In an effort to make your website cooler or jazzier than your competitors one of the first things people tend to do is remove the text and put in graphics or Flash elements. Now that may make it look better than your competitors website but if their website is “search engine friendly”, meaning the spiders can crawl their website and index / rank it more effectively, they will get higher rankings in the search engines.
You could have the coolest website in the world but if it’s not designed so the spiders can index it properly chances are not many people will know about it. You can optimize a website once it’s been designed but it’s so much easier to do that during the build process.
When creating the text for each page make sure the meta tags have the top 5-10 keywords from that specific page repeated in them. Your title tag should have 70-90 characters (including spaces), your keyword tag should have no more than 20-25 keywords (separated by commas) and your description tag should have no more than 250 characters (including spaces).
I’ve seen a lot of dealers who tend to put their competitors names in their keywords. In order for that to be effective you have to repeat those names in the text on the page, which of course you don’t want to do. You’ll have more success when you concentrate on your state, major cities, models, manufacturers and types.
Remember, the top 5-10 keywords or phrases should be repeated several times in the text of the page for the optimum density.