2014 SEO Strategies for Automotive Dealerships - by Matt O'Such


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Wondering how you can improve your SEO in 2014, working in the automotive industry at a car dealership? This presentation highlights the do's and don'ts of 2014 digital marketing strategies for car dealers looking to improve their optimization. Highlighting the newest Google updates, from Hummingbird to the several updates of Penguin and Panda. Avoid the most common pitfalls of old SEO methods which could get you penalized. For more information or help with the materials and SEO tips presented in this ppt, please contact me at matthew.osuch@gmail.com or http://www.linkedin.com/in/matthewosuch/

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2014 SEO Strategies for Automotive Dealerships - by Matt O'Such

  1. 1. 2014 SEO Checklist for Car Dealers Strategies for 2014 by PCG Digital Marketing Matthew O‟Such Director of Digital Marketing
  2. 2. Hi, I‟m Matt O‟Such, you may remember me from such presentations as… Matthew O’Such – Chief SEO Strategist PCG Digital Marketing matt@pcgdigitalmarketing.com @mdosuch Effective SEO Strategies & Why Google+ Is A Powerful New Marketing Friend facebook.com/matt.osuch Google Penguin Update: New Techniques To Boost Your SEO
  3. 3. Who We Are – What We Do
  4. 4. PCG Digital - Started in 2005 now serves over 180 dealerships, specializing in the automotive industry Internet Reputation Management Search Engine Optimization Search Engine Marketing (Paid) Professional SEO Content Writing Social Media Specialists 2010, 2011 Personal, Unique & Effective Strategies Automotive Industry Conferences (250+ Attendees each)
  5. 5. Today‟s Presentation is for Beginners & Pros
  6. 6. What we’ll cover today for 2014 Hummingbird & Basic SEO techniques Google Analytics (not provided) Advanced SEO techniques How Capital Ford Lincoln increased traffic by 42% using SEO compared to Branded Traf.
  7. 7. Why we do “SEO” – not a game Effective search engine optimization can make a site more crawlable and make individual pages more accessible and easier to find. … ensure that the right words are on the page, not just industry jargon that normal people will never type.
  8. 8. Hummingbird! Its not a big deal like Penguin & Panda were
  9. 9. A Basics checklist of SEO items  How to do Keyword Research  Biggest opportunity for the dealership with best return on investment  Using the NEW Google Adwords Keyword Planner  Quarterly research
  10. 10. A Basics checklist of SEO items  Meta  Tagging – titles and descriptions No more KEYWORD Meta Tag o Eliminate or reduce to 3 short-medium phrases  Webmaster Tools, Sitemaps, Robots.txt, H1 – H2 etc structure  Writing Fresh Content
  11. 11. A Basics checklist of SEO items  Importance of Social Media   Likes on FB Sharing materials on G+, FB, Twitter  Google+Business (or Google Maps) listings Page
  12. 12. New Layout G+Biz Page Add-ons! Longer Desc.
  13. 13. 3 Advanced SEO techniques to achieve success Utilize your dealership Umbrella/Group website & network 1.  The majority of attendees on the webinar today are from Groups (3 stores or more)!  Don‟t stop at the homepage link to the brand, create landing pages for each location  A one-page spread, all about the dealership, history, location, etc. and links to dealership assets  Optimize content, blogs, specials, driving directions, geotargets
  14. 14. Why do this?  Google trying to “diversify” listings on page one search results  It is getting more difficult to rank multiple pages of your site for one term  Push up assets you benefit from to control more of page one
  15. 15. Utilizing your Umbrella/Group site  Links to other assets, using Anchor text to optimize links  Deep linking  Why do this? Increase assets on page 1 for dealership name, and target keyword goals
  16. 16. Advanced SEO Technique #2  Microformatting aka Rich Snippets – help search engines help you!  Identify your business for Local Listings  Now specify in the underlying code of your website  Business Cars Info o o o  Authorship Markup o o  Business Name Location Lat & Long Address, City, State, Zip Google+ Author profile link Google+ Publisher link (your Google+Business page) Google‟s new Rich Snippets Tool shows us what is currently on the site/page A good starter‟s Guide: http://www.seomoz.org/blog/a-visual-guide-to-rich-snippets
  17. 17. Where to test it? google.com/webmasters/tools/richsnippets Matt, you‟re going to make me write code?! - Of course not!... http://microformats.org/code/hcard/creator
  18. 18. Advanced SEO Tip #3: (great for local SEO) Citation & Link Building  Know your listings   GetListed.org Know your links   OpenSiteExplorer.org Majestic SEO
  19. 19. Citations & Links  Essentially  Citations more specific to Local Listings  Citation   the same concept Advice SAME PHONE NUMBER – no more tracking #s SAME DEALERSHIP NAME o o “I tried this in my Google+Business Page / Map listing and it didn‟t change” CHECK GetListed.org – Google trusts it‟s sources – if you don‟t match, it may not change.
  20. 20. Citations & Links (cont.)  Link Building & Audit Advice     Trust Webmaster Tools “Links to You” report Link Count reports will not match Watch your Competition o OpenSiteExplorer – compare specific links, anchor text o GO GET „EM! Use local contacts – Charities, Chamber of Commerce, Local Sports  They all have websites, ask for links back when you sponsor!
  21. 21. Google Analytics Advanced filters and segments  Help  Use you to filter your analytics faster the same benchmarking over and over  Keep the important metrics in front of you and your team  Measure:   Vehicle Detail Page Views Engagement by Traffic Source (aka Bounce Rate)
  22. 22. Q&A WHAT‟s UP MATT?
  23. 23. So, Is Your Dealership SEO Working? Advanced SEO Strategies & Measurement for 2014 Matthew O’Such – Chief SEO Strategist Mike Lizza – Sales Manager Don Lampert – SEO Strategist PCG Digital Marketing matt@pcgdigitalmarketing.com