Since Google has integrated Google Places into organic search it is clear that there is no greater search marketing priority for car dealers than to start an Internet Reputation Management (IRM) process. That IRM program cannot focus on one review site but must focus on multiple review websites.

I take the position that a local dealer needs to have at least 100 positive reviews and in more competitive markets, TWICE the number of reviews as the top dealer with the same OEM brand. Search for "Baltimore Honda Dealers" and you can get a feel for how much work will be needed in some markets.

Stars and Click Behavior

If you were a consumer and have a choice of local dealers in Baltimore, are you clicking FIRST on the dealer with 154 reviews or the dealer with 40 reviews? Think about when you shop on Amazon and you will find that the star counts do influence click behavior.

Now if you add the new Google yellow TAG at $25 a month and put a message on that tag, you have a one-two knockout punch with high review counts! Most dealers in this market have NOT heard about the TAG feature which Northwest Honda is using at the bottom of the list. Northwest Honda just need 300 reviews and they will be golden.

Presto Reviews Innovates Review Collection

One of the most innovative dealer review platforms is provided by PrestoReviews.com and this is the platform PCG Digital Marketing includes in our Automotive Internet Reputation Management (IRM) package and training for car dealers. Presto is one of the review website platforms that should be included in your IRM strategy.

The Presto Reviews platform allows your customers to post reviews on your custom review site while they are in the dealership. Strong advocates of the PrestoReviews platform get over 90% participation rates from their customers.

The reviews on the dealers custom local website are rolled up into the national PrestoReviews website similar how DealerRater.com displays reviews for all dealers on one website.

The advantages of the PrestoReviews platform are many but a two main points are the program helps to increase your POD Score and also makes it easier for your customers (service and sales) to post reviews when inside the dealership.

Presto Car Dealer Reviews on Google Places

This week, Google Maps started to include PrestoReviews dealer websites on Google Places. I have a screen shot below which shows the inclusion of the custom site built for Infiniti of Lisle.

Right now the star counts are not being rolled-up but it won't be long until that integration takes place. This turn of events further reinforces the need to have a multi-platform IRM strategy that can include more than one review site as your primary focus.

All car dealers should have a process that includes encouraging customers to post on ANY review website that is rolled up on your Google Places listing.

For most car dealers I would recommend that they invest in both DealerRater and PrestoReviews since both have their advantages that will deliver a strong ROI for the dealership. Then the remaining review sites should be based on what is being rolled up on Google Places.

For many dealers those sites include Yelp.com, Edmunds.com, CitySearch.com, InsiderPages.com, and Judysbook.com.

Do you have a proactive reputation management process in place. If the answer is no and you have low review stars compared to your local competitors you are LOSING click traffic. With the change Google has made in how search results are being displayed, you have to get start yesterday!

Brian Pasch, CEO

PCG Digital Marketing

http://www.pcgdigitalmarketing.com