I saw a local advertisement for a dealership that said, “Just Google (Brand Houston). Can you do that for your dealership with brand and location? How many leads would that generate for your? How many would you generate for others?
There are four parts to most search engine pages and here is how they rank.
Sponsor listing areas are the boxes with non-numbered listing surrounding the ranked listing. Any related business is able to buy a sponsorship location. Sponsor advertising is the main way search engines make their money. You only pay if somebody visits your site and you only pay one cent above your lowest competitor bid. Sponsored listings generate 20% of the web traffic.
- Sponsored Local listing – Search engines are sometimes able to determine the zip code of the person browsing and will give top ranking to the closest local sponsored dealership.
- Sponsored listing – If search engine is not able to determine location it will place regular sponsored next.
- Local business listing – Before top ranking websites search engines will give top priority to local registered business.
- 1 to 3 top ranked websites - The top 3 ranked website will generate 60% of the traffic to their websites
If you dealership does not list on the first page of search engines your web presence is non existent. Because of the four labels of priorities viewed I would never recommend a dealership be as bold as to ask clients to search them in Google. Searching their brand and city as they recommended listed more than 30 other dealerships along side them.
90% searches in the US are managed by Google and Yahoo! They also share similar sponsorship plans. All advertising efforts in the web should be applied to both. Google is four times bigger than Yahoo! so it cost more and creates more leads.