Opinion: Use SEO to Increase Online Visibility

A picture of Ron Wheeler

Search engine optimization (SEO) is finally getting dealers’ attention, and I doubt you’ll find a hotter topic.

Now is the right time to take a hard look at where you stand with your SEO efforts. If you are honest, you probably have paid little attention to SEO over the past four years.

Any business, especially RV dealerships, must have a strong web presence to succeed in this highly competitive digital age. Because virtually every consumer uses the internet to research and shop for RVs, setting your dealership apart from the competition is crucial.

That is where customized SEO solutions can help. Tailored strategies provide a thorough method to grow your business’ online exposure and direct targeted visitors to your website. Effective SEO can help you gain a competitive edge in your local market.

First, ensure you are up to speed on basic SEO 101. Of course, to meet your goals requires a plan, so, let’s talk about SEO tips.

Start by establishing your 2023 and 2024 return on investment (ROI) SEO objectives. In tough and competitive times, these targets should be non-negotiable. Here are my suggested step-by-step starters for any dealership or dealer group.

Increase Your Online Visibility

Increasing your internet presence is among the main SEO benefits for RV shops. You want your dealership to appear among the top search results when potential buyers look for RVs or associated services. Your website can achieve a higher position in search engine results pages (SERPs) by strategically using keyword targeting and optimizing important areas. As a result, more potential consumers will learn about your dealership, increasing brand exposure and the likelihood that they will become paying customers.

Stand Out in a Crowded Market

The market has grown more competitive as RVs have gained more appeal. RV dealerships must have original strategies to set themselves apart from the competition. To acquire the necessary competitive edge, use a personalized SEO approach. By examining your rivals’ internet presence and market trends, SEO specialists can find opportunities and create a customized strategy that distinguishes your dealership, enabling you to reach your target audience more effectively. You can also use SEO to optimize your website content and ensure social media and other online platforms work efficiently.

Customize Solutions for You

Because every RV dealership has its own particular objectives and target markets, your company will require specialized SEO plans that satisfy your dealership’s unique requirements. Think about the RVs you carry, your location and your competition. Then, pinpoint your goals and create a tailored strategy to increase your online exposure. Your team should be knowledgeable and collaborate directly with you. Choose the most important keywords for your dealership. Remember, you cannot be everything to everyone. If you try, you will end up being nothing to everyone.

Start with Website Audits

Here is something everyone can do: Audit their website twice a year.

Doing so will provide answers to important questions. Is your company’s website performance optimal? Are any unrecognized problems preventing the site from achieving its full potential?

Various free options are available to conduct a complete website audit. Audit vendors can thoroughly examine your website to find technical problems, performance hiccups or missing optimization chances. Afterward, your team can implement focused enhancements to improve your website’s overall performance and ensure it complies with the highest industry standards.

Use Off-Page SEO

Choose a vendor that will completely optimize each page of your dealership’s website—this is known as on-page SEO.

Off-page optimization will help to increase your web presence even more. All dealers need extra assistance in present market conditions to raise their website’s authority and credibility through link development and social media marketing. By carefully distributing the content from your RV dealership across relevant channels, you can drive more traffic to your website, broaden your audience and produce quality leads.

Demand and Use Monthly Reporting

Do a quick check on your own. How many monthly SEO meetings have you held in the past three years? If you use a smart SEO solution, you will not need to worry about your effectiveness. However, you must demand thorough monthly reports to monitor your development and observe the effects of optimization techniques and spending. These reports cover important metrics, website statistics, keyword rankings and key performance indicators. By tracking your progress, you can make wise choices, modify your tactics and constantly hone your online presence. Dealerships rarely receive an accurate report on the SEO progress— or lack thereof—they have made.

Use Exclusive Strategies and Execution

Selecting a true SEO partner is among the major issues I see today. Let’s not fool ourselves. Dealers are not well versed in SEO and lack the time to learn its nuances. Find a partner that gives you a competitive edge.

This relationship should grant you an advantage over your rivals. In your market, you should not just get what other dealers are getting. I would advise you to look for an exclusive partnership. Then, commit a certain amount of time, money and knowledge entirely to your RV business’ development. Creating a distinctive plan puts you ahead of the competition.

Your SEO partner should promise to work relentlessly to comprehend your unique selling points, target demographic and market trends. With them by your side, you will successfully navigate the digital environment and prosper in the rapidly developing RV business.

Save Time and Money

Hire experts with extensive RV market knowledge to handle your SEO approach. I can speak from experience when I say that your partners in any marketing initiatives, especially SEO, absolutely must have a thorough knowledge and awareness of RV dealerships’ particular issues and opportunities. SEO is not an area where you want to spend your time and money training a generic SEO company. SEO is too important.

Final Considerations

Prioritizing ethical, white hat SEO tactics is crucial when developing an SEO strategy. RV dealers should rest easy knowing their website is optimized in a way that upholds its integrity and reputation by adhering to moral standards. Instead of using spammy strategies that may affect your website’s rankings, use techniques to produce excellent and pertinent content, enhance the consumer experience and construct organic backlinks.

While Google is marketing’s big dog, remember to optimize for Bing as well. Bing accounts for a 15% search market share and can direct more traffic to your website at a low cost.

SEO deserves your attention. Perform SEO correctly and ethically. Taking the time and effort today will pay off big this year and well into the future.


Ron Wheeler is founder and principal at Wheeler Advertising. Ron has been a speaker at RVDA for more than 30 years and at NADA for more than 18 years. He has spoken on topics ranging from dealership branding to RV effectiveness, social media and digital marketing. He began his RV advertising career more than 30 years ago. Ron was RVDA Convention and Expo chairman for six years and also sat on the RV Hall of Fame board. His company works with RV dealers in more than 30 states and into Canada.

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