Your SlideShare is downloading. ×
How to appear in search. The basics.
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

How to appear in search. The basics.

160
views

Published on

HuebnerPetersen's Dealer Marketing Services' presentation on search engine marketing basics. Including information on organic search, paid search, video, and mobile. Presented at Jayco RV's 2014 …

HuebnerPetersen's Dealer Marketing Services' presentation on search engine marketing basics. Including information on organic search, paid search, video, and mobile. Presented at Jayco RV's 2014 Dealer Homecoming event in San Antonio, TX.

Published in: Technology, Business

1 Comment
2 Likes
Statistics
Notes
  • Developing a web application is so simple nowadays. Its really a crucial task to get the page to be indexed. then only the your web presence should have a meaning. this guidance will greatly helps the online entrepreneurs to get reach of their web application to be search engine friendly.
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
No Downloads
Views
Total Views
160
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
2
Comments
1
Likes
2
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide
  • Vehicle buyers rated how influential each touch point was in their purchase process . A dealership website was the top digital medium and ranked higher than working with a sales person, and nearly as high as a visit to a dealership.

    Source: Millward Brown Digital/Google Vehicle Shopper Path to Purchase Study, September 2013. Accessed via http://www.thinkwithgoogle.com/research-studies/digital-drives-auto-shopping.html
  • Examples of referral sources for dealers: rvda members page (~30 visits), rvdealersconneticut (~30), Jayco.com (~20), Yellow Pages (~15)
    Direct traffic’s bounce rate is higher than search, 39% vs 26% (26% for paid and for organic)
  • 90% of vehicle buyers begin the purchase process online.
    65% of vehicle buyers name search as a leading or gateway source to purchase information.
  • Estimating a profit of $1500 per sale.
  • 77% of searchers say they always or frequently click on organic search results.
  • For vehicle shoppers, 85% of clicks go to the top three listings in search results. If you’re not actively working on ranking high, you’re missing out on website traffic, potential sales leads.

    Source: http://www.smartinsights.com/wp-content/uploads/2012/09/Google-clickthrough-rates-by-industry.jpeg
  • Transcript

    • 1. APPEAR IN SEARCH RESULTS HOW TO
    • 2. Bethany AbbyJala Jayco Dealer Marketing Services
    • 3. Your virtual storefront Your website is a valuable sales tool. Sells product Available 24/7 Captures Sales Leads
    • 4. Television Dealership Visit Dealer Website Sales Person 53% 89% 83% 82% As important as a dealership visit.
    • 5. But without traffic, your website doesn’t do much.
    • 6. 5% Referral 75% Traffic From Search 20% Direct Traffic Traffic sources for an average RV dealer website
    • 7. Search is the top research tool for vehicle buyers.
    • 8. Get a bigger piece of search engine pie.
    • 9. Un-paid listings that appear based on your website’s relevancy to a user’s search. Organic search. Influenced by how your website is setup and your content. Most often appear below paid search advertisements.
    • 10. Ensure your website is organized and setup well. How to rank organically. Develop a keyword list. Use keywords in your copy and content. Setup meta tags & alt attributes. Use keywords. Generate and use a sitemap. Use Webmaster Tools, submit site to search engines. Set a plan to regularly update content.
    • 11. Google matches keywords in a user’s search, to keywords on your website. User’s keyword Jayco’s White Hawk keyword list
    • 12. Keyword heavy text Images named with keywords
    • 13. Meta tags, alt attributes, and sitemaps tell about your site, and if it’s a match for a user’s search. Help Google determine if you’re a match for this user
    • 14. Meta title Meta description Keyword
    • 15. To setup meta tags & alt attributes, talk to your web admin. Provide your keyword list and titles for each web page.
    • 16. Sign up for Google Webmaster Tools. Track top search terms, errors and submit a sitemap.
    • 17. Google cares about relevancy and user-experience. Think helpful content, keywords, organization and speed. Work with your website admin to optimize for organic search.
    • 18. Top three search listings get 85% of the clicks.85% Why optimize? Of vehicle buyers use search in their purchase process.90%
    • 19. Listings in search results available to paying advertisers. Paid search listings. Ranking determined by budget, keywords, ad copy, and web page relevancy. Paid listings get the most “real estate” in search results.
    • 20. 86% of above-the-fold pixels show paid search results. The “fold”
    • 21. Paid listings ensure you show in top spots and allow you to control the message.
    • 22. Identify landing pages on your website. How to start with paid search. Develop a keyword list. Open a Google AdWords account. Setup conversion tracking on your website. Set a target monthly budget, $300 - $1000. Start a test campaign, targeted to your local area. Track metrics, aim for a 1% CTR.
    • 23. As with organic, Google cares about relevancy and quality. Paid search requires constant monitoring, testing, optimizing. Test keywords, ads, landing pages. Maintain quality score, watch costs.
    • 24. 1400% 800% 500% 200% Worth the investment? At $500/month: Sell 5 units Sell 2 units Sell 3 units Sell 1 unit
    • 25. Running just one paid campaign can increase website traffic by over a third. 39% Why run paid ads? Even selling just one unit provides over 100% ROI.100%
    • 26. Organic & paid search work together.
    • 27. Best results combine organic and paid search engine marketing.
    • 28. The majority of searchers prefer organic results, they trust them. But… 77%
    • 29. Only 14% of above-the-fold real estate shows organic listings. The “fold”
    • 30. Ranking in search = sales traffic. | Top result | Second result . | Third result | Remaining results 60% 19% 6% 16%
    • 31. And, Nearly 90% of paid ad clicks are incremental to clicks from organic listings. 89%
    • 32. 10 + 40 = 80? When both organic and paid listings show, Jayco gets 80% of available clicks
    • 33. When you combine organic and paid search efforts, your dealership will show up for more searches, have more opportunities to rank higher, have the ability to block competitors, and build more awareness. A successful online strategy utilizes both organic and paid.
    • 34. THERE’S MORE… VIDEO | MOBILE .
    • 35. Mobile search. The average dealer’s site gets 25-30% of traffic from mobile devices.
    • 36. Mobile searchers take action. 70% of mobile searches result in action within 1 hour. 61% of local searches on a mobile phone result in a phone call. 52% of mobile paid ads result in a phone call.
    • 37. Ensure your website works on mobile devices. Keys for mobile search. Run mobile versions of paid ads. Keep an eye on ad rank, only the top 2 ads show. Use click-to-call and location extensions.
    • 38. Video influences vehicle purchase. 49% of vehicle shoppers visit a dealer after watching a related video, 37% search dealer inventory online. 61% of vehicle shoppers research their purchase with online video. 25% of shoppers watch over an hour of videos in the purchase process.
    • 39. YouTube is the second largest search engine, behind Google.
    • 40. YouTube ranks videos organically, and provides space for paid ads.
    • 41. Curate a YouTube channel for your dealership. Utilize video. Make use of Jayco videos on your own site. Consider ad placements in YouTube videos.
    • 42. Videos on the Jayco Marketing Hub.
    • 43. Need a helping hand?
    • 44. Paid search management.
    • 45. Developed specifically for Jayco dealers. Targeted to your sales area. Eligible for 100% co-op. Real time reporting, accessible via mobile.
    • 46. Participants have seen increases in web traffic of up to 39%.39% Increased website traffic. Average conversion rate. These are visits that become sales leads. 4.5%
    • 47. Contact Dealer Marketing Services Jala Curtis 970-775-7140 info@jaycomarketinghub.com jayclick.jaycomarketinghub.com

    ×