The document provides an overview of developing an SEO strategy for a automotive repair business called All German Auto. It discusses gathering data on the target audience, developing personas and goals. It recommends tactics like local SEO, pay-per-click advertising, and social media optimization. Key SEO components are explained like keyword analysis, coding, content and link building. Local ranking factors and metrics for tracking leading and lagging indicators are also outlined. Trends in mobile, augmented reality, and social media are briefly mentioned.

2. What we are going to cover today Case The Client Where to Start Data Gathering Strategy The 3 C’s Model Initial Hypothesis Goals & Objectives Target Audience Personas Tactics SERPs SEO Components Keyword Analysis Coding & Content Linkbuilding Local Factors Metrics Leading & Lagging The Future Trends

3. The Client Scenario: “we’re are looking for someone to help us increase sales can you help us?”

4. Where to Start Start by defining the target market and then do some research. Who do you want to reach? What are their demographics? What are their psycographics? What are their technographics?

5. Where to Start Start by defining the target market and then do some research. Who do you want to reach? What are their demographics? gender, race, age, home ownership, employment status, location, etc. What are their psycographics? values, attitudes, interests, lifestyle, opinions What are their technographics? ownership, use patterns, and attitudes toward information, communication and entertainment

6. Where can you get data Some good sources for data http://siteanalytics.compete.com/bmwusa.com/ https://www.google.com/adplanner/?pli=1#siteSearch?uid=domain%253A%2520bmwusa.com&geo=US&lp=false http://www.forrester.com/empowered/tool_consumer.html http://boardreader.com/s/bmw%20service%20san%20diego.html https://adwords.google.com/select/KeywordToolExternal http://www.google.com/insights/search/ http://www.google.com/analytics/ http://factfinder2.census.gov/faces/nav/jsf/pages/index.xhtml

7. On Strategy “Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat.” – Sun Tzu “Rowing harder doesn’t help if the boat is headed in the wrong direction.” – Kenichi Ohmae

8. The 3 C’s Model Company Customers Competitors Company – Service and repair center in Escondido, CA focusing on BMW, Audi… Customers – All German Auto’s customers break into three segments… Competitors – Competition from dealers and other local service centers is…

9. Initial Hypothesis All German Auto’s most critical business problem is: Customer awareness. Our initial hypothesis to solve All German Auto’s most critical business problem is: Improve their local search engine rankings.

10. All German Auto’s most critical business problem is: Customer awareness. Our initial hypothesis to solve All German Auto’s most critical business problem is: Improve their local search engine rankings. Initial Hypothesis

11. Goals & Objectives Goals: Show up on the first page of search results Increase visits to our website and service appointments Objectives: Primary – First page organic ranking for all primary keywords. Secondary – Increase service appointments online by 30%.

12. Target Audience #1 Target Customer Demographics – Single, female, Caucasian, age 25-34, college grad, earns $42-$65k Psychographics – values family, equality, social causes, image Technographics – uses iPhone, texts, only checks FB on her phone, watches TV vs internet #2 Target Customer Demographics – Married, male, Caucasian, age 35-42, masters, earns $50-$82k Psychographics – values family, friends, image, performance cars, politics Technographics – uses blackberry, texts, checks email on phone, watches prime time TV and surfs the internet on his desktop or iPad.

13. Personas

14. Tactics Recommended Initiatives Local Search Engine Optimization (SEO) Pay-per-click marketing Social Media Optimization

15. Tactics Local Search Engine Optimization (SEO)

16. Distribution of Clicks in SERPs

17. A "Blended" Local Result

18. A "Pure" Local Result

19. Primary SEO Components source: SEOmoz

20. Keyword Analysis https://adwords.google.com/select/KeywordToolExterna http://pro.seomoz.org/tools/keyword-difficulty http://www.google.com/analytics/ http://www.google.com/insights/search/#q=bmw%2Caudi%2Cmercedes&geo=US-CA-825&cmpt=q http://www.carloan.com/keyvalue.html

21. Coding & Content

22. Linkbuilding # of unique backlinks Link quality (location) # of C-classes Backlink trust (source) Content quality Anchor text & type Pagerank http://pro.seomoz.org/tools/keyword-difficulty http://www.opensiteexplorer.org/

23. Local Ranking Factors Physical Address in City of Search Manually Owner-verified Place Page Proper Category Associations Number of Traditional Citations Crawlable Address Matching Place Page Address Authority of Website Homepage Quality of Inbound Links to Website Crawlable Phone Number Matching Place Page Number Local Area Code on Place Page City, State in Places Landing Page Title http://maps.google.com/ http://www.yelp.com/escondido-ca

24. Metrics Leading Indicators The critical metrics which have a direct impact on performance. Leading indicators can typically be adjusted to proactively change performance. Social Media Engagement metrics on social media Search Engine Optimization Organic search engine rankings Paid Advertising – PPC Click through rate Lagging Indicators The metrics which are the result of a change in one or more leading indicators. Many times the lagging indicators are not unique to an industry or company. Lagging indicators can usually not be adjusted until after it is too late. Social Media Brand awareness Search Engine Optimization Traffic derived from organic search engine traffic Paid Advertising – PPC Conversion rate (sales)

25. Trends Mobile will dominate QR and NFC will go mainstream AR will become more prominent Social will take over more of the SERPs

26. Trends

27. Trends

28. Trends

29. Trends

30. Q + A We only have 1-2 opening for our internship program. Let me know by Oct 31 if you are interested. http://twitter.com/geakerson http://www.facebook.com/geakerson http://www.linkedin.com/in/garretakerson garret@motionstrand.com