by Bob Myhal
Leveraging Structured Data for Your Site
Structured data, also known as schema markup, is a powerful SEO tool that can enhance your dealership’s online visibility and increase web traffic. Leveraging structured data provides search engines with additional information about your website and its content, facilitating better indexation and a comprehensive representation of your business in search results. Below is an easy go-to guide on how to use structured data to increase your dealership’s site rankings.
Understanding Structured Data
At its core, structured data is a code format that gives search engines precise details about the contents of a webpage. It’s a standardized system used to define and categorize website content. Schema.org, sponsored by Google, Microsoft, Yahoo, and Yandex, is the most common form of structured data. It can include information about products, locations, hours, and much more.
Identifying Relevant Schema Types
There are various types of schema markups relevant to automotive dealerships that can help improve your SEO. Some of these include:
This gives general information about your dealership such as name, location, and contact information.
This includes more specific information than the Organization Schema, like your dealership’s hours, payment methods, and pricing information.
Here, you can include specific details about the vehicles you’re selling, including make, model, year, price, and stock status.
If your dealership has received reviews, you can highlight them with this schema type.
Implementing Structured Data
Once you have identified the relevant schema types, the next step is to implement them. Here’s how:
Manual Implementation: If you or your team have knowledge of HTML and JSON-LD (the recommended format), you can manually add structured data to your website. Google’s Structured Data Markup Helper is a great tool to assist with this process.
Plugins: If your web provider offers Structured Data plugins such as Yoast SEO or Schema Pro, your team can utilize them to help simplify the process.
Don’t have the technical expertise or time? Hiring an SEO agency is a worthwhile investment. An agency like CBC understands the ins-and-outs of a SEO strategy and can help optimize your website and handle the implementation of structured data.
Testing Your Structured Data
After implementation, it’s crucial to test your structured data. Google’s Rich Results Test is a handy tool that allows you to enter a URL to check if your page is eligible for rich results or rich snippets. Rich Results show additional data to search results like reviews. It also provides a detailed report if there are issues with your markup.
Continual Monitoring and Updating
SEO is not a one-and-done deal, and this applies to structured data as well. It’s imperative to continually monitor your structured data’s performance using tools like Google Search Console. Update your structured data when necessary, for instance, when you get new vehicles in stock, change your hours, or get new reviews.
Benefits of Using Structured Data for Automotive Dealerships
By implementing structured data for your site, you can:
Rich snippets derived from structured data can dramatically increase your visibility on search engine results pages (SERPs). This could include prices, ratings, and more.
Increase Click-Through Rate (CTR):
Rich snippets provide users with more information, making them more likely to click on your listing.
Enhance Local SEO:
Structured data helps local searchers find your dealership by providing pertinent information such as location and operating hours.
In a competitive market, every tool that can improve your dealership’s online visibility counts. Structured data can be a game-changer when properly implemented. Whether you opt to go at it alone or hire CBC, this strategy will ultimately enhance your website’s SEO, leading to higher traffic, better user engagement, and, most importantly, increased sales.
Staying updated with changes in SEO strategies, including structured data updates, is essential. Google and other search engines constantly evolve their algorithms, and what works today might need tweaking tomorrow. So, adopt a proactive approach to understand these changes and adapt accordingly.
Additionally, consider structured data as part of your broader SEO strategy rather than a standalone solution. It should complement other techniques such as keyword optimization, high-quality content, backlink building, and user experience enhancement.
Finally, remember that the implementation of structured Data for your site takes time to show results, so be patient. While it may not yield immediate changes in traffic, in the long run, structured data can significantly improve your online presence and profitability. By enhancing your SERP visibility, boosting CTR, and improving your local SEO, structured data can give your dealership the edge it needs to stand out from the competition.