According to SEO software company Moz, local inquiries accounted for almost half of Google’s two trillion searches yearly. Local search is a significant part of any brick-and-mortar business’ marketing strategy, and this especially applies to dealers.
Being in the top listings for “car dealer near me” or “used car dealer in X city” is the target. However, the world of local search is consistently changing. What are some of the key trends that are shaping local search in 2023? Check out these takeaways:
Build Multisearch into Your SEO Strategy
In 2022, Google launched its multisearch tool. This new resource allowed individuals to search for an item using an image and specific search terms. For example, using Google Lens technology, someone could take a picture of a piece of furniture and see who offered the product.
The tool also has capabilities for local search, as it can search for items near you. This could be an excellent way for your dealership to capitalize on new search technology. This is where using the correct alt text for images and other helpful image SEO tactics can come into play. Start experimenting with various image naming practices to see what works.
Google Maps is Becoming Even More Dynamic
Google Maps is cranking up its usability. For example, not only can you see businesses when you search directions, but you can now see a business’s contact information and any user-generated content like social media postings related to the company.
For this reason, it’s critical for your dealership to keep your Google Business Profile current with the correct information. Ensure your dealership’s name, address, contact numbers, and business hours are always up-to-date. An individual searching for another item in your neighborhood might stop by if they can see your dealership on the map.
Use High-Quality Custom Images
Avoid the stock photos from now on if you can. Impacted by the rise of platforms like TikTok and Instagram, it’s becoming critical for businesses to invest in original and high-quality imaging.
Custom images on Google Posts have received four times more conversions than stock photography. So, real photos of cars and even video walkthroughs will likely yield better results and responses from your customers than a car’s stock photo. Using original images helps to let your audience know what they can expect when they enter your showroom.
Sponsored Content by ActivEngage
Read here: Can ChatGPT really help car dealerships?
Don’t Be Afraid to use AI Technology
Today, tools like ChatGPT are changing how marketers understand local search and consumer intent. First, before using any new tech, it’s vital to have a strategy that puts consumer interest first. Yet, you can pair that strategy with AI tools that can be instrumental in helping you better understand your audience.
For example, you can use a tool like ChatGPT to understand car buying patterns or trends about your local audience or even optimize automotive content related to your local customers. These AI platforms have a wealth of information that can help you improve your content, including blogs and even FAQs, to better appear in specific keyword searches.
Final Thoughts
Car dealerships stand to gain a great deal by mastering local search. This world is ever-evolving as new technologies emerge and consumer interest continues to change. Nevertheless, staying up on trends and creating strategies to address them can help you meet your consumers where they are and beat out the local competition. Also, technologies like ChatGPT and multisearch can give you the edge you need to customize your content and dealership services to serve your car buyer’s needs best.
