Capturing an Emerging Audience with a Strategic Approach
This webinar, originally presented by C-4 Analytics on the Digital Dealer platform, dives deep into a fundamental shift in automotive retail: the rise of the EV shopper. As C-4 Analytics’ Ben Carsley, Melyssa Cantor, and Rob Stoesser explain, this new audience is more brand-agnostic, researches for a longer time, and has a lot more questions. Standard SEO tactics are no longer enough; a new strategic approach is needed to capture this market.
The New EV Shopper and the Evolving SERP
EV shoppers skew younger, more diverse, and more affluent than traditional car buyers. Crucially, their behavior is different: they are willing to consider almost three times as many brands and spend an average of 16 hours researching. This long research journey is a perfect fit for a comprehensive SEO strategy.
The search engine results page (SERP) is now playing directly into your hands. Google has shifted from a "winner-take-all" featured snippet model to a "People Also Ask" box that appears on almost 90% of all search queries. This provides multiple opportunities on page one to rank by directly answering the questions your customers are asking.
Three Core SEO Strategies to Capture EV Shoppers
To build a robust and effective EV SEO strategy, you must focus on three core areas:
- Inventory-Based Optimizations: This is the most familiar part of an SEO strategy, focusing on high-commercial-intent queries. Create dedicated pages for your EV and hybrid models, comparison pages (e.g., "Mustang Mach-E vs. Hyundai Ioniq 5"), and pages that highlight specific releases and finance offers. These optimizations are crucial for converting shoppers who are ready to buy.
- EV/Hybrid Ownership FAQs: The EV shopper has many questions beyond price. Creating a library of high-quality content that answers common queries is a powerful way to establish your dealership as an authority. Pages can address topics like cost of ownership, service FAQs, and tax rebates. While these pages may not drive immediate conversions, they are essential for lead nurturing and building the middle of your sales funnel.
- Range Anxiety Priorities: This is a major area of concern for EV shoppers. Your content should address questions about range, charging infrastructure, and efficiency. By providing local, practical information—such as how to install a home charger or the location of public charging stations—you build trust and position your dealership as a helpful resource, even if the customer isn't ready to buy today.
How to Adapt (Even Without EV Inventory)
Don't let a lack of EV inventory stop you from adapting. You can still leverage these strategies by:
- Attacking Fuel Efficiency Queries: Search volume for "fuel-efficient vehicles" has risen by over 150%. You can create content that compares hybrids vs. EVs or highlights the fuel efficiency of your existing ICE inventory.
- Establishing Authority on Hybrids: Demand for hybrids is growing. By creating content that compares and explains hybrid models, you can establish your dealership as an authority on a broader, more accessible vehicle type.
The key to success is early adoption. While your competitors are still using outdated tactics, you can start building a content library that establishes your dealership as a trustworthy resource for EV and hybrid information. This holistic, site-wide approach will ensure that when customers are ready to buy, your dealership is the first one they think of.
Watch the Full Webinar
For a deeper dive into these topics and to hear directly from Rob Stoesser, VP of OEM, Ben Carsley, VP of Content & SEO, and Melyssa Cantor, Director of SEO, watch the full webinar below.