Last updated 24 September 2026.
This is a news post from January 2020, about the March 2020 (20-plate) registration change. Google’s results have changed many times since. For current advice, read our dealer SEO guide.
In January 2020 the automotive SEO agency Honchō reported that franchised dealer websites were ranking higher in Google for new car searches. Google had changed the way it delivered results for those searches, which meant dealers could expect more enquiries in the run-up to the March plate change.
“Traditionally, when buyers searched for new cars on Google, car manufacturers, online marketplaces and review sites appeared above dealerships but that’s no longer the case,” said Jack Minot, SEO Manager at Honchō.
“Dealers should be planning their 20-plate content now. Rolling out new pages in late February might not provide the expected results for March as changes are not always instantly recognised by Google.”
Honchō found that, on average, dealerships were ranking two positions higher in Google than a year earlier.
What we advised dealers to do
To make the most of it, we advised dealers to make sure their websites clearly showed their new car promotions, and to get those pages live well before March.
At the time, Composer (the name of our website platform then, now Haswent websites) let you create offers for new cars, used cars, leasing and Motability out of the box. Stockton Kia’s new car offers page is an example. Our franchise dealer websites still support new car offers and Motability offers today.
If your current website provider makes it hard to put new car promotions front and centre, it may be holding you back.
Today
If you’re looking for a dealer website that supports new car offers, promotions and search-friendly pages out of the box, get in touch. You can see how SEO works on Haswent websites, or read how our dealer management system runs your website’s stock.