Automotive SEO

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    Automotive SEO - Presentation Transcript

    1. Automotive Internet Marketing Search Engine Optimization Brian Pasch, CEO Pasch Consulting Group Sponsored by www.dealersedge.com 1
    2. Terms of Use The contents of the document are not to be copied, mailed, transmitted via email or altered digitally for any purpose other than to facilitate this webinar. All webinar 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: 3/10/2009. The screen shots presented in this webinar were taken before March 10, 2009. Changes made to individual websites after 3/10/2009 will not be reflected in this presentation. © Copyright 2009 – Pasch Consulting Group 2
    3. Webinar Overview Internet Marketing Opportunities Testing and Measurement Fundamentals: SEO vs. SEM SEO Diagnostics on Your Website Free Internet Marketing Strategies Examining Your Competition 3
    4. Sneak Peak Internet Marketing Topics Powerful Optimizing Leveraging Web Press Release Blogging Google Maps Directories Marketing Platforms Creating A Social Maximizing Networking Satisfied Using Facebook Using Craigslist Platform Customers Marketing Marketing Outside Your Using Video Bonus Tips Nationally PMA 4
    5. For everyone who sent in their websites to be used for • demonstration purposes during the webinar. To Jim Muntz and Mike Bowers from DealersEdge.com for the • invitation to host this webinar. At the end of the webinar….you will be rewarded. • 5
    6. Webinar Guidelines 1. The strategies discussed in this webinar can be applied to any dealership and any dealer web platform. In fact it can be applied to any web business. 2. There are no proprietary marketing recommendations in this webinar. 3. The websites that we look at together are chosen at random, or from those submitted and companies that I am working in a consulting relationship. 4. When I review the existing conditions of any website, the purpose is to educate the webinar attendees and offer helpful suggestions. 5. The guidance in this webinar is intended for people who want to be competitive on the Internet in an ethical manner. 6. Since the topics that will be addressed have many layers and variants, this webinar is designed to be a primer for future top specific webinars. 7. There are no secrets. Any good SEO consultant can reverse engineer another dealer’s online marketing strategy . 8. Internet marketing strategies and opportunities are changing rapidly. In the coming months new techniques may emerge which can shift the recommendations made in this presentation. 9. All things change. Remain vigilant with your Internet marketing goals. 6
    7. Leap Frog “I will actually have all my ISM’s in my office for your webinar. (web provider) just gave me control over my meta tags and I was curious what changes I should make to them (or if it even matters) so I can leap frog my competition “. 3/10/2009 7
    8. Internet Marketing Opportunities Traditional thinking Supplemental Thinking Own one web property. Own multiple web properties. Drive consumers to website via Drive consumers to their websites newspaper, email, TV and radio. based on content they control. Purchase web leads based on Design lead capture strategies that performance. (Rely on 3rd party web they own and/or control. content & marketing) Distribute inventory to fee based 3rd Test new inventory distribution party websites to generate opportunities. additional leads. SEO Doesn’t Sell Cars Establishes Internet marketing budget and monitors visibility for key search phrases. 8
    9. Testing & Measurement Unique Phone# Unique Web Phone Numbers • – Who’s Calling Unique Lead Form Subject Tags • Unique Email Addresses • – PR – Blog Posts – Content Writing Model Specific Landing Pages • – SEM – SEO Google Analytics • Proprietary Tracking • – Example: BudURL Unique Lead Tag 9
    10. Warning: “Semi” Techno Speak Ahead 10
    11. budurl allows you to track how many people visit your web pages. • Instead of recommending your normal web page (url) in a web post, • you will recommend a budurl. You can measure which “posts” have the best net traffic patterns to • your web pages. The advantage over Google Analytics is that you can tag each budurl • with a comment to describe the post so its easy to see what is working. Analogy: Color coded tickets to an event can show who sold them. • 11
    12. BudUrl Example Ford Dealer Example For example, if you write a press release announcing your car service specials, the • page link you would normally post would be something like this: http://www.prestonford.com/coupons.asp?keywords=specials • If you wanted to track visitors, you would replace this URL with a budurl that would • look like this: http://budurl.com/forddealercoupons If you click on both URL’s you will see that they take you to the same webpage. • The trick is that you can now log into your budurl account and see how many people • clicked on your link. Each budurl can have a description – CRS help. Application #1: This is also a great way to test interest in cars on Craigslist • Application #2: Test Outlook Email campaigns that are small and outside of your • normal CRM based email blasts. 12
    13. Fundamentals: SEO vs. SEM The debate on the effectiveness of SEO vs. SEM can be better discussed by setting up clear ways to measure the ROI of each channel. However, the perfect measurement matrix really doesn’t exist. (Topic For Future Webinar) 13
    14. SEM Management Models • Do it yourself • Buy a bundled service • Pay by the hour • Paid Internet advertising has ability to burn through cash if it is not setup properly. • SEM requires disciplined testing to find the correct ROI. • Landing page design is an art form and has an effect on quality score. • Make sure you understand what is being done with your campaign. • Check your ads using this tool and not your browser. 14
    15. Warning: Real Techno Speak Ahead 15
    16. SEO Checklist – Just an Overview Don’t Get Overwhelmed – This may not be a task for you. Let me show you that it is not brain surgery to fix basic things. • Are your website pages Google SEO compliant? • Is your website properly registered on the best web directory sites? • Do you have balanced reviews on consumer websites? • Is your sitemap registered with Google, Yahoo and MSN? • Have you checked to see how many links you have pointing to your website? • Have you checked the links that point to your competitor’s website? Hands On Automotive SEO – This will be a beak-out webinar in the future 16
    17. SEO Diagnostic– Page Titles Google Site Command Format: site:www.website.com Example: site:www.wow-toyota.com 17
    18. Google Search For: site:www.wow-toyota.com 3/8/2009 Quick Diagnostic: Duplicate Page Titles Duplicate META descriptions META descriptions could be stronger 18
    19. Checking Other Volunteers Page Titles • Stevenson Chevrolet • Stevinson Lexus • Alpine BPG Page Titles and META Descriptions are one of the easiest things you can do to increase the organic visibility of your websites. 19
    20. SEO Diagnostic– Google Maps Have you checked your Google Maps listing recently? See Review Links Notice How Consumer Reviews Are Now Integrated Into Google Maps 20
    21. Many Florida dealers are asleep 21
    22. What Do Your Reviews Communicate to Shoppers? Popular Review Websites • http://www.dealerrater.com • http://www.insiderpages.com • http://www.judysbook.com • http://www.yelp.com •http://www.merchantcircle.com • http://local.yahoo.com • http://www.citysearch.com • http://www.superpages.com • http://www.local.com P.S. I don’t have any clients in Texas 22
    23. Techno Speak Over 23
    24. Free Internet Marketing Strategies Except for your Time… 24
    25. Free Internet Marketing Strategy #1 Google Maps Google Maps represent a • free, highly visible Internet listing. Think of it as the Internet • Yellow Pages Most often shows when • searches include city or state names. Takes minutes to update and • its free. You can also work some • magic to get your map to show-up for a broader list of keywords Numbers shown are for the past 30 days Examples: St George Nissan 25
    26. Free Internet Marketing Strategy #2 Leveraging Web Directories The goal of using these free directories is to: Merchant Circle Build quality inbound links • Insider Pages Create visibility for top search phrases • Yelp Leverage their content tools • Judy’s Book Leverage their review tools • DMOZ Push competitors off SERP’s • Yahoo Local Always signup for the free basic listings. I don’t Spoke recommend paid listings on the “yellow” websites for YellowPages car dealers; it may work some other businesses. Yellowbook Make sure all of these websites have correct Yellowbot information and live web links. SuperPages Why These? Volkswagen of Orland Park 26
    27. Free Internet Marketing Strategy #3 Powerful Blogging Platforms Merchant Circle Fast Wordpress Company Content Delivery Platforms Vox Blogger Merchant Circle Example Fast Company Example Wordpress Example 27
    28. Free Internet Marketing Strategy #3 Wordpress Blogs / Microsites * Wordpress software is free. • It allows anyone to create • content for the web with tools as easy as Microsoft Word. The costs can vary but you • want to place the site on a good URL, which you may already own. Hosting will run about $100 a • year. When setup properly, Google • loves to index Wordpress blog pages. http://www.infinitig37nj.com Visibility for G37 cars *Slightly off topic – not completely free since you need a domain and hosting, but close enough! 28
    29. Free Internet Marketing Strategy #4 Press Release Marketing* www.prlog.org www.1888pressrelease.com www.free-press-release.com www.prurgent.com www.i-newswire.com www.webwire.com * 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 29
    30. Free Internet Marketing Strategy #4 Press Release Topics • Internet Press Releases are different than traditional press releases. • A special focus needs to be on Press Release Titles and Teasers. • Don’t overstress on creating content, you can often repurpose information sent to you by the manufacturers. • Ideal candidates for press releases include: • New model arrivals • Special car incentives • Community involvement • Sale awards, Customer Service Recognition • Customer Testimonials • 300-500 words is an ideal target for press releases and always include links back to your website, and not just the home page! Good Press Releases = Traffic and Links 30
    31. Free Internet Marketing Strategy #4 Press Release Examples – Montclair Volvo Closes 31
    32. Google Search For: Montclair Volvo 3/8/2009 PCG Blog 2 Press Releases Dealer Website MerchantCircle Yellowbot 32
    33. Free Internet Marketing Strategy #5 Social Networking Platforms If you wanted to create an online community for your local brand and dealership and felt that you had the resources and energy to pull it off, you can use a free platform called NING. This is an example of a NING platform created by Ralph Paglia founder of ADM. You would use this platform to post http://www.san-tan-ford.com videos, articles, spec sheets, etc. that your customers or brand owners could utilize to build brand awareness in your PMA. 33
    34. Combined Effect of Content Strategies Can create The combination of: additional listings in • Web Directories Google Search and • Blogging Platforms prevent competitors • Press Releases from pulling • Social Networks customers away from your website. 34
    35. Google Search For: BMW Peabody Map with 3/8/2009 Web Link Company Website Spoke Directory PCG Blog Post Yelp Directory Used Car Microsite Press Release Merchant Circle 35
    36. Company Website & Ebay Site Google Search For: Greg Bell Chevrolet YouTube Video 3/9/2009 YellowBook 36
    37. Compare Visibility from Volunteers Heyward Allen Toyota • Greg Bell Chevrolet • Don Joseph Toyota • McFarland Ford • Hampton Hyundai • Swope Toyota (more) • Outstanding Name Positioning • John Marazzi Nissan (still room to improve) 37
    38. Google Search For: Phoenix Honda Sale 3/8/2009 Fast Company Blog Post PRLOG Press Release MerchantCircle Blog PCG Blog Post 38
    39. Google Search For: St George Honda Sale 3/9/2009 Company Website 39
    40. Google Search For: Infiniti G37 Arizona Press Release 3/8/2009 Vox Blog Dealer Websites Press Release PCG Blog 40
    41. Free Internet Marketing Strategy #6 Maximizing Your Satisfied Customers • Car dealers have to deal with negative reviews. DealerRater • They key is to balance those with positive reviews. Insider Pages • A concerted efforts to CitySearch coordinate positive reviews will have a great payoff. Yelp • Do not positive reviews from Edmunds your dealership and do not post false reviews. JudysBook • Companies like Dealerrater use YellowPages IP tracking to combat fraud. 41
    42. Judy’s Book – New Player on the Block • Every consumer can become a contributor on Judy’s Book • They can opt to setup their own account and create their own “book of reviews”. • Many car dealers have not YET been reviewed and the early bird may be able to get positive reviews prominently displayed. • The format of the site is very appealing. I have started to see Judy’s book reviews on Google Example: Circle BMW Maps. 42
    43. Creating A Review Solicitation Email Dear (customer first name) I am very happy to hear that you are enjoying your car and that you had a great experience at Bell Honda. If you would take a moment to share your positive experience at Bell Honda with other consumers, it would be greatly appreciated. We have listed a few websites that allow customer reviews to be posted. We hope that your experience at Bell Honda will warranty a five star review. 1. Dealer Rater Site URL: http://www.dealerrater.com/dealer/Bell-Honda-review-1549/ Q&E: Click on “Rate This Dealer” in the center of the page. Fill out the “dealer review form”. Be sure to complete the “Registration” form after the review form in order to validate your post (read directions for activation). Registration is completely free. Check the two boxes and “Submit Review”. 2. Yelp Site URL: http://www.yelp.com/biz/bell-honda-phoenix Q&E: Click on “Write a Review” towards the top, center of the page. “Sign up” for an account; check your email to activate your account, return to the Bell Honda page. Roll over the stars to 5th star and click to keep rating. Write your review and click “Post”. 3. Merchant Circle: Site URL: http://www.merchantcircle.com/business/Bell.Honda.866-468-4068 Q&E: Click on “Write a Review” next to the yellow star icon at the top center of the page. Fill in the form and click “Submit Review”. 43
    44. What About Facebook? Facebook is an investment • in web communication. This is the fundamental • challenge for car dealers. Who is going to be the voice • of the dealership? Who is going to monitor the • commentary? How much time will you • invest each day? What information should we • be posting and how often? 44
    45. New Social Networking Puzzles Facebook Connect applications are now • allowing car inventory to be posted on Facebook profiles. Free Oodle listings are soon to be • appearing on Facebook. Is Facebook a place to post cars? • What should a dealer Facebook page • contain? (hint: start simple) Can Twitter or Oodle be used to • promote car sales? There are many questions to be answered in the coming months once we can collect more data. Stay tuned. 45
    46. Facebook Tagging & Ads Paid Ads here Free Posts and Links Post from car dealer bookmark 46
    47. Adding Facebook Tags to Your Website (This is a no-brainer – get on it!) • Dealers can add a simple line of code to any dealer webpage to enable a Facebook tag. • Images and text are automatically added to a Facebook profile • This kicks off a free viral marketing chain of events. Tagging Code http://www.facebook.com/share.php?u=http%3A%2F%2F + (website URL) + &t= + (Subject Title with the words separated with a “+” sign.) Example of live code: http://www.facebook.com/share.php?u=http%3A%2F%2Fwww.in finitig37convertible.com&t=Infiniti+G37+Convertible+ Examples: G37 Convertible Chevy Corvette 47
    48. Off Topic - Teaser • Can you use Facebook to be a branding engine for your dealership? • Is Facebook advertising like having an Internet Billboard in your PMA? • Does Facebook demographics allow car dealers to test marketing ideas? This client’s brand logo and message was displayed on Facebook Pages 15 million times for a cost of $3,417.61. How could you leverage that visibility? Would Age, Gender or Interests targeting help in additional to geo-location? 48
    49. What About Craigslist? There is no doubt that Craigslist needs • to be evaluated by your dealership. There is some debate on how price and • model selection comes into play. Referrer traffic places Craigslist often • near to the top by volume. Bounce rates are high even when taken • directly to the car detail page. Posting methods still have some bugs. • Page formatting still makes it a • cumbersome platform. 49
    50. Inventory Marketing Services There are a number of services that can push your inventory to 3rd party • paid websites, Craigslist and other free classifieds websites like: – www.vast.com • http://autos.aol.com • http://myride.com – Google Base – www.backpage.com – www.Oodle.com Check with your website provider because you may be able to feed these • free inventory distribution websites as part of your monthly fee. When taking photos of your cars, consider adding a phone number, if • feasible. It can be very important. Example1 Example #2 50
    51. Using Video Adding video to your website pages can increase visitor time statistics and it • has the potential to communicate your value proposition better than text or photos. This is slightly off topic because good video has more costs associated with it. • YouTube video and Podcast success stories for car dealers may be overblown – • everyone can’t have a beaver video TV series. If you have the production capabilities to create customized videos, then you • should test creating videos titled to capture local search. Example for a Honda dealer in Phoenix could be: – Honda Civic Phoenix – Honda Accord Phoenix – Honda Hybrid Phoenix Simulated video “walk around” using photos and “text to speech” conversion • are being tested in local markets with some early success. This would be a great break-out webinar just dealing with data from Internet • car videos and how to leverage video assets. 51
    52. Free Video Distribution Websites www.metacafe.com • www.youtube.com • http://video.google.com • http://video.yahoo.com • www.veoh.com • www.merchantcircle.com • 52
    53. Marketing Outside Your PMA • Create a list of the towns and counties that you want to target . • Discuss with your web host how to added highly optimized web pages. Pages should have your town names in the: – Page title – META Description – URL Name • Pages should be rich in content with those town names 53
    54. Targeting Beverly Hills Notice optimized page URL, Title and META description 54
    55. Marketing Nationally • Dealers can take advantage National Search Visibility of national marketing • Infiniti Extended Warranty opportunities: • Infiniti Warranty – Extended Warranties • Infiniti Parts – Car Parts – Used Cars • Toyota Extended Warranty Plans • The Internet is still very • BMW Used Cars entrepreneurial; the small • Used Nissan Cars guy can outsmart the big guys. • Infiniti Used Cars 55
    56. 56
    57. Examining on Your Competition Bonus Discussion • Few marketing tactics on the Internet can be hidden. • Website page coding and links are mostly visible. • Use the “link:” command in Yahoo to see if your competitors have found quality linking opportunities that you have missed. • Use the “site:” command in Google to see if a competitors Page Titles and META tags are better formatted than yours. • Use tools like www.spyfu.com to see what keywords they are buying in Google Adwords. 57
    58. Free Marketing Tools Bonus Discussion Create Sitemaps and RSS Feeds • – http://www.sitemapdoc.com Check for Broken Links • – http://home.snafu.de/tilman/xenulink.html Automated Pings • – http://www.pingler.com Google SEO Starter Guide • – Download PDF Booklet Google Adwords Position Checker • 58
    59. Recommend Industry Blogs Internet Sales Professionals Share Ideas • www.dealerrefresh.com • www.drivingsales.com • www.automotivedigitalmarketing.com • www.ismintraining.com • www.wardsauto.com 59
    60. Post Webinar Questions Brian Pasch, CEO Pasch Consulting Group PO Box 159 Rumson, NJ 07760 brian@paschconsulting.com 732-842-4720 www.dealer-seo.com www.paschconsulting.com 60
    61. Special Offer & Feedback Click Here Today 61

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