Comprehensive Guide to Google Business Profile Optimisation for Auto Dealerships

Every day, Google processes more than 8.3 billion searches. Around 46% of these searches have local intent. The volume of mobile searches is growing exponentially in the present-day world – and interestingly, 1 out of every 2 people who look up a business on Google (on their mobile devices) visit the physical store/outlet/showroom soon. All these stats clearly underline the importance of having an optimised business profile – for getting proper online visibility and traction, leading up to more leads and higher sales.

In auto dealership marketing plans too, Google My Business (GMB) profile optimisation is a vital component. Compared to all other business sectors, vehicle dealers receive the highest volume of website traffic as well as voice calls from their GMB profiles. On a YoY basis, queries related to automobile sales grew by more than 50% over the last couple of years. Here’s an overview of how auto dealerships should go about optimising their Google business profiles:

Claim Your Google Business Listing

There are several useful tools available on Google for optimising business listings. However, in order to access and use them, the GMB listing has to be claimed and verified first. For creating a new listing for your auto dealership, there is a specified verification process by Google. On the other hand, if the business information is already present in the Knowledge Graph and/or Maps, there should be a ‘Claim This Listing’ tab to initiate the verification. In case there is a listing ownership change, previous details (e.g., responses to reviews) may get removed.

Maintain Consistency Across Profile Listings and Website Details

Maintain Name-Address-Phone Number consistency (or, NAP consistency) for Google Business Profile

As the experts from any leading digital marketing agency in Kolkata would confirm, consistency matters in a big way in the online space. Automotive dealers have to ensure that the information shown on their Google business profiles is accurate and fully consistent with the details present on their corporate website. This is also known as maintaining Name-Address-Phone Number consistency (or, NAP consistency). Since Google looks for, and compares, different citations of businesses on the World Wide Web – it is important to make sure that there are no discrepancies, and people can ‘trust’ the information displayed. Better NAP consistency generally translates into higher rankings and greater visibility.

Note: The Google Map marker should be positioned correctly. Customers should not have to face any hassles while trying to visit a car dealership outlet.

The Importance Of High-Quality Photos In Google Business Profiles Is Immense

Dealerships with photos in their business profiles can get upto 36% higher clickthrough rates to their websites

For automobile dealerships in particular, and all businesses in general, having up-to-date, high-quality images in the GMB profiles is of paramount importance. As per recent reports, dealerships with photos in their business profiles can get upto 36% higher clickthrough rates to their websites (and around 40% more direction queries). Along with the cover photos, car dealers also need to add images of their dealerships from different angles (both internal and external). All photos added in the Google business profile should be neatly categorised under the different available heads (‘team’, ‘interior’, ‘exterior’, ‘identity’, etc.). Ideally, the photos should be changed/updated at regular intervals. HQ images can help in creating a positive first visual impression about a dealership – evoking buyer eagerness and triggering engagements.

Note: Business-specific videos, like employee features and inventory showcases, should also feature in the GMB profiles of automobile dealerships.

Auto Dealerships Have To Be Listed Under The Right Categories

Selection of the correct category influences the local rankings of a dealership significantly. Owners need to ensure that they choose the right ‘Primary Category’ for their business, along with the ‘Secondary Categories’ for more in-depth information. Doing so will allow Google to display the business listing for all relevant searches – so that the services and offerings can be identified by potential customers. For optimised digital marketing for auto dealership, adding a to-the-point business description (that highlights the USPs) to the GMB profile is also recommended. The main products & services should also be displayed upfront – so that people can get a proper idea of what the car dealership has on offer, even before visiting its website.

Must Read: Why Does Your Auto Dealership Need A Well-Optimized Website?

Google Business Profiles Need To Have Proper Calls-To-Action (CTA)

Google My Business can double up as a powerful free lead acquisition tool for vehicle dealerships – driving up website visits and enquiries. In order to leverage the full benefits of business listings, dealers need to add appropriate website links in them. There are two sections – the ‘website link’ and the ‘menu link’ – which can be used to boost web traffic volumes. The homepage of the dealership website and the products & services page (i.e., inventory page) should both be present in the listing. Online marketers can easily track reports on Google Analytics, and consider changing/updating these CTAs accordingly.

Reviews Can Make All The Difference On A Dealership’s Google Business Profile

Online reputation management plays a key part in auto dealership marketing campaigns. On average, 8 out of every 10 people check out reviews on Google before getting in touch with any business. That’s precisely why automobile dealers need to proactively ask for ratings and reviews from their customers. Good reviews are shown on both Google Maps view of the business, as well as on the ‘Google 3-Pack.’ This builds local visibility and overall credibility of the dealership.

Responding to the reviews received is also important for auto dealerships. For nearly 68% buyers, prompt response to Google reviews is an indicator of business authenticity and reliability. Dealers should make it a point to respond to both positive and negative reviews. These responses also show up in local searches – giving people more information to work with (there are upselling opportunities as well).

Note: Nearly 65% of customers are happy to provide business reviews online. All that dealerships need to do is provide people a nudge, to build their online reputation.

Regularly Posting On Google Business Profile Is A Good Idea

GMB posts add context to business listings online. That, in turn, generates value – and can even create competitive advantages for automobile dealerships. Details about special deals, offers and events can be stored through these posts, along with selective images/videos. Frequently posting on Google business profiles conveys an ‘active’ impression about the concerned dealership, ensures seamless information-sharing with local buyers, and improves the overall buyer-experience. If the dealer website has a blog section, links to the latest posts can also be shared.

Automobile Dealerships Need To Take Advantage Of The Q&A Section

At any stage of the vehicle-purchase journey, customers can need assistance and swift resolution to their queries. This where the Q&A section of Google business profiles can help. By promptly answering questions, dealerships can strike up engagements, and generate genuine leads (buyers can also interact with each other).

UTM Codes Should Be Used For Data Tracking

Auto dealerships need to have clarity over whether their Google business profile is being able to bring about the desired increase in web visitors and leads. Real-time tracking of GMB traffic data is important for this. The ‘Menu URL’ and ‘Website URL’ used in the business listing should be tagged with Urchin Tracking Module (UTM) codes. The medium and the campaign (e.g., googlebusinessprofile) have to be mentioned in these UTM codes. Based on the tracked performance, the listings can be modified later.

While Google business profile optimisations were important for automotive dealers earlier too, the global pandemic has enhanced its value manifold. During the Covid-era, the number of calls to an average car dealership grew by a whopping 62% – highlighting the importance of GMB as a powerful tool to stay connected with potential and existing customers. From more website visits, to calls and direction enquiries – the benefits of having an optimised GMB profile in the digital marketing for auto dealerships are many and varied. Car-buying journeys typically start online (there are digital touchpoints at multiple stages), and a properly set up & regularly updated business profile on Google is an absolute must for dealerships.

Google business profile optimisation can allow your dealership to speed ahead of competitors. That’s something you should definitely not miss out on!