It’s human nature to take the path of least resistance; those involved in search engine marketing are reminded of this fact daily as we analyze user behavior. Sadly, it’s not just from searchers that we see this in action, but also from the marketers themselves and the work they provide to their clients. Indeed, there exists a very great temptation in our industry to take the easy path—the shortcut—and it inevitably leads to less than spectacular results, yet it is still taken all the same. We at Aronson Advertising have found however that in the pursuit of excellence within this space there are no actual shortcuts, there is just mediocre work and sub-optimal performance. What may be wise practice for a marketing agency’s time-efficiency and monthly bottom-line is in reality often not in their client’s best interests. The hard truth is that there really is no easy path, but there is most certainly a way.
There Are No Shortcuts
The business of selling vehicles is brutally competitive and unsurprisingly it is no easier in the digital world. As dealerships compete with each other to bring people into their store, they also do the same with their websites. Their positioning within the SERP (Search Engine Results Page) for relevant local search queries can mean the difference of hundreds of web visitors in a single week. Scripted site-wide optimizations based on a generalized keyword and geographic area are not going to cut it in this industry. Indeed, it is a fatal mistake to assume that a one-size-fits-all “strategy” will produce even marginal results. To be successful, a dealership must stand out from the crowd, both in a technical sense and in overall digital presentation. This is a competition; do you intend to win by doing the bare minimum and mimicking what is already out there?
What It Takes to Win
Automotive dealerships need custom strategy and content that has been tailored to their present needs and to the local market. They require a full technical analysis of their website, both within the context of user experience and search engine visibility as a whole (hint: the two are conflating). Make no mistake, we are dealing with hybrid e-commerce websites, and certain unique challenges must be met. Has the CMS structured the inventory in the most effective and readable layout for the search engines? Are there proper canonical tags? What about pagination? Breadcrumbs? Has Schema been implemented? Automotive dealers need a digital marketing team that can answer these questions, and more. They need a team who consistently strives to evolve with search marketing, rather than an agency that places their own needs first with a run-of-the-mill campaign.
The True Recipe for Success
The truth is that we could list out all of our current strategies here and most of it would be irrelevant within about six months, perhaps a year. Any experienced SEO will know that statement is not an exaggeration, and the truly talented will embrace it wholeheartedly. The true recipe for success does not lie in a series of insights, or tricks-of-the-trade. It is found in those who possess a relentless passion for learning, combined with an uncompromising pursuit of excellence. We do not base our strategies on mere guesswork, but rather through hard data and countless hours of analysis. When you hire a digital marketing agency you are not hiring them for trade secrets, you are hiring them for their competency, their passion and their results. That is what you need, and that is what Aronson Advertising offers.
Are You Ready for Real Results?
Do you want an agency that puts your needs first and foremost? Aronson Advertising is a full-service marketing company run by a passionate team that pursues excellence in everything that it does. We are not “digital marketing gurus,” nor are we “super nerds” (well, some of us are). We’ve embraced this industry because it challenges us, and forces us to grow along with it in order to continue to produce results for our clients. Does this sound like an agency you would like to hire? Then let’s talk!
