Advantages of Local SEO for Automotive Dealership Marketing

There are new methods and many ways to market your automotive dealership digitally and online, but a powerful and cost-effective way that has proven results is to improve your local Search Engine Optimization (SEO). This white paper will cover the benefits and advantages of local SEO, how to use it, and precautions to take. Improving local SEO is important to car dealerships because of the high number of consumers making searches for local businesses online every day.


Successfully marketing your dealership requires strategic, planned, and creative thinking. It can be expensive to find marketing methods that boost your foot traffic and bring more leads to your website, and you may end up wasting money on projects that end up being unsuccessful. One of the most cost-efficient ways that has been proven to work is to invest time in submitting your dealership information to online business directories.

According to BrightLocal, 97% of consumers use the internet to research local businesses and services. While investing in paid search campaigns such as Google AdWords can help your dealership, 70% of the links that users click on are organic. Therefore, investing some time to improve your local SEO will greatly benefit your business.

What is Local SEO?

Local SEO, also known as SEO citations or local citations, is any mention of your business online that includes your business’s name, address, and phone number (NAP). There are a ton of free local business directories online including but not limited to Google My Business, Facebook, Yellow Pages, Yelp, Apple Maps, Foursquare, and many more.

Benefits of Local SEO

The greatest benefit of local citations is that your dealership website will rank higher on Search Engine Results Pages (SERPs). Search engines such as Google and Yahoo use citations to see how frequently a business is mentioned online. It is also a method of link building and a way to start creating backlinks. In general, the more quality local citations you have, the better off your SEO will be because businesses with more mentions are regarded as more important.

A higher search engine ranking also means that your dealership will be discovered by more people in local search results, which brings more traffic to your website and dealership.

More business directory listings will also mean that your dealership will be trusted by both search engines and customers. According to TMP Directional Marketing, 7 out of 10 consumers are more likely to use a business if it has information available on a social media platform.

According to comScore, the number one reason that people do an online search is to find the location or more information for a business that they have already heard about. This means that even your existing customers are looking for information on your dealership online. Keep them as loyal, returning customers by giving them easy access to information on your dealership.

How to Implement Local SEO

Submitting local business directory listings will take time and patience. Be prepared for weeks, maybe months, of setting up accounts and verification emails. The best way to stay organized is to keep a spreadsheet of your progress that includes the login information and status of your listings. The key is to be consistent, enter all your information correctly, and not make too many submissions in one day. About 10 submissions a day is the maximum amount that you’ll want to do so that you don’t confuse search engines.


While local citations have many great benefits, it’s also important to note that they can hurt you if you don’t do it correctly.

It is important that your NAP information is exactly the same on every listing. Incorrect NAP can actually damage your SEO and the reputation of your dealership, which is the opposite of your goal. Our suggestion is that you keep a file with all of the NAP data on it and use that file to copy and paste information when you’re making submissions.

Generally speaking, the more local citations you have, the better off you will be, but that’s not the case every time. Be careful that you don’t have duplicate listings on one directory because that can hurt your SEO rankings. Always check a website to see if you or someone else has already created a listing for your dealership before adding your own. In the case that a listing for your car dealership already exists but has incorrect information, try to fix the listing first or getting it deleted before creating a new one.

We also suggest that you get a healthy balance of business listings from different types of websites, including review sites, social media, city-specific directories, mobile apps, and more. Building backlinks on low-trusted websites may hurt you more in the end.


Citations are a cost-effective but proven way to improve your local SEO and bring more business to your dealership. However, it can be time-consuming and tedious work to add on top of an already busy day. If you don’t have the time or have concerns about local citations, there is no need to worry. offers local citation services including directory submissions, NAP and duplicate clean up, account setup and maintenance, and more.


AutoJini is a leading web-based software suite of solutions used by auto dealerships across North America. AutoJini provides services including but not limited to: Search Engine Optimization (SEO), Pay Per Click (PPC) campaign management, Social Media Marketing (SEM), the development and implementation of dealership websites, mobile websites, microsites, Facebook applications, inventory management solutions, data export to 3rd parties, and news & blog software.

For more information, please contact us by phone at (515) 232-2024 or email