SAAB: Fresh news, Fresh SEO Opportunity (Automotive SEO)
Ghost of Swedish Automaker Haunts GM in Form of Lawsuit
SAAB is back from bankruptcy liquidation in the form of a civil lawsuit against US automaker General Motors, courtesy of Netherlands-based parent company Spyker. The lawsuit alleges to the tune of $3 billion (US dollars) that GM intentionally destroyed SAAB’s last-hope efforts to secure funding from Chinese firms before hitting complete insolvency.
That’s not a typo. $3 billion. As in, $3,000,000,000. That’s a lot of zeros.
If you enjoy reading legal jargon (as I do), you can actually read the entire initial lawsuit online. The basic plotline is that Spyker, the most recent owner of the now-defunct SAAB, is alleging that the previous owner, General Motors, purposefully and illegally dismantled negotiations with Chinese firms for SAAB to remain afloat. The lawsuit is told from Spyker’s point of view.
WHAT DOES THIS MEAN FOR GM DEALERS?
Not too much, probably. Nothing about this lawsuit directly involves current sellers of GM cars in the United States.
THEN WHY DOES THIS MATTER?
Relevancy and timeliness matter in SEO. SAAB is making news right now; we can all take advantage of things like this on blogs and social media.
But optimizing for SAAB isn’t going to sell cars for GM dealers, nor any other dealers, right? Civil lawsuits are dramatic, sure, and this one is in the billions, but the only people paying attention are industry insiders and auto journalists. These people aren’t usually in the market to buy a car.
SO THEN…WHY BRING IT UP AT ALL?
1.) I should clarify: optimizing won’t directly help dealers sell cars. I already mentioned before, blog for people who aren’t in-market. This will indirectly improve your SEO efforts and therefor your sales. Dramatic things like this attract readers, not buyers…however, readers eventually become buyers, so stay on it.
2) Regardless of unfolding legal drama elsewhere in the globe, the fact remains that there are still would-be SAAB buyers here in the US. Franchise dealers can optimize their content for non-brand-specific terms that might attract SAAB fans. Words like “design,” “retro,” “aerodynamic” and “turbo.”
Think to yourself: what did SAAB represent? What exactly are SAAB enthusiasts enthusiastic about? How does your inventory meet their needs?
Also: if you’ve got some used SAABs on your lot right now, advertise those beauties! Use “SAAB” and the model as targeted keywords. Include the year. Just because the company isn’t producing new cars anymore doesn’t mean people won’t still buy the ones that are already out there, and being back in the news just might increase searches…