Organic Traffic is Misunderstood By Auto Dealers - AutoSuccessOnline

Organic Traffic is Misunderstood By Auto Dealers

When automotive marketing professionals invest the time to configure Google Analytics (GA) properly, new insights can be obtained into their marketing strategy. Data analysis can inspire new strategies to increase showroom traffic and profits.

When marketing managers look at all the channels that are producing conversions and highly engaged traffic on their dealership Website, reports often show that organic traffic is one of the most popular. Have you ever analyzed what generates organic traffic for auto dealers? It may not be what you originally thought.

Dealership managers will often relate increases in organic traffic to their SEO content strategies. While developing custom content is important for online marketing, the majority of organic visits are not from the dealer’s unique content.

Understanding Organic Traffic

Included in organic traffic are clicks from the Google My Business (GMB) knowledge panel, which appears when a consumer searches the dealership’s name. I recommend placing a UTM tag on the Website link to differentiate GMB traffic from other organic traffic.

Dealers should have a strong local SEO strategy to optimize directory listing sites. I wish more dealers had the interest to build sustainable content on their Websites, since the majority of their Website pages die every 30 to 60 days. Without additional content, a dealership Website has very little evergreen content for Google to index and rank in search results.

The organic traffic channel in GA hides the impact of radio, television, newspaper and third-party classifieds. If a dealer launches a new cable TV promotion, for example, their traffic will often increase. The increase is not from SEO strategies but because more people searched the dealer’s name after watching the advertisement.

If a consumer finds a vehicle on or, and then later searches the dealer’s name, the traffic once again will come into GA as organic traffic. Third-party classifieds only get credit for visitors who click on a link on a third-party VDP and go directly to the dealer’s Website.

GA Does Show Offsite Attribution

When you configure GA’s Multi-Channel Funnels, you can see the influence of paid search clearly because clicks send consumers directly to the dealer’s Website. Unfortunately, dealers cannot see the full influence of third-party classifieds because the majority of shoppers visit the dealer’s Website and showroom without ever clicking on a direct link from a classified listing VDP. Consumers introduced to the dealer’s inventory offsite on classified portals will often visit the dealer’s Website via organic and direct traffic channels.

Robust Sales Attribution Modeling Is Needed

GA is a powerful tool for automotive marketing managers, but new technology and tools are desperately needed to help dealers understand the full impact of their marketing decisions. The good news is that new strategies and research on sales attribution are now being developed. For more information about using GA to its fullest for your dealership, contact me at the address above.

Brian Pasch

You May Also Like

The Power of First Impressions

Professional photographers possess the expertise to highlight a car’s unique features, angles and design intricacies in ways that capture the essence of the vehicle.

In a world characterized by fleeting attention spans and rapid digital consumption, the saying “first impressions matter” has never been truer. Whether it’s meeting someone for the first time or encountering a product online, the initial perception we form often plays a pivotal role in shaping our subsequent actions. Nowhere is this phenomenon more evident than in the realm of business, where the significance of high-quality visuals in making a strong first impression on potential buyers cannot be overstated. This is particularly evident in the automotive industry, where professional photographs wield the power to convey the value and appeal of vehicles, attracting more customers to dealerships.

Fresh & Organic? The Truth About What You’re Feeding Your Customers

The importance of consistent posting comes in understanding the value of this type of content and its place within your greater marketing strategy.

Get Ready for AI to Revolutionize Dealerships

AI and automation can help car dealers drive operational efficiencies by reducing time spent on routine, labor-intensive tasks and freeing up staff to focus on more valuable work.

UTM, The Good, The Bad and The Ugly

UTMs have good purposes and if you’re not using them, you probably should be. Here’s how to use them effectively.

How AI Enhances Vehicle Merchandising

AI can ensure that your dealership’s online experience matches the meticulous appearance of your actual lot.

Other Posts

Understanding Business Email Compromise — the $43 Billion Scam

BEC and payment fraud are genuine threats to dealerships today. By following these suggestions, you can significantly reduce your risk.

Cyber Security in Dealerships

If you’re not adequately prepared, the consequences of a company-wide data breach can be devastating to both your business and your customers.

SEO and AI, Who Needs It?

How can SEO and AI improve your business? Look to your technology partners to implement AI-infused advantages on your behalf.

Executive Spotlight with Sean Stapleton of Dealer Teamwork

Sean Stapleton of Dealer Teamwork shares his secrets on how to develop a successful company culture, his views on dealership marketing, GA4, paid search and more.