SEO is a fickle mistress, the constant shifting of algorithms and other ranking measurements that search engines do makes it difficult to keep your head above water. Even those of us who make a living of it are in a constant battle to stay ahead of the curve. That’s what makes search engine optimization for Automotive a full-time job and one that is definitely best left to the experts.
Luckily there are organizations like Searchmetrics who are dedicated to doing studies and collecting information from behind the iron curtain to make it easier for those of us in the SEO game. One recent study they’ve done tackles the question of what factors are most relevant for a good ranking on Google. The study looks at 10,000 top-keywords from 300,000 different websites and millions of links, shares and tweets to break down what Google looks for when they rank a site.
Let’s first talk about some of their findings when it comes to “old tactics.” Backlinks have been a major focal point of SEO’s for a while but recently the industry has been worried about their level of relevance with Google’s most recent updates. Luckily for those of you who are set in your ways back links according to this study are still very relevant, and in fact they remain at the number two spot for most relevant factors in SEO. What has changed however, is the ratio of quality and quantity. Quantity of back links will get you now where, these days it’s all about quality.
So I’m sure now your asking yourself, So what’s the number one factor then? Well it may come as a surprise to those of you in the auto industry who may have only made a cursory effort with Social Media but it has now become the number one most important factor in SEO. And guess what that means you can actually get serious ROI from your social media marketing campaigns. Yes, that’s right, I just used the words ROI and social media in the same sentence. I’ll just let that sink in for a minute…
So if you’ve been ignoring your social media or just kind of making a half hearted effort with it, it’s time to step it up. Some of the important indicators include number of likes, shares, tweets, and +1’s of your content. This means you’re going to want to do your best to offer up quality content that people actually want to see (Please no more $199/mo specials and oil change discounts). No one is going to share or retweet your ads no matter how good of a deal they might seem. The best way to do this is to start blogging (again about interesting stuff, auto industry news and car reviews are a good start, no advertising) this way you can syndicate your blogs on your social pages and have a great source of content.
This trend will ultimately make the internet a better place. With social media shares ruling the roost, you’ll see far less spammy content and pages of useless links. Wikimotive has long upheld that content is king, and this has never been more true. To succeed in SEO today, you need to succeed in social media, and to succeed in social media, you need to produce quality content that engages your audience so that your shares (and likes, favorites, Tweets, reTweets, etc.) organically grow.
Need help with your social media marketing strategy? Not sure what content is the best for getting engagement on your social pages? Contact Wikimotive for a free evaluation of your social media strategy and advice on how you can improve.