Why Your Website Provider Might Not Be Enough for SEO

It’s easy to assume your website provider knows SEO—after all, they built your whole site. But many dealers discover after-the-fact that their website provider’s SEO capabilities don’t match their web design skills. Asking the right questions about your current provider’s SEO work can reveal whether you’re getting the specialized optimization your dealership needs to compete online. 

Why Some Website Providers Struggle with SEO 

Website development and SEO optimization require different skill sets. While your provider may excel at creating attractive, functional sites, effective SEO demands deep understanding of search algorithms, keyword research, and technical optimization that most website providers treat as an add-on service rather than a core competency. 

The most successful dealerships often work with specialized SEO partners like Adpearance rather than relying solely on their website provider’s in-house team. This approach provides checks and balances while ensuring you get expert-level SEO service from professionals who focus exclusively on search performance. 

The Questions to Ask Your SEO Provider 

Content Strategy and Customization 

“How do you create content for dealership websites?” 
The answer reveals whether your provider relies on templates or creates unique, custom content. Many providers use duplicated content across multiple dealership sites, simply swapping in dealer names and nearby cities. This approach not only hurts your SEO performance but also fails to differentiate your dealership from competitors. 

Look for providers who offer: 

• Custom-written content for each page 
• Unique value propositions specific to your dealership 
• Content that reflects your local market and customer base 
• Regular content updates and expansion capabilities 

“Can I customize the content on my website pages?” 
Some content management systems lock certain pages from being edited, limiting your ability to optimize for local keywords or update messaging. Ensure your provider offers full content editing capabilities across all page types, including service pages, inventory sections, and landing pages. 

Metadata and Technical Access 

“What level of control do I have over metadata optimization?” 
Metadata includes crucial SEO elements like title tags and meta descriptions. Some providers claim to offer “dynamic” metadata that updates automatically based on inventory, but this automation often creates non-SEO-friendly results that hurt your search rankings. 

Essential metadata questions include: 

• Can I edit title tags and meta descriptions for all pages? 
• Do I have control over inventory page metadata? 
• Can I customize metadata for specific vehicle models or categories? 
• Are there any pages where metadata is locked or automatically generated? 

“How granular can I get with inventory page optimization?” 
Different providers offer varying levels of inventory page customization. Some allow you to optimize only broad categories like “new inventory” or “used inventory,” while others enable model-specific, trim-specific, or even VIN-level optimization. The more granular control you have, the better you can target specific customer searches. 

Site Performance and Technical SEO 

“What is your approach to site speed optimization?” 
Site speed significantly impacts both user experience and search rankings. Your provider should be able to explain their specific strategies for ensuring fast load times, including: 

• Image optimization and compression: Reducing image file sizes without losing quality so pages load faster 
• Code minification and caching: Reducing file sizes and storing frequently used data to make pages load faster 
• Content delivery network (CDN) usage: Using servers closer to your customers’ locations to deliver website content faster 
• Mobile optimization techniques: Ensuring your website loads quickly and functions properly on smartphones and tablets 

“How do you handle technical SEO factors?” 
Technical SEO forms the foundation of your website’s ability to rank in search results. Ask about: 

• XML sitemap creation and management: Creating files that tell search engines which pages exist on your website 
• Schema markup implementation: Adding special code that helps search engines understand your content like business hours and vehicle details 
• Website crawlability and indexing: Making sure search engines can easily find and read all your website pages 
• Mobile-first design principles: Building websites that work perfectly on mobile devices first 
• SSL certificate management: Ensuring your website connection is secure 

Landing Page and Custom Page Creation 

“Can I create custom landing pages for specific campaigns or keywords?” 
The ability to create dedicated landing pages is crucial for targeted SEO campaigns. Some content management systems only allow filtered inventory views rather than true dedicated pages, which limits your optimization potential. 

Look for providers who enable: 

• Custom landing page creation for specific vehicle models 
• Location-specific landing pages for different service areas 
• Campaign-specific pages for promotions or special offers 
• Easy-to-use page building tools that don’t require technical expertise 

Integration and Flexibility 

“What happens if I want to work with a separate SEO provider?” 
Many dealerships benefit from working with specialized SEO agencies rather than relying solely on their website provider’s in-house team. This approach provides checks and balances while ensuring you get expert-level SEO service. 

The key is determining whether your current setup allows third-party access to necessary SEO tools and settings. Some providers charge additional fees just to give SEO specialists access to your own website’s backend.  

The most successful partnerships happen when your website provider welcomes specialized SEO expertise and makes integration seamless rather than creating barriers. If your provider resists outside SEO help or makes it difficult and expensive, that’s usually a signal that their own capabilities may be limited. 

Avoiding Common Pitfalls 

Understanding what to watch out for can be just as important as knowing what to ask for. Be wary of providers who: 

• Use identical content templates across multiple dealership sites 
• Claim their automated systems eliminate the need for manual optimization 
• Restrict access to important SEO settings or require going through support for basic changes 
• Cannot provide specific examples of their SEO customization capabilities 

Some providers market features as “dynamic” or “automated” that actually limit your optimization potential. For example, automatically generated metadata based on inventory feeds often results in non-descriptive, keyword-stuffed titles that hurt rather than help your SEO performance. 

Making the Right Choice 

The SEO provider you choose will significantly impact your dealership’s online visibility and lead generation potential. The most successful dealerships work with providers who bring specialized SEO expertise customized to their specific market and business. 

Your website is the foundation for all your digital marketing efforts, from traditional SEO strategies to emerging AI search optimization. Choosing a provider that offers true customization and technical excellence ensures your dealership can adapt to the changing search landscape and maintain a competitive advantages. 

Ask potential providers to demonstrate their capabilities rather than just describing them. Request examples of customized content, metadata optimization, and technical SEO implementations they’ve created for other dealerships. The right provider will be transparent about their capabilities and eager to show you exactly what they can deliver. 

Ready to evaluate your current website’s SEO? Our team of automotive digital marketing experts can provide a comprehensive assessment of your website’s performance and identify specific areas where better provider capabilities could improve your search rankings and lead generation. Schedule a free digital analysis today.