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Search Engine Optimization (SEO)

SEO

What is SEO?
Search engine optimization (SEO) is the practice of increasing the quantity and quality of traffic to your website through organic search engine results. In basic terms it is getting Google, and other search engines, to find your website when a search request is intiated for a product or service you offer. For instance, when someone searches for “Covered Utility Vans” you want your website to be one of the answers found by Google.  So how do search engines know what you market or sell?

Keywords!
The search engines can’t read your website like we do, so they determine what you offer from clues contained in your website. These clues come in the form of keywords, and these keywords can arguably be considered the most basic and important components of your website. These keyword should be in your title and header tags, meta descriptions, tags, and body copy of your website. These keywords are what search engines use to determine what you sell or market and therefore are the keys for you being found for search requests.

What are Your Keywords?
The truck manufacturers consider them to be the model; F-350, 3500, Sierra, Transit 250, … and to a certain extent they are right. However to a commercial truck buyer needing a dump truck, what are they going to enter in their search request? Most are going to enter a request that contains the words, “Dump Truck”. So what is the keyword you want included in your website? Answering this question, and others like it, will determine your keywords and it is the keywords that will determine your success with SEO.

Once you have the keywords set there are other ways to fine tune your SEO results that we can discuss, but nothing is as important to your website and SEO as your keywords.

Domain and Website
There is one critically important aspect that does trump SEO, and that is not having your own domain name and website. The only way for a commercial department to generate any SEO for themselves is by having these things.  If the commercial department is simply a page off of the main retails website, don’t worry about keywords. The main website’s keywords are going to be those that support the retail operation.

21st Century Phone Number
It wouldn’t be right to finish a conversation about SEO without mentioning your domain name. The SEO generated is associated with the domain name being used. Your domain name is your 21st century phone number and should be zealously guard. If you need a domain name, try to get one ending in .com and make sure it is registered to your dealership. The registration of a domain name is cheap, around $20 year, and can be registered at a number of sites, e.g. GoDaddy.com, …