How Google’s Website Ranking Factors Rank OEM Websites (vs Independents)

PART 2

In Part 1 of this two-part series on website ranking factors, we discussed Page Speed, Page Index, and Technical SEO scores. We look at the results of our AntiguRecon tool which surveyed over 35,000 dealer websites using Google’s algorithm to drive its calculations. We found that independent dealer websites tend to be faster than franchise websites and that we have some work to do if we want to improve our industry’s performance overall. In this article, we look at dealership website Accessibility and website design Best Practices scores. Let’s have some fun…

Average Accessibility Score

What is Accessibility and why is it relevant? In the past I’ve written about this topic in detail, but for here let’s just say that your website should be designed so that it can be “read” by people who have limited sight, or are sight impaired in full. In the latter case, a screen reader needs to be able to “read” the page in an understandable way. All of this is required because of the Americans with Disabilities Act, which became law in 1990 and lawsuits have been on the rise for non-compliant websites.

All that said, there is good news in that while there is room for improvement, the ratings are not as horrible as the page speed and index ranking factors. If we look at the graph below, Independents over-perform OEMs again with an average score of 83.4 to an OEM rating of 73.9. Mazda got the lowest average...

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