Understanding The Role of Content Automotive SEO Architecture Search Engine Asset Classes Search Engines Simplified Developing A Search Phrase Target List Keyword Research Tools How Asset Classes Use Search Phrase TermsContent on Google, Yahoo and Bing Traffic patterns on the 3 major search engines SERP Behavior on Google, Yahoo and Bing Keywords and Domain Names Good Content & Consumer Curb AppealWhat should we be writing about? Manufacturer Announcements, New Models & Promotions Customer Testimonials Dealer Specific Promotions and Sales Communities Activities Consumer Tips, Service and Parts Content writing tips 1 Seminar Outline
Where to Place Content Press Release Websites Blogging Platforms Industry Websites Automotive Microsites Don’t Forget Your Dealer Site Measuring The Effect of Content SEO Strategies Google Analytics Platform Referring Link Reports Custom Analytics Tools 2 Seminar Outline (cont)
Fundamentals: SEO vs. SEM This seminar will focus on the “green” area of a search results page 3
Automotive SEO Architecture 4 This architecture builds links, traffic and relevancy
Automotive SEO 101 5 Search Phrase Any search phrase triggers a scan of various asset classes in Google, Yahoo and Bing. You should have targeted content in each class to maximize your exposure in SERP’s.
Search Engines Simplified 8 You need to know what phrases people are typing into the search engines. Create best matching content. Publish the content on the Internet with links back to your website(s). Promote the content and traffic via embedded links. My consulting practice is best described as creating “Best Matching” Internet assets for business owners.
Type of Automotive Search Phrases 9 For most dealer websites, their #1 referring search phrase, by a long shot, is their brand name.
Developing A Search Phrase List If you were a Nissan dealer that was located in the Bronx or served Bronx consumers, what would your search phrase list look like? You would consider broad phrases like: New York Nissan Dealers Nissan New York Nissan Cars NY You would consider regional phrases like: Bronx Nissan Sentra Bronx Nissan Dealers Bronx Nissan Service Bronx Nissan Parts You would consider surrounding towns: Nissan Yonkers Nissan Mt Vernon New Rochelle Nissan Service East Tremont Nissan You would consider Model searches: Nissan Altima Bronx Nissan Cube New York 10
Prioritizing a Search Phrase List If you were a Nissan dealer that was located in the Bronx or served Bronx consumers, what would your search phrase list look like? This is where the “art” of Search Engine Optimization comes into play. The organization needs to identify the intend of the search phrase and consider the frequency of the search phrase. Then a testing regimen must be put in place. Example: “Bronx Nissan” Frequency: 4,400 searches month (approximate) Intent: Since the consumer is not using a specific dealer name they may be undecided on which dealer to do business with. Translation: 30+ calls a month and 30+ email leads in 30 days. 11
12 Searching for “Bronx Nissan” Consultant has created web assets that appear for broad searches that can lead customers to any particular dealer. Know how to create lasting web assets is one of the skills of an Automotive SEO consultant.
13 Searching for “Bronx Nissan Sentra” Owning the top spots (above the fold) for vehicle model searches in your PMA can be very effective for lead generation.
How To Research Search Phrases 14 There are many free and paid tools on the market and for most people the free tools are fine. Google Yahoo and MSN all offer free tools for keyword research. Link to Google’s Keyword Research Tool https://adwords.google.com/select/KeywordToolExternal WordTracker is a popular paid tool. (http://www.wordtracker.com) Spyfu is another tool that is helpful with Adwords strategies (http://spyfu.com ) Keywords should be prioritized and a checklist created to mark where phrases have been targeted with press releases.
All asset classes need your search phrase research.
Businesses should develop an initial “Top 20” search phrase target list.
Then you must track your progress each month to see how your visibility is improving.
Video Optimization & Content Google does not have the current ability to read, interpret and classify a video for a specific set of keywords on the fly. Most video websites allow you to add content: Title Description Tags The reason why you should carefully consider this content is because it allows the videos to be matched with specific search phrases. The content that surrounds videos can also have an effect on the final categorization. Any video that you post should have a purpose. That purpose can be to show additional dealer controlled assets for specific search phrases. Let’s look at a few examples on the website to understand just how important these three content tags can be. 16
YouTube Tagging of Videos 17 The area highlighted in red allows you to add the necessary content and keyword “tags” to get promote your video
Video Posting Websites 18 www.metacafe.com www.youtube.com http://video.google.com http://video.yahoo.com http://video.msn.com www.vimeo.com www.stickam.com www.dailymotion.com www.veoh.com www.merchantcircle.com http://uk.video.yahoo.com This vide was posted on ADM www.automotivedigitalmarketing.com
Setup a Video Channel 19 http://www.stickam.com/automotiveseo
Image Optimization & Content Google does not have the current ability to read, interpret and classify a photo for a specific set of keywords on the fly. Most photo sharing websites allow you to add content: File Name Long Description Alt Tags The reason why you should carefully consider this content is because it allows the images to be matched with specific search phrases. The content that surrounds videos can also have an effect on the final categorization. Images searches are very popular. Images can be loaded on the Internet to present additional dealer controlled assets for specific search phrases. Type into Google Images “Ford F150 Nebraska” and see that Rasmussen Stewart Ford has the #1 image in Google search. 20
PPC Optimization & Content If you are running a Google Adwords campaign and purchasing specific search phrases, content on the landing page for each phrase is important. The better quality targeted content that matches the phrases you are buying will lower your CPC and improve your positioning. Good content for any PPC campaign is common sense. A strong call to action with supporting content can make the difference in conversion and sales. Good “landing” pages also applies to the use of social media. Creating a Twitter post and link to a page with poor content and value will frustrate the success of your social media marketing team. 21
Sample Traffic Distribution 23 This is data from an automotive microsite over a 30 day period. Notice that Bing and Yahoo are almost equal and for some clients Bing has more traffic than Yahoo.
Keywords & Domain Names 24 The importance of search phrase research and its application in domain name selection is often overlooked. A good content SEO strategy is built on a powerful domain name that contains your most important search words. Unfortunately, the three search engines treat domain names differently.
Decoding URL Placements Exact matches on a domain for key search phrases are the best. (.com, .net or .org) The top three search engines weigh sub-domains differently. The top three search engines weigh free portals differently. Short & Sweet – The Ultimate Treat Automotive SEO domain buying strategies come from years of testing. Parked domains have little ROI. 26
Good Content – What Consumer See On Arrival The combination of strategic domain names, links and traffic development strategies all depend on the “first” impression of a visitor. Good landing pages are a combination of good design and good content. Content is not the “key” to conversion but often it is the key to driving free traffic. Dealers must experiment with different landing page design to get the right balance of graphics, content, video and call to action messages. 27 www.abcmotorcredit.com
Customer Testimonials 29 Consider signing up for DealerRater.com’s Certified Dealer Real-Time streaming testimonials 14 day resolution period Leading “brand” for consumer reviews Consumers trust “peer” reviews 5x more than advertisements Blogs are the perfect place for highlighting customer reviews.
Repurposing Manufacturer PR 31 Rework Manufacturer Press Releases Sign Up For Official RSS Feeds This is an example for Ford http://www.ford.com/about-ford/news-announcements/press-releases http://www.ford.com/dynamic/ford-motor-company-rss First to write about a top in your State will be rewarded New models should be covered as soon as they are announced. Concept cars often become production models so don’t overlook them. ADM Forum just posted a list of all manufacturer RSS feeds. Read this thread.
32 This Press Release took the lead about the Transit Connect Van. Original message was from a Ford generated news release. This was customized for New Mexico searches for the van.
Extending Your Offline Sales Promotions 34 Traditional advertising agencies do not have deep experience leveraging offline media assets on the Internet. All sales events should have a corresponding online content strategy that drives traffic to sales landing pages. Video, graphics and content can all be leveraged using social media tools. Website and offline media coordinated
Document Your Community Involvement 35 Leverage your local donations and support of charities. Require links back from charity websites. Request PR to be sent out by organizations you support. A great content strategy is to create a .org microsite on your brand name to document your work in the community. This microsite serves many purposes: IRM Protects your brand name Communicates your commitment to the community. Good links back to your primary website. http://www.carolinegrossinger.org
Developing Trust By Giving Advice 36 Effective social networking relies on creating a trust network. Could you be the “Answer Man” in your state for your brand? Would your parts and service team be able to post tips on the cars that your sell? Content can take on all forms and if targeted to common concerns, then traffic will follow. Topics: tires, brakes, batteries, aftermarket upgrades..
SEO Content Writing Tips Have one primary search phrase per article Titles should contain most important search phrase. Article should be 300-500 words, and can be longer. Have 1-2 secondary search phrases included in content body. Include 2-3 hyperlinks of targeted search phrases that point back to your website(s). When hyper-linking phrases to your main site, pick the most appropriate inner page and not the home page by default. 37
SEO Content Writing Tips (cont) If you are using WordPress or an HTML editor, make use of Header Tags (H1,H2 and H3). Never lose sight of the fact that the content “layout” should be appealing to the reader. Images and graphs can help break-up the text message. Don’t forget to include a call to action. 38
Low Cost Press Release Websites 40 Leverage the power of RSS Feeds * Some of these services are free and some have small fees associated with publishing a press release that can range from $1.00 - $25.00
What Do Press Releases Look Like? 41 www.prlog.org www.webwire.com
Free Blog PlatformsContent Placed On These Sites Get Indexed! Content Delivery Platforms
Vox.Com 43 Vox uses sub-domains as a powerful tool for customizing your free blog. Your top search phrase can be the sub-domain name. VOX websites, when kept active, can rank very well. Bing seems to like Vox’s architecture. http://automotiveseo.vox.com
www.blogspot.com Free Google blog that can also rank well with active content Blogger Platform is adding more features but still is not a close contender to WordPress 44 http://brian.blogspot.com
www.merchantcircle.com Perfect for car dealers (free) Has blogging module Coupon module Customer reviews Ranks very well in Google Downside: Runs Adwords unless you pay a monthly fee. 45
46 Merchant Circle Blog Posts are Individually indexed In Google
NING - Social Media Communities This is a NING platform It allows members to have their own blogs Allows for community interactions and shared messaging You can create your own portal for customers Visit: ww.internetsalesmanager.org 49
Increases the viability of WordPress as a lead generation and sales engine.
Expand Content On Your Main Website Don’t forget to be added new content pages to your main website. Content development restrictions will vary by platform. Push to have at least 1-2 new permanent pages added per month. Swapping out content on a fixed “news” page is good but the long term SEO benefit is minimized. 53
Facebook Fan Page 54 Fan Pages are coming up on Google Page One for Your Business Names Great way to deploy multi-media assets. Events calendars can also appear in search results from Facebook and Linked In. Add valuable content and not spam.
Document Publishing Websites Create stand-alone PowerPoint sales, service messages. Re-Purpose PDF documents SlideShare.net Scribd.com 55 Search for: Boston Infiniti EX35
59 Google Search For: Ford Transit Connect Maryland
Measurement Google Analytics Platform Referring Link Reports Custom Analytics Tools 60 Dealer site
Summary Take Action – Don’t Delay If you need help getting started, get a training program in place. Too busy? Get someone to help you with content. If you ignore SEO, Social Media, and content development, your competitors will eventually bury you. A full-time Internet Marketing specialists can cost > $50,000 a year so consider outsourcing to keep up with the curve. 61