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    The Automotive Customer Journey Now Begins Online

    January 27, 20233 min read
    The Automotive Customer Journey Now Begins Online - featured image for Automotive SEO article
    According to Google, more than 70 percent of shoppers say that viewing online videos helped them make a decision about which make or model to buy. • Mobile searches for “most reliable car” and like terms have grown by more than 70 percent in the past two years. • Google Search is the first place drivers turn when they need information quickly (in particular about maintenance and service). • About 65 percent of drivers who take their car in for service do so because they heard about the service center online.
    There’s clearly been a sea change in the way consumers shop for cars. Now the question is, what’s causing that change? In many ways, this is just the predictable outcome of an increasingly digital world: It’s a lot easier for buyers to do their due diligence online, gathering the information they need to make an informed decision at the dealership without having to contend with high-pressure sales reps. Additionally, the role of COVID can’t be overstated. During the pandemic, buyers were understandably reluctant to venture out to crowded dealerships unless they absolutely had to. Shopping online made more sense, allowing buyers to find the vehicle they wanted without needing to leave home.

    What are the Implications for Auto Dealers?

    Finally, what do these automotive industry trends mean for independent dealers? Simply put, dealers must recognize where their shoppers are coming from: They’re visiting the dealership because that’s where their online research led them. As such, dealers must invest in creating digital assets that attract and capture consumers, ultimately prompting them to visit the dealership to complete their transaction. Our recommendation: To keep up with consumer trends, auto dealers need to renovate their marketing tactics and strategies, emphasizing the digital shopping experience. Specifically: • Dealers should ensure they have a modern, mobile-first website. • Dealers should be attentive to local SEO. • Dealers are encouraged to create quality content, especially online videos. • Finally, dealers should combine their SEO efforts with paid search and social advertising.

    Using Dealer Software to Bring it All Together

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