Considering that consumers spend most of their vehicle-shopping time online,* it’s vital for dealerships to make the information on their websites easy to find. Yet many unintentionally limit their reach by embedding key promotional messages within image files. While these visuals may look polished, they can affect SEO discoverability and limit the dealership’s reach.
The Visibility Problem
Search engines are designed to read and index text—not images. When important content like seasonal promotions, product highlights, or service announcements is locked inside graphics, search algorithms can’t find it. This means a dealership’s most appealing offers may never reach the audiences actively searching for them.
The result? Missed connections with high-intent shoppers.
A Smarter Approach to Content
To overcome this challenge, dealerships are turning to strategies that prioritize text-based content written directly into the structure of their web pages. This ensures that promotional messaging is not only visible to site visitors but also readable by search engines.
By using structured HTML content instead of image overlays, dealers can dramatically improve their chances of appearing in relevant search results. This approach also supports better alignment with paid advertising, helping reduce costs and improve ad placement.
Practical Tips to Improve Discoverability
Here are some actionable steps to help your business stand out:
- Replace Image-Only Promotions: Audit your site for graphics that contain embedded text and convert them into readable, HTML-based content.
- Build Responsive Landing Pages: Ensure your promotional pages are mobile-friendly and easy to update with current offers.
- Align Organic and Paid Strategies: Use consistent messaging across SEO and advertising to improve relevance and performance.
- Use Data to Target Effectively: Leverage insights from user behavior and inventory trends to personalize offers and improve engagement.
- Measure What Matters: Track metrics like time on site, page views, and conversion rates to refine your approach over time.
See How It Works
Read our latest case study: Boosting Visibility and Conversions with HTML-Optimized Landing Pages to see how Dealer.com Managed Services including Premium SEO, Premium Content & Creative, and Dealer.com Advertising combine to drive organic and paid search performance.
* Cox Automotive 2024 Car Buyer Journey
