Common SEO Mistakes Auto Dealers Make & How to Fix Them
When it comes to automotive marketing, paid ads usually get most of the attention. But here's the thing — most car buyers start their journey with a Google search. If your dealership's website isn't optimized for SEO, you could be missing out on ready-to-buy shoppers before they even make it to your lot.
I've seen a lot of dealerships run into the same SEO roadblocks. The good news? They're fixable. Let's walk through five of the most common mistakes and how to turn them around.
Ignoring Local SEO
Think about how most people search for a car: "Honda dealer near me" or "used trucks in Richmond, VA." If your dealership isn't showing up in those local searches, chances are your competition is. Local SEO is huge for dealers, yet it's often overlooked.
The fix is simple — make sure your Google Business Profile is claimed and optimized, keep your name, address, and phone number consistent everywhere online, and encourage customers to leave reviews. That consistency signals to Google that your dealership is legitimate and trustworthy.
Poorly Optimized Inventory Pages
Your inventory pages are the heart of your website. Unfortunately, I see a lot of dealers using generic OEM descriptions or duplicate content that doesn't do much for SEO. Not only does it hurt your search visibility, but it also doesn't give shoppers the detailed info they're looking for.
A better approach is to write unique page titles and meta descriptions, highlight key features and specs, and use schema markup so Google can show things like year, make, model, and price right in the search results. It takes a little more effort, but it can really set your listings apart.
Slow Websites
We've all been there — you click on a site, it takes forever to load, and you're gone in seconds. Car shoppers are no different. If your site drags, not only are you frustrating potential customers, but Google will also push you down in the rankings.
A few simple changes can make a big difference. Compress your images, cut back on unnecessary pop-ups and third-party add-ons, and prioritize a clean design that loads fast — especially on mobile.
Overlooking Mobile-First Design
Speaking of mobile, most shoppers are browsing for cars on their phones. If your site only looks good on a desktop, you're leaving a lot of opportunities on the table.
A mobile-first site should be easy to navigate, with big, tappable buttons, clear calls-to-action, and smooth scrolling through your inventory. Adding sticky buttons like "Call Now" or "Schedule Test Drive" also helps people take action quickly without having to hunt for it.
Neglecting Content Beyond Inventory
Yes, your cars are the star of the show — but they're not the only thing people are searching for. Buyers want answers to questions about financing, EVs, maintenance, and more. If your site only has inventory pages, you're missing the chance to connect earlier in their journey.
Adding blog posts, FAQs, and guides shows shoppers that you're not just there to sell them a car — you're also there to help them make informed decisions. That builds trust and keeps your dealership top of mind.
SEO doesn't have to be overwhelming, but it does have to be intentional. By avoiding these common mistakes, dealerships can reach more shoppers, generate better leads, and ultimately sell more cars.
If you're wondering where your website stands or if it's holding you back, let's chat. Our experts at Silverback Advertising would be happy to help.