast majority of car shoppers do not realize this difference. Finance Incentives Options (2 of them) are usually: Option of cash rebate (example: $2k rebate); or low interest rate over a…

Continue

de sponsor

newsletters

dE Sponsor

© 2016   Created by DealerELITE.   Powered by

Badges  |  Report an Issue  |  Terms of Service