Auto dealers are increasing search engine marketing use to drive traffic both to websites and showrooms.

Some 75 percent of auto dealers use search engine optimization, writes Internet Retailer, citing a new study from J.D. Power and Associates. Though only 33 percent of dealers use paid search, more than 80 percent of those dealers say it improves direct visits to dealers' websites versus via an online buying service, according to J.D. Power.

"In the 2006 Used Autoshopper.com Study, we found that the percentage of buyers who located their vehicle online has doubled in the past five years," says Min Cho, digital marketing solutions senior analyst at J.D. Power and Associates.

"Dealers are starting to recognize just how important and valuable their website is, especially considering that the best leads dealers receive often originate from their site."