Why is SEO Valuable?
I’ll tell you why…because it makes any number of things on your website – that you’re already spending money on – work better. So, here’s the thing. You’ve paid good money to have a website provided to you. You’ve paid good money to have that website filled with content. You’ve paid good money to have inventory that is constantly updated. And you’ve paid good money to have marketing pointing towards that website. But have you paid anyone to actually come in and make all these things work more efficiently? Are you optimizing them to get the greatest “bang for your buck”? If the answer is no, well, you’ve probably left some efficiency on the table; and efficiency is the name of the game, right?
So, the value of SEO is really many things, and in some ways it can be a little bit hard to quantify without looking at analytics and understanding the real data of your website. A business that is seemingly doing great may – on the data side – look like, “Wait. There’s a lot more juice in this fruit for us to squeeze.” Part of SEO is understanding those patterns. Seeing where the opportunities are, and understanding the ways to get more out of what you’re already doing.
In times where things are great, SEO is just going to raise you up that little bit more. But when times are not so great, SEO helps buoy you against the downturns. Why is that? Because when you need to cut back on spend for things like PPC, social media marketing, SEO continues to hold its value. If done well, it’s evergreen and once it’s produced, it’s produced, and you don’t have to continue paying for the things that have already been made to have value. Whereas, with PPC and other kinds of paid marketing, as soon as you stop paying you stop showing up. So, if you’re looking for something to carry you through rougher times, SEO is a fantastic option. And if you’re looking for something to get more out of the good times, hey, the answer is SEO again!
So, you may be reflecting on what I just said and thought to yourself, “If SEO gives me a boost during the good times, and even more of a boost during the bad times, why can’t I just wait for the bad times to start my SEO efforts and everything will be hunky-dory.”
Well, that’s the rub of SEO. It takes time. When other mediums (like paid advertising) shut off, you can start them right up and the effects are essentially immediate. SEO takes time to get going. It’s a little bit like a freight train, the more momentum you get, the faster you can go. And it’s really hard to stop a freight train. So, even after you’ve stopped SEO efforts, those things still have value and carry you on. That’s a good thing. So, if you’re thinking about carrying yourself through the bad times, you have to plan during the good times. Give yourself a year, at least, to get really good SEO efforts rolling. Your SEO team will have data they (and you) can look at to judge the efficacy of their efforts, and to plan out your future to show exactly what they plan to do to help you get that arc going up.
Choosing an SEO Provider
You may be thinking to yourself again (because you’re a thoughtful person, and you’re reading this blog), “Why don’t I just use the integrated SEO services from my website provider?”
The frank answer is that they’re just not very good. I hate to say it but, broad strokes here, I have yet to find one that seems to actually have any true effect, or any means of being accountable for results on the back end. And here’s another problem: it’s one invoice, which makes it very easy for you to opt in and just increase your payment a little bit. But when it comes to getting rewarded for that payment, there’s just not a lot of action. That’s why we recommend finding a third party who’s going to be fully-accountable for what they’re doing for you, how they’re doing it for you, and (most importantly) why they’re doing it for you. After all, you’re in the business to sell cars – not to have SEO.
SEO helps to identify the underdeveloped areas and untapped potential of your website, helping to fortify your business during good times and bad times. When done properly SEO is evergreen, builds momentum over time, and is more cost-effective than other forms of paid marketing that can simply be switched on and off. Just make sure your SEO is being performed by an accountable provider who values transparency, and is prepared to show you exactly how their efforts are helping you to sell more cars.