Source: The Autotrader marketplace page
for electric cars
These listings also include snippets about each model and key information, all
of which helps convert leads into sales. Finally, Autotrader has added common
questions for each model. Every time a new car enters the company’s stock, it is
added automatically into the marketplace with all of this information included.
In this way, Autotrader has charted a course that shares connections to both
Cazoo and Cinch, enabling the company to appeal to both general and more
Targeting branded keywords
Speaking of large, well-known companies, there’s another major opportunity
waiting out there for opportunistic OEMs when it comes to well-known brands.
Many large manufacturers rely on name recognition and brand knowledge to draw
customers to their websites. In some cases, however, the pages shoppers find are
not properly optimised to receive potential buyers and convert that traffic into
actual sales. Whether the searched model isn’t actually present or key
information is not positioned for shoppers to read, these companies do not
always supply the ideal digital experience.
So, how do you take advantage?
If these manufacturers aren’t optimising their pages properly, then that gives
your business a window to focus on branded keywords. With a more focused page
that is properly designed to attract and engage an audience, you can draw
customers that would have otherwise looked to the manufacturer for a new or used
car. This is an untapped group that your business can access with the right
approach to increase traffic.
Now that we’ve gone through these three distinct examples of automotive SEO
strategies, what are the key elements to keep in mind when trying to build your
Research and target keywords
Cazoo, Cinch, and Autotrader have based their SEO approaches on a thorough
knowledge of the keywords their audience is most likely to search. Knowing
exactly what questions or phrases your potential customers will use when looking
for an automotive retailer will guide the optimization of your web pages. Find
the keywords that fit your organisation and its chosen approach, and remember
that you can target a large number of keywords with every page.
Create a well-structured website
Each of our examples made it a priority to build an engaging website populated
with high-quality media and pictures. Each of your web pages must be easy to
navigate and should include common questions, which will provide your audience
with answers in advance and appeal to search engines.
Build an online marketplace
Once you’ve built your web pages and established the keywords, Cazoo and
Autotrader have shown us the value of an online marketplace when it comes to
encouraging customers to begin shopping. To do so, digitise your inventory and
make sure that new stock is added automatically. Every model should be supported
by details, snippets, and an FAQ section, all of which further optimise the page
for search engines and keep potential customers on your website.
Create a strategy of your own
Here, we’ve presented three examples of successful SEO models that you can use
as models to develop your own strategy. Regardless of your situation, always
remember that you’re not alone in trying to improve your SEO approach and that
there are other businesses you can learn from rather than building everything
Of course, there’s even more you can do, such as testing your website with a
tool like ahrefs or Semrush to ensure that the pages load
quickly. You should also ask other entities to link to your page when they
reference your organisation.
Proper search engine optimization is one of the most critical factors in
determining the success of your business, so make sure to take advantage of
every resource and best practice out there when determining your strategy.
At Reffine, we’ve devoted a lot of time and effort to this topic so that we can
offer some guidance and help you get your strategy off the ground. For those of
you who want some more information, consider watching this webinar recording, in which Tom Winter,
the Chief Growth Officer at Reffine, breaks down examples of best practices in
detail and what you can learn from them. And as always, feel free to reach out
to us directly to learn more about your options.