When it comes to the world of search-engine optimization (SEO), there are few constants. Google and the other major search engines are continuously updating their algorithm to provide better results and cut back on spammy or black-hat practices that offer short-term gains for sites without delivering value in the form of quality content to users.

However, there are some best practices that continue to reap big SEO rewards, and quality, organic link-building is at the forefront. Acquiring backlinks (links from other sites to yours) sends a strong signal to search engines about the authority and content of your site. In fact, Backlinko’s 2016 1 Million Results Search Engine Ranking Factors Study found that “the number of domains linking to a page correlated with rankings more than any other factor.”

However, quantity is far from the only ranking factor. The same study found that overall link authority (based on the quality and relevance of sites linking to yours) also strongly correlates with higher rankings. So how can your dealership acquire more links from relevant sites in your area? Focusing on community sponsorships and partnerships is a great place to start.

Delivering value online and off

In all likelihood, your dealership has strong connections to and is supportive of your local community. Dealerships sponsor youth sports teams, support local schools, and more. Dealerships that do this are pillars of the community and do it because it’s the right thing to do. As a result, such connections help position dealerships for increased market share in a number of important ways:

  • increasing brand awareness in the community
  • adding a charitable component to the dealership’s personality
  • setting the dealership apart from competitors

But these opportunities become even more attractive when you turn your attention online. You should already be doing content marketing around these initiatives – why not gain additional value through quality backlinks?

SEO maven Rand Fishkin analogizes link-building to dating – in both romance and in your backlink strategy, “you need to make yourself (in this case, your website) attractive to potential linkers” and “you need to give others something before you ask for anything in return.” When you write a blog post or newsletter article about a community sponsorship and link back to their website, you’re doing just that.

These links are also valuable because they come from trusted, authoritative sites (often) based in your community and with valuable .org domain extensions. It’s not enough to just say that you’re a big deal in the community -- Google needs to see the proof as well.

However, many dealerships fail to capitalize on this SEO value – simply by not letting their partners know when a link-building opportunity is available.

Link-building outreach tactics

Don’t let your rich community-based content go to waste. One of the best ways to get that link back is one-on-one outreach to your partner organization. Don’t underestimate the value of a good old-fashioned ask, even if it’s just a short email letting them know that you’ve published a post about them.

It’s also important to broadcast your content on social media to get in in front of other interested parties. With the right hashtag or keyword, you may be able to gain attention from other valuable link sources such as the Chamber of Commerce or local events calendars.

With a little attention, you can turn your community involvement into a major value-add for your dealership’s digital presence. For more information, reach out to us today.