I’ve been pretty torn over the last few months. On one hand, I’m so pleased to see that dealers (and even some vendors) are really starting to embrace building content pages on their website. On the other hand, I’m concerned that many companies are starting to promote building these pages as their complete SEO strategy. What’s worse is that many dealers are starting to believe them.

We came across this recently when a dealer wanted to find out whether our SEO services were having a positive effect on their traffic, leads, and sales, or if it was another company that was working on things simultaneously. The other company builds pages. That’s it. They don’t support these pages with other signals and they don’t build the pages with increased sales in mind.

2012 was the last time I made the recommendation to dealers to build content on their website or two hire us to do it for them. All I asked for was two pages per month. It was a reasonable request in my humble opinion – not too much work and yet a nice minimum to have some effect. I don’t recall posting about it since then because dealers and vendors in general didn’t seem anxious to heed the advice. Today, that seems to be changing. More dealers and vendors are doing it, so it’s finally time to make the next batch of recommendations.

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