Four Tips to Create Quality Local Content for Your Multi-Location Dealership

In today’s internet marketing world, content is king. After Google’s notorious Panda update which lowers the search engine rank for low-quality websites, it has become extremely important to continuously put out fresh and unique content on your site. However, this can be a daunting task if you don’t know where to turn for ideas. Sit back, relax, and think about your surroundings because locally-focused content is typically the best way to attract prospective buyers in your dealership’s immediate area.

Here are some easy ways to identify local content topics for multi-location dealerships:

1. New Products, Services, or Promotions

Talk about yourself! This is “low-hanging fruit” when it comes to writing local content because it’s all about your brand and your location. For example, if you are offering year-end closeout deals, write a blog detailing the specific makes and models that the special pricing applies to at your location.

2. Question-and-Answer Sites

What are people talking about? Find out if there is a common topic people are asking questions about in your area or about your brand and write a blog about it. A simple way to approach this is to look at local forums or question-and answer sites like Quora or Yahoo! Answers.

If, for example, several people are questioning local pricing options, take the opportunity to write a blog focused on what the costs are at your dealership location. The proverbial breadcrumbs have been laid out for potential buyers to find you.

3. Local Community Events

What’s happening in your area? Do some keyword searches for the city that your dealership is located in and see what’s happening near you. Content about local events on your site will bring local visitors who may not be aware of your dealership and increases your brand’s visibility when consumers perform a local search for events.

4. Good Ol’ Google

Go straight to the source! Google offers several useful tools for finding local content topics. Do a keyword search for your brand and see what comes up in Google News. This is a good place to find timely news topics around your brand that can potentially be focused locally.

For example, if a press release comes out announcing new vehicle models, write a blog about when they’ll be available at your location. Google Trends can give you some insight about topical information based on what’s popular on the internet. Do a search for your brands and locations on Trends, see what people are talking about most and take the opportunity to cash in on it. Blogs are the most useful when you can engage people and give information that is valuable to them.

If you’re running a multi-location dealership, you need local content because it’s going to make the biggest impact on your local search engine rankings. The better your ranking, the more potential customers will know your name and ultimately decide to make a purchase with you. This is the most straightforward tactic you can take in your internet marketing efforts.

For more digital marketing tips, click here to register for our webinar on May 15th, 27 Most Common & Costly Website Mistakes Business Owners Make (And How To Avoid Them!)

All the best,

Nicole Diehl

Nicole is an SEO Strategist at Stream Companies, a Philadelphia area advertising agency.

Nicole Diehl


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