Learn about the many great updates Taylor shares on our SEO developments with vendors and find out about upcoming projects that'll help our strengthen our stores' organic traffic.

1. DIGITAL ARMY SUMMIT| SEO
06/2017

2. AGENDA
Group-level SEO updates
Keyword Research Tools
GMB
LHM Digital Army Certification
SEO Guideline
Auto Mechanic Keyword Workshop
Organizing Content (Brendo-Rendo)

3. SEO Update
Rel=Canonical Tags
Image Compression
Akamai Server Reappointment
HTTPS Encryption
Make/Model “Car & Driver” Style Review Content
Eliminate Dup Content Pushes – 301 Redirect MSLP to Model PLP
Breadcrumbs
Schema Markup
Testimonial Feed on VDP
Google 360 Street View
Advantastar Comparison Tool
Sitespeed

4. SEO Update
Site Speed activities March -June
• Enabled Akamai Sureroute - this improves performance by routing requests from end users to our servers along the fastest path possible
• Enabled IPv6 - improves performance on mobile by optimizing the delivery of services to the browser
• Enabled HTTP/2 - faster connection between server & browser
• Enabled HTTP/2 Server Push - increases page load speeds by allowing a server to send resources to the browser before the browser gets to request them
• Enabled Akamai's Adaptive Acceleration - detects device characteristics and automatically determines the optimal time to push content, as well as preconnects to hostnames we know we need to retrieve assets from
• Lazy-loading content for certain widgets (Store selector, model selector, etc) - for example: instead of loading all the images for every make/model within the model selector widget, we only load what's visible to the user on page load. As the user makes
changes to the widget (such as selecting a different bodystyle), we then initiate the loading of the images. This reduces the initial load of the page to increase the speed at which the browser can render it.
• Reworked Akamai and browser caching, and compression, for static.dealer.com (this included both correctness and performance fixes) - longer cache lifetimes for images, CSS & JS which allows the browser to load the site faster upon repeat visits.
• Proof of Concept of a new Akamai tool (Akamai Image Manager) - provides greatly improved compression for images hosted on static.dealer.com
• Turned on OCSP stapling for our certificates - speeds up connection negotiation for IE users
• Fixed issue with certain image & CSS assets not being on static.dealer.com, therefore they weren't as fast as they are now
• Enabled prefetching across configs/hostnames with Akamai - more of our static assets should now be prefetched and waiting on a server close to the user before the browser requests them
• Enabled browser & Akamai caching for cacheable assets that are served off the client sites instead of static.dealer.com
• Enabled Cache Prefreshing - reworked Akamai configs so that objects that the browser needs to download are cached and available at the edge server closest to the user
• Worked with Analytics to change when our PixAll tracking events fire - previously, the PixAll JS
• Would need to fire before the browser could render the page. Now it is no longer render-blocking.
• Turned on resource hints for CSS & JS files - tells browsers to go get them sooner in the page load process
• Rearranged & inlined a JS library - this makes it load and run faster
• Moved some advertising cookie-passing functionality off of host in ddc datacenter over to Akamai Edge so that it loads faster
• Moved our analytics tracking code to a server the browser had to connect to anyway - this saves it from having to do an extra DNS lookup and extra connection just to get this data
• Found some spots where CSS wasn't minified, that was fixed
• Rearranged how some of our performance measurement tooling runs so that it's impact on the page load performance in minimized
• Worked with Analytics to set appropriate caching headers on their tools

5. Keyword Research Tools

6. Keyword Research Tools

7. Keyword Research Tools

8. Keyword Research Tools

9. Keyword Research Tools

10. LHM Master
Certification

11. SEO Master Guideline
“The perfect search engine understanding exactly what
you mean and gives you back exactly what you want.”
“For a typical query, there are thousands, even millions,
of webpages with potentially relevant information. So to
help rank the best pages first, we write algorithms to
evaluate how useful these webpages are.”Motivate
Action
Simple
Trust
Educate
Relevant

12. GMB

13. Why we optimize our sites for fixed ops.
Shoppers who service their vehicles or buy parts
at your dealerships are
3x more likely
to purchase/lease their next car from you.
5%
Average Profit
Margin for a New
Car Sale
28%
Average Profit Margin for
an Auto Part Sale
65%
Average Profit Margin for
Vehicle Service Labor

14. Fixed Ops Project – Auto Mechanic
KWs: Auto Mechanic in ____, Auto Mechanic Near Me, Best Car Mechanic in ___
URL: rootdomain.com/service/auto-mechanic in ____.htm
Title: 65-70 Characters, include “Auto Mechanic in ____”
Description <160-175, Include
H1: Include “Auto Mechanic in ____”
Content Body: Use all 3 phrases multiple times
Schema: schema.org/Product markup

15. Research Center Hub
Where do all of your content/media rich SEO pages live?
 Keep all your informational pages in one spot
 New/Upcoming Models
 Purchasing Tools
 Comparison Pages
 Research Pages
 Etc.