So you want to boost your part store’s visibility on Google.
After all, 85% of auto part shoppers begin their search online. If your parts website is one of the top results to appear in their search, there’s a higher chance that shoppers will buy from you.
In order to make that happen, you’ll need Search Engine Optimization (SEO). And the factor of SEO you have the most control over is unique, original content.
The Power of Unique Content
Although Google’s exact algorithm for the best SEO is unknown, we do know some of the main factors that can help you out.
Unique content, like words or pictures, is a powerful thing and the portion of SEO you have the most control over.
In order to help out dealers in this area, the RevolutionParts platform lets dealers create dynamic SEO pages. The name sounds fancy, but it’s basically a place to write parts descriptions and help your website rank on Google.
But remember! If this content is copied from another site, Google counts it as “duplicate” and you can actually be penalized for it.
If you decide to create your own dynamic SEO pages, the content must be original. This means you must write it yourself instead of copying it from somewhere else!
We want to be clear about one thing…
These tips aren’t a guaranteed way to reach the first page of Google, especially if you’re trying these tips for the first time.
Marketing experts dedicate their careers to perfecting SEO strategies, so working with a marketing agency can be one of the more reliable ways to boost organic traffic to your parts website. Plus, some SEO factors are completely out of your control, like website structure, load speed, and mobile optimization.
At the same time, something is better than nothing. So if you aren’t working with an agency, writing this content yourself can make a difference when it comes to organic traffic.
Things to DO in Parts Descriptions
1. DO write at least 250 words.
Whatever you write, it must be long enough that Google actually notices it. Just a sentence or two isn’t enough to make an impact, so make sure to write enough.
200-250 words is a good range, although some writers aim to hit at least 500.
On parts descriptions, you can write about these topics:
- What the part is used for
- How to tell when the part needs replacing
- Why the part is necessary for a smooth-operating vehicle
- Why shoppers should buy OEM
Don’t write a description for every single auto part you sell! Instead, focus on your fast-moving and profitable parts so you can get the most out of your time investment. (Hint: Brake pads tend to be really popular!)
For another breakdown of how to write these descriptions along with an easy formula to follow, read this article.
2. DO link to other popular parts pages.
When it comes to improving SEO, Google likes to see links. If you mention any other parts in your part description, then you should link to those.
Creating this web of internal links can help build SEO. It can also help customers find the parts they need!
3. DO use the exact keyword you’re targeting.
A “keyword” is the term people will type into Google when they’re looking for an answer. If a shopper is looking for floor mats for their Toyota RAV4, then that will probably be their keyword: “Toyota RAV4 floor mats.”
Now, this explanation is incredibly simplified. Keywords can get a lot more complicated than they sound. Keyword research is a huge part of your success, which is how marketers decide which keywords to use in their ads and content marketing.
But since you could write an entire book about how to do effective keyword research, we’re keeping it very basic for the sake of this article.
In short… if you’re writing a description about Toyota RAV4 floor mats, then you should include the exact term “Toyota RAV4 floor mats” a few times in your description.
At the same time, you MUST avoid “keyword stuffing.” Putting the keyword in every single sentence can actually hurt your SEO. It should sound natural.
4. DO add a picture.
In addition to links and text, there are other types of content that Google likes to see: pictures and videos. Although adding a video isn’t always practical, adding an image to the description is easy and effective. This should be a picture of the part you’re writing a description for.
If you do happen to have some videos (especially a how-to video series explaining how to install that part) definitely include it!
READ MORE: Top Tools for Taking Photos of Auto Parts Without Breaking the Bank
Things to NOT DO with Part Descriptions
1. DON’T spam the keyword.
We’ve mentioned this once, but there’s no harm in mentioning it again! Don’t overuse your keyword in the descriptions you write.
The best rule of thumb is to write naturally. Don’t force anything—just focus on writing something that your shoppers can read and understand.
2. DON’T make it a wall of text.
Google ranking aside, don’t forget that people will be reading these descriptions, too! It helps to make the description readable for human eyes.
When you type 250 words without any breaks, it looks like an overwhelming wall of text. This is NOT easy to read, especially on the computer!
Add paragraph breaks where they make sense in the description. Including “white space” makes the description easier to read.
3. DON’T attempt to make pages for your entire inventory.
If you made a page for each and every part in your inventory, you’d be writing descriptions for years!
Instead of wasting your time, look at which parts that sell best and focus on those. The most popular and top-selling parts will benefit the most from a higher SEO rank, since more people are looking for those parts.
It has information about the top-selling auto parts by volume and revenue, organized by make. This should give you an idea of which parts to write descriptions for first!
There are plenty of other little tricks and optimizations you can learn to improve your product descriptions, but these basics are enough to get you started.
Remember, there are entire classes around SEO. Professional marketers devote their career to becoming SEO masters! It’s unlikely that you’ll hit the #1 spot on your first try.
At the same time, not all dealerships even bother with writing product descriptions. Something is definitely better than nothing, and spending a few hours a week on product descriptions can help your website rank on Google!