What to Monitor, Whether You DIY or Partner Up
In case you missed our blog post las week, we outlined a critical element likely missing from your digital marketing strategy: Local SEO.
You already know that having a strong online presence is a non-negotiable. And you know that essentially all car shoppers begin their buying journey online. But do you know how to assess your online local presence or determine what you should do next? If yes, then you’re miles ahead of the competition. If not, don’t fret, you’re not alone, and that’s what we’ll be going through in this guide.
Whether you’re running SEO in-house, working with a partner, or just trying to understand the essentials, this guide is for you. We will walk you through key local SEO indicators that help measure how well your dealership is showing up and standing out online.
We’ll also refer back to that Local SEO blog mentioned above, where we covered foundational strategy, so you can see how these metrics connect to the bigger picture.
1. Local Search Rankings: How Visible Are You?
Why It Matters: When someone searches “used trucks near [city]” or “Jeep dealership in [your area],” you want to be on page one. Local rankings are your online lot—if you’re not showing up, you’re not in the game.
What to Check:
- Google Business Profile: Is it claimed, verified, and optimized? Photos, Q&As, reviews (and your responses), and business hours all count.
- NAP Consistency: Your Name, Address, and Phone number must match across directories.
- Local Pack Presence: Are you showing in the “Map Pack” or Local Pack on Google?
Working with a Partner: Ask them to provide a regular local ranking report and confirm how often your listings are being audited and updated, and if new ones are being created.
DIY Tip: Check your top landing pages in Google Analytics to see if local shoppers are actually finding your site or just bouncing.
sMedia’s Role: We fine-tune your Google Business Profile, monitor NAP consistency, create and audit listings, and develop location-based content that helps boost rankings in your area!
2. Organic Traffic: Are Local Shoppers Finding You?
Why It Matters: This shows how many users land on your website from non-paid search, especially those using local terms.
What to Look For:
- Which keywords are driving traffic, and are they relevant to your market?
- Is traffic coming from your city or the surrounding areas?
- Are visitors landing on inventory or location-specific pages?
DIY Tip: Search your top keywords in Google using incognito mode to see if your dealership shows up in the local 3-pack. If not, it’s time to optimize!
Using an SEO Partner: Ask for segmented traffic reports, keyword reports, and a breakdown of branded vs. non-branded searches.
sMedia’s Role: We use local keyword research to build content that attracts high-intent local traffic and helps ensure it lands in front of the right eyes. We provide various ranking reports so you can monitor your online performance!
3. Bounce Rate: Are You Losing Interest Too Soon?
Why It Matters: Bounce rate measures the percentage of users who leave your site after viewing just one page. A high bounce rate can signal that a page didn’t meet the visitor’s expectations or that your site is slow or difficult to use.
But it’s not always a red flag. Sometimes, visitors find exactly what they need and leave. For example, someone looking up your staff page or phone number and business hours may bounce after getting the information they wanted, and that’s okay.
Key Questions to Ask:
- Is the site mobile-friendly and fast?
- Are pages matching search intent? (e.g., does an “SUV inventory” page actually show SUVs?)
- Are CTAs visible and clear right away?
- Is this a page where users are expected to take further action, or is it a “quick info” page?
When a High Bounce Rate Isn’t a Problem:
- Contact or staff pages
- Hours & directions pages
- Blog posts answering a specific question
- Event signup pages
Working with a Partner: Ask for bounce rate insights by page type and device. This gives better context than just a site-wide average.
DIY Tip: If your bounce rate is high, check if your landing pages match shopper intent, causing confusing pages, not to mention it’s also a surefire way to lose leads fast!
sMedia’s Role: We help you interpret bounce rate the right way by identifying which pages may need engagement optimization and which are performing their intended function. From site speed to page layout, we make sure the user experience supports your SEO goals!
4. Conversion Rate: Is Traffic Turning Into Leads?
Why It Matters: Traffic is good, but leads are better. Your conversion rate tells you whether users are taking action, like filling out a form, calling your dealership, or booking a test drive.
What to Look For:
- Clear, compelling CTAs on every page
- Forms that are short, easy to fill out, and mobile-optimized
- Local trust signals (reviews, maps, directions)
Baseline Tip: If your conversion rate is under 2%, it’s time to re-evaluate your landing pages.
Working with a Partner: Ask for a funnel analysis of where users drop off before converting.
DIY Tip: Track form fills, click-to-calls, and chats to see if your website traffic is actually converting or just cruising.
sMedia’s Role: We optimize every part of the user journey with conversion-focused design and content, and tools like Smart Offer to engage local buyers at the right moment!
5. Backlinks & Local Citations: Are You a Trusted Name in Your Community?
Why It Matters: Backlinks from reputable, local sources (media, directories, community sites) help build your dealership’s online authority.
What to Track:
- Number of backlinks from local sources
- Business citations in directories like Yelp, Chamber of Commerce, etc.
- Mentions in local news or event pages
If You’re In-House: Prioritize outreach to local blogs, sponsorships, and chamber listings.
Working with a Partner: Ask what their backlink strategy includes and how they evaluate link quality.
DIY Tip: Build trust with Google (and local shoppers) by earning backlinks from local businesses and keeping your dealership’s info consistent across online directories.
sMedia’s Role: We build local relevance through backlink acquisition and citation management, boosting your visibility and trust with search engines!
Final Thoughts: What You Should Know About Local SEO (No Matter Who’s Running It)
Whether you’re managing SEO in-house, working with a partner, or just getting familiar with the landscape, these are the key local SEO indicators to track. Think of them as your dealership’s online dashboard.
For more strategic guidance, check out our main Local SEO blog, where we break down how SEO fits into your wider digital marketing strategy.
Want a deeper look at how you’re doing right now? Contact sMedia to request a local SEO audit and see where your dealership stands.
Conclusion: SEO for Automotive Dealers with a Focus on Local SEO
Effective SEO is essential for automotive dealerships, especially when targeting local customers. Metrics and indicators like local search rankings, organic traffic, bounce rate, conversion rates, backlinks, and online reviews all contribute to your dealership’s online visibility and overall success.
By partnering with sMedia, automotive dealers can leverage their expertise in local SEO to boost rankings, increase traffic, and improve conversions. Their comprehensive approach ensures that your dealership stands out in a competitive online market, helping you attract more local customers and drive sales.
If you’re ready to take your local SEO to the next level, contact us today and see how our services can transform your dealership’s online presence.
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