Proudly serving the industry for which it was named for more than 50 years, Outdoor Power Equipment provides dealers who sell and service outdoor power equipment with valuable information to succeed in a competitive market.
Issue link: https://read.dmtmag.com/i/775380
www.outdoorpowerequipment.com OUTDOOR POWER EQUIPMENT FEBRUARY 2017 23 #4 Make your website a strong resource for shoppers Plugging your website full of keywords to get found on search doesn't do the trick anymore. Instead, focus on the experience that you're giving online shoppers to show Google that you're the best fit for local searchers' OPE needs. Not sure if your website experience is up to snuff? Ask yourself the following questions about your website: ■ Is it easy to navigate? ■ Does it answer common customer questions? ■ Is it easy to find popular products or search for specific inventory? ■ Can customers find information on service or book appointments? ■ Can shoppers find sales and promotions easily? ■ Is the contact information easy to find? If your answer to any of these questions was "no," it might be time to make some updates. Many of your customers are looking online to learn about products before they set foot in your store, so your website should make it easy for customers to find the information they need about the products you sell and the services you offer. If it doesn't, chances are they'll get frustrated and go back to the search results to find the next dealer on the list. The search landscape is changing, and it's important to change your strategy to match. Hanging on to old SEO tactics can get you buried on the search results page. Stay ahead of the competition by optimizing your online presence for local search today! Colleen Malloy is the director of marketing at ARI Network Services. Prior to joining ARI in November 2013, Malloy served as the editor of Motorcycle and Powersports News. She is dedicated to the mission of helping dealers improve their operations through the implementation of ever- evolving best practices paired with ARI's suite of award-winning data-driven software tools and marketing services that help dealers "Sell More Stuff!" — online and in-store. ARI removes the complexity of selling and servicing new and used inventory, parts, garments and accessories for customers in the outdoor power equipment, powersports, marine, RV, automotive tire and wheel, and white goods industries. More than 22,000 equipment dealers, 195 distributors and 140 manufacturers worldwide leverage ARI's website (www.arinet.com) and eCatalog platforms to "Sell More Stuff!" #2 Foster customer reviews The experience your customers have with your dealership can have a big impact on where you rank in local search results. Google looks at what people are saying about your dealership online to determine where — or if — to show your website to searchers looking for a new lawn mower or snow blower repair in your area. It wants to send shoppers to highly rated businesses, because it trusts that they'll provide a great experience. It might seem tempting to have your employees post false reviews to boost your rating, but Google is smart enough to know when someone is trying to trick it. Instead, encourage your shoppers to leave reviews by posting signs in your store directing them to your preferred review platform (Google My Business is a great place to point them) to let you know how their experience was. Post your signs in high-traffic areas, like your store entrance and by your point-of-sale and waiting areas, to ensure shoppers see them, and have your sales and service teams remind them to review you as well. Once you start generating customer reviews, develop a plan for responding to them. Responding to reviews — the good and the bad — shows customers that you care about their thoughts and take their concerns seriously. For positive reviews, a simple "Thank you" is enough. For bad reviews, don't give into the temptation to respond negatively! Instead, offer a sincere apology and offer to resolve the situation. Then, take the conversation offline by giving the shopper a phone number to call to speak to someone about his or her issue. #3 Establish yourself with strong links Another factor that Google looks at when determining your local search rank is your prominence in your community. The search engine looks for clear signs that you're well established in your community, and building links on your website with other local organizations is an easy way to show it. On your "About Us" page (or another page that makes sense for your website) include links to local businesses or organizations like your Chamber of Commerce, programs you sponsor (like community sports teams or charities) or businesses you partner with. Then, ask these organizations to link back to you from their own websites. This link building shows Google that you're an important part of your community and can help you appear in more searches in your area. The experience your customers have with your dealership can have a big impact on where you rank in local search results. OPE