Automotive Industry Challenges

An FAQ (frequently asked question) is a medium for automotive companies, businesses, and individuals to answer queries of their customers about the products and services offers. The entity authors the question and answer to preclude the customer being misled or misinformed and, in the process, builds trust. Unlike community forums, Q&As, FAQs have a single answer and no alternate answers. FAQs on your website and best answers will increase your site visibility in zero position on the SERPs.

Voice queries will continue to increase. According to the Gartner Group, 30% of all web browsing is performed on screen-less devices. To help businesses adapt to how people search, Milestone makes sure that when consumers ask questions about your automotive business, your answers are the first be to be found in zero position in search engine results.

Schema markup is another great way to enhance the visibility of your brand visibility to increase organic search results. Schema is semantic vocabular or code that is added to HTML of your website. This code helps search engines understand and differentiate your content. Schema markup helps search engines understand who your target audience would be and delivers the most relevant results to the query.

Schemas are basically a set of types, and each type has its set of properties. As defined by search engines Google, Yahoo, Bing, and Yandex, schema types are arranged in a hierarchal structure and till date, there are 818 Types, 1326 Properties, and 289 Enumeration values in the schema dictionary or vocabulary. Some of the common automotive business schema types are:

• Automotive Business
• Automotive Web Page
• Automotive Dealer
• Auto Rental
• Auto Repair
• Auto Body Shop
• Car
• Auto Parts Store
• Rental Car Reservation

To give search engine bots context of the content when indexing the web page, the schema is implemented in the code in the form of schema attributes which help the search engine bots identify the entities and their relationships. Schema attributes are basically information in the website code that make up the schema property. While the attribute is simplistic, the combination of attributes is complex and help define the schema property and its relationship. There are generally two types of attributes – Default attribute and Fixed Attributes. As the name suggests, a default attribute is what it is and cannot be changed while a fixed attribute is one which has a fixed value and cannot be changed. Examples:The schema attributes can be implemented in the website’s HTML code using either JSON-LD or RDFA syntaxes. However, Over the last few years, JSON-LD has become the most preferred structured data. Why? JSON-LD is well-implemented. It can be embedded in "script" tags in the head of a document (moving out of HTML body), separated from the data it describes. This makes JSON-LD a format that can be templated, easily implemented and a great option for adding, deleting, or updating purposes.   Other formats like Microdata or RDFa are neither that flexible nor easy to use options for adding, deleting, or updating purposes. RDFa are inline markups applied to HTML documents and define attributes that are added to the HTML.   Above all, search engines love and prefer JSON-LD and thus JSON-LDs are more picked up. Here is what Google has to say – “Google recommends using JSON-LD for structured data whenever possible”. Period.   Once the schema code is implemented in the HTML using a Schema Generator, the schema code has to be validated for any errors or warnings using a schema testing tool. If the schema code has errors in case you have included a deprecated schema property, it has an incorrect structuring of the file, or due to other reasons, there will be no point publishing the schema on your website. Instead, rectify the errors and warnings before publishing it on your website.   To see how your content would look as a rich result on SERPs, run the JSON-LD block that contains the schema code on Google’s Rich Result Testing tool.   Many businesses often assume that the job is done once the schemas are published on the website – error and warning free. However, this is not the case as the schemas implemented on the website need to monitored closely for errors or warnings that prop up – which can happen if there are any website content changes or Schema.Org changes or updates their vocabulary. Deprecated schema properties will be flagged as an error and for the content to be indexed and displayed on SERPs as a rich result, it should be error-free. Having a system in place to monitor published schema and having impact reporting for your business to assess the difference schemas are making on your website in terms of rich result growth and SERP saturation is as important as taking the first step of publishing schemas on your website.

Local SEO means you optimize your content and store or location pages to attract local searchers. Good local SEO is critical because 76% of people searching on mobile phones, outside the house, and using terms like "near me" purchase within 24 hours, according to Google.

Milestone’s CMS offers advanced SEO technology built into the platform that drives an immediate increase in revenue and leads from the website. The faster speed, AMP, schemas, indexability, and crawlability of the website results in better organic search presence leading to an increase in revenue and leads by close to 25%.