Some dealers struggling with inventory have hit the brakes on their SEO and content spend. Here’s why that’s a big mistake.
I Don’t Have Any Inventory
Why would I want to put out content for something I can’t sell right now? Well, if you actually had no inventory, you would probably be out of business.
Certainly service pays the bills, but we’re all still selling cars right now. The truth of the matter is, doing SEO today is unlikely to sell more new cars today because – I’m sure – all of the franchise dealers watching are selling deep into their pipeline. If the car shows up. it will sell…but you have a lot of opportunity to sell your used car inventory faster, turn it over faster, therefore increase the total amount of gross profit you can generate in a month.
It’s not rocket science, but SEO can absolutely impact your ability to show up for those used car searches, helping you to turn inventory faster.
In addition to use, you should focus some of your SEO efforts on Fixed Ops.You should be picking your primary profit centers, you know you might want to advertise loss leaders, you might want to focus on more things that are big ticket, customer PROs, and writing content around it on your website will get you ranked better for those search topics so that you can be more profitable even in today’s environment.