Move Ahead of Your Competitors with Content Based SEO StrategiesPromote any business on the Internet using effective content creation strategies for search marketing.7th Digital Dealer Conference – NashvilleNovember 1, 2009 - 1:00 pmBrian Pasch, CEOPasch Consulting Groupwww.dealer-seo.com

Terms of UseThe contents of this document are not to be copied, mailed, transmitted via email or altered digitally for any purpose other than to facilitate this seminar. All seminar attendees have permission to print or keep an electronic copy of this presentation in downloadable PDF format for their personal use and reference. Anyone or company interested in reproducing any part of these materials must first contact the author for permission. The logos, screen shots and graphics used in this presentation are the property of the registered companies and permission to use those items must be obtained directly by the rights holder.Date of original publication: 10/30/2009. The screen shots presented in this webinar were taken before October 30, 2009. Changes made to individual websites after 10/5/2009 will not be reflected in this presentation.© Copyright 2009 – Pasch Consulting Group2

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 tips3Seminar 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 Tools4Seminar Outline (cont)

Fundamentals: SEO vs. SEMThis seminar will focus on the “green” area of a search results page5

Pasch Automotive SEO Architecture6This architecture builds links, traffic and relevancy

Automotive SEO 1017Search PhraseAny 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.

SERP Showing Asset Classes8Search: Chevy SilveradoAdwords (PPC)ArticlesVideo AssetsImage Assets

SERP Showing Asset Classes9Search: Digital Dealer NashvilleNotice Newspaper Icon

Search Engines Simplified10You 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 Phrases11For most dealer websites, their #1 referring search phrase, by a long shot, is their brand name.

Developing A Search Phrase ListIf 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 DealersNissan New YorkNissan Cars NYYou would consider regional phrases like:Bronx Nissan SentraBronx Nissan DealersBronx Nissan ServiceBronx Nissan PartsYou would consider surrounding towns:Nissan YonkersNissan Mt VernonNew Rochelle Nissan ServiceEast Tremont NissanYou would consider Model searches:Nissan Altima BronxNissan Cube New York12

Prioritizing a Search Phrase ListIf 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.13

14Searching for “Bronx Nissan”PCG 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.

15Searching 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 Phrases16There 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 Toolhttps://adwords.google.com/select/KeywordToolExternalWordTracker 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.

Search Phrases & Asset Classes17 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.

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:TitleDescriptionTagsThe 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.18

YouTube Tagging of Videos19The area highlighted in red allows you to add the necessary content and keyword “tags” to get promote your video

Video Posting Websites20www.metacafe.comwww.youtube.comhttp://video.google.comhttp://video.yahoo.comhttp://video.msn.comwww.vimeo.comwww.stickam.comwww.dailymotion.comwww.veoh.comwww.merchantcircle.comhttp://uk.video.yahoo.comThis vide was posted on ADMwww.automotivedigitalmarketing.com

Setup a Video Channel21http://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 NameLong DescriptionAlt TagsThe 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. 22

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.23

Which Search Engine is Best?24

Sample Traffic Distribution 25This 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 Names26The 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.

Same Phrase - Different Results27

Decoding URL PlacementsExact 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 TreatAutomotive SEO domain buying strategies come from years of testing.Parked domains have little ROI.28

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. 29www.abcmotorcredit.com

What Do I Write About?30 Customer Testimonials & Reviews Manufacturer Announcements New Car & Truck Models Dealer Specific Promotions and Sales Communities Activities Consumer Tips, Service and Parts

Customer Testimonials & Reviews

Manufacturer Announcements

New Car & Truck Models

Dealer Specific Promotions and Sales

Communities Activities

Consumer Tips, Service and Parts

Customer Testimonials31Consider signing up for DealerRater.com’s Certified DealerReal-Time streaming testimonials14 day resolution periodLeading “brand” for consumer reviewsConsumers trust “peer” reviews 5x more than advertisementsBlogs are the perfect place for highlighting customer reviews.

Imbed RSS Feed or Stream for DR32JavaScriptRSS

Repurposing Manufacturer PR33Rework Manufacturer Press ReleasesSign Up For Official RSS Feeds This is an example for Fordhttp://www.ford.com/about-ford/news-announcements/press-releaseshttp://www.ford.com/dynamic/ford-motor-company-rssFirst to write about a top in your State will be rewardedNew 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.

34This 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.

Search Visibility Confirmed35

Extending Your Offline Sales Promotions36Traditional 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 Involvement37Leverage 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:IRMProtects your brand nameCommunicates your commitment to the community.Good links back to your primary website.http://www.carolinegrossinger.org

Developing Trust By Giving Advice38Effective 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 TipsHave one primary search phrase per articleTitles 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.39

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.40

Where Do I Place Content41Check your competitors Industry blog sites Free classifieds Free blogging platforms Free directory services Press releases Social media networks Facebook Document Portals

Check your competitors

Industry blog sites

Free classifieds

Free blogging platforms

Free directory services

Press releases

Social media networks

Facebook

Document Portals

Low Cost Press Release Websites42Leverage 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?43www.prlog.orgwww.webwire.com

Free Blog PlatformsContent Placed On These Sites Get Indexed!Content Delivery Platforms

Vox.Com45Vox 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.comFree Google blog that can also rank well with active contentBlogger Platform is adding more features but still is not a close contender to WordPress46http://brianpasch.blogspot.com

www.merchantcircle.comPerfect for car dealers (free)Has blogging moduleCoupon moduleCustomer reviewsRanks very well in GoogleDownside: Runs Adwords unless you pay a monthly fee.47

48Merchant CircleBlog Posts areIndividually indexedIn Google

49Google Search For:2010 Mustang Boston

Links from Industry Websites

NING - Social Media CommunitiesThis is a NING platformIt allows members to have their own blogsAllows for community interactions and shared messaging You can create your own portal for customersVisit: ww.internetsalesmanager.org51

WordPress technology allows car dealers to own a powerful content publishing platform.Dealers can create multiple microsites to target different search phrase and revenue centers.PCG has simplified automotive microsites deployment and lead capture.WordPress is loved by the search engines.Automotive Microsites52

WordPress technology allows car dealers to own a powerful content publishing platform.

Dealers can create multiple microsites to target different search phrase and revenue centers.

PCG has simplified automotive microsites deployment and lead capture.

WordPress is loved by the search engines.

Live Inventory Now A Reality – WordPress Plug-in53

SEO Optimized Detail Pages in WP Plug-In 54 The detail pages have changeable themes on the fly. Drop in Widgets based on your search criteria URL strings are optimized and changeable Increases the viability of WordPress as a lead generation and sales engine.

The detail pages have changeable themes on the fly.

Drop in Widgets based on your search criteria

URL strings are optimized and changeable

Increases the viability of WordPress as a lead generation and sales engine.

Expand Content On Your Main WebsiteDon’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.55

Facebook Fan Page56Fan Pages are coming up on Google Page One for Your Business NamesGreat 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 WebsitesCreate stand-alone PowerPoint sales, service messages.Re-Purpose PDF documentsSlideShare.netScribd.com 57Search for: Boston Infiniti EX35

Results of Combined Tools58

59Google Search For:Digital Dealer Conference Nashville

60Google Search For:Ford Fusion Boston

61Google Search For:Ford Transit Connect Maryland

MeasurementGoogle AnalyticsPlatform Referring Link ReportsCustom Analytics Tools62Dealer site

SummaryTake Action – Don’t DelayIf 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.63

It’s Been a Blast64If you need to reach me during the Conference, my cell is:732-672-2356

Post Webinar Questions65Brian Pasch, CEOPasch Consulting GroupPO Box 159Rumson, NJ 07760brian@paschconsulting.com732-450-8200 office732-672-2356 cellwww.paschconsulting.comwww.dealer-seo.comwww.internetsalesmanager.org

Get PDF online Now66www.dealer-seo.com/digital-dealer/brian-pasch-seminar-nashville.pdf