Search Engine Optimization for Car Dealers SEO

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Search Engine Optimization for Car Dealers SEO

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Search Engine Optimization for Car Dealers SEO

  1. 3. Google Sponsored Links – Pay Per Click!
  2. 4. Google AdWords ads connect you with new customers at the precise moment when they're looking for your products or services. The Google Network reaches more than 80% of Internet users.* With Google AdWords you create your own ads, choose keywords to help us match your ads to your audience and pay only when someone clicks on them. Start gaining new sales prospects in less than 15 minutes
  3. 5. Search Engines Optimization <ul><li>Search Engines use tools called Spiders to discover what a web site is all about for ranking purposes </li></ul><ul><li>Spiders are automatically sent out by Search Engines to catalog every web page in the world every few weeks </li></ul><ul><li>Spiders cannot see any Graphics , Flash , or Script – only Text , the Google Spider is the smartest of all </li></ul><ul><li>Search Engine Spiders often somewhat ignore web site content inside of Frames , especially Google & Yahoo Search Engine Spiders… </li></ul>
  4. 6. Say Thanks To Google! The old game was based on META tags that “faked out” the Search Engine Spider by duplicating key words to make a web site appear more relevant Thanks to Google, the new game is based on real Organic Relevance where web sites are now primarily cataloged based on the actual content and Popularity of the web site (ie…links, clicks, visits, revisits, time,) Contrary to what many “ Search Engine Optimization ” experts say, the big name Spiders do not pay much attention to META tags any more (80% and growing)
  5. 7. The Rise Of Google…
  6. 8. May 2004, Com Score ( http://sewatch.com/reports/article.php/2156431 ) Search Engine Traffic - 2004
  7. 9. Search Engines – November, 2005
  8. 10. Search Engine Traffic - 2006
  9. 11. Where does this info come from? <ul><li>Here's a breakdown on how Search Engine Watch has compiled these figures from those in the chart shown in the previous slide: </li></ul><ul><li>Google : Combined share of searches at Google and AOL. Also includes entire share of Excite Network. This is because iWon, MyWay and My Web Search all provide Google results by default. Other services are an option, but not likely used much. At Excite, meta search results that include Google and others are shown. There's no way to separate out any non-Google powered search from the Excite Network in the figures I've given. The result is Google gets more credit, but likely only in the range of 1-2 percent. </li></ul><ul><li>Yahoo : Share of searches at Yahoo. </li></ul><ul><li>MSN : Share of searches at MSN. </li></ul><ul><li>Ask : Share of searches at Ask. Note that only unpaid results are provided by Ask. Google provides paid listings to Ask and so technically also receives this share, as well. </li></ul><ul><li>Other : Share of searches from other sites that use their own technology or editorial processes. May include also some share that belongs to the other provider categories already named. However, there isn't enough detail to properly break out these shares. </li></ul>
  10. 12. Who supplies searches for who?
  11. 13. Let’s Visit The Matrix… This tool allows you to see real-time Google Popularity http://www.touchgraph.com/TGGoogleBrowser.html It shows the actual real-time Popularity of web site links Links from your web site only help other web sites Input the following web sites: www.google.com www.reyrey.com
  12. 14. Search Engine Rankings All Search Engines index text and follow links , and some measure Popularity and Organic Relevance (Google) Search Engines start with the URL , then the title of pages, and then the top of a web page working down “below the fold” to the bottom looking for text and links As a general rule, if you cannot highlight “text” on a web page, then it is a Graphic, and Graphics are ignored by Spiders because they cannot read Graphics If a web site is 100% Flash , then only the URL and page titles are indexed now that META tags are not important
  13. 15. Search Engine Pop Rankings
  14. 16. Search Engine Success Google’s Spider is so smart that it can easily recognize changes in fonts, bold, colors, indents and text layout formatting to determine the true intention of a web page Location, location, location …Spiders look for location information about where a business can be found For example, you would not want to use a text link on a web page such as “Courtesy Chevrolet” when you could use a more descriptive link such as “Courtesy Chevrolet Phoenix AZ” File names and URL query strings should be separated by hyphens and underscores to be cataloged correctly
  15. 17. Search Engine Success Google Ranking due to file name with underscores
  16. 18. Search Engine Success Google Ranking due to file name with hyphens
  17. 19. Splash & Flash = Trash Web sites with 100% Flash-based home pages are virtually unreadable to Search Engine Spiders… These type of web sites were “all the rage” until Google changed the rules by eliminating META-tags as a way for Flash developers to cheat the system since Spiders cannot read even 1% of Flash code Web developers that insist on building this type of “Eye Candy” web site have little regard for the dealer’s Search Engine Optimization best interests Organic Relevance derived from meaningful text has the most impact on search engine rankings…
  18. 20. Don’t Play The Frame Game Frames are used on many web sites today, but most Spiders discontinue indexing when they encounter frame-based web pages Reynolds’ WebMakerX does not use frames in web sites, Cobalt uses frames extensively in Nitra Most dealership web sites use frames except for the Home Pages, and many have implemented a temporary fix with titles and key phrases embedded within the URL’s for each frame
  19. 21. Spiderization Reynolds’ SpiderMAZE tool has the ability to use behind the scenes “spider vision” glasses to look at some of our competitor’s web sites just like a Search Engine Spider would see them What you see on these screen-shots is similar to what a Search Engine Spider will see that will help or harm web site ranking on Search Engine results First let’s visit the following web site for our experiment: http://www.delorie.com/web/lynxview.html
  20. 22. Spiderization To use this free public tool, simply input the URL here. Please note that you must include the http:// prefix in front of the “www” to make it work !
  21. 23. Spiderization #4…Dealer.com: www.longbeachhonda.com Human View Spiderization View
  22. 24. Spiderization #3…Cobalt Group: www.huffinesdodge.com Human View Spiderization View
  23. 25. Spiderization #2…AutoMark: www.cogginauto.com Human View Spiderization View
  24. 26. Spiderization #1…WebMakerX: examplepitstop.site.webmakerx.net Spiderization View #1 Spiderization View #2
  25. 27. Search Engine Summary A web site may still have excellent rankings on Search Engines even if they use 100% Flash because the web site was registered before META tag changes Through time, these web sites will likely have a severe degradation of ranking unless they re-write their tools Search Engine placement can also be influenced through the purchasing of key word phrases Go to www.google.com and type in “ Third Coast Media ”
  26. 30. Dealer uses SEM to Attract Loyal Brand Customers Targeted by State
  27. 31. ClickMotive Search Engine Marketing Campaign Courtesy Chevrolet’s own in-house SEM campaign managed on a daily basis by CRM dept.… Having multiple and separate SEM campaigns allows Courtesy to dominate the search results, and pay only for the one click that usually results from the search.
  28. 32. Competitor targeted marketing campaign ClickMotive Search Engine Marketing Campaign
  29. 34. Competitor targeted marketing campaign
  30. 36. Courtesy Chevrolet “Buy Back” marketing campaign ClickMotive Search Engine Marketing Campaign Courtesy Chevrolet “ChevyPriceQuote” marketing campaign
  31. 37. Courtesy Chevrolet “Organic” SEO Listing of BZ site ClickMotive Search Engine Marketing Campaign Courtesy Chevrolet “Phoenix-Chevrolet” SEM campaignGEE

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