You may have noticed that there is a lot of talk in the automotive industry about SEO and SEM. But what do these terms really mean? And more importantly, which one is right for your dealership?
Let’s start with the basics. SEO stands for Search Engine Optimization. This is the process of optimizing your website and content to rank higher in search engine results pages (SERPs). On the other hand, SEM stands for Search Engine Marketing. This is the process of using paid advertising to improve your visibility in SERPs.
Now that we’ve cleared that up, let’s take a closer look at each option to see which one is right for your dealership.
1. SEO is more affordable.
One of the main advantages of SEO is that it is more affordable than SEM. With SEO, you are essentially investing in your website and content to make them more search engine friendly. This means that you will not have to pay for each click like you would with SEM.
For example, let’s say you want to rank for the keyword “car dealerships in Atlanta.” If you were to use SEM, you would have to pay for each click that your ad receives. But with SEO, you can achieve the same results without paying for each click.
2. SEO is more sustainable.
Another advantage of SEO is that it is more sustainable than SEM. Once you have achieved a good ranking for your target keywords, it will be much easier to maintain that ranking. With SEM, on the other hand, you will constantly need to pay for your ads in order to maintain your visibility.
Suppose you stop paying for your SEM campaign. In that case, your visibility will decrease and it will be much harder to regain your lost ground.
3. SEO offers better ROI.
When it comes to ROI, SEO offers a much better return than SEM. This is because SEO is more affordable and sustainable, as we’ve already discussed. And since it offers better ROI, SEO is the better option for most automotive dealerships.
4. SEM can be more effective in the short-term.
While SEO is generally more effective in the long-term, there are some situations where SEM might be a better option in the short-term. For example, suppose you are launching a new product or service. In that case, SEM can be an effective way to generate buzz and get people to your website quickly.
5. It's not an either/or proposition.
Finally, it’s important to understand that SEO and SEM are not mutually exclusive. In fact, the best results often come from a combination of both. For example, you might use SEM to generate buzz for a new product launch and then use SEO to maintain your visibility in the long-term.
So, which one is right for your dealership? The answer depends on your specific goals and needs. If you’re looking for a more affordable and sustainable option with better ROI, then SEO is the way to go. But if you need quick results in the short-term, SEM might be a better option. And if you’re looking for the best of both worlds, a combination of SEO and SEM is often the best approach.
Contact us today to learn more about how we can help you with your SEO and SEM needs. We’ll be happy to answer any questions you have and help you develop a strategy that’s right for your dealership.
