CHICAGO –

We left off in the last post discussing why Gen X and Y car shoppers ultimately pull the trigger on a vehicle or dealership — and how you can make sure it’s your vehicle or dealership.

The secret lies in the business model of one of the most recognizable brands in our world: Google.

One of the biggest reasons Google garners 65 percent of all U.S. online searches — is because the company understands the concept of consumer relevance better than anyone, and concentrates heavily on achieving it. In fact, the company is constantly changing its algorithm to make sure it delivers the best possible results for each search.

Today, the algorithm favors websites and content that provides real value for the searcher. In other words, Google is getting better and better at prioritizing quality content that best answers searchers’ questions.

How can dealerships steal a little of this magic? By thinking like the customer.

We search on Google because it helps us find what we’re looking for. Retailers should think about their listings the same way by asking themselves, ‘How do I make my listings as relevant as possible for today’s Gen X and Y car shoppers?’

If your content isn’t relevant, you’ll lose the fleeting attention of younger consumers.
 

Editor's Note: Patrick McMullen is vice president of sales at MAX Systems. This blog entry and others can be found at www.getrelevantordie.com.