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How Fresh Is Your Content?

December 22, 2011

Google is a great place to get your business noticed. And with its most recent updates to search queries as related to ‘fresh’ website content, businesses are being rewarded for keeping their page current and interesting. Automotive Digital Marketing author Greg Gifford gives some pointers on how to pick up higher site ranking on Google – read the excerpt below, and continue on to the Auto Digital site to learn more.

How are you keeping your site’s content engaging?

Keep your site content fresh and rank higher on Google

Greg Gifford | Dec 15 2011

Google’s recent Freshness Update is designed to give more weight to “fresh” website content on certain queries. Google has always rewarded fresh content, but last month’s update has given freshness even more emphasis in its ranking algorithm.

Google has been pretty clear about which searches will rely heavily on fresh content. For example:

  • Recent events or hot topics – Example search: “NBA lockout” or “Occupy Oakland”
  • Regularly recurring events – Example search: “NFL scores” or “Dancing with the Stars”
  • Frequent updates – Example search: “Subaru Impreza reviews” or “best slr cameras”

Did that last one get your attention? This has huge implications for the auto industry. In their own blog posts explaining the way their Freshness Update has changed their search results, they’re using an example from the auto industry. Every year, new cars models are released, and brands are constantly receiving reviews online.

So you’re thinking that having a car dealer website gives you a leg up – your inventory will change monthly, so your site will always have fresh content. Which is correct… but your competition up the street has the same “freshness” benefit. You’ve got to concentrate on your entire website, not just your inventory pages.

Most dealers will set up their dealer website and never change any of the pages other than their inventory. Most of the pages have only a few sentences referencing the fact that they offer financing and a few warranty options.

Forget Google for just a minute – pull up your dealer website and look at it like you’re a potential customer. Click through your website and see if it’s useful and relevant. Can you find information on financing rates or options? Can you read about the warranty packages and what’s covered? Is there any information about the dealership other than the location?

If potential customers don’t find value and relevance, the search engines won’t either. We talk to dealers all the time who don’t understand why they’re not showing up for “used cars City” – but they don’t have the actual phrase anywhere on their website (check back to our post Used vs. Pre-owned for more on this).

It depends where you’re located too. It’s a lot easier to rank high for “used cars Clarksville” than it is to rank high for “used cars San Diego.” Bigger cities and metro areas will have more auto dealers, so there’s more competition. You’ve got to have useful, relevant content on your website in order to rank higher than the other dealers, and you’ve got to keep that content updated.


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