In a previous post, we discussed why Google My Business needs to be top of mind for every dealer, and some ways to ensure it is properly optimized. The next step to optimization and local search domination is separating your sales and service centers on Google My Business.
In the past, Google did not allow for dealerships to separate Sales, Service, and Parts into their own GMB Knowledge Panel. That all changed a little over a year ago, and many dealerships have taken advantage of this free way to increase presence on multiple platforms.
Showing up in the first 3 search results on Google searches is imperative for many reasons. With 90% of all search engine traffic going through Google, and the first 3 listings getting 60% of the clicks, dealers who are ignoring this are ignoring a majority of their potential service customers.
And all of this is driven by local SEO.
Local SEO is an incredibly important aspect of marketing for any dealership, and is crucial for Fixed Ops. Customers are servicing their vehicle multiple times a year, but buying a vehicle once every 4 on average. Local SEO ensures that customers who are searching for your services can find you quickly and easily.
What is Local SEO
According to Moz, Local SEO is all about increasing search visibility for businesses that serve their communities face-to-face. These can be brick-and-mortar businesses with physical locations. When someone searched for “BMW Oil Change Near Me,” the results delivered are stores and service centers who have ensured they are optimized--especially on Google My Business.
In this specific area, there are dealerships who could be showing in the Map Pack, but did not create a separate service GMB account, and therefore the local service shops are dominating. To protect your backyard and increase your probability of showing in these results, a separate Service Google My Business page would help.
There are many advantages to separating your GMB accounts to Sales and Service (and even Parts if you wanted to do so).
- Enhanced Local Authority with Google
- Enhanced Local Presence
- Multiple locations showing in the Map Pack or in Google Maps when a customer searches a for services
- Ability for customer to set appointment by directly linking your service scheduler in your GMB account
- Hours of operation specific to your service department
- Ability to post monthly specials and events
- Service Reviews hosted separately from Sales
This is a free service that will only cost the manpower to create and update the account, and a great way to increase your local authority with Google.
How to Separate your Google My Business Account for your Service Department
- Visit the Google My Business homepage. This is where all of your Google My Business information will be located.
- Log in and click Manage Now
- Search to see if your service center is already listed. You can also do a simple google search of “ABC Motors Service Center” to see if a knowledge panel is served on Google.
- If your service center is listed, select it. You can claim it there, and GMB will walk you through the process. If an agency or someone else owns the account, you can report a problem or request access.
- If your center is not listed, you can click “Add Location”
Google My Business will prompt you to enter relevant information. Just follow the prompts to give your service center its own Google My Business listing.
Once this is complete, you will have to verify the business (Google will send a postcard for verification) and then you can begin adding photos, specials, videos--anything that would catch the attention of local customers and bring them into your service department.
With all that extra business coming in from your local searches, you will need to make sure you have an engagement process in place to handle those leads. If you are looking for those solutions, BCP is here to help!
Don't miss How to Win with Google My Business Part 2 | Breaking Out the Service Department