Unlike other online advertising strategies, SEO works the backend to improve a dealer’s visibility. This gets achieved by increasing a site’s page rank thanks to both content and technical skills. In the simplest terms, a page rank is a number that search engine bots give websites as they crawl around the web. Search engine results pages list relevant sites according to page rank in descending order. So, if your website appears on the third page of a search result, SEO can help you get to the first or second page. This may seem insignificant, but think about how we all search for something these days. We rarely go beyond the second page of a result.