Digital Dealer - October 2019 - 38

M A R K E T ING & ADVERT ISING: Da ta & Anal yt i cs Continued from pg. 37

with a blog. The content
posted on a blog usually
isn't as sales oriented as
it is on other web pages,
but it plays a critical part
in gaining and maintaining
long-term SEO success.
Because blogs are so
versatile, there are many
types of content you can
create for them. Generally
speaking, the primary goals
behind your website blog
are to generate a consistent traffic flow and build
brand awareness, helping
to increase your domain
authority over time (in other
words, your standing in the
eyes of Google).
Though a basic metric,
consistent traffic to your
blog, is a good indicator
that the blog is doing its job.
Because of the topics covered in your blog, many of
the pageviews will be from
areas across the country,
and that is fine for this form
of content marketing. Even
when a blog post is targeted
to your local audience
and gets significant local
traffic from posts highlighting community events or
dealership sponsorships,
etc., significant traffic coming through that blog post
is still a sign of success.
Again, the purpose behind
your blog isn't necessarily
to sell a vehicle-it's to
generate a healthy flow of
consistent traffic for building
your domain authority and
increasing brand awareness, so getting this content
visible and clicked on both
nationally and locally is your
focus.

WHAT MAKES
A LANDING PAGE

38

OCTOBER 2019

THE PURPOSE BEHIND YOUR
BLOG ISN'T NECESSARILY TO SELL
A VEHICLE- IT'S TO GENERATE A
HEALTHY FLOW OF CONSISTENT
TRAFFIC FOR BUILDING YOUR DOMAIN
AUTHORITY AND INCREASING BRAND
AWARENESS..."
SUCCESSFUL?

Since your website blog
is focused on building your
domain authority and brand
awareness, your custom
landing pages can focus on
attracting current car buyers
to the site and guiding them
along the buying process.
This content should still get
locally targeted, but you'll
have less concern about
how much traffic is coming
through these pages and
more concern on the quality
of that traffic.
When users land on this
page, are they leaving the

D I G I TA L D E A L E R . C O M

website, or are they clicking
to view the inventory? If we
want users to fill out a contact form on this page, are
they doing so? Is this page
attracting new website visitors through organic search,
or are these returning users
continually coming back to
this page?
These are all questions
worth asking when determining if your custom
landing page content is successful, and some of these
questions may be more
important than others based
on the page. For example,

research-based landing
pages are key aspects of
our clients' content strategy.
This helps keep customers
on the website by providing
them with the information
they need to complete their
research on vehicles and
compare models sideby-side. Because of this,
overall page views aren't
the best way to measure
success. Sure, you want
these pages to get traffic,
but most importantly, you
want that traffic to convert.
The term "conversion"
can have many different
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