This document discusses building a scalable SEO solution for automotive dealerships. It emphasizes the importance of having an online presence across multiple platforms where consumers search for information. It then outlines key elements to measure in an SEO campaign, such as organic search performance, keyword rankings, backlinks, and local search. Various tools are presented that can help improve website conversions, track campaign performance, and generate new visitors through location-based messaging.

1. BUILDING A SCALABLE
SEO SOLUTION FOR
YOUR DEALERSHIP

2. Embracing WEB presence management
Consumer conversations are happening on multiple platforms and channels
“Marketers know that consumers are
having conversations online on their
own terms. They know they’ve got to
be involved in those conversations.
But rather than earning their way into
them by appearing in natural search
and social where the majority of clicks
occur, they throw money at
advertisements.”
Graphic from Conductor’s “The Ultimate Guide to Web Presence Management”

3. Download The White Paper
http://www.pcgconsultingservices.com

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AdWords
Social Media
YouTube
Autotrader
Cars.com
Edmunds.com
LotLinx

6. Only
2-3%
of visitors
to a dealer
website
will submit
a lead form…

7. How To Improve Conversion?
• Upgrade to Responsive/Adaptive Site
• Add 24x7 Chat
• Add VDP Enhancement Tools
• Add Video Walk-Arounds
• Add Online Pencil Tools
7
How About Something New….

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9. Measuring The Elements of a Scalable SEO
Campaign
• Organic Search Performance
• Keyword Ranking & Analysis
• Competitive Market Share
• Content Optimization
• Backlinks
• Conductor Demo
• Local Search
• Content Mapping
• YouTube Insights

10. Is my SEO
Strategy
Generating
SHOPPERS?

11. Measuring Organic Search Performance
Integration with Google Analytics

12. Measuring Organic Search Performance
Integration with Google Analytics
Compare weekly increases or monthly changes in Search Traffic
and Site Visits.

13. Measuring Organic Search Performance
Using Key Performance Indicators to gauge success
• How many of your keywords have ranking URLs?
• How many keywords are ranking per URL?

14. Keyword Ranking & Analysis
Keyword improvement and where those terms rank in search

15. Keyword Ranking & Analysis
Keyword improvement and where those terms rank in search. See which specific pages
rank. (Can be compared to any date with recorded data)

16. Keyword Ranking & Analysis
How do you stack up against the competition?

17. Content Publishing Choices
New platforms & strategies are available to connect your content with consumers

18. Content Optimization
Develop a content strategy for keyword rankings
• Proper HTML
• Utilize Title Tags, H tags and Alt text
• Keyword Targeting
• Target important dealer keywords
• Target locations that make sense
• Internal Linking
• Link with terms people search for
• Create a network within the site

19. Content Optimization
Make sure your back-end content is relevant to ensure a great placement in search
• Title tags should represent what the page is about
• The description should be relevant to the content within the page
• How well is this content performing organically?

20. Content Optimization
Ranking Examples for Kelly Nissan

21. Competitive Market share
See the average rank for all tracked keywords in search and how they rank compared to your
competitors

22. Competitive Market share
Percentage of URLs ranking in the Top 5 positions on Google page one for your tracked
keywords compared to your competitors

23. Backlinks
How many inbound links does your site have? Where are they coming from? And how
varied is your anchor text?

24. Backlinks
How many inbound links does your site have? Where are they coming from? And how
varied is your anchor text? (detailed report from each)
• Inbound links
• Domain Sources
• Anchor Text

25. Backlinks
Compare all metrics to competitive dealers.

26. Is my SEO
Strategy
Generating
SHOPPERS?

28. Empower The WPT To Use These Pages
Discuss how these pages can be used for SEM, Social Media*, Newsletters and in the BDC
Facebook campaign targeting Hyundai owners and
previous customers who purchase a Sonata from the
dealership. (don’t forget Twitter)
Google AdWords campaign buying keywords associated
with low funnel Hyundai Sonata shoppers.
Use custom content page in CRM email templates and
newsletter to increase utilization and ROI.
* You may have to use a sub-domain if you main website is not multi-screen compatible

29. What’s The ROI on Optimized Website
Content?
Content is created to position the dealership’s website for a high value keyword
• How is my content ranking in SERPs? (Conductor)
• How is my web presence vs. competitors (Conductor)
• How many times was the page visited (GA)
• What was the average TOS and Number of Page Views (GA)
• Where were they from and what devices were they using? (GA)
• How many phone calls were generated? (Call Tracking)
• How many chat sessions were initiated? (Chat Reports)
• How many lead forms were submitted (CRM Reports or GA)
• How much did they spend? (DMS)
• How many coupons were redeemed? (HookLogic)

30. Rethinking Paid Search KPI
The automotive industry has been looking at the wrong metrics
• Marketing reports have been focused on
Cost per Click (CPC), Cost per Impression
(CPM), and Cost per Lead (CPL).
• A more accurate predictor of future car
sales in the number of vehicle Detail
Page Views (VDP) and time on VDP.
• This KPI also applies to earned traffic, so
bring the discussion to the client

31. Fix Your Reporting: Use The New KPI
What happens when your agency creates integrated reports with real value?
With integrated data your
agency can present a
holistic summary of how
your WPM strategy is
impacting the KPIs that are
most directly related to
sales.

32. Inspect Referral Traffic Based on Custom KPI
Is your published content generating quality visitor traffic to your dealership’s website?
Referring URL of Content Visits Page
Views
TOS SRP
Views
VDP
Views
Goal
Completes
Linkedin.com/article/content1 174 3.21 1:67 3 3 0
YouTube.com/video1 77 4.5 2:45 6 8 3
Facebook.com/post1 763 1.74 1:35 0 0 0
Pinterest.com/photo1 66 3.6 2:75 4 20 6

33. Inspecting Custom Content Pages
Is your published content generating quality visitor traffic to your dealership’s website?
Entry URL of Custom Content Page Entry
Visits
Page
Views
TOS SRP
Views
VDP
Views
Leads Calls Chats
/content/2015-Ford-F150-vs-2015-
Silverado
174 3.21 1:67 3 3 0 3 5
/content/2015-Ford-Focus-Lease-
299
77 4.5 2:45 6 8 3 2 1
You can also break
this type of report
out by referral
/content/ford-f150-oil-change-special
763 1.74 1:35 0 0 0 25 10
source
/content/used-car-trade-in-promo 166 3.6 2:75 35 200 6 15 22
/content/2015-Lease-Specials 777 2.4 1:67 45 70 7 19 11

36. All Your Marketing Data – And Conductor Data – In One Place
A central console for
everyone on your team to
collaborate on marketing!
Multi-Level Access
You Own The Data
Even custom reports should be loaded into the dashboard
to unify the “eyeballs” looking at the simplified data

37. Calls will be
added next
month

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40. How Conductor Is Adapting To Customer Needs

41. SEARCHLIGHT’S LATEST: LOCAL, MOBILE,
CHANNEL INSIGHTS + MORE
• Joe Taylor
Manager, Customer Success Team

42. AND
Strong partners, strong results
• Data in the wrong hands is useless
• Best-of-breed partners are always
pushing the envelope
• Scaling SEO is hard. Really hard.

43. FEATURES
· Content Mapping for Personas and Buyer’s Journeys
· Channel Insights for YouTube
· Search Experience Tracking: Local/Mobile/Universal Search

44. CROWDING THE REGISTER
programmable remote digital meat cooking thermometer
• Intense Competition
• Price is the Only Differentiator
• Who Really Searches for This?

45. BUT THEY DIDN’T START THEIR BUYER’S
JOURNEY AT THE REGISTER
AWARENESS CONSIDERATION DECISION
They learned a
thermometer makes
it easy to get perfect
medium rare
They started looking
around for tips on
grilling steak
They were thinking
about their big 4th of
July BBQ

46. EXAMPLE PERSONAS
.
Chef Christine
Chef and mother interested in home
supplies.
Gadget Gary
Established professional interested
in home appliances and electronic
gadgets.
Student Stacy
College student interested in
storage solutions for the dorm room.

47. AWARENESS
Early-Stage
Content
CONSIDERATION
Mid-Stage
Content
DECISION
Late-Stage
Content
Pages for
“Chef Christine”
AND
“Awareness”
P
E
R
S
O
N
A
S
BUYER’S JOURNEY STAGES
Pages for
“Gadget Gary”
AND
“Decision”

48. EXAMPLE BUYER’S JOURNEY
Awareness Consideration Decision
“What cars get the
best gas mileage?
“toyota prius vs.
honda fit”
“prius dealers near
alexandria”

49. CONTENT MAPPING
Identify key areas for content
creation by interactively
mapping your content against
your personas and their
buyer’s journey
Create a workflow based on
actual customer decision
making

50. CONTENT MAPPING
Key Benefits
• Nurture customers with your
content throughout their buyer’s
journey, helping push them
towards a sale
• Hone in on under-performing
content at each stage of the
buyer’s journey to make sure
existing content gets found and
key gaps are filled with new
content

51. CHANNEL INSIGHTS FOR YOUTUBE
Leverage YouTube keyword
data to uncover new
content opportunities in
Google search and optimize
your content creation
process

52. CHANNEL INSIGHTS FOR : OPPORTUNITY
, ,
,
7 of 10 Searchlight
Customers
Total YouTube Users per Month
, ,
WORLD’S
2ND LARGEST
SEARCH ENGINE
Total Views

53. CHANNEL INSIGHTS FOR YOUTUBE
Key Benefits
• Discover your most popular keywords
driving traffic to your videos
• Take advantage of keyword data from
YouTube to avoid having content gaps
in Google search
• Identify keywords that you don’t
currently track in Searchlight and
quickly add them to enhance your
reporting coverage on Google

54. LOCATION AND DEVICE REPORTING
1. Report on the organic visibility of location
and device search terms
2. Analyze competition across device type
and location
3. Expand measurement activities beyond
standard content

55. TRUE RANK
An Aggregation Of All URLs On A SERP, Including Universal Search Results
True Rank
Local Pack Rank
News Rank
1
2
3
4
5
6
7
1
2
3
1
2

56. SEARCH EXPERIENCE TRACKING:
LOCAL/MOBILE/UNIVERSAL SEARCH
Determine the mix of
digital assets, such as
images, news results and
videos, needed to boost
the real estate you own in
local, mobile and desktop
search

57. SEARCH EXPERIENCE TRACKING:
LOCAL/MOBILE/UNIVERSAL SEARCH
Key Benefits
• Holistic view of keyword
performance by location, device
type, and universal search result
types
• Target competitive
opportunities by understanding
what types of content is most
likely to get your brand in front
of your audience
• Track hundreds of locations
across multiple device types to
determine your strengths and
optimization opportunities

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Awesome Earned Media Strategy for 2015
Ask for our “ThanksDealer” promotion running till November 30th

60. Brian Pasch
Cell: 732.672.2356
brian.pasch@me.com
@automotiveseo
www.linkedin.com/in/brianpasch

62. 62
AdWords
Social Media
YouTube
Autotrader
Cars.com
Edmunds.com
LotLinx

63. Only
2-3%
of visitors
to a dealer
website
will submit
a lead form…

64. How To Improve Conversion?
• Upgrade to Responsive/Adaptive Site
• Add 24x7 Chat
• Add VDP Enhancement Tools
• Add Video Walk-Arounds
• Add Online Pencil Tools
64
How About Something New….

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67. Consumer Using Mobile App On Dealer’s Lot
They Are Checking Prices Parked In Your Dealership Lot

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Only shows for
areas that you
want!!
Geo-Located Visitor Arrives
At Your Website

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We Match
Costco
Tire Prices
Your
Dealership
Service Dept.

71. Just Drive A Geo Target Area With Your Mouse
Oh yeah…
A Competitive Advantage:
Create intriguing notifications for sales, service and
parts that consumers will receive only when
accessing your website, from a competitors location,
using their mobile device!

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73. Amazing Support For Traditional Media Buys
GEO-fence a
local stadium

74. Self-Managed Platform $399 / Month
74
Complete Management Package Including
Graphics and Landing Page Creation $799 / Month
732-450-8200