1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
31
32
33
34
35
36
37
38
39
40
41
42
43
44
45
46
47
48
49
50
51
52
53
54
55
56
57
58
59
60
61
62
63
64
65
66
67
68
69
70
71
72
73
74
75
76
77
78
79
80
81
82
83
84
85
86
87
88
89
90
91
92
93
94
95
96
97
98
99
100
101
102
103
104
105
106
107
108
109
110
111
112
113
114
115
116
117
118
119
120
121
122
123
124
125
126
127
128
129
130
131
132
133
134
135
136
137
138
139
140
141
142
143
144
145
146
147
148
149
150
151
152
153
154
155
156
157
158
159
160
161
162
163
164 
Updating your website regularly, targeting surfers specifically, and spending wisely will help you get the best from the internet.
Page 53
If you've noticed an error in this article please click here to report it so we can fix it.
Words: Kevin Swallow To get the best out of your website and be someone people rely on, you have to budget properly and remember to update regularly.
Chris Snook, head of internet designers Z,entopia.co.uk, says it's vital used truck dealers work with search engines such as Google, and budget for links to helps turn traffic into clients.
Dealers can use their search engine marketing budget to direct surfers to specific pages on their site, rather than just pointing them at the firm's homepage.
"The key is to be specific. Budgeting for general words such as 'used' and 'trucks' will be something of a lottery. You will only appear at the top of the list, or opening page, if you pay heavily or have a long-established website.
"It pays to specific. If you have a 7.5-tonne Iveco Eurocargo 75E17 dropside on your forecourt, for example, and you want people to find it, use your budget on words such as '7.5', 'Iveco','Eurocargo' and `dropside'. The person searching will get specific sites which have budgeted for those words."
Turning surfers into customers
Snook continues: -It means that page within your website will come up on that person's search, avoiding the mass market melee of typing in 'used trucks'. Refining and using the names of your products on the forecourt will pay. It won't improve traffic levels, but it should improve the chances of turning a surfer into a customer."
Many customers fear the time it takes to set all this up, and the interaction with a search engine such as Google, but it will be worth it in the end.
"Google wants you to be successful," states Snook. "Its rating system is complicated, but if you use your budget correctly, and put money on specific search words, you can successfully move up to the opening-page search without too much heartache."
But it doesn't end there, he says, and you have to follow it up with good monitoring procedures. You need someone to constantly supervise," Snook explains. "It helps if you can put someone on it daily, if only for a few hours, to Make sure it's all heading in the right direction." •