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  • 1. Reaching
Automotive
 Consumers
Online
 ‐ A
Dealer
Web
Site
Builder
Study
 

  • 2. 
 About
Sorgenfrei
 Sorgenfrei,
LLC
is
a
consulting,
competitive
intelligence,
and
market
research
firm
based
 in
 New
 York.
 The
 firm’s
 principals
 come
 from
 the
 automotive,
 financial
 services
 and
 consumer
 goods
 industries
 with
 experience
 in
 corporate
 strategy,
 marketing,
 market
 research,
 finance,
 and
 investment
 banking.
 Our
 focus
 on
 client
 responsiveness
 and
 precise
 data
 analysis
 has
 helped
 us
 generate
 a
 client
 list
 consisting
 of
 some
 of
 the
 world’s
most
influential
companies,
such
as
Toyota,
Mazda,
Sony
and
American
Express.
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 NOTICE
 The
content
in
this
document
represents
the
current
view
of
Sorgenfrei
as
of
the
date
of
publication.
Because
Sorgenfrei
responds
 continually
 to
 changing
 market
 conditions,
 this
 document
 should
 not
 be
 interpreted
 as
 a
 commitment
 on
 the
 part
 of
 Sorgenfrei.
 Sorgenfrei
cannot
guarantee
the
accuracy
of
any
information
presented
after
the
date
of
publication.

 Copyright
©
2009,
Sorgenfrei,
LLC
All
rights
reserved.
 
 Sorgenfrei,
LLC
 320
Washington
Avenue
 Brooklyn,
NY
11205
 Phone:
(646)
696‐1701
 Fax:
(646)
390‐7547
 www.sorgenfreillc.com 2
|
P a g e
  • 3. www.sorgenfreillc.com
 
 
 Contents
 Introduction........................................................................................................................4
 Search
Engine
Optimization
–
Best
Practices .....................................................................4
 Automotive
Online
Research..............................................................................................5
 Who
Gets
Better
Placement? .............................................................................................7
 Study
Methodology ............................................................................................................7
 Study
Results ......................................................................................................................8
 Aggregated
Results
across
All
Brands
and
Markets............................................................8
 Path
to
Best
Placement ....................................................................................................10
 Summary ..........................................................................................................................11
 Appendix...........................................................................................................................12
 www.sorgenfreillc.com 3
|
P a g e
  • 4. 
 Introduction
 The
days
of
searching
the
Sunday
newspaper
for
a
new
car
deal
are
behind
us.
Internet
 search
 engines
 have
 changed
 the
 way
 consumers
 shop
 for
 everything;
 new
 vehicles
 included.
 
 A
 consumer
 who
 is
 looking
 to
 buy
 a
 new
 vehicle
 will
 likely
 spend
 most
 of
 her
 time
 researching
on
the
internet.
Once
she
has
narrowed
down
the
make
and
model
she
will
 then
need
to
find
a
dealer
for
a
test
drive.
Chances
are
she
will
use
Google
and
end
up
 with
hundreds
of
results
organized
in
pages
of
10.
Those
results
are
not
necessarily
the
 dealer
closest
to
her
or
the
most
relevant
to
her
query.
Rather,
they
are
the
web
sites
 that
are
the
best
designed
to
be
found
by
Google.
 
 What
 is
 the
 likelihood
 that
 she
 will
 click
 on
 the
 first
 listing,
 the
 tenth
 or
 go
 to
 subsequent
pages?
How
does
a
site
owner
get
their
links
to
appear
in
the
most‐clicked
 position?
 
 This
paper
will
answer
those
questions
and
will
examine
which
automotive
dealer
site
 builders
do
the
best
job
getting
their
clients
in
the
first
top
ten
search
results
on
Google.

 We
will
look
at
12
brands
in
20
markets
and
catalog
a
total
of
148
builders,
2,400
sites,
 and
670,733
pages.
 
 But
 first,
 let
 us
 look
 at
 some
 fundamentals.
 The
 process
 of
 designing
 and
 modifying
 a
 web
site
to
be
best
found
by
search
engines
is
called
Search
Engine
Optimization
(SEO).
 
 Search
Engine
Optimization
–
Best
Practices
 Search
 Engine
 Optimization
 (SEO)
 is
 more
 art
 than
 science.
 The
 search
 engines
 are
 constantly
modifying
their
algorithms
and
most
keep
their
methodology
a
secret.
With
 that
said,
there
are
some
fundamental
principles
to
follow
when
designing
a
site
to
be
 easily
found
when
a
consumer
conducts
a
search.

 
 Beyond
providing
clear,
concise,
relevant
and
regularly
updated
content
and
providing
 consumers
 with
 an
 easy
 to
 understand
 URL
 (www.atlantabmw.com
 is
 better
 than
 www.helmutsbayerischemotorenwerke.com)
three
design
principles
stand
out;
making
 your
content
easy
to
find,
labeling
it
and
provide
a
map.
 
  Easy
to
find
content:
Search
engines
use
automated
scripts
to
scour
the
internet
to
 find
and
index
content.
These
scripts
are
called
spiders
and
if
the
spider
cannot
find
 your
 content,
 it
 cannot
 index
 it
 for
 the
 search
 engine
 to
 serve
 up
 later.
 The
 more
 straightforward
 a
 site
 is
 designed
 the
 more
 “spider‐friendly”
 it
 is.
 For
 example;
 simply
using
HTML
instead
of
Flash
increases
a
sites
ability
to
be
indexed.
 
  Labeling
 your
 content:
 Once
 a
 spider
 finds
 your
 site,
 it
 needs
 to
 be
 able
 to
 easily
 understand
 what
 your
 site
 is
 about.
 The
 first
 step
 is
 to
 use
 unique
 and
 descriptive
 www.sorgenfreillc.com 4
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P a g e
  • 5. title
tags
on
each
page,
and
to
support
the
title
tag
content
with
relevant
text
on
the
 page
itself.
Heading
tags
and
link
labels
are
additional
examples
of
clues
the
spiders
 use
 to
 identify
 themes
 contained
 within
 your
 web
 pages.
 This
 content
 helps
 the
 search
engines
in
matching
your
website
to
relevant
search
queries.
 
  Mapping
 your
 content:
 Another
 way
 to
 help
 the
 spider
 find
 its
 way
 around
 is
 to
 provide
it
with
a
site
map.
Giving
the
spider
a
“cheat
sheet”
of
what
is
contained
on
 the
 site,
 makes
 its
 job
 easier
 and
 it
 will
 index
 the
 pages
 properly.
 Photography
 should
be
easy
to
for
spiders
to
find
as
well.
Images
should
have
descriptive
names
 and
tags.

 
 The
goal
of
being
spider‐friendly
is
to
allow
the
search
engine
to
find
and
index
on
their
 servers
 as
 much
 about
 a
 site
 as
 possible;
 the
 more
 information
 that
 is
 indexed,
 the
 better
the
chance
of
being
served
up
when
a
consumer
searches
for
similar
content.
 
 Automotive
Online
Research
 Now
 that
 we
 have
 covered
 the
 fundamentals
 of
 site
 design,
 let
 us
 look
 at
 how
 the
 automotive
consumer
uses
the
internet.
 
 In
the
U.S.,
internet
access
is
increasing
and
search
engine
use
is
proliferating:
73%
of
 consumers
have
access
to
the
internet1
and
49%
of
those
consumers
use
search
engines
 on
a
daily
basis2.
The
top
5
categories
accessed
online
are
Health
and
Medical,
Travel,
 Online
Video,
Shopping
and
Classifieds,
Entertainment3.

 
 The
automotive
consumer
falls
into
the
Shopping
and
Classifieds
category
and
a
quarter
 of
the
visitors
to
that
category
use
search
engines
to
get
there.
What
does
that
mean
for
 the
automotive
industry,
specifically
the
dealers?
 
 Research
shows
that
73%
of
in‐market
consumers
use
the
internet
to
research
their
next
 vehicle4.
They
are
looking
for
the
information
you
would
expect:
pricing,
specifications,
 safety
information
and
photos.
They
are
at
the
top
of
the
shopping
funnel.
As
they
get
 closer
to
purchase,
over
a
third
(37%)
are
looking
for
dealer
locations.
 
 www.sorgenfreillc.com 5
|
P a g e
  • 6. Auto
shoppers
–
information
sought
online
 
 
 Pricing
information
 53%
 Fuel
economy
 48%
 Performance
information
 43%
 Model
specifications
 40%
 Safety
information
 39%
 Photos
 39%
 Interior
features
 38%
 Dealer
locations
 37%
 Vehicle
comparisons
 35%
 Model
availability
 33%
 
 Consumers
are
most
likely
using
a
search
engine
to
conduct
this
research
and
the
one
 they
are
most
likely
to
turn
to
is
Google.
It
accounts
for
over
70%
of
all
search
results.
 The
closest
competitor,
Yahoo,
only
garnered
19%
with
Microsoft
falling
into
a
distant
 third
place
with
only
6%
of
the
searches.5

 
 Knowing
 the
 most‐used
 search
 engine
 is
 useful,
 but
 understanding
 the
 importance
 of
 ranking
of
the
results
by
Google
is
critical.

 
 42%
of
clicks
on
a
Google
search
results
page
are
on
the
first
listed
result,
whereas
the
 second
 listing
 only
 gets
 12%
 of
 the
 clicks
 on
 the
 first
 results
 page.
 The
 top
 5
 results
 receive
74%
of
the
click‐throughs
and
the
first
ten
results
on
results
page
accounted
for
 90%
of
the
click‐throughs.
 www.sorgenfreillc.com 6
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P a g e
  • 7. Figure
1:
Percent
share
of
click‐throughs
by
position
 45.00%
 42.3%
 40.00%
 1st
lisjng
 35.00%
 2nd
lisjng
 30.00%
 3rd
lisjng
 25.00%
 4th
lisjng
 5th
lisjng
 20.00%
 6th
lisjng
 15.00%
 11.9%
 7th
lisjng
 10.00%
 8.4%
 8th
lisjng
 6.0%
 4.9%
 3.9%
 9th
lisjng
 5.00%
 3.4%
 3.0%
 2.8%
 3.0%
 10th
lisjng
 0.00%
 In
 other
 words,
 like
 real
 estate,
 location
 is
 the
 only
 thing
 that
 matters
 in
 the
 world
 of
 search
engines.
Getting
organic
(free)
traffic
from
Google,
means
being
at
the
top
of
the
 search
results,
and
ideally
the
number
one
returned
result.

 
 Who
Gets
Better
Placement?
 We
have
identified
the
fundamental
best
practices
for
designing
a
web
site
that
is
easily
 found
by
search
engines.
We
then
shed
light
on
the
fact
that
a
significant
percentage
of
 automotive
 shoppers
 use
 the
 internet
 and
 more
 specifically,
 Google,
 during
 their
 shopping
process.

 
 The
 next
 question
 is
 how
 can
 auto
 dealers
 use
 this
 information
 to
 better
 reach
 customers?
If
they
use
a
third‐party
vendor
to
build
their
web
presence,
which
vendor
 best
 utilizes
 the
 fundamentals
 of
 SEO
 and
 site
 design
 to
 get
 their
 clients
 high
 on
 the
 Google
search
results
page?

 
 We
conducted
an
analysis
of
search
engine
results
from
around
the
country
to
find
out.
 
 Study
Methodology
 For
the
purpose
of
this
study
we
picked
12
brands
that
represent
a
cross
section
of
the
 brands
offered
on
the
American
market.
The
brands
include
the
top
5
brands
by
volume,
 domestic
and
international
brands,
and
luxury
and
mass
market
brands.
The
brands
are:
 Audi,
 BMW,
 Chevrolet,
 Chrysler,
 Ford,
 Jeep,
 Honda,
 Hyundai,
 Mazda,
 Mercedes‐Benz,
 Nissan
and
Toyota.
 
 www.sorgenfreillc.com 7
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P a g e
  • 8. We
then
chose
20
major
markets
geographically
dispersed
throughout
the
country.
The
 markets
 we
 researched
 are
 Atlanta,
 Baltimore,
 Boston,
 Charlotte,
 Chicago,
 Cleveland,
 Columbus,
 Dallas,
 Denver,
 Houston,
 Los
 Angeles,
 Miami,
 Nashville,
 New
 York
 City,
 Philadelphia,
Salt
Lake
City,
San
Diego,
San
Francisco,
Seattle
and
Washington
D.C.
 
 In
order
to
duplicate
users’
experience
searching
Google
from
around
the
country,
we
 used
Google’s
Adwords
targeted
ad
preview
tool6.
This
allowed
us
to
see
Google
results
 as
 if
 we
 were
 in
 all
 the
 cities
 above
 despite
 being
 at
 our
 offices
 in
 New
 York.
 The
 searches
took
place
during
the
last
weeks
of
December
2008.
 
 Using
the
tool,
we
entered
brand,
“dealer”,
and
city
(e.g.:
BMW
dealer
Los
Angeles)
for
 the
12
brands
in
each
of
the
20
markets.

 
 The
 resulting
 listings
 included
 dealer
 web
 sites,
 third‐party
 sites
 and
 vehicle
 manufacturer
(OEMs)
sites
–
excluding
paid
search
listings.
We
examined
2,400
search
 results
with
a
total
of
670,733
indexed
pages
from
148
different
website
builders.
The
 search
results
were
cataloged
by:
 
  Position
on
the
search
engine
results
page
  The
number
of
pages
indexed
per
site
  The
website
vendor
that
built
the
site
 
 Study
Results
 Initial
analysis
of
the
results
showed
that
there
are
some
clear
leaders
among
the
many
 vendors
offering
automotive
dealers
site
design,
implementation
and
SEO
services.
The
 top
10
builders
with
the
most
successful
track
record
at
getting
their
clients’
sites
in
the
 top
ten
search
results
on
Google
are,
in
alphabetical
order:
AutoTrader.com,
BZ
Results,
 Cars.com,
 Dealer.com,
 Dealerskins,
 LotPro.com,
 Reynolds
 Web
 Solutions,
 Source
 Interlink
Media,
The
Cobalt
Group,
and
TK
Carsites.
 
 While
 companies
 like
 AutoTrader.com
 and
 Cars.com
 are
 technically
 not
 independent
 site
 builders
 (rather
 they
 are
 aggregators
 of
 vehicle
 information
 and
 dealer
 web
 site
 links)
 we
 included
 them
 in
 the
 study
 and
 rankings
 as
 AutoTrader.com
 and
 Cars.com
 compete
with
the
dealer
sites
for
the
consumers’
attention
and
click
traffic.
 
 There
are
multiple
ways
to
look
at
the
study
data.
We
can
sort
the
data
by
brand
or
by
 market
(see
appendix
for
brief
tables).
For
this
paper
to
not
be
a
tome,
we
decided
to
 look
at
the
top
5
builders
across
all
brands
and
all
markets
and
focus
on
their
ability
to
 get
their
clients
ranked
highly
on
Google’s
first
results
page.

 
 Aggregated
Results
across
All
Brands
and
Markets
 Ranked
 by
 number
 of
 sites
 in
 the
 top
 ten
 listings
 across
 all
 brands
 and
 markets,
 Dealer.com
was
a
clear
leader
with
251
sites
or
10.5%
of
the
total
sites
cataloged.
The
 www.sorgenfreillc.com 8
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P a g e
  • 9. Cobalt
 Group
 had
 216
 and
 came
 in
 second,
 with
 Cars.com,
 AutoTrader.com
 and
 Reynolds
Web
Solutions
rounding
out
the
top
5.
 
 Builder
 Rank
 #
of
top
10
placements
 %
of
total
 Dealer.com
 1
 251
 10.5%
 The
Cobalt
Group
 2
 216
 9.0%
 Cars.com
 3
 204
 8.5%
 AutoTrader.com
 4
 147
 6.1%
 Reynolds
Web
Solutions
 5
 139
 5.8%
 
 Being
on
the
first
page
of
search
results
is
an
important
first
step
in
getting
customers
 into
your
dealership.
However,
as
mentioned,
the
top
5
placements
account
for
74%
of
 the
click‐throughs
on
a
given
results
page,
and
so
we
cataloged
the
builders
in
the
study
 by
the
number
of
sites
the
individual
builders
had
in
the
top
5
listings
across
all
brands
 and
all
markets.

 
 Dealer.com
also
had
the
most
clients
in
the
top
5
across
the
markets
and
brands
that
we
 tested.
 The
 Cobalt
 Group
 and
 Cars.com
 were
 number
 two
 and
 three
 respectively.
 Reynolds
Web
Solutions
and
BZ
Results
rounded
out
the
list.
 
 Builder
 Rank
 #
of
top
5
placements
 %
of
total
 Dealer.com
 1
 170
 14.2%
 The
Cobalt
Group
 2
 133
 11.1%
 Cars.com
 3
 114
 9.5%
 Reynolds
Web
Solutions
 4
 77
 6.4%
 BZ
Results
 5
 70
 5.8%
 
 But
what
really
matters
is
the
top
spot
on
the
Google
search
results;
as
a
full
42%
of
all
 clicks
are
made
on
the
listing
in
this
position.

 
 Dealer.com
was
the
leader
with
47
sites
in
the
top
spot
across
all
markets
and
brands.
In
 other
words,
almost
a
fifth
or
19.6%
of
the
top
search
results
when
looking
for
a
dealer
 given
our
criteria
was
a
Dealer.com
site.
The
Cobalt
Group
followed
up
in
2nd
place
with
 35
 sites
 and
 Reynolds
 Web
 Solutions,
 BZ
 Results
 and
 Cars.com
 were
 3rd,
 4th
 and
 5th
 respectively.
 
 Builder
 Rank
 #
of
top
1
placements
 %
of
total
 Dealer.com

 1
 47
 19.6%
 The
Cobalt
Group

 2
 35
 14.6%
 Reynolds
Web
Solutions

 3
 18

 7.5%
 BZ
Results

 4
 15
 6.3%
 Cars.com

 5
 14
 5.8%
 
 www.sorgenfreillc.com 9
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P a g e
  • 10. Path
to
Best
Placement
 We
 have
 established
 that
 placement
 on
 the
 Google’s
 search
 results
 page
 is
 vital
 to
 increase
the
chance
of
a
consumer
clicking
through
to
a
web
site.
What
is
not
entirely
 clear
 is
 how
 sites
 achieve
 high
placement.
 Following
the
 fundamentals
outlined
at
the
 beginning
 of
 this
 paper
 is
 a
 good
 start,
 but
 in
 reality,
 most
 of
 the
 factors
 involved
 are
 nebulous
 and
 are
 subject
 of
 much
 debate.7
 Most
 SEO
 experts
 agree
 that
 a
 higher
 number
of
pages
indexed
in
Google’s
database
improve
a
site’s
chances
of
matching
a
 search
query
and
that
the
quality
of
back‐links
to
the
website
are
important
for
Google’s
 algorithm
and
can
lead
to
higher
placement.
 
 In
 order
 to
 ascertain
 a
 correlation
 between
 the
 top
 performing
 builders
 in
 the
 placement
analysis
and
the
number
of
indexed
pages
they
generate,
we
ran
the
Google
 “site:”
test
that
indicates
the
number
of
indexed
pages
related
to
a
URL.
In
the
example
 below,
 when
 we
 typed
 in
 “site:universalcitynissan.com”
 in
 the
 Google
 search
 box,
 the
 site:
test
indicated
that
universalcitynissan.com
has
551
pages
indexed
that
are
related
 to
the
site
 
 
 
 Dealer.com
dominated
the
results,
being
responsible
for
35.7%
of
all
the
indexed
pages
 in
 the
 study.
 ADP,
 which
 ranked
 11th
 in
 terms
 of
 sites
 in
 the
 top
 ten
 results,
 jumped
 ahead
 in
 ranks
 to
 the
 number
 two
 spot
 when
 we
 looked
 at
 indexed
 pages.
 Reynolds
 Web
Solutions,
The
Cobalt
Group
and
eBiz
Autos
rounded
out
the
top
five.

 
 Builder
 Rank
 Share
 Indexed
pages
 Dealer.com
 1
 35.7%
 239,417
 ADP
 2
 7.2%
 48,268
 Reynolds
Web
Solutions
 3
 6.7%
 44,749
 The
Cobalt
Group
 4
 6.2%
 41,318
 eBiz
Autos
 5
 4.1%
 27,467

 
 The
 variance
 in
 rank
 and
 the
 introduction
 of
 other
 builders
 in
 the
 top
 five
 could
 be
 attributed
 to
 the
 “quality”
 of
 the
 indexed
 pages
 as
 defined
 by
 Google.
 Simply
 having
 pages
indexed
does
not
guarantee
that
Google
will
deem
them
important.
They
must
be
 www.sorgenfreillc.com 10
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  • 11. relevant
 to
 the
 content
 and
 if
 there
 are
 pages
 linked
 to
 the
 site,
 they
 must
 be
 from
 a
 high‐quality
site.

 
 The
data
set
above
indicates
that
Dealer.com
has
both
quality
and
quantity
of
indexed
 pages
for
their
clients.
ADP
has
a
high
quantity
of
indexed
pages,
but
the
dearth
of
their
 clients
 achieving
 high
 placement
 on
 Google
 indicates
 a
 possibly
 lack
 of
 quality
 of
 indexed
pages.
 
 Summary
 It
is
very
clear
that
the
automotive
consumer
is
using
the
internet,
specifically
Google,
 during
 the
 purchase
 process.
 There
 is
 also
 little
 doubt
 that
 in
 order
 to
 reach
 those
 consumers
 during
 their
 search
 activity,
 it
 is
 imperative
 to
 be
 on
 the
 first
 page
 of
 Google’s
 search
 results
 and
 ideally
 in
 the
 top
 spot.
 The
 confusion
 lies
 in
 how
 to
 best
 achieve
the
goal
of
optimizing
a
web
site
to
achieve
premium
placement
on
Google.

 
 Following
Google’s
Webmaster
Guidelines
is
an
excellent
starting
point
and
is
where
all
 capable
 vendors
 should
 begin.
 There
 is,
 however,
 an
 art
 to
 working
 with
 the
 ever‐ changing
 Google
 algorithm
 and
 the
 results
 of
 the
 data
 analysis
 for
 this
 paper
 indicate
 that
some
vendors
are
more
adept
than
others.

 
 Automotive
dealer
sites
built
by
Dealer.com
and
The
Cobalt
Group
come
in
the
first
and
 second
place
positions
respectively
when
analyzing
the
top
placements
in
the
dominant
 search
engine,
Google.
While
it
could
be
argued
that
as
large
entities,
they
simply
have
a
 volume
 advantage
 over
 the
 smaller
 competitors,
 the
 site:
 test
 analysis
 indicates
 a
 correlation
between
the
Google
placement
results
and
strong
site
design
principles.
 
 Looking
 at
 the
 correlation
 between
 top
 placement
 results
 and
 the
 number
 of
 indexed
 pages
 suggests
 that
 Dealer.com
 is
 more
 adept
 at
 achieving
 premium
 organic
 listing
 placements
for
its
clients
and
that
their
methodology
for
building
the
sites
is
responsible
 for
their
success.
 
 
 
 www.sorgenfreillc.com 11
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  • 12. 
 Appendix
 
 Google
search
result
page
with
Paid
vs.
Organic
search
results
 
 
 Builder
rank
by
brand
 Brand
 #1
builder
 #2
builder
 #3
builder
 BMW
 AutoTrader.com
 Cars.com
 Dealer.com
 Chevrolet
 The
Cobalt
Group
 Cars.com
 Dealer.com
 Honda
 Dealer.com
 Reynolds
Web
Solutions
 The
Cobalt
Group
 Jeep
 Dealer.com
 Cars.com
 AutoTrader.com
 Toyota
 Reynolds
Web
Solutions
 Dealer.com
 gsMarketing
 Chrysler
 Dealer.com
 Cars.com
 AutoTrader.com
 Ford
 BZ
Results
 Dealer.com
 Cars.com
 Hyundai
 Dealer.com
 Cars.com
 The
Cobalt
Group
 Audi
 The
Cobalt
Group
 Dealer.com
 Cars.com
 Nissan
 Dealer.com
 Reynolds
Web
Solutions
 The
Cobalt
Group
 Mazda
 Cars.com
 Dealer.com
 Source
Interlink
Media
 Mercedes
 Cars.com
 Dealer.com
 Mercedes
Benz
 
 www.sorgenfreillc.com 12
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  • 13. Most
sites
in
top
spot,
top
5
and
top
10
by
market
 
 Top
1
 Top
5
 Top
10
 New
York
City
 Cars.com
 Cars.com
 The
Cobalt
Group
 Los
Angeles
 Dealer.com
 Dealer.com
 Dealer.com
 Chicago
 Wencel
Worldwide
 The
Cobalt
Group
 Reynolds
Web
Solutions
 Houston
 Dealer.com
 Reynolds
Web
Solutions
 The
Cobalt
Group
 Philadelphia
 Dealer.com
 Dealer.com
 Dealer.com
 San
Diego
 Search
Optics
 Dealer.com
 Dealer.com
 San
Francisco
 Dealer.com
 Dealer.com
 Dealer.com
 Columbus
 Dealer.com
 Dealer.com
 Dealer.com
 Baltimore
 AutoONE
Media
 Cars.com
 XI
Group
 Charlotte
 Dealer.com
 Dealer.com
 Dealer.com
 Washington
D.C.
 Cars.com
 Cars.com
 Dealer.com
 Atlanta
 Dealer.com
 Reynolds
Web
Solutions
 Reynolds
Web
Solutions
 Miami
 The
Cobalt
Group
 Cars.com
 Source
Interlink
Media
 Denver
 The
Cobalt
Group
 Dealer.com
 Dealer.com
 Nashville
 Dealer.com
 Dealer.com
 Cars.com
 Cleveland
 BZ
Results
 BZ
Results
 Dealerskins
 Dallas
 ADP
 The
Cobalt
Group
 The
Cobalt
Group
 Boston
 BZ
Results
 BZ
Results
 BZ
Results
 Salt
Lake
City
 Dealer.com
 Dealer.com
 Dealer.com
 Seattle
 MotorWebs
 MotorWebs
 MotorWebs
 
 
 1 
InternetWorldStats.com
and
Nielsen/NetRatings:
http://www.internetworldstats.com/am/us.htm
 
 2 
Pew
Internet
Research,
August
2008:
http://www.pewinternet.org/pdfs/PIP_Search_Aug08.pdf

 
 3 
HitWise:
http://www.hitwise.com/

 
 4 
Burst
Media
Research,
April
2007:
http://www.imediaconnection.com/content/14970.asp

 
 5 
HitWise:
http://www.hitwise.com
 
 6 
Google
Adwords
Targeted
preview
tool
allows
user
to
enter
keywords
and
a
location
to
replicate
being
 in
that
geographic
location
during
search:
https://adwords.google.com/select/AdTargetingPreviewTool
 
 7 
Seomoz.org,
April
2,
2007:
http://www.seomoz.org/article/search‐ranking‐factors www.sorgenfreillc.com 13
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