2014 seo strategies for automotive dealerships - by matt o'such
DESCRIPTION
Wondering how you can improve your SEO in 2014, working in the automotive industry at a car dealership? This presentation highlights the do's and don'ts of 2014 digital marketing strategies for car dealers looking to improve their optimization. Highlighting the newest Google updates, from Hummingbird to the several updates of Penguin and Panda. Avoid the most common pitfalls of old SEO methods which could get you penalized. For more information or help with the materials and SEO tips presented in this ppt, please contact me at [email protected] or http://www.linkedin.com/in/matthewosuch/TRANSCRIPT
2014 SEO Checklist for Car Dealers
Strategies for 2014
by PCG Digital MarketingMatthew O’SuchDirector of Digital Marketing
Matthew O’Such – Chief SEO Strategist
PCG Digital Marketing [email protected]
Hi, I’m Matt O’Such, you may remember me from such
presentations as…
Effective SEO Strategies & Why Google+ Is A Powerful New Marketing Friend & Google Penguin Update:
New Techniques To Boost Your SEO
facebook.com/matt.osuch@mdosuch
Live tweeting? #advSEOTips @mdosuch
Who We Are – What We Do
PCG Digital - Started in 2005now serves over 180 dealerships, specializing in the automotive
industry
2010, 2011
Search Engine
Optimization
Search Engine
Marketing (Paid)
Internet Reputation Manageme
nt
Social Media
Specialists
Professional SEO
Content Writing
Personal, Unique & Effective
Strategies
Automotive Industry Conferences (250+ Attendees
each)
Today’s Presentation is for Beginners & Pros
What we’ll cover today for 2014
Hummingbird & Basic SEO techniques
Google Analytics
(not provided)
Advanced SEO techniques
How Capital Ford Lincoln
increased traffic by 42% using SEO compared
to Branded Traf.
Why we do “SEO” – not a game
Effective search engine optimization can make a site more crawlable and make individual pages more accessible and easier to find.
… ensure that the right words are on the page, not just industry jargon that normal people will never type.
“
”
Hummingbird!
Its not a big deal like Penguin & Panda were
How to do Keyword Research
Biggest opportunity for the dealership with best return on investment
Using the NEW Google Adwords Keyword Planner
Quarterly research
A Basics checklist of SEO items
A Basics checklist of SEO items Meta Tagging – titles and descriptions
No more KEYWORD Meta Tag o Eliminate or reduce to 3 short-medium
phrases
Webmaster Tools, Sitemaps, Robots.txt, H1 – H2 etc structure
Writing Fresh Content
A Basics checklist of SEO items Importance of Social
Media Likes on FB Sharing materials on
G+, FB, Twitter
Google+Business Page (or Google Maps) listings
New Layout
Longer Desc.Reviews B
reak-
down
G+Biz Page Add-ons!
3 Advanced SEO techniques to achieve success
1. Utilize your dealership Umbrella/Group website & network
The majority of attendees on the webinar today are from Groups (3 stores or more)!
Don’t stop at the homepage link to the brand, create landing pages for each location
A one-page spread, all about the dealership, history, location, etc.and links to dealership assets
Optimize content, blogs, specials,driving directions, geotargets
Why do this? Google trying to “diversify” listings on
page one search results
It is getting more difficult to rank multiple pages of your site for one term
Push up assets you benefit from to control more of page one
Utilizing your Umbrella/Group site Links to other
assets, using Anchor text to optimize links
Deep linking
Why do this? Increase assets on page 1 for dealership name, and target keyword goals
Advanced SEO Technique #2 Microformatting aka Rich Snippets
– help search engines help you!
Identify your business for Local Listings
Now specify in the underlying code of your website Business Cars Info
o Business Nameo Location Lat & Longo Address, City, State, Zip
Authorship Markup o Google+ Author profile linko Google+ Publisher link (your Google+Business page)
Google’s new Rich Snippets Tool shows us what is currently on the site/pageA good starter’s Guide: http://www.seomoz.org/blog/a-visual-guide-to-rich-snippets
Where to test it? google.com/webmasters/tools/richsnippets
http://microformats.org/code/hcard/creator
Matt, you’re going to make me write code?! - Of course not!...
Advanced SEO Tip #3: (great for local SEO)
Citation & Link Building
Know your listings GetListed.org
Know your links OpenSiteExplorer.org Majestic SEO
Citations & Links Essentially the same concept
Citations more specific to Local Listings
Citation Advice SAME PHONE NUMBER – no more tracking
#s SAME DEALERSHIP NAME
o “I tried this in my Google+Business Page / Map listing and it didn’t change”
o CHECK GetListed.org – Google trusts it’s sources – if you don’t match, it may not change.
Citations & Links (cont.) Link Building & Audit Advice
Trust Webmaster Tools “Links to You” report
Link Count reports will not match
Watch your Competitiono OpenSiteExplorer – compare
specific links, anchor texto GO GET ‘EM!
Use local contacts – Charities, Chamber of Commerce, Local Sports They all have websites, ask for
links back when you sponsor!
Google Analytics Advanced filters and segments
Help you to filter your analytics faster
Use the same benchmarking over and over
Keep the important metrics in front of you and your team
Measure: Vehicle Detail Page Views Engagement by Traffic Source (aka Bounce
Rate)
Q&A
WHAT’s UP MATT?
Matthew O’Such – Chief SEO Strategist
Mike Lizza – Sales ManagerDon Lampert – SEO Strategist
PCG Digital Marketing [email protected]
So, Is Your Dealership SEO Working?
Advanced SEO Strategies & Measurement for 2014
Get an Audit of your Digital Marketing!
732-450-8200