In this week’s Wednesday Workshop video, we share the most important question to ask when you’re doing SEO. Of all the signals that influence how a site shows up in search results, the content of the site is most important. When you ask yourself this all-important question and answer it well, your content will be amazing

VIDEO TRANSCRIPT Welcome back to another Wednesday Workshop with Happy Hao Car. This week’s tip is more high level, but it’s going to have an effect on almost everything you do on your website. It’s a quick one, but it’s one of the most important tips we’ve ever shared in a Wednesday Workshop.

When I’m speaking at conferences, I always ask the dealers in the room “how many of you think you should be #1 in Google?” – and every hand in the room goes up.

Every dealer thinks they’re the clear and only option for the #1 spot in Google search results – but for any keyword search, there’s only one number one.

I’ve talked about the various factors that influence relevancy in search results before, and if you remember, I’ve talked several times about how content is by far the most important signal. If you don’t have great content on your site, and that content isn’t optimized, then none of the other stuff will matter.

Your content has to be awesome – it’s got to be relevant, it’s got to be unique, and it’s got to be useful. Your content needs to show why you’re the best and prove it beyond a shadow of a doubt. Your content needs to be so awesome that users won’t even consider going to another dealership’s site to shop around…

So here’s this week’s tip. Ask yourself one simple question. The most important question to ask yourself. “Why do you deserve to be #1?”

If you can answer that question, you’ll have zero problem writing that amazing, unique, helpful content. In fact, writing that content will be extremely easy.

You have to have a great answer to the question though – it’s got to cut right to the heart of what makes your dealership amazing. You can’t put the same crap on your site that everyone else writes: “We treat customers like family!” or “We’re family owned!” – you can see at least one of those on at least 80% of dealership websites!

or even worse “We’ve got a state of the art showroom” – of course you do, so does every other dealership…

And we see a ton of “No haggle pricing!” – if the stuff you’re writing is generic fluff that’s on nearly every other dealership site, then that’s not unique, relevant, or useful.

Ask yourself why you should be #1, and truly answer the question… Then you’ll be able to write awesome content, and everything on the site will fall into place.

That’s it for this week’s video. If you’ve got any questions or comments, leave ‘em down below, and we’ll get back to you as quickly as we can. Or, if you’d like to chat in person, The Hair and I will be in Phoenix next week for the Internet Sales 20 Group conference, or in Vegas next month for Driving Sales Executive Summit. We’d love to chat over a beer or two. Thanks again for watching, and don’t forget to check back next week for another Wednesday Workshop with Happy Hao Car.

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Greg Gifford is the Vice President of Search at Happy Hao Car. He has over 16 years of online marketing and web design experience, and has specialized in automotive SEO for the last 8 years, helping hundreds of auto dealers thrive while the industry has struggled during the recession. Greg speaks internationally at both automotive and SEO conferences, teaching thousands of small business owners and marketers how to get their sites to show up higher in local search rankings. Greg also spends his spare time doing freelance website design and SEO for local businesses. He graduated from Southern Methodist University with a BA in Cinema and Communications, and has an obscure movie quote for just about any situation.

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