SEO Analysis Methods

The methods I use to review the Search Engine Optimization of all things related to Automotive Internet Marketing follow.  The purpose of this work was to find the best car dealer websites, and therefore results in the review of the search optimization of a website vendor’s infrastructure.  But because search engine optimization is not limited to on-site optimization techniques, my reviews are not limited to websites either.

I set out to bring clarity to (what I consider) the insular automotive internet marketing business.  With my work I hope to bring the Automotive Search Marketing business in closer alignment to the rest of the Internet Marketing universe.

There is no place a car dealer can go to find answers to basic Internet Marketing questions whose answers can lead to significant (costly) consequences.  Primarily, what are the best car dealer websites?  What is important when considering the purchase of a car dealer website?  What are automotive search marketing best practices?  What practices should a car dealer avoid?

This website is intended to be such a place of reference material.  I invite others to contribute to that end.

But firstly, getting a negative review is obviously not beneficial to the Reviewed and is not gratifying to the reviewer.  Therefore, going forward I (the Reviewer) will always attempt to contact the prospective Reviewed, prior to posting in order to provide them with a preemptive voice.  I encourage others to provide alternate perspectives, whether in the comments or for consideration in future posts.  The only comments I will not approve are those without substantial rebuttal or simple finger-pointing – generally understood etiquette.

I have found that the Reviewed often suspect that I have taken the side of a particular vendor and they are the target of a smear campaign.   With limited resources, my priority is synonymous with what I believe is the dealer’s priority, to have reviews for the most recognizable vendors (those doing the most or loudest marketing) and the largest vendors first.   To the extent that I have found some vendors doing very reputable work resulting in superb search engine optimized website infrastructure,  I hesitate to write about those with this very concern – favoritism.  Until I can review all vendors dealers may wish to contact me directly for those opinions.

I chose the dealer websites that are included in my analysis by first asking the vendor to recommend a few of their best dealer websites.  Many of you may have forgotten that we met at one of the past trade shows in which I asked for a demonstration of your best example website.  But that is how many of these websites have made their way into my reviews.

But vendor recommended websites are often a biased sample.  Many vendors provided examples carefully chosen by location, so that their prime example is “a big fish in a small pond”.   Some examples have been live prototypes.  Others are very new versions that are not widely used by dealers yet.  Like any review publication, these issues can make choosing an example to review a challenge.  So if you (vendors) feel I have not chosen wisely, please contact me and I will do my best to make clear to readers all perspectives.

I compare websites as a local group.  This allows for testing of the websites competitive indexing ability.  If every dealer is using the keyword “Mytown Ford Dealer”, it is much easier to see in the results which websites are better search engine optimized.

Methods for choosing a dealer website to evaluate are; a) 3 or more different vendor websites in a 25 mile radius (or metropolitan area), b) a metropolitan area, c) a franchise dealer – in that order. (why a franchise dealer website?)

When the above criteria are not met for a particular vendor recommended website,  I will use a website from another group comparison that does meet the above criteria. Vendors and dealers, if you would like me to evaluate a different website or re-evaluate one, please submit your candidate in a comment or contact me directly.

My long-term goal is to compile final comparisons in a grid from which dealers may more quickly ascertain the best solution for their needs.