Is Your Dealership SEO Working - Advanced SEO Tips & Tracking Metrics
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Transcript of Is Your Dealership SEO Working - Advanced SEO Tips & Tracking Metrics
Is Your
Dealership SEO
Working?
Advanced SEO Strategies & Measurement for 2013 by PCG Digital Marketing
Chief SEO Strategist – Matthew O‟Such
Matthew O’Such – Chief SEO Strategist PCG Digital Marketing
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
Who We Are – What We Do
PCG Digital - Started in 2005 now serves over 180 dealerships, specializing in the automotive industry
2010, 2011
Search Engine
Optimization
Search Engine
Marketing (Paid)
Internet Reputation
Management
Social Media Specialists
Professional SEO Content
Writing
Personal, Unique & Effective Strategies
Automotive Industry Conferences
(250+ Attendees each)
Today‟s Presentation is not for Beginners…
…But don‟t worry, if you‟re not familiar with all
the terms below, you‟ll still survive
What we’ll cover today
3 Advanced SEO techniques to achieve success
Google Analytics Advanced filters and segments
SEO Measurements in the Automotive Industry: Branded vs. Non-branded traffic
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.
You should already know… How to do Keyword Research
Importance of writing unique and interesting content
Meta Tagging – titles and descriptions
Webmaster Tools, Sitemaps, Robots.txt, H1 – H2 etc structure
Importance of Social Media
Google+Business Page (or Google Maps) listings
Google PageRank – Google Updates: Penguin, Panda & Venice
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 Name
o Location Lat & Long
o Address, City, State, Zip
Authorship Markup o Google+ Author profile link
o Google+ Publisher link (your Google+Business page)
Google‟s new Rich Snippets Tool shows us what is currently on the site/page
A 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 Competition
o OpenSiteExplorer – compare
specific links, anchor text
o 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)
Let‟s take a look at some
live Analytics…
What we covered in Analytics
Advanced Segments & Filtering
Branded vs. Non-Branded Traffic Filters
Matthew O’Such – Chief SEO Strategist
Mike Lizza – Sales Manager
Don Lampert – SEO Strategist
PCG Digital Marketing
So, Is Your Dealership SEO Working? Advanced SEO Strategies & Measurement for 2013
Upcoming Webinars with PCG
Internet Reputation Management – WHY?!
•Customers are talking about your business, whether you asked for it or not. What do potential customers see when they search for your business?
•For car dealerships in particular, customers are reviewing the entire buying experience - not just the product
•Learn how to effectively monitor and manage your online reputation wherever the discussion is taking place, whether it's Google+ Local or your own Facebook page
•Thursday, June 20 at 1pm eastern
• http://bit.ly/dealerIRM