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The Future of Automotive Search

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DrivingSales Keynote by Britney Muller

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The Future of Automotive Search

  1. 1. Leverage the Future of Automotive Search Britney Muller – Senior SEO Scien2st
  2. 2. 3 Months ago…
  3. 3. Last week
  4. 4. ☐ The current state (automotive experience & search) ☐ Search’s role in the automotive journey ☐ The future of search ☐ How you can prepare for the future
  5. 5. Source: Internet Live Statistics, 2018 SEARCHES ARE PERFORMED ON GOOGLE EVERY DAY 3.5 BILLION
  6. 6. MOBILE 55%OF SEARCHES WORLDWIDE ARE Best pizza Source: StatCounter, 2018 (includes mobile and tablet)
  7. 7. STORE VISIT WITHIN A DAY 50%OF LOCAL-MOBILE SEARCHES LEAD TO A Source: Google, Understanding Consumer Search Behavior
  8. 8. Google is King of search 2015 2016 2017 2018 Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Google search Google images Google Maps YouTube Bing Yahoo!
  9. 9. SEO reigns supreme 46%of clicks SEO 4% of clicks Google Adwords (SEM) 50% don’t click 4% 46% 50% Moz Study
  10. 10. SEO drives more clicks than paid 11x
  11. 11. LEARN TO SEE THE SERP (Search Engine Results Page)
  12. 12. Featured Snippet: People Also Ask Boxes:
  13. 13. Knowledge Graph:
  14. 14. The car buying experience has changed
  15. 15. mobile device 60% Over Source: Google, 2017 (U.S. only) dealership near me of all automotive searches come from a
  16. 16. ☑ The current state (automotive experience & search) ☐ Search’s role in the automotive journey ☐ The future of search ☐ How you can prepare for the future
  17. 17. Source: https://www.thinkwithgoogle.com/consumer-insights/consumer-car-buying-process-reveals-auto-marketing-opportunities/
  18. 18. Source: https://www.thinkwithgoogle.com/consumer-insights/consumer-car-buying-process-reveals-auto-marketing-opportunities/
  19. 19. Source: https://www.thinkwithgoogle.com/consumer-insights/consumer-car-buying-process-reveals-auto-marketing-opportunities/
  20. 20. Source: https://www.thinkwithgoogle.com/consumer-insights/consumer-car-buying-process-reveals-auto-marketing-opportunities/
  21. 21. Source: https://www.thinkwithgoogle.com/consumer-insights/consumer-car-buying-process-reveals-auto-marketing-opportunities/
  22. 22. Source: https://www.thinkwithgoogle.com/consumer-insights/consumer-car-buying-process-reveals-auto-marketing-opportunities/
  23. 23. Source: https://www.thinkwithgoogle.com/consumer-insights/consumer-car-buying-process-reveals-auto-marketing-opportunities/
  24. 24. ☑ The current state (automotive experience & search) ☑ Search’s role in the automotive journey ☐ The future of search ☐ How you can prepare for the future
  25. 25. Search Is Complex
  26. 26. Friction Personalization
  27. 27. Google is trying to disambiguate your search
  28. 28. Google is trying to disambiguate your search
  29. 29. Google is developing the interactive transaction layer between customers and your business. ... ...
  30. 30. Expect Google to continue getting up in your business!
  31. 31. Leverage search data trends
  32. 32. Dealership searches are on the rise
  33. 33. Kelley Blue Book searches are falling
  34. 34. ‘Trade in’ searches are on the rise (and peak every July)
  35. 35. ‘Cheap car’ searches spike every July
  36. 36. ‘Car for sale’ spike every Feb (after taxes?)
  37. 37. ☑ The current state (automotive experience & search) ☑ Search’s role in the automotive journey ☑ The future of search ☐ How you can prepare for the future
  38. 38. Moz Keyword Explorer
  39. 39. Moz Keyword Explorer
  40. 40. Google Suggest
  41. 41. Google Suggest
  42. 42. Google Suggest
  43. 43. Read the SERPs & don’t go after keywords like this: Answer box:
  44. 44. Speed! –Ranking factor since July ‘19
  45. 45. Local SEO:
  46. 46. Table Stakes
  47. 47. Prominence: Cita.ons A "business citation" or "business listing" is a web- based reference to a local business' "NAP" (name, address, phone number) on a localized platform (Yelp, Acxiom, YP, Infogroup, Localeze, etc.). [place image]
  48. 48. Organic Results:
  49. 49. Target keywords with link intent
  50. 50. “keyword” + facts/statistics Target keywords with link intent People naturally want to link to facts/statistics content
  51. 51. Sponsor Local Events (or Sports Teams)
  52. 52. Leverage videos
  53. 53. Automatic 301 Redirects searchwilderness.com/mozcon-2019
  54. 54. Resources
  55. 55. 1 Page SEO Cheat Sheet http://bit.ly/bg-seo
  56. 56. Beginner’s Guide to SEO Portent’s Developer’s SEO Guide Google Dealer Guidebook Best Practices Google’s Auto UX Playbook Five auto shopping moments every brand must own Car buying research data Consumer car buying process reveals automotive opportunities 2018 Car Buying Journey Study Lighthouse Speed Testing Tool Resources Moshe Ma-yafit @napo789 +Big thanks to:
  57. 57. Thank you! @BritneyMuller britney@moz.com

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