How core updates have affected car dealerships
Which car dealerships are losing and gaining customers after Google’s core updates?
In today’s digital-first world, car dealerships are battling it out online as much as on their forecourts. Organic traffic is a crucial metric for success, determining how visible a dealership is when potential customers search for their next car. Recently, Google’s core updates have significantly shifted the playing field, rewarding websites that meet Google’s standards while those that fall short are being left behind. Let’s delve into how these updates have impacted some of the top car dealerships in the UK, and what businesses can do to stay ahead of the curve.
Stratstone’s organic traffic soars by 40% after core update
Analysing Ahrefs an industry-leading digital marketing tool, and their traffic figures, we can see the August 2024 update favoured Stratstone’s website. Average organic traffic soared to 40% after the update. We know that the August 2024 update specifically focused on E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) and we can see that Stratstone has had a heavy focus on helpful blog content.
Their blog is regularly updated with guides covering buying, selling, ownership, driving, and EVs. Not to mention they consistently update on manufacturer news, signalling their authority. These posts are well-written and genuinely helpful to users. Helpful blog content is not something we regularly see in the dealership space, so dealerships take note!
Previous research on dealerships and organic traffic by UpShift found that Stratstone’s two subdomains steal traffic from each other, so imagine the organic traffic Stratstone could achieve if this was better managed.
Listers focus on E-E-A-T content has driven organic traffic by 25%
Listers has been a standout performer since Google’s core updates in 2024. Their organic traffic grew by 5% after the August update and an impressive 16% following the November and December update. Looking at December’s traffic compared to July (pre-August 2024 update) their average organic traffic is 25% higher.
One of the reasons Listers has seen growth after these core updates is their focus on E-E-A-T. Listers has partnered with Car and Driving – a trusted source in the automotive industry and used their expertise to provide independent and in-depth car reviews on-site, almost every car they sell has an independent review boosting those E-E-A-T signals to Google.
It’s not just car reviews that Listers excels at, reviews from customers are displayed clearly on the homepage. There’s also a dedicated page for customer reviews, which are filtered by each brand dealership, providing a good experience for customers.
Hendy Group is losing out on customers after traffic declines by 16%
Hendy Group is the 17th largest dealership according to AM-Online, however, after the August 2024 update their organic traffic has witnessed a huge decline of 16%. Meaning they’re potentially losing out on thousands of customers. The last two core updates of 2024 boosted their organic traffic slightly by 8%. Despite the upward trend, their traffic remains below pre-update levels.
Given that the August 2024 update focused on E-E-A-T, Hendy Group should concentrate on updating its content to ensure it’s helpful and authoritative. The dealership would benefit from Digital PR efforts with currently no apparent activity, achieving links in automotive and national press would help build their authority.
Group 1 Auto has seen a staggering 57% growth in organic traffic
Group 1 Auto is the clear winner post-December 2024 core updates, with a staggering 56.57% growth in organic traffic. November’s core update was an adjustment to Google’s algorithm, prioritising content that showcases expertise, authoritativeness, and trustworthiness.
This dramatic rise can likely be attributed to an increase in backlinks and Digital PR activity. Group 1 Auto has been positioning themselves as an expert in the automotive space by generating links in consumer and national press with expert-led pieces. Their Digital PR efforts not only answer customer questions, but generate high-quality backlinks from trusted sources, indicating to Google it’s a trusted authority in the industry.
Evans Halshaw has never recovered since the August 2023 core update
Looking back over the last three years one dealership in particular has never recovered from a core update in August 2023. Analysing Ahrefs an industry-leading digital marketing tool, and their traffic figures, we can see that Evans Halshaw’s organic traffic immediately declined by 12%. Their organic traffic has continued to fall with December 2024’s organic traffic down by 30% compared to pre-update August 2023 levels.
This sustained decline could be a result of weak E-E-A-T signals, such as outdated content or insufficient authority. Without a strong pivot, the site risks losing further ground and thousands of customers.
How can dealerships get ahead of Google updates and stay on track
How can dealerships improve their organic visibility and prepare for future updates? Here are some actionable strategies:
1. Showcase expertise with helpful content
Stratstone’s blog strategy demonstrates the power of helpful content. Develop regularly updated guides that highlight your company’s expertise and answer common buyer questions. Utilise keyword research to find user queries, or speak to the sales team to uncover common questions. These can help form FAQs and guides.
2. Leverage Digital PR
Group 1 Auto’s success showcases how strategic Digital PR can significantly boost organic traffic. Create content that journalists would use as a source to earn quality backlinks. Sharing your expert insights can be a relatively straightforward and successful way to gain coverage, and boost authority. This might involve unique tips or insightful opinions on topics within automotive.
3. Boost authoritativeness with in-depth reviews
Collaborating with trusted industry sources is a great way to add authority and credibility to your website. However, if a partnership isn’t on the cards, you can still boost your credibility with in-depth product content or car reviews.
The performance of UK car dealerships in organic search highlights the critical importance of adapting to Google’s evolving standards. While Listers and Group 1 Auto lead the pack with strong content and authority-building strategies, others like Evans Halshaw and Hendy show that failing to address core SEO issues can lead to significant traffic losses.
For those ready to take their SEO to the next level, UpShift’s automotive marketing experts are here to help. Let’s accelerate your online success – get in touch today!