When building the online presence of your dealership through content, most may focus on the vehicles themselves, and their flashy nature for drawing customers in. And, while a great and necessary area of cornerstone content, some of the biggest foundational pieces for your website, and business as a whole, comes from Fixed Operations. As such, your fixed ops, which includes areas like service, parts, accessories, financing and collision departments (and more!) is a vital revenue source for growing and building your online presence. Service-related queries can become a treasure trove for drawing potential customers to your website and dealership, no matter the season.
With that in mind, our team at EDealer has put together this handy guide to help you utilize your fixed operations departments and its associated content to help your dealership draw in searches, boost website authority, and position your dealership well in Search Engine Results Pages (SERPs) to get more revenue, all the while doing so with proper content strategy that leverages what AI values for it to surface you in the latest search engine and Large Language Model (LLM) features.
What Is Fixed Operations Content Marketing?
With service, parts, finance, and other departments in your dealership to utilize, a fixed operations content marketing strategy consists of putting together content that focuses on the many specific services of these departments. This includes creating foundational pages for the different aspects of your fixed operations, such as service, parts, accessories, tires, and financing, then graduating to specific query-based pages (like oil change service or transmission service) to capture typical user searches and blogs that target the more conversational long-tail keywords that AI-driven SERPs are geared towards. You should have a page for every service you offer, as this helps grow your online visibility. How-to guides are another great way to market your fixed operations, as are supportive blogs covering specific information that users may be searching for.
How Fixed Operations Content Helps Your Dealership
Growing such content on your dealership website and your GBP can help make your dealership an online authority when it comes to vehicle maintenance and repairs, which in turn better positions your dealership in SERPs. With Google’s Experience, Expertise, Authoritativeness, and Trustworthiness (EEAT) framework, the more information that you can put out that shows your expertise and experience in all areas automotive-related and adjacent creates higher trustworthiness, as well as return customers in the form of recurring service visits. With vehicle owners searching for service and repairs in their area, creating consistent content that uses typically-searched service keywords such as “how often to change the oil in your car” or “is it worth buying winter tires” not only helps you compete against singular repair shops in the area, but also puts your best foot forward by having query-focused content present on your website.
Creating a Strong Fixed Operations Content Strategy
To create content based on your dealership’s fixed operations to grow your online presence, start with these actionable items:
Add in Detailed Pages That Span Your Fixed Ops Sections
Have specific pages on your website that highlight all aspects of your fixed operations, including the following:
- A service department page
- A parts and accessories department page
- Service pages that go into detail about the services offered at your dealership
- Specific parts and accessories pages to highlight commonly-searched-for parts (like winter tires)
- A financing department page
These pages should be, of course, optimized for being surfaced in AI-generated summaries. This means including elements like long-tail queries that are conversational in nature and match commonly-searched-for queries, location-based information, focused formatting such as putting searchable terms in headlines, and direct information in the introductory paragraph.
Feature Fixed Ops in Your GBP
Fixed operations content doesn’t need to just stay on your website! Make sure to feature your fixed operations in your Google Business Profile (GBP) for higher lead generation as well. You can even create service-focused content for GBP posts, add services to the products section, and more to showcase current offerings to entice potential customers to come into your dealership. In this way, your content marketing strategies can widen the footprint of your fixed operations and increase visibility.
Partner with a Strong Content Team
We recognize that the above is a lot of work, and you may not have either the time or understanding of all the SEO elements that go into said pages to do so properly yourself. Thus, partnering with a strong content team such as our SEO & Content strategists here at EDealer is an easy decision. We will do all of the needed content work for you so you can focus on turning those leads into sales. Our Fixed Operations Content Marketing packages are specifically designed for this kind of content utilization, which can be paired with both our New Vehicle Content Marketing packages and our Local SEO package for a more complete and customized wholesale content strategy.
Take Advantage of Your Fixed Operations with EDealer
At EDealer, our SEO & Content strategists can help you grow your dealership’s online presence to help improve your dealership's visibility, which can turn into potential customers. With our Content Marketing Packages specifically designed to highlight fixed operations, as well as new vehicles, we’ll build out your content through properly-optimized landing pages and blogs to get you seen in AI-oriented SERPs and LLMs. Don’t sleep on the hidden revenue opportunity that is your dealership’s fixed operations—contact us today and get started!
Our Spring SEO Promo
Until May 31, take advantage of our Spring SEO Promo to get the following deals on content packages:
- Bonus Content: Enroll in any Content Marketing package and receive 3 bonus content pieces (a value of up to $1,235)!
- Buy 1. Get 2 Free: Bundle any Local SEO or Email Marketing package with a Content Marketing package and receive 2 months free!
