Why Human Expertise Wins In Car Dealership Content

by Marsh Finance on Aug 5, 2024 3:00:00 PM

Key Summary

The emergence of digitisation in the car industry has created a dilemma for dealerships: commit to fully digital or retain that human interaction. We've taken a look at the pitfalls of AI and digitisation and why a human approach is still key.

Inauthenticity And Disconnection

AI can't capture the human touch that shows emotion and builds connection with the reader. Lots of AI driven content can lack a realistic tone, making it obvious that it's digital and not human generated.

AI's User Experience Nightmare

Search engines look for well-structured content, something that is still lacking in AI-content. Choosing to fill a page with AI content might lead customers away from your site rather than stay on it.

Duplicate Content

AI works by scanning the internet and looking at previous information. This is then used to generate content. This can be a massive risk, with Google looking down on content that could be plagiarised. Creating human-driven content helps you stand out and offer true value.

The digital showroom is where car dealerships win or lose these days. But in the rush to optimise websites for search engines, some dealerships are lured by the siren song of AI-powered content rewriting tools. These tools promise quick SEO gains and effortless content creation. However, for car dealerships seeking genuine connections with potential buyers, relying solely on AI can be a costly mistake. Here’s why human expertise reigns supreme in crafting compelling dealership content.

The AI Paradox: Inauthenticity and Disconnection

Bouncing Off the Page: AI’s User Experience Nightmare

Duplicate Content Disaster: AI and the SEO Penalty Pitfall

SEO: Beyond Buzzwords – The Human Touch Makes the Difference

The Human Advantage: Building Trust and Driving Sales

A finger interacts with a digital interface, representing an artificial workspace.

The AI Paradox: Inauthenticity And Disconnection

AI lacks the soul of a human writer. It can’t capture the unique personality and brand voice that sets your dealership apart. The result? Robotic, generic content that fails to resonate with car buyers seeking a personalised experience. Imagine a luxury car dealership website boasting, “We offer a wide selection of premium vehicles!” This AI-generated drivel lacks the emotional connection that compels potential buyers to picture themselves behind the wheel.

Bouncing Off The Page: AI’s User Experience Nightmare

Search engines like Google prioritise user experience, and poorly structured, grammatically challenged AI content creates a frustrating journey for visitors. Imagine a financing page riddled with nonsensical sentences. Confused customers will likely bounce off the page, missing valuable information and hindering your dealership’s conversion rates. High bounce rates and low dwell times send negative signals to search engines, potentially burying your website in the digital abyss.

Website designer working digital tablet and computer laptop with smart phone and graphics design diagram on wooden desk as concept

Duplicate Content Disaster: AI And The SEO Penalty Pitfall

AI rewriting tools can inadvertently create duplicate content – a cardinal sin in the eyes of search engines like Google. Copied content can be seen as a manipulative attempt to climb the search rankings, leading to penalties that push your website down the page or worse – delisting it entirely. The sophisticated algorithms of Google are adept at detecting unoriginal content, and the consequences of using AI to rewrite can be detrimental to your dealership’s online visibility.

SEO: Beyond Buzzwords – The Human Touch Makes the Difference

Effective SEO is an intricate dance involving keyword research, schema markup, and understanding user intent. AI simply doesn’t have the finesse needed to strategically place keywords or leverage voice search optimisation. Without human expertise, your dealership’s website might miss out on crucial search terms related to your specific inventory or services. Imagine wanting to rank highly for “used SUVs near me”, but your AI-generated content fails to target this local search intent.

A human finger connects with a robot finger.

The Human Advantage: Building Trust And Driving Sales

Car buying is a personal journey, and your website should reflect that. Human content creators can craft engaging copy that speaks directly to your target audience, highlighting the specific features and benefits that matter most to them. Imagine showcasing the safety features of a family car in a way that resonates with parents or crafting persuasive descriptions that entice potential buyers to schedule a test drive. This authentic human touch builds trust and increases the likelihood of a sale.

Topics: Dealership Support

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