2. 2
TABLE OF CONTENTS
Executive Summary 3-5
Executive Summary 4
SWOT Analysis 5
Digital Marketing Trends 6-7
Increasing mobile usage 7
Increased digital marketing spending 7
Increased importance in social media 7
Digital Marketing Strategy 8-10
Digital Marketing Strategy Summary 9-10
KPIs
Target Audience
Website Strategy
SEO Strategy
PPC Strategy
Social Media Strategy
Mobile Strategy
Website Strategy 11-19
SEO Strategy 20-24
3. 3
EXECUTIVE SUMMARY
This report was commissioned to examine and provide possible
suggestions to improve the digital marketing strategy of AutoNation
Nissan Lewisville. From in depth research the following was concluded:
• Challenging website navigation
• Unclear target market audience
• Ill-defined customer path for conversions
• Low community awareness– AutoNation Nissan Lewisville is only two years
old
• AutoNation and Nissan require dealerships to follow certain guidelines for the
development of their websites
• AutoNation forces dealerships to have third-party websites – Creates domain
and SEO issues
4. EXECUTIVE SUMMARY
The Three Website Conundrum - The biggest issue overall is that having three websites
causes SEO and pay-per-click links to send potential consumers to the wrong website. Fix
digital advertising and SEO practices, build a social media presence, and design a user-
friendly website to draw searches to their website.
The Leads Issue – The conversion path is unclear. Customers are abandoning the
conversion funnel due to a muddled website design. There is too much content and
clutter, such as repetition and unneeded toolbars.
Reevaluate target market audience – focus on the 25-35 market. Reconfigure social and
mobile strategies to be more appealing to the target audience.
Promote Online Sales – AutoNation revealed Smart Choice, a new online sales process
that allows any aspect of the dealership process to happen online. Initially released in
Florida, Mike Hudson (eMarketer) fully expects it to roll out to other states in the near
future. AutoNation Nissan Lewisville should jump at this opportunity and build a strong
website, mobile, and social presence to meet this new demand. Current key demographic
is not ideal when promoting online sales. The dealership should focus on attracting
younger consumers to the website for online sales.
5. 5
EXECUTIVE SUMMARY
SWOT Analysis
Strengths
Brand affiliation, brand recognition, dealership location, site map, and consumer engagement.
Weaknesses
Demographic is too broad, outdated strategy, website design and structure with regards to SEO, lack
of developed social media planning, and unclear customer conversion goals.
Opportunities
Increased percentages of car sales, additional videos to website, creating an email/newsletter,
implementing Bootstrap, increasing mobile and social presence, and being more active on local
reviews
Threats
Competitors demonstrating strong digital strategies, speed to market of digital and social strategy
changes, and receiving bad reviews on local automotive sites.
6. 6
DIGITAL MARKETING RESEARCH
Top Digital Trends for Auto Dealerships
Spending
o Estimated that $3.43 billion of the total digital spending for 2015, includes:
search, banner ads, rich media, video, and other formats
o US Automotive industry was forecasted to spend $7.30 billion on digital
advertising in 2015
o Digital advertising spending is accelerating to reach $12.08 billion by
2019
o 12.5% of the total digital ad spending for US industries and is second
only to the retail sector
o The auto sector is the third largest industry category in terms of digital ad
spending growth
o Honda Dealers project their digital ad spending in 2015 would grow to
24% of the overall ad budget vs. 18% in 2014
The increase comes at the expense of TV advertising, which is projected to decline
by 72% of their total ad budget, a drop from the 78% it represented in 2014
o Dealership side, internet advertising in the US in 2014 was slightly
exceeded TV spending – 26.3% vs. 23.1%
7. 7
DIGITAL MARKETING RESEARCH
Digital Usage
o Boost brand awareness, high-level lifestyle and lifetime value messages
o Bolster mid-funnel consideration and post-sale engagement
Direct Response / Branding Split
o Most digital dollars are allocated to branding, such as upper-funnel
awareness and favorability, were spent to generate buzz for the
introduction of new models.
o Video, display, mobile, social and branded content in different formats
and across screens are common methods of supporting brand
objectives
o Our distribution is very similar, with 66% direct response and 34% brand.
We leverage digital and social for all aspects of the funnel.
o The auto industry leans more towards direct-response ads than most
others in the US.
o Branded Content = Native Ads
Leads to a softer sell without ‘cash on the hood’ type of offers
Dealers are positioning themselves as lifestyle brands, especially when trying to
reach millennials
8. 8
DIGITAL MARKETING RESEARCH
• Mobile
o We are seeing a shift in spending on mobile, specifically across search
and social.
We need to tell our story through immersive digital extensions that
complement on-air tactics to make the most impactful impression
on consumers and continue to drive consumer engagements for
the brand.
Increase spend in programmatic buying across branding
initiatives. There is a prominent role for programmatic buying in
the automotive retail space as it provides efficient performance in
targeting in-market shoppers.
Digital is one of the most influential mediums as it relates to
impacting a consumer’s consideration.
“The next frontier is convincing marketers that digital
is suitable for branding,” said Richard Flynn, vice
president, category sales director, autos, at AOL.
9. 9
DIGITAL MARKETING RESEARCH
Automotive Social Media Trends
Many consumers favor social media and peer reviews more
than traditional advertising
87% researched their purchases on social media before making
a decision
80% of buyers said they favor tapping into their social network for
advice vs. a salesperson
95% of the auto buyers polled reported that they commented on
social platforms where they liked a certain model or brand
Auto buyers favor recommendations from family and friends –
36% cited these recommendations as being the most important
influence in their selection
Twitter claims to have influenced $716 million in new vehicle
sales in 2013.
Technology companies - among them Apple, Android, Google,
YouTube, Yahoo, AOL, Facebook, Instagram, Snapchat and
Twitter – have all made plays in recent years to become
influential in the automotive buying funnel.
10. DIGITAL MARKETING RESEARCH
National AutoNation Trends
• While nationally AutoNation is the leader in New vehicle sales
they are well behind CarMax in Used vehicle sales. This is
cause for concern in a mature, highly segmented industry.
• Autonation currently see 9% revenue growth year over year
compared to the industry average of 5%. In a highly competitive
market this shows AutoNations ability to reach high revenue
targets.
New Vehicle Retail Sales
AutoNationInc. 267,810.00
Penske Automotive Group 180,764.00
SonicAutomotive Inc. 132,136.00
Group 1 Automotive Inc. 128,550.00
VanTuyl Group 110,899.00
Used Vehicle Retail Sales
CarMax 408,080.00
AutoNation Inc. 180,973.00
PenskeAutomotive Group 145,580.00
Sonic Automotive Inc. 105,615.00
Group 1 Automotive Inc. 85,366.00
• AutoNation is investing heavily to have a great end to end
customer experience in store and also through their digital
channels. They are staring to implement “AutoNation Express”
which is focused on getting to perform specific functions of the
car buying process and service requests online. Through these
efforts, AutoNation is hoping to increase traffic to their website.
(From their 10-K Annual Report)
• Market research shows from 2015 to 2019 that there will be an
increase in online classified listings and online retail channels for
automotive sales. The same report says that the used car
segment is expected to grow. These findings show the
importance for AutoNation to continue to invest in their digital
channels while trying to grow their share of the used car market.
11. 11
DIGITAL MARKETING RESEARCH
Importance of a Good SEO
SEO is used during the process of improving the visibility
of a website. It moves your site’s link higher up on the
search engine results page, allowing for more quality traffic
to your site.
• According to L2 Think Tank data, June 2014, local dealerships
owned the highest share of Google paid search results among
automotive brands, outpacing the national brand sites
themselves 37% to 30%.
• Search engines remain a top influencer on automotive buying
decisions, used 49% of US car shoppers.
Claiming a business website on Google Business is
important in SEO. Allows for users to find the dealership
easily, and helps Google Spiders find the website.
12. DIGITAL MARKETING STRATEGY
Overall Marketing Strategy
The overall marketing strategy will be that of a segmentation strategy. AutoNation has a wide variety of different car
brands, including Nissan, Toyota, Honda, and Ford among others. For AutoNation Nissan Lewisville to differentiate itself
from other AutoNation dealerships and regional competitive dealerships, it should focus efforts squarely on the Nissan
brand.
By focusing on the Nissan brand and selling new vehicles, AutoNation Nissan Lewisville is able to directly go after
Nissan car buyers in the DFW area. With this strategy in mind, AutoNation Nissan Lewisville can structure its website,
marketing campaign, and social media campaign around selling new cars. The main AutoNation website will handle
used sales, thus removing confusion between the numerous websites. Car buyers tend to express a strong brand
loyalty, therefore resulting in a lower ROI and digital ad promotions. While focusing on Nissan car buyers will result in a
higher ROI and more effective digital campaign. This provides them another way to more effectively target Nissan
connoisseurs.
Target Market
• AutoNation Nissan Lewisville will target an audience that are loyal to Nissan and others who have expressed interest
in the brand. Will focus more on the age demographics of first time car buyers, 25-35, and the current core buyers
(55-65). These groups hold plenty of purchasing power, and show loyalty/interest in the brand.
• Target consumers who are researching cars and dealerships via influential car sites (ex: Edmunds.com, cars.com,
Kelly Blue Book, etc.) who are located in the target demographic area of 20-40 miles out from the dealership.
• Social media users who have expressed interest through different channels (Facebook, YouTube, Instagram)
through social engagement with official Nissan and official AutoNation social accounts in the target demographic
area.
13. DIGITAL MARKETING STRATEGY
Methods of Implementation
• Market Penetration – AutoNation Nissan Lewisville will begin by creating awareness of the dealership. Should
become the go-to place for all potential Nissan purchases in the target demographic.
• This is achieved through a larger online, social, and mobile presence. AutoNation Nissan Lewisville will increase
awareness among desired consumers.
• Market Development – Once the dealership has penetrated the market, AutoNation can further establish the
dealership in the DFW automotive market.
• Creating a positive online relationship with consumers via the site and social platforms will allow them to expand
their reach and percentage of the market across the DFW area
Implementing the 4 P’s
• Personalization – A more personalized shopping experience with Smart Choice and other updates to the website.
Responding to user-generated content (comments, user reviews, etc.)
• Participation – AutoNation Nissan Lewisville will post user generated content of their recent purchase onto their
social channels and website. Highlight users who Facebook, YouTube, or Yelp about the dealership.
• Peer-to-Peer Engagement – Having active presence on social and user review channels to promote positive
conversations, quell negative topics, and help generate interest in the dealership.
• Predictive Modeling – Implement an algorithm that uses recent searches, conversation topics about car purchasing,
and past history to recommend cars and/or features a user might be interested in.
14. 14
WEBSITE USABILITY
Elements of a Good Dealership Site
• Users are able to accomplish conversions/goals
• Site is easily navigable
• All users are able to access the site, including users with disabilities and limitations
• Site has clear goals for users, such as: sales, leads, email sign-ups, etc.
• Site is credible
• Avoidance of clutter
• Click-able links are easily determined by users
• Clear call-to-action
• Minimal clicks to accomplish conversations/goals
• Implementation of Google Sitesearch
• Readable content
• Site has a responsive design, can be viewed in different platforms
• Implementation of CSS-Key
• Financial Calculator
• Easily contact dealership
• Links to social media
• Video content, especially for inventory
Color Key:
• Have
• Does not Have
15. 15
WEBSITE USABILITY
Auto Nation Website Audit
From reviewing Auto Nation’s website the following was concluded.
The site was too slow in loading, it is not user friendly, the on-site search is for inventory only, there is no clear conversation path, tabs include
duplicate information, tabs have too many links in dropdown tab, lack of video content, and the need for more clear links for sharable content
and social media.
Website Usability Test Results
Website url: http://www.autonationnissanlewisville.com
Date 10/7/2015
Time 8:30pm
Connection type (DSL,etc) High speed Wireless
Web functionality Poor Acceptable Excellent Comments
Page load time X
No popups X
Text, font, background
contrast-readability
X
Navigation text is a little too small, map too
large, welcome area not engaging.
Presence of Flash or other
add-ons that slow site on
main pages
X
Images have ALT tags X
Branding and content Poor Acceptable Excellent Comments
Are web page urls
descriptive?
X
Is the brand logo on
each page clickable?
X
Is it easy to understand
what the website is
about?
X
Is the important content
above the fold? X
Models too far down, current deals not
clear immediately, map above
inventory pictures
Is there a site map?
X
Model section needs to be extended to
view all
Is the contact us
information easy to find
and complete?
X
Contact for sales department only,
hours no (must click link to find out)
Navigation Poor Acceptable Excellent Comments
How accurate is the site
search function?
X
No site search, only inventory search; tried
searching "oil change", no results
Is the search box easy to find
and on every page?
X
Not great, search box only for inventory and
smaller than language box
Does it have left hand and/or
horizontal navigation bars?
X
Is it easy to determine what
is clickable?
X
Can you get to what you want
in 3 or less clicks?
X
16. 16
WEBSITE USABILITY
Competitive Website Usability Test Results
Web functionality Poor Acceptable Excellent
Page load time
No popups
Text, font, background contrast-
readability
Presence of Flash or other add-
ons that slow site on main pages
Images have ALT tags
Website url: http://www.autonationnissanlewisville.com http://grubbsnissan.com http://www.machaiknissan.com/
Date 10/7/2015 12/1/2015
Time 8:30pm 4:30pm
Connection type (DSL,etc) High speed Wireless High Speed Wireless
AutoNation Of Lewisville
Mac Haik Nissan
Grubbs Nissan
Branding and content Poor Acceptable Excellent
Are web page urls
descriptive?
Is the brand logo on each
page clickable?
Is it easy to understand
what the website is about?
Is the important content
above the fold?
Is there a site map?
Is the contact us information
easy to find and complete?
Navigation Poor Acceptable Excellent
How accurate is the
site search function?
Is the search box easy
to find and on every
page?
Does it have left hand
and/or horizontal
navigation bars?
Is it easy to
determine what is
clickable?
Can you get to what
you want in 3 or less
clicks?
AutoNation Nissan Lewisville underperforms in comparison to competitors. Current issues on the
website can be resolved with some web design alterations.
17. 17
WEBSITE USABILITY
Current Website http://www.autonationnissanlewisville.com/ 2015
Strengths (listed in order of priority):
1. Fast load time
2. Contact information is easily found
3. Live Chat option
Weaknesses (listed in order of priority):
1. Financial Calculator
2. Content Above the Fold
3. Call-to-Action
4. Responsive Design
5. Google Sitesearch
6. Conversions/Goals
7. Nest Tables
8. Content Clutter
9. Readability
10.Drop Down Tabs
Press Play To View Site.
Video Note: Key issues were
emphasized by the mouse
18. 18
WEBSITE USABILITY
Competitor’s Website Audit
Texas Nissan and Mac Haik Nissan underwent website audits
to help determine their current strategies.
Texas Nissan’s Website http://www.grubbsnissan.com/ 2015
Mac Haik Nissan’s Website http://www.machaiknissan.com/ 2015
Press Play To View Site.
Press Play To View Site.
Video Note: Elements were
emphasized by the mouse
Video Note: Elements were
emphasized by the mouse
Texas Nissan of Grapevine (Grubbs)
• Differentation Focus: Easy to remember URL, Emphasis on
shopping experience (showroom), Regularly refreshed blog
• Differentation: Includes video maps to dealership through
YouTube, Community focus through donations to Kids
Matter Int’l, Mobile App
• Cost Focus: Customer service and Sales expertise
• Cost Leadership: Heavy emphasis on specials throughout
site
Mac Haik Nissan
• Differentation Focus: Easy to remember URL and Goal to
be hassle-free
• Differentation: Pronounced auto search in center console
and Full staff included onsite
• Cost Focus: Push towards internet sales and Helping
compete with AutoFlex Leasing and other Internet sellers
• Cost Leadership: Home of no dealer add-ONS
19. 19
WEBSITE USABILITY
Benchmark Website Design http://www.melloynissan.com/
2015
Melloy Nissan was selected by a committee in 2015
as one of the top dealership websites. With specific
website formatting and requirements from Nissan,
Melloy exhibits web design for a Nissan Dealership.
• Streamlined Internet based purchasing
• Clear call-to-action (contact dealership about a car)
• Google Sitesearch and Inventory Search
• Credibility of site is clear
• Links to social media and online review sites
• Fast site time
• Videos of new inventory
• Easily navigable
• Easily to contact dealership
• Simple menus/tabs
• Finance tab and calculator tool
Press Play To View Site.
Video Note: Desired elements
were emphasized by the
mouse
20. 20
SEO RECOMMENDATIONS
SEO Audit.
AutoNation’s website was run on a SEO Site Checker, receiving a 63/100 for a
score. Below are SEO elements reviewed in this report.
SEO Element Description Acceptable Unacceptable
Title Tag This tag displays the page title in browsers toolbar and in the search-engine results (SERPs). X
Meta Description
This description can affect your search engine rankings and can also show up directly in search
engine results X
Keyword(s) included in Meta-Title Tag This describes if your most common keywords are used in your page title. X
Keyword(s) included in Meta-Description This describes if your most common keywords are used in your meta-description. X
<h1> Headings Status
H1 headings are HTML tags than can help emphasize important topics and keywords within a
page. X
<h2> Headings Status H2 headings can be helpful for describing the sub-topics of a page. X
Sitemap Test
Sitemaps are an easy way for webmasters to inform search engines about pages on their sites that
are available for crawling. X
Underscores in Link Test
Google's suggestions for URL structure specify using hyphens or dashes (-) rather than
underscores (_). X
Robots.txt Test
Search engines send out tiny programs called spiders or robots to search your site and bring
information back so that your pages can be indexed in the search results and found by web users.
If there are files and directories you do not want indexed by search engines, you can use the
"robots.txt" file to define where the robots should not go
X
Site Loading Speed Test
Pages that take longer than 5 seconds to load can lose up to 50% users. Faster loading webpages
offer higher traffic, better conversions and increased sales over slower loading pages X
Page Cache
A page cache is a mechanism for the temporary storage (caching) of web documents, such as
HTML pages and images to reduce bandwidth usage, server load, and perceived lag. X
Flash Test Flash is an outdated technology that was widely used in the past to deliver rich multimedia content. X
21. 21
SEO RECOMMENDATIONS
SEO Element Description Acceptable Unacceptable
Image Expires Tag Browsers will see this tag and cache the image in the user's browser until the specified date.
Image Alt Tags
Using keywords and human-readable captions in the alt attributes is a good SEO practice because
search engines cannot really see the images. X
Inline CCS Tags
An inline CSS property is added by using the style attribute for a specific tag. By mixing content
with presentation you might lose some advantages of the style sheets X
Deprecated HTML Tags These tags will eventually lose browser support and your web pages will render differently. X
Google Analytics Test
Google Analytics is the most popular analytics package for websites, this tool provides you with
great insights about your site visitors, demographics and very comprehensive metrics that help you
analyze every aspect of your site.
X
Favicon Test Favicons are small icons that appear in your browser's URL navigation bar. X
SEO Friendly URL Test
In order for links to be SEO friendly, they should be clearly named for what they are and contain no
spaces, underscores or other characters. X
JS Error Checker
These errors may prevent users from properly viewing your pages and impact their user
experience. Sites with poor user experience tend to rank poorly in search engine algorithms. X
Social Media Check
Social signals are getting increasing importance as ranking factors for search engines because it
leverages the social intelligence to determine more accurate relevancy for searches. X
Social Media Activity
This activity is measured in total number of shares, likes, comments, tweets, plusOnes and pins.
This activity covers only your URL and not social media accounts linked with your webpage. .
Search engines are increasingly using social media activity as an indicator of site credibility, and to
determine which sites are relevant for a given keyword search.
X
HTML Page Size Test
HTML size is the size of all the HTML code on your web page - this size does not include images,
external javascripts or external CSS files. X
HTML Compression/GZIP Test
Compression works by finding similar strings within a text file, and replacing those strings
temporarily to make the overall file size smaller. X
Nested Tables
Check if your site is using nested tables, which can slow down page rendering in the user's
browser. X
Frameset Test
The "frameset" tag is used to display multiple HTML documents in one page. When search engines
use robots or spiders to get information from your page, they have to sort through a bunch or
unrelated pages, making it difficult to index a single page.
X
22. 22
SEO RECOMMENDATIONS
SEO Element Description Acceptable Unacceptable
Doctype Test
A document type declaration, or DOCTYPE, defines which version of (X)HTML your webpage is
actually using and this is essential to a proper rendering and functioning of web documents in
compliant browsers.
X
URL Canonicalization Test Canonicalization describes how a site can use slightly different URLs for the same page. X
IP Cannibalization Canonicalization describes how a site can use slightly different URLs for the same page X
HTTPS Test
Using an HTTPS URL indicates that an additional encryption/authentication layer was added
between client and server. X
Safe Browsing Test
Any site containing malware or suspicious for phising activity is seen as a threat and risk to the
online community and hence will get a a lower ranking. X
Server Signature Test
A server signature is the public identity of your web server and contains sensitive information that
could be used to exploit any known vulnerability. X
Directory Browsing Test
If directory browsing is disabled, visitors will not be able to browse your directory by accessing the
directory directly (if there is no index.html file). This will protect your files from being exposed to the
public.
X
Plaintext Emails Test
Any e-mail address posted in public is likely to be automatically collected by computer software
used by bulk emailers (a process known as e-mail address harvesting) X
Media Query Responsive Test
The '@media' rule allows different style rules for different media in the same style sheet. Media
query techniques allows different content to be optimized depending on the output device. X
Mobile Snapshot
Check how your page renders on a mobile device by providing a snapshot for you to quickly check
if it looks good. X
Microdata Schema
By using microdata in your web pages, you can help search engines to better understand your
content and to create rich snippets in search results. X
Noindex Tag Checker The usage of this tag instructs search engines not to show your page in search results. X
Canonical Tags This tag is used to nominate a primary page when you have several pages with duplicate content. X
Nofollow Tag Checker This tag will tell search engines not to crawl any outgoing links from your webpage. X
Disallow Directive Checker
Search engines will look for a robots.txt file in the root of your domain whenever they crawl your
website. The Disallow directive is used when you want to advise a search engine not to crawl and
index a file, page, or directory.
X
23. 23
SEO STRATEGY
How to fix unacceptable SEO elements.
SEO Element How To Resolve Issue
Site Loading Speed Test
In order to resolve this problem you are advised to: Minimize HTTP requests, Use Gzip compression Use HTTP caching, Move all
CSS style rules into a single, external and minified CSS file, Minify all JS files and, if possible, try combining them into a single
external JS file Include external CSS files before external JS files, Place your JS scripts at the bottom of your page Optimize images,
Reduce redirects, and Reduce the number of plug-ins
Page Cache Use a caching mechanism: Alternative PHP caching, Quickcache, or WP Super Cache
Image Alt Tags Add an “alt” attribute to every <img> tag used into the webpage.
Inline CCS Tags Move all the inlines CSS rules into an external file in order to make your page "lighter" in weight and decrease the code to text ratio.
SEO Friendly URL Test Clearly named links for what they are and contain no spaces, underscores or other characters.
Social Media Activity
In order to increase the social media activity for your site you are advised to use some social networks plugins within your page:
Facebook Like Button, Facebook Share Button, Facebook Comments, Twitter Button, Google +1 Button, Pinterest Button or AddThis
Widget
Nested Tables Use CSS instead of HTML tables for formatting your content: accessibility, bandwidth savings, maintainability.
IP Cannibalization Use a 301 re-write rule in your .htaccess file so that your site's IP points to your domain name.
HTTPS Test
Use a secured authentication or an encrypted transfer of data. Install an SSL certificate in order to provide a secure connection over
HTTPS protocol.
Server Signature Test
Open Apache’s configuration file (httpd.conf or apache.conf) and search for ServerSignature. If you find it, edit it to: ServerSignature
– Off, and ServerTokens – Prod.
Microdata Schema Add HTML5 Microdata to add semantic markup to the web pages.
Canonical Tags
The Canonical Link Tag can be used when there are several pages with similar content and you want to tell the search engines
which page you prefer to use in the search results. If your webpage does not have duplicate content and it has the preferred URL
you must remove the canonical link tag.
24. 24
SEO RECOMMENDATIONS
Keyword Recommendations
Currently, searches performed for “Nissan Lewisville” put the dealership
at the top.
Content Recommendations
Add in significant content to the webpage that adds value the car-buying
experience:
• Dealership Blog on the website
• Consumer Reviews
• Financial Calculator
• Comment Sections
• AutoNation Forum
Having these features on the website will increase the effectiveness of
Google’s Spiders in pulling the webpage as a result for a search.
Links
Links drive traffic to the site, and improve a site’s ranking in the search
results. A quick test of AutoNation Nissan Lewisville’s site using the
MOZ tool reveals only seven links from three domains.
• Ed Wallace - host of Wheels with Ed Wallace for the KLIF 570 AM,
a show that focuses on the automotive industry. He owns his own
domain where he recommends the best dealerships per car brand
in the DFW area.
• Social Media links – due to lack of activity on their Facebook
profile, this link does not provide any meaningful traffic or show up
on search results. Make sure that the link is connected properly on
their Facebook page, and on the website (current link on the
website is dead). Same recommendation for other Social Media
channels.
Keyword Cloud
(The larger the font size, the more its used on the site)
25. 25
SEO RECOMMENDATIONS
Localization
For their current market, Lewisville, AutoNation Nissan Lewisville is covered.
They have the keyword, and pop up in the number one spot in local searches
for “Nissan Lewisville” dealerships in the Lewisville area. However, when
searching for “AutoNation Lewisville,” they are beaten by Honda.
In the future, when working on Market Development, we recommend adopting
the following keywords to expand localization:
• DFW Nissan
• Dallas Nissan
• Fort Work Nissan
• McKinney Nissan
• Carrolton Nissan
• DFW AutoNation
• Dallas AutoNation
• Fort Work AutoNation
• McKinney AutoNation
• Carrolton AutoNation
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