Updating your website regularly, targeting surfers specifically, and spending wisely will help you get the best from the internet.
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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." •