2,096 views
A recent study conducted by NetMedia 360 highlighted the impact of implementing an SEO and content strategy on dealership organic traffic. The study observed the changes in organic traffic for dealerships that had either the National Package or the SEO Complete package, two content and SEO packages offered by 360.Agency.
A recent study conducted by NetMedia 360 highlighted the impact of implementing an SEO and content strategy on dealership organic traffic. The study observed the changes in organic traffic for dealerships that had either the National Package or the SEO Complete package, two content and SEO packages offered by 360.Agency.
The study included 50 dealerships with a content package compared with 100 dealerships with no content or SEO package from 360.Agency. The study observed changes in organic traffic over the period where a package was included as well as over the last three and six months.
As we know, search volume and traffic over the last three months were severely impacted by the COVID-19. pandemic while traffic over the last six months was impacted by the Coronavirus as well as the usual seasonal drop in search volume associated with November and December. Still the results were quite significant.
-
-
- The study showed that overall, dealerships with an SEO package had 14.62 % more organic traffic over the period where they implemented a content packaged on their website than websites who had no package.
-
-
-
- Moreover, during the COVID-19 pandemic, dealerships with an SEO package had 7.55 % more organic traffic than dealerships with no SEO package. Over the last six months, dealerships with an SEO package had 8.73 % more organic traffic than a dealership with no SEO package.
-
Change in Organic traffic Results :
| Content | No Content | Difference | |
| Overall Content Period | 7,28 % | -7,34 % | +14,62 % |
| First 3 Months of 2020 | -3,09 % | -10,64 % | +7,55 % |
| Last 6 Months | -6,98 % | -15,71 % | +8,73 % |
Read a more detailed overview of the study here.
The overall increase in organic traffic and the ability for dealerships with a content strategy to weather seasonal and unexpected downturns in search volume is consistent with proven SEO best practices. The more content you have, the easier it is for search engines to understand and rank your website. Over time, you gain a significant advantage over competitors who do not have this content. 
Charles Jolicoeur, General Manager of NetMedia 360.
The differences in organic traffic were very significant when broken down and analyzed per city and province as well.
In Ontario, for example, dealerships with an SEO package averaged 24.5 % more organic traffic than dealerships with no SEO content. Here’s an overview of other provinces and cities and how their traffic was impacted in the last six months.
| Content | No Content | Difference | |
| Ontario | 8,55 % | -15,95 % | +24,5 % |
| British Columbia | -0,31 % | -8,74 % | +8,44 % |
| Quebec | -8,43 % | -15,96 % | +7,52 % |
| Prairies | -0,87 % | -1,16 % | +0,29 % |
| Vancouver Area | 0,69 % | -11,27 % | +11,96 % |
| Toronto Area | 9,55 % | -15,03 % | +24,58 % |
| Montreal Area | -3,34 % | -15,10 % | +18,44 % |
Read a more detailed overview of the study here.
The overall decrease in certain regions even with a package is explained by the COVID-19 pandemic and the seasonal drop in search volume in November and December. Still, we can see that dealerships with content weathered the drops with more effective results than dealerships with no content.
