6 Steps to Push Your Competitors Out of Search

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  • Thanks Eliana and Thank you everyone for sharing this time with me as we explore Reputation Management! For those of you not familiar with TK Carsites we have been arming dealers with powerful web solutions for over 9 years. Our home office is based out of Orange California but I am out here in the east coast office in Philadelphia. TK specialize in Automotive Websites, Search engine optimization and social media.And for more information please be sure to visit our website atwww.tkcarsites.com
  • Hi Folks, Paul Rushing here. Before we get started I want to share with you a few terms that I may use during this webinar. While I am sure most of you are familiar with these terms I am doing this for the few that may not be.
  • Hi Folks, Paul Rushing here. Before we get started I want to share with you a few terms that I may use during this webinar. While I am sure most of you are familiar with these terms I am doing this for the few that may not be.
  • When people search for your name and your competitors by name they will be presented with search results very much like this. Where ratings and listing are presented. For dealerships that do not “own their name” this presents opportunity for dealers to snipe traffic from these local directories and even from google maps and other directory listings for competitive dealer name searches.
  • This is your typical poorly optimized Google places listing. Highlighted on the right you will see adwords campaigns being displayed well above the fold.
  • Here is another local directory listing that presents competitors listing in addition to being heavily ad ladden with adsense ads. These “free” directories were not built to help promote your business. They were built to drive revenue to the owner via advertising. Advertising is located in the high conversion points.You can set up ads on the Adwords content network to capture clicks from these directory listings when web surfers land on your competitors directory listings and google places listing. The same can be done through respective Yahoo and Microsoft advertising programs to capitalize on traffic in those venues.
  • I will reference to Beechmont Ford quite a bit during the rest of this presentation. They are a Ford dealer located in Cincinnati Ohio who has been a client of ours for 2 years. There are 8 other Ford dealerships with a Cincinnati address with 15 in the Direct market area. Over 40% of the clicks in the search engine results pages are given to the number one listing with just over 11% going to the second listing. This is almost a 75% difference in the amount of traffic. If you are not number one for your keywords you are almost invisible to the surfer. In the case of Beechmont Ford they are number one in the Organic listings and the Google places listing for searches such as Cincinnati Ford, Cincinnati Ford dealers, Ford dealers Cincinnati.
  • There are multitudes of user generated content sites. All of your social sites such as facebook and twitter fall into this category. Creating well optimized pages inside of these venues can help your dealership bring in traffic for conquest searches. While it may not be appropriate, nor is it recommended, for a Ford dealer to create a Chevrolet fan page inside of facebook. However there would be nothing wrong in creating a Squidoo lens to Highlight your Used Chevrolet inventory.
  • Here is an example of the search engine results for “Golden Isles Nissan” which is the name of a local Nissan dealer in my market area which is known as the “Golden Isles”. I built this squidoo lens 3 years ago when I was an Internet sales manager and it still ranks well for their name. We averaged 2 sales per month of used Nissan vehicles from the traffic this lens generated. We no longer own the lens or content, please let me stress it is no longer controlled by me. It has been converted to an affiliate landing page for lead generation.When I was using it inside of the dealership I used it to pull in youtube video walkarounds of used Nissan cars and truck, with flickr images of the vehicles and links to inventory searches of all of our Nissan inventory.If you happen to be in a market area where you have competing different brand dealers whose name incorporates the name of your market area this is a very easy way to capitolize on their name searches.
  • You have heard you need a blog, and there are dozens of platforms to host a blog on. A self hosted wordpress blog is the best platform for a dealer to use for their blog in my opinion. Using free hosting sites such as blogger or wordpress.com do require you to live up to their terms of service, which generally preclude commercial content. However if you do decide to use one of these platforms to host a blog on make sure you host it on your own domain and not a subdomain.
  • Here is a real life example of a dealer blog taking away positions from competitors in the search engines. Beechmont Ford’s blog is ranked number 8 for the search term “Cincinnati Ford dealer”, at the time this screen capture was taken. Remember that there are 8 dealers in that market area with a Cincinnati address. It is now occupying a position that one of their competitors should be in.Content on a dealership blog should not be purely promotional. You should blog about things dealership happenings and community involvement as well. This gives you the opportunity to pull in additional long tail traffic and build brand awareness. If it was purely promotional it will lose it’s benefit and you will miss opportunities to bring in additional traffic from the community.
  • Microsites or Sidekick Sites can be deployed for a for both sales and fixed opps. The examples you see here are built on the wordpress platform using themes that were highly customized. You can use any content management system you want to build out microsites. We like self hosted wordpress because of the ease of customization and the fact that google’s search engine spiders sees them as blogs and with universal search, and google caffeine the importance of blogs and other user generated content the rise in value.
  • This is the organic listings for the search term Cincinnati Ford dealer where you can see the results of an aggressive SEO campaign, microsites and a dealership blog. Beechmont ford is occupying spaces that competitors cannot occupy with many more listings sitting on page two that are being worked on to push to page one.How do you push your additional properties up in the results pages after you have them deployed?
  • Links, links and more links. You can grab links from web directories, other blogs, employee profiles on social media sites, local associations, your vendors, forum signatures, local directories and multitudes of other locations.You will have to build the links yourself or request them. They all ultimately need to point to your main website directly or indirectly. This is not a difficult process however it can be time consuming. If you are going to do it yourself you will need to set up a schedule with goals to reach your desired results.
  • I hope everyone enjoyed the information I share today in this webinar we covered *The importance of reputation managementOnsite and offsite SEO for your websitesThe Importance of AssetsHow to manage reviews
  • 6 Steps to Push Your Competitors Out of Search

    1. 1. Paul Rushing CEO, Dealer Bytes, Inc. August 25, 2010 Copyright © 2010 TK Carsites. All rights reserved. www.tkcarsites.com. 6 Steps to Push Your Competitors Out of Search …And Steal Their Traffic! Copyright © 2010 Dealer Bytes, Inc. All rights reserved. www.dealerbytes.com.
    2. 2. Paul Rushing CEO – SEO Consultant Dealer Bytes, Inc. paul@dealerbytes.com 912.576.3500 PRESENTER 2
    3. 3. •If you have questions during the presentation, please submit them using the “Questions” feature • Questions will be answered at the end of the webinar QUESTIONS 3 Copyright © 2010 TK Carsites. All rights reserved. www.tkcarsites.com.[ Copyright © 2010 Dealer Bytes, Inc. All rights reserved. www.dealerbytes.com.
    4. 4. About Dealer Bytes, Inc.  Dealer Bytes, Inc. specializes in Search Engine Optimization, Microsites, and Craigslist Inventory Posting for car dealers across the country.  Our staff comes from a variety of backgrounds in and out of the auto industry. We work diligently for each client to make sure they receive positive return on investment from our services. 4 Copyright © 2010 TK Carsites. All rights reserved. www.tkcarsites.com. Copyright © 2010 Dealer Bytes, Inc. All rights reserved. www.dealerbytes.com www.dealerbytes.com
    5. 5. Glossary of Terms Copyright © 2010 TK Carsites. All rights reserved. www.tkcarsites.com. Copyright © 2010 Dealer Bytes, Inc. All rights reserved. www.dealerbytes.com. • SEO (Search Engine Optimization): SEO is the process of improving the visibility of a web site or a web page in search engines via the "natural" or un-paid ("organic" or "algorithmic”) search results. • SERP: A search engine results page (SERP), is the listing of web pages returned by a search engine in response to a keyword query. The results normally include a list of web pages with titles, a link to the page, and a short description showing where the keywords have matched content within the page. •ABOVE THE FOLD: Refers to the visible area of your web site. This is where you want your web sites to be. •BELOW THE FOLD: Refers to the area of your web site that falls below the window, you must scroll down to read this information. ABOVE THE FOLD BELOW THE FOLD PAID LISTINGS SEO POWERED RESULTS
    6. 6. More Terms Copyright © 2010 TK Carsites. All rights reserved. www.tkcarsites.com. Copyright © 2010 Dealer Bytes, Inc. All rights reserved. www.dealerbytes.com. • Anchor Text: Anchor text is the text that's used to create a link. For instance, the anchor text in this sentence is "Learn about Google." Google will let you search within anchor text, and Google considers the anchor text of backlinks to determine the rank of pages in search results. • Keywords:A significant or focus word selected by the searcher to locate materials in electronic databases. • Pay per click:(PPC) is an Internet advertising model used on websites, in which advertisers pay their host only when their ad is clicked. With search engines, advertisers typically bid on keyword phrases relevant to their target market..
    7. 7. STEP 1: DIRECTORY OPTIMIZATION Copyright © 2010 TK Carsites. All rights reserved. www.tkcarsites.com. Copyright © 2010 Dealer Bytes, Inc. All rights reserved. www.dealerbytes.com
    8. 8. Copyright © 2010 TK Carsites. All rights reserved. www.tkcarsites.com. Copyright © 2010 Dealer Bytes, Inc. All rights reserved. www.dealerbytes.com STEP 1: DIRECTORY OPTIMIZATION
    9. 9. Copyright © 2010 TK Carsites. All rights reserved. www.tkcarsites.com. Copyright © 2010 Dealer Bytes, Inc. All rights reserved. www.dealerbytes.com STEP 1: DIRECTORY OPTIMIZATION Ads on a competitors listing can capture traffic
    10. 10. Copyright © 2010 TK Carsites. All rights reserved. www.tkcarsites.com. Copyright © 2010 Dealer Bytes, Inc. All rights reserved. www.dealerbytes.com STEP 1: DIRECTORY OPTIMIZATION Adsona competitors directory listingscan capturetraffic LocalDirectoryListings
    11. 11. Copyright © 2010 TK Carsites. All rights reserved. www.tkcarsites.com. Copyright © 2010 Dealer Bytes, Inc. All rights reserved. www.dealerbytes.com STEP 2: WELL OPTIMIZED WEBSITE Being number one in the Search Engine results will capture over 40% of the clicks* *based on leaked data from AOL http://en.wikipedia.org/wiki/AOL_search_data_scandal
    12. 12. Copyright © 2010 TK Carsites. All rights reserved. www.tkcarsites.com. Copyright © 2010 Dealer Bytes, Inc. All rights reserved. www.dealerbytes.com STEP 3: USER GENERATED CONTENT
    13. 13. Benefits of User Generated Content: Copyright © 2010 TK Carsites. All rights reserved. www.tkcarsites.com. Copyright © 2010 Dealer Bytes, Inc. All rights reserved. www.dealerbytes.com •Will optimize for converting keywords and competitive “conquest traffic”. •Pushes link equity from high Page Rank domains. •Provides publishing platforms with low learning curve
    14. 14. Copyright © 2010 TK Carsites. All rights reserved. www.tkcarsites.com. Copyright © 2010 Dealer Bytes, Inc. All rights reserved. www.dealerbytes.com STEP 4: BLOGS
    15. 15. Copyright © 2010 TK Carsites. All rights reserved. www.tkcarsites.com. Copyright © 2010 Dealer Bytes, Inc. All rights reserved. www.dealerbytes.com STEP 4: BLOGS #8 ON PAGE 1
    16. 16. Copyright © 2010 TK Carsites. All rights reserved. www.tkcarsites.com. Copyright © 2010 Dealer Bytes, Inc. All rights reserved. www.dealerbytes.com STEP 5: MICROSITES (AKA SIDEKICKS)
    17. 17. Copyright © 2010 TK Carsites. All rights reserved. www.tkcarsites.com. Copyright © 2010 Dealer Bytes, Inc. All rights reserved. www.dealerbytes.com RESULTS OF AN AGGRESSIVE CAMPAIGN: 4 listings on page 1 Positions 1, 4, 6 and 8 WELL OPTIMIZED SITE MICROSITE MICROSITE BLOG
    18. 18. STEP 6: LINK BUILDING Copyright © 2010 TK Carsites. All rights reserved. www.tkcarsites.com. Copyright © 2010 Dealer Bytes, Inc. All rights reserved. www.dealerbytes.com
    19. 19. …in a nutshell Copyright © 2010 TK Carsites. All rights reserved. www.tkcarsites.com Copyright © 2010 Dealer Bytes, Inc. All rights reserved. www.dealerbytes.com. •Local directories must have congruent data all pushing back to your main property. You can maximize on competitors weaknesses using PPC. •Main web property should be highly optimized for your money keywords. •Incorporate user generated content with a end goal in mind. •Set up a dealership blog. •Create Multiple Properties to Occupy Additional Positions in the SERPS. •Intelligently link all properties and seek incoming links from other websites. Summary
    20. 20. FREE CONSULTING TIME!!! 20 Copyright © 2010 TK Carsites. All rights reserved. www.tkcarsites.com. Copyright © 2010 Dealer Bytes, Inc. All rights reserved. www.dealerbytes.com
    21. 21. CONTACT INFORMATION A link to the recorded webinar and presentation slides will be emailed to you within 24 hours along with your local representative’s contact information. 21 Paul Rushing CEO – SEO Consultant Dealer Bytes, Inc. paul@dealerbytes.com 912.576.3500 Copyright © 2010 TK Carsites. All rights reserved. www.tkcarsites.com. Copyright © 2010 Dealer Bytes, Inc. All rights reserved. www.dealerbytes.com
    22. 22. From Metal to Money: New Online Strategies to Sell More Used Cars Rick Chavoustie, Sales Strategist, TK Carsites Inc., September 1, 2010 Copyright © 2010 TK Carsites. All rights reserved. www.tkcarsites.com. Check out our upcoming webinar…

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