URLs

The primary advantage of good URL formation is “findability” or what search is all about.  Online shoppers typically search for a ‘year make model local” keyword combination.  The best dealer web sites have these details in the URL, re. “/2009/cadillac/cts.htm”.  These sites will almost always rise to the top of the SERP (search engine results page) – and get the clicks, which means free leads.  That’s why if I were choosing a dealer web site vendor, this would be in the top 3 reasons for choosing the vendor.

Google does evaluate the domain URL for keywords regardless what Google says or other SEO experts debate.  My evaluation of hundreds of sites evidences that if important keywords are in the URL, the site will get better position than an equal competitor.  The unique nature of online automotive retailing may be why its easier to see this effect among, for example, Toyota dealers in the Dallas, TX area.  They use the same vendor and the only real competitive difference is their domain name and URL.  All other SEO being equal, if their domain name or URL contain search terms, they win.

a search for "dallas toyota dealers" get this URL 1st place

Most older web sites (pre-Google, older that 2000) typically use URLs that display the query string.  re. looks like “/console.do?page=r_specials_used_entire_inventory”.  That is the URL for a 2009 Cadillac CTS – can’t you tell?  Neither can the search engines.

Avoid vendor sites that use query strings for URLs and avoid choosing a domain name that is abbreviated (www.dealercdj.com – for Chrysler Dodge Jeep)

The best practice here is simply logical, use URLs that have information that you can read and understand, and also contain as many keywords as possible.