Search engines are forever updating and making changes to their algorithms to ensure they deliver the best answers to their users’ search questions as quickly as possible. In one year alone, Google made 3,200 changes to its search formula. If you want your dealership to rank highly for a query, it’s imperative to keep an eye on what’s new. Every update can potentially affect your search engine optimization (SEO) and page ranking. Therefore, follow these tips to ensure your dealership’s SEO strategy is always up to date.
Create Content Clusters
If you have been producing content for several years, you will likely have lots of pages on similar themes and topics. The problem with this when it comes to search engines is that it can confuse them; they don’t necessarily know which pages to rank. The way out of this dilemma is with a relatively new concept called content clusters. This is a way of optimizing a website’s structure by organizing content around single topics and internal linking to other pieces covering the same topic.
Not only is this a neat way of presenting topics to readers and improving the user experience, but it tells search engines which is the main page for a topic (the authority on the subject) and which are the subpages.
Promote Your Expertise
Search engines such as Google don’t just want good content; they want outstanding content that is above all accurate. To improve your chances of ranking highly, you must produce high-quality work that is informative, accurate, entertaining, sharable, mobile-friendly, original, and inspiring. Every piece needs to demonstrate your expertise, authority, and trustworthiness.
Boost Your Website Speed
Page speed affects SEO. As far as Google is concerned, users come first, so if your load speed is slow (including on mobile devices), you can expect to be penalized. Google doesn’t like ranking sites that provide a bad user experience. Studies by the search giant show that 53% of website visits are abandoned if a mobile site takes more than three seconds to load.
One way to improve the speed of your dealership website is to use a CDN (content delivery network) such as Cloudflare and Amazon CloudFront. They boost speeds by hosting your files across an extensive network of servers around the world.
Check and Fix Broken Links
A broken link is a link that doesn’t take you to the page you expect, a frustrating experience for visitors and search engines. If you don’t fix broken links, your loving relationship with search engines will take a hit as algorithms will consider your webpage as non-updated content. Therefore, it will not rank highly. Use tools such as Brokenlinkcheck.com to quickly check whether you’re linking to any dead pages, then apply any necessary fixes.
When it comes to SEO, there is no let-up. No matter how many savvy tactics, techniques, and strategies you employ, algorithms are continually changing. Therefore, you have to always be on your toes for your dealership to get quality results.
If your SEO strategy is out of date—or even worse, non-existent—contact Evolved Office today. Our digital marketing team will improve your website’s ranking on search engines for important industry keywords.