We get calls frequently from our customers requesting almost the exact same thing: "Can you get us on the first page of Google for..." This question comes as no surprise because many if not most our dealers are now recognizing the importance of better placement on the search engines. I initially always want to jokingly answer, "Sure, BUT we have to get rid of all the pictures and replace everything with text hyperlinks".
Now, I know that web pages carry a great deal of creative and navigational value. Not only catching the customer's eye but also quickly getting them to the correct inventory or service is an important part of what a website does. Many would argue THE most important. The unfortunate fact remains that we must create a profitable balance between aesthetics and SEO. As long as Google, Yahoo and other search engines are looking for the same information from websites, we have to adjust page content accordingly. We have to address that same old question: FORM or FUNCTION?
Let's be honest; What good comes from a website that nobody ever sees? Well to that point, search engines drive traffic to websites - period. 45% of all website traffic should be coming from search engines; we even see dealers with upwards of 50-60% of traffic coming from organic placement on the search engines. So it stands to reason that attention must be placed on optimizing a site to promote better rankings from search results.
Then we can all figure out what to do with the customers once you get them through your "door".