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Automotive SEO Strategy +

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Optimized Content Marketing is the art of understanding exactly what your prospects and customers need to know and deliberately producing optimized content based on keywords that are driving organic search traffic and conversions. Then delivering that optimized content in a relevant and compelling way to grow your business by socializing the content through your organization’s social networks.”

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Automotive SEO Strategy +

  1. 1. SEO Strategy (+) Alex J. Lau 10/24/2012
  2. 2. Dynamic Nature of SEO and Google’s Algorithm • Google’s algorithm consistently changes / updates (*the latest: Panda and Penguin). Therefore, sites have to be constantly monitored and updated according to new requirements. • Organic search is a slow process that requires a strategy, a work plan and ongoing maintenance, measurement and adjustment. • Original, informative content production and its application has never been as important and Social is becoming a vital part as well.
  3. 3. Managing and Monitoring SEO • A professional tool (such as gShift, SEOMoz or Majestic SEO) is a necessity in order to manage and monitor SEO, taking into consideration: – SEO Rank Data – SEO Reporting – Web Activity Tracking – Google Analytics Business Intelligence • Keyword Insight Report not available in GA – Competitive Intelligence – Keyword Research – Backlink Data – Social Signals – Advanced Conversion Measurement • These tools provide ‘actionable recommendations’, which can be used to increase site rank and visibility.
  4. 4. Keys to SEO Success: On-Site versus Off-Site Optimization • On-Site SEO: – Content Production (Article Marketing / Blogosphere) • Ex: Blogs, Press Releases, Client Case Studies, How-To Guides, White Papers, eBooks, Video – Internal Linking Process - Adding page value, enhancing user-experience, better indexing results and less bounce rates. Includes, In-Content and Navigational links. – Universal or Blended Search Techniques - (The insertion of images, news, video and other content into the regular text search results is vital) – Keyword Research and Analysis – acting on this data for content production (web equity) – Mobile - (Same URL, Same Code) Responsive design in effect (compatible across all devices and machines) • Off-Site SEO: – Backlinking Process (blog commenting, social bookmarking, etc.) and External Article Marketing (3rd party sites) – Local SEO - Google Places deployment for each physical location, through Google+, etc. – Competitor Analysis – Directory Submissions - still relevant, backlink overlap – being indexed @ DMOZ.org still means a lot to Google – Social Content Publishing, Maintenance and Monitoring (CRM) - Facebook, Twitter, Google+, etc.
  5. 5. Short-Term Actionable Recommendations – On-Site • Analyze, fix and maintain all Meta Tag Elements for all sites, with particular attention to paying clients (potential future on-board process) • Internal linking analysis – building internal linking systems. Adding page value, enhancing user-experience, better indexing results and less bounce rates • Work with Mike to set up a streamlined and seamless blog system within the current CMS • Google & Bing Webmaster Accounts - maintenance, particularly sitemap.xml inclusions (optimization), configuration, traffic, health check, +1 reports, etc. • Inventory URL upgrades (search engine friendly static versus dynamic) – Off-Site • Determine where backlinks exist and decide if those links are credible or harmful (Disavow Links now exists) • Google Places / Local – verification (existence) now driven through Google + • Determine whether Real Traffic Productions has been providing credible competitor listings and performance • Determine if all sites are listed in the most popular submission directories, including DMOZ.org • Social Monitoring implementation or Social Signals
  6. 6. Long-Term Actionable Recommendations – On-Site • Strategic production and implementation of quality content (original and audience-driven), pushed through an integrated, updated content blog system • Perform keyword analyses on all sites in order to better understand what we should be writing and for whom • Universal or Blended Search Techniques - making sure all of the digital marketing collateral is client branded and published • Continually adhere to internal linking best practices • Measure conversions more efficiently, determine what marketing initiatives work best and why (potential user-testing option). – Off-Site • Continuous backlink analysis and application (quality; not quantity) and External Article Marketing (3rd party sites) • Better Competitor Analysis / Intelligence Reporting • Social Signals - Full-fledged Social Maintenance and Monitoring (reputation monitoring)
  7. 7. Eight SEO Metrics to Report On 1. Organic Rankings/Position 2. Present Keyword Visibility 3. Backlink Summary 4. Indexed Pages 5. Social Signals 6. Web Site Traffic Breakdown 7. Organic Conversions / Goals (with GA access) 8. Competitive Landscape
  8. 8. How most SEO Strategies Fail 1. Using outdated tactics 2. Website or Software Platform sucks 3. Don’t have analytics and goal tracking installed 4. Niche is just far too competitive 5. Keyword focus is too narrow 6. Target keywords don’t receive enough search volume 7. Building the wrong links (internally and externally) 8. Over-optimizing anchor text 9. Don’t understand target audience 10. Aren’t using Social Media 11. Ignoring your customers and their needs 12. Being impatient
  9. 9. Optimized Content Marketing: The Power of Three “Optimized Content Marketing is the art of understanding exactly what your prospects and customers need to know and deliberately producing optimized content based on keywords that are driving organic search traffic and conversions. Then delivering that optimized content in a relevant and compelling way to grow your business by socializing the content through your organization’s social networks.” • The Union of Content Marketing, SEO and Social Media What are some examples of web optimized content? Blogs, Press Releases, Client Case Studies, How-To Guides, White Papers, eBooks, Video
  10. 10. The Hierarchy of Web Presence Optimization

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