Why, worry about your online reputation?
Car dealers have always been concerned about their reputation in the community and now the internet is making their community larger not smaller. The Internet has allowed dealers to reach markets that in the past were out of their range. But let me ask you this. If someone 200 miles away finds a car online that you are advertising through various sources what good is it for them to take notice if they Google your dealership name and they find negative information?
You just lost an opportunity!! Because your online reputation sucks!!
Today they use many different resources to push inventory into the eyes of consumers, but allow negative information and third party lead providers to dominate the search engine results pages (SERPS) for their name. Usually with just one or two entries that they control.
Chances are if you found this page it is because you have a concern with your online reputation already.
You just lost an opportunity!! Because your online reputation sucks!!
Today they use many different resources to push inventory into the eyes of consumers, but allow negative information and third party lead providers to dominate the search engine results pages (SERPS) for their name. Usually with just one or two entries that they control.
Chances are if you found this page it is because you have a concern with your online reputation already.
What you talkin' about Paul?
Below you will find some links that shows some examples of where car dealers are not taking care of their online reputations.
- Towbin Dodge Google Results
- Everybody knows who the "King of Cars" is but he happens to have one of the dirtiest online reputations out there. I did an article on it about a year ago at my blog titled "What Does Negative Information Cost You". It is amazing that with the celebrity that Josh has he does not work to get rid of the negative information from the SERPS
- Brad Benson Hyundai Google Results
- Brad Benson Hyundai has had more than one customer complain about them online. Of course the best ways to not get complaints is to treat other the way you want to be treated. However it is just not complaints you want to knock out of the SERPS.
Google your dealership name and see what others are seeing.
Knock Your Competition out of your "Money Terms"
One of the biggest searches that brings traffic to your website is searches for your brand and geographic location. You should have every entry available on the first few pages of the SERPS for that that term. Some dealers don't even have one or are so far down that they don't show at all.
- Google Results for "Hinesville Dodge Dealer"
- Liberty Chrysler Dodge Jeep is the only Chrysler Brands dealer in Hinesville, GA. You will notice that their website does not even show for their market area and brand search. You will see a couple of entries for Carl Gregory Chrysler Dodge. Some of my handiwork.
Third Party Lead Providers
Nothing wrong with buying third party leads if they are coming in on searches other than your dealership name.
- Google Results for "Kings Bay Chrysler"
- Ok the name of the store is no longer "King's Bay Chrysler" that is the name it had before it became Bennett Chrysler and it is located in an area dubbed King's Bay. Still all the entries"above the fold" belong to third party lead providers and one entry for my alma matter. Carl Gregory Chrysler
- Google Results for "Bennett Chrysler"
- Ok that is the search result for Bennett Chrysler. All sites not directly tied to them except one and it is not even number one. The one that is listed number one is a suspended account page. Sure there are listings for Autotrader and and directory listings, but why would want to send someone to a shopping site when they are already looking for you? Kinda like sending them to test drive their second choice car at another dealer when they have already agreed to buy yours...
Great Resources on Reputation Management
I know many car guys don't get it when it comes to the Internet so if you are tired of searching for information about Search Engine Reputation Management for Car Dealers here are some good reads on the subject.
Radically Transparent: Monitoring and Managing Reputations Online
Avg. Customer Rating: 
Amazon Price: $19.79 (as of 11/26/2009) 
List Price: $29.99
Used Price: $0.35
Usually ships in 24 hours
The 18 Immutable Laws of Corporate Reputation: Creating, Protecting, and Repairing Your Most Valuable Asset
Avg. Customer Rating: 
Amazon Price: $18.98 (as of 11/26/2009)
List Price: $26.00
Used Price: $0.75
Usually ships in 24 hours
Corporate Reputation: 12 Steps to Safeguarding and Recovering Reputation
Avg. Customer Rating:
Amazon Price: $26.37 (as of 11/26/2009)
List Price: $39.95
Used Price: $6.93
Usually ships in 24 hours
The Expressive Organization: Linking Identity, Reputation, and the Corporate Brand
Avg. Customer Rating: 
Amazon Price: $50.00 (as of 11/26/2009)
List Price: $50.00
Used Price: $41.24
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Have some suggestions or feedback?
Please leave your comments as they relate to car dealer search engine reputation management. I know I may not of covered everything so leave your suggestions or questions below.
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My SERM Experiment
Blogs are like online diaries and this mine on overtaking the Search Engine Results Pages for my name.
I talk about what I am doing. What is working and what is not.
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I have worked in the automobile industry for over a decade. Even as an Internet Sales Manager for dealerships. I will be publishing lenses on how to... (more)
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