Auto Industry Update: Discovery Searches Turn One-Time Visitors into Lifetime Customers
Auto dealerships tend to be big investors in local search. Most dealers are up against county-wide competition and with average order value so high, it’s absolutely crucial for dealers to take their Google My Business listings seriously.
A significant insight we are observing for dealerships is ‘Discovery Searches’ which is a lead indicator of performance of the maps listings and demand generation. A Discovery Search is when a potential customer is searching for what they want nearby i.e. ‘Used Car Dealerships’ or ‘Tire Shops open near me’ and not using the brand or dealer name. By being more active on maps and leveraging features that lead users to taking action, dealerships show up more frequently across a wider variety of searches. We call this ‘casting a wider net’ and the results are incredible.
We’re seeing the average across dealers in the US and Canada are in the 80-90% range. Specifically for Truro Toyota in Canada, 81% of their local searches are Discovery Searches and by leveraging Locl’s software they have experienced 12,082 more Discovery Searches compared to September of last year which has proven to correlate to increase revenue tied metrics like website visits, phone calls, and direction requests.
This all means that ultimately the average car dealership is going to be returned in more results for more localized searches especially if their departments like used lot, oil change, tires, service are listed on maps. Many dealers are not aware of the new guidelines to add these types of departments/locations which allow them to compete with local oil/tire focused businesses.