Google Insights For Search Says “Specials Are For Restaurants, Not Car Dealerships.”

According to Google, “specials” are meant for restaurants, not car industry, at least that’s what I now think after reviewing insights for search from Google.

Google Insights for Search reports  “deals” and “offers” are still largely “top of mind” for automotive consumers search engine shoppers than “specials.”  So using these keywords in place of “specials” on dealer website content structures may actually appeal to a broader market than “specials”.

I’ve also noticed how service and parts consumers are more apt to search after coupons, not specials.

What’s the lesson here:  Take your keyword research seriously and don’t settle on any term used in content categories that don’t appeal to the broader market.  If it doesn’t work, change it. Markets aren’t fixed, they are dynamic. And custom web design may cost money in the near terms but customization is necessary when working to capture a dynamic markets.  It’s good merchandising to do so.