As much as an automotive website needs an outstanding design in order to be successful, there are also some behind-the-scenes activities that hold the keys to an online presence that works too. At 67 Degrees, we talk about it frequently, and it’s because it goes hand in hand with the front-end work that we do, and that’s Search Engine Optimisation, AKA SEO.
Did you know that only 5% of users will click through to Page 2 of Google for an answer to their query? We think this is the only stat you need to know if you’re in any way sceptical about whether SEO is necessary!
Regardless of how much you already know about SEO (and it’s okay if it’s not a lot – that’s what we’re here for), it’s always worth brushing up on best practices for SEO. You don’t have to be the nerds that we are about web development to make an impact on your Google rankings for your business. So what are the best SEO practices for your website?
Do your keyword research
Keywords are the words and phrases within your written website content that will get your website found on Google. For example, if you have a used car dealership in Brighton, we’d imagine you’ll want to come up on page 1 of Google for ‘used cars in Brighton’. That means your content will need to include that phrase somewhere!
This is an exercise in working out what you want to rank for, and what your customers are already searching for. Get clear on what it is your business offers that potential customers will be on the lookout for; maybe you sell a lot of SUVs, so a focus for you could be on family cars in your area.
Using tools like AHREFs and Semrush will help you discover what your customers are actually searching for. You can also use their competitor analysis functionality, which allows you to find out what your competitors are ranking for that your website currently isn’t.
Write a blog regularly
If you’d not already gathered from this recent article, we’re a big fan of a blog – and it’s because it can work so hard for you! Google LOVES to crawl fresh content, and your site will be prioritised if it’s seen to be alive and kicking. There is a limit to the amount of pages you can realistically add to your site, so blogs are an opportunity to regularly upload fresh content that gets indexed on Google as if it were a page.
Not only this, but each blog is an opportunity to include different keywords. For example, a blog about finance will be somewhere you can mention that you offer car finance in your area, and the types of finance you offer. Suddenly, your Brighton dealership ranks for ‘car finance in Brighton’, ‘PCP deals in Sussex’, and ‘How does Hire Purchase work?’
Update your page content
As we’ve mentioned, your website is set for success if you regularly update your content, and while a blog can do a lot of the heavy lifting, your page content needs some love every so often too. We recommend that page content is refreshed at least every 2 years. Not only is it good to show Google that your site is relevant, but it’s also an opportunity to revisit your USPs, and include up-to-date keywords.
If you’re a 67 Degrees dealer and the thought of rewriting all your page content is overwhelming, we’re here to help! Our content team is available to rework your content so it’s informative, on-brand, and designed to place your site firmly in Google’s good books.
Pay attention to titles
When it comes to SEO, every ingredient in both your page and blog content matters, right down to what’s in your headings, meta titles and descriptions (your meta title and description are how the page will display as a search result).
Some of our title top tips for this are as follows:
- To write a top-notch meta title, start with your primary keyword, then secondary keyword, then your brand name; separate them with a | symbol.
- To include your keyword in your blog headline, put it first, then add a colon and then write the title, or build it into the title itself.
- Keep your meta descriptions under 160 characters, include your keyphrase, and make it relevant to the page or post it relates to.
Don’t overdo it
Back in the day, ‘keyword stuffing’ was a real thing; this involved jam-packing your page content full of keywords and phrases to the point it didn’t read well at all anymore. It’s safe to say those days are gone! Google is hot on readability and content that is actually useful to the reader, and they will, in fact, penalise you if it’s not of use to users; even more so if it’s obviously stuffed full of keywords!
Keep your content naturally inclusive of keywords, and ensure it’s actually informative, not just in existence for the purpose of SEO. Google can sniff it out a mile off!
SEO by the experts
It’s simple: award-winning web design doesn’t work without the SEO to back it up. That’s why our custom-built platform supports SEO best practices, and our content team can provide SEO services alongside your monthly maintenance as part of the 67 Degrees family.
Ready to take your SEO up a gear? Talk to us.