Are Car Dealers Present In Search – SEO Industry Report

Are Car Dealers Present In Search – SEO Industry Report & Consumer Survey

FIRST has just released a new industry report showing how present New Zealand’s car dealers are within organic search. Moreover, FIRST has carried out a consumer survey discovering that car auctions are definitely not the first place Kiwis are going to when considering purchasing a new or used car.

FIRST used its bespoke Rankings Based Reach (RBR) analysis framework which provides a simple way to compare a website’s search engine rankings with its competitors. By utilising this framework FIRST discovered that Autotrader is ranking in the first position with a fantastic RBR of 79.65% and so is very visible within search, followed by Trademe Motors (65.36%) and Turners (50.26%).

Interestingly the ranking positions were quite different when looking at the mobile search ranking positions as some companies that had good positions in desktop search, dropped significantly in mobile.

In general it could be seen that the major car brand companies mostly did not perform very well in search for the analysed search terms and ranked rather low in desktop & mobile search. If they rank on Google’s first page then they appear in paid search much more frequently.

FIRST also discovered that the brand search volume for a lot of car brand companies like Toyota, FORD and BMW is high, followed by smaller players like Autotrader, which were not that prominent, but still had high volumes. The overall search volume for frequently searched terms like “cars for sale nz” is constantly increasing since its decline at the end of 2010. But companies will also need to consider niche consumer search behaviour as an integral part of their online strategy if they want to be competitive.

FIRST also revealed where the first place most Kiwis go when considering to purchase a new or used car and found-out that online sales aggregators are the preferred choice. The physical dealerships of known car dealers are also popular (16.68%).

According to an article from automotivenews.co.nz the car market in NZ is developing very well for 2014 and car dealers can largely benefit from this, if they set up a robust digital strategy and are present at the right places at the right time (ie as users are searching). If you are a car dealer, our free SEO related industry report might be a good way for you to find-out how you are ranking and / or what you can do to improve your overall online performance. If you just want to receive some insights on search engine optimisation or paid search, please take a look here.

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ENDS

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