Brief
Car dealerships face two distinct challenges in targeting the quite different online markets for both new and used cars. People searching for new cars are more likely to have done their product research on the manufacturer's sites and, when ready to make a purchase, then look for dealer who has the exact model, the best deal and possibly, who is nearest to where they live. The David Penman website therefore had to work on three levels: specific product, general value and geographic location. To further complicate the challenge used car stock is changing daily, meaning that second hand BMW Z3 part exchange might become available but then be sold again a few days later. Stock clearly needed to get into search engines quickly and be dynamically edited.Outcome
Searches on Google find David Penman SEAT at: No.1 for 'cheapest Alteas in the country'; No.1 for 'SEAT approved used vehicles county durham'; No.2 for 'buy new seat altea'; and No 2. for 'Leon Essence Proprietor'. David Penman said: "You couldn't find our previous website even if you searched for "Seat dealer Darlington" and yet we are the only SEAT franchise in the town! Since Geo-net redesigned our site, we often appear higher on Google than SEAT themselves. For years I've been spending thousands of pounds a week on press advertising, never really knowing if we got a return. We can now directly attribute about 30% of our sales directly to the website and cost of acquiring a customer has plummeted."Summary
David Penman cars. Established in Darlington in 1988 and 3 times winner of the Golden Dealer award, David Penman Cars are one of the longest serving and most successful SEAT UK franchises.
