Car dealers seeking to initiate or expand their content publishing strategy, on a low budget, can leverage many FREE content publishing websites to build relevance, links, and search visibility. It is critical that car dealers add new content to their primary website each month.  In addition to on-site content, off-site content is needed to create relevance and powerful links back to the dealer's primary website.

For many car dealers, having an Automotive SEO road map may be new but it is an important part of a comprehensive digital marketing strategy. Keep in mind that Automotive SEM (i.e. Google Adwords) is great for immediate traffic and page one positioning for broad search phrases like "used cars" or "Toyota dealer".

Automotive SEO relies on quality content that is using geo-targeted keywords or a dealer's brand name to bring content on Google Page One.  Geo-targeted keyword examples like "Denver Lexus Service" and "Miami Used Cars" are more realistic for an SEO campaign to achieve Page One placement as compared to just the phrase "Used Cars".

Once dealers take time to create their keyword list, they need to find places to post content that Google respects.

Each website listed below allows “content” to be published and that content can come in the form of text, videos, photos, or even PDF brochures from your OEM.  When published properly, these websites can also provide valuable backlinks to your primary website.

Free Content Publishing Powerhouses

Here is a list of third party sites that allow relatively unrestricted content publishing:

1. Press Releases – www.prlog.org and www.free-press-release.com
2. PDF Brochures – www.slideshare.net and www.scribd.com
3. Videos – www.youtube.com, www.vodpod.com, and www.metacafe.com  
4. Business Directory – www.cardealerwiki.org and www.brownbook.com
5. Business Platform Marketing – www.MerchantCircle.com
6. All Purpose Blogs – www.blogspot.com and www.posterous.com
7. Automotive News Posting – www.topix.com
8. Automotive Inventory – www.CarDealerWiki.org and www.Craigslist.org
9. Expert Articles – www.eZineArticles.com
10. Google Places 

Google Places Is Often Overlooked

Now you may be asking why Google Places is in the top ten list when most people don't consider it a content publishing platform.  However, for car dealers, their Google Places business listing is viewed hundreds or thousands of times a month. 

Since Google Places allows photos and videos to be posted, it is remarkable that over 80% of car dealers have not fully utilized this content feature.  Your Google Places listing should be fully leveraged with content, keywords, and of course the paid Google Tag feature. 

I would like to suggest that the photos you load on Google Places should enhance your brand message.  Delete those photos of your dealership building and service bays.  That will do nothing to enhance your brand.  Add photos of customers taking delivery of cars, your work in the community, or handing a check to a local charity.  Most dealerships have 2-3 photos of their dealership building which creates a boring display page.

Make sure your Google Places listing has all five video spots loaded.  I recommend that for these five videos are allocated as follows:  three customer testimonial videos, one GM/Dealer welcome video, and one video showing your service department's competitive pricing for all makes and models.

(Chart from recent PCG Digital Marketing Education Survey.  Results to be shared at NADA 2011)

No Time For Content Publishing?

Dealers who are seeking to expand their market share and fully service their PMA are hiring content writers, SEO specialists,  and social media advocates to leverage the power of the Internet to expand their brand message.  If you don't have the staff or the ability to train your existing team to be effective digital marketers, don't let this be a roadblock for success in 2011.  You are not alone.

Keep an eye out for announcements next week from PCG at the 2011 NADA Convention for cost effective solutions for dealers looking for leadership and training for their digital marketing and content publishing strategies.

If you already have a strong content publishing team working for your dealership, I hope the suggested websites listed above can enhance the great work you are already doing.

P.S. If you are going to NADA, join the PCG team at our great Superbowl Party.  Call Carrie Hemphill at 732.450.8200 ext 2 to get on the VIP list.  Great food, beer, prizes, at the largest Superbowl Party at NADA.