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Here is a good exercise to see for yourself what “SEO” is really doing for your website.
1. Go to http://www.alexa.com (it’s free)
2. Put your dealership web address into one of the top Search Alexa field and click Search, an overview of your account will come up, click Get Details
 
3. Click on Search Analytics the 2nd tab from the left


There you will see the top 10 search terms driving traffic to your website. If more than 4 out of the top 10 have anything to do with your name SEO is doing very little for you in capturing customer that are looking for the vehicles you sell but not necessarily your dealership (the customers you think SEO is getting you).

Then look at the query popularity section. This shows the key words in your site, how popular those key words are in search. Take a look at your impact factor, the Impact Factor is a calculation of the of the traffic being driven to your site organically from that key word. For non-branded key words (those not containing your dealerships name) if your Impact Factor isn’t above 2 your are not getting a significant number of customer from the web that were not looking for you in the first place.

Again this is all free, so do it and hold your SEO company accountable. They are supposed to be bringing you new business…right?