This presentation was given at the Performance Racing Industry (PRI) tradeshow in Indianapolis in 2021. While tailored toward the automotive aftermarket, the principles outlined in this slidedeck are applicable across many industries. In this session, I outlined many of the changes impacting search engines and brands online in the past year (plus), while focusing on the elements that brand can take action on immediately. This presentation covers new methods of keyword research for better content ideation, to how we can frame content for a better and more logical user flow. It's all about attracting the right customers to your site. Those who are willing to take action and buy.

1. Jason Dodge
Founder
BlackTruck Media + Marketing
Converting Search Traffic
Into Sales Traffic
Image credits: PRI

2. Big Takeaways
01
Identify with the audience
02
Define your what
03
Understand the why
04
Improve their experience

3. You’re
Here
P E R F O R M A N C E R A C I N G I N D U S T R Y 3

4. You’re
Here
P E R F O R M A N C E R A C I N G I N D U S T R Y 4

5. Search
Trends
P E R F O R M A N C E R A C I N G I N D U S T R Y 5
Unpacking Search in 2021

6. 30 Percent
Global Web Traffic
Is Search Traffic
P E R F O R M A N C E R A C I N G I N D U S T R Y 6

7. 1 Billion
Active Monthly Users
P E R F O R M A N C E R A C I N G I N D U S T R Y 7
Source: Statista

8. 2.5 Trillion
Searches Per Year
P E R F O R M A N C E R A C I N G I N D U S T R Y 8
Source: Statista

9. 15% of Searches are
New Every Day
P E R F O R M A N C E R A C I N G I N D U S T R Y 9
“
“
Source: Google

10. 65%
Mobile Searches
P E R F O R M A N C E R A C I N G I N D U S T R Y 1 0
Source: Statista

12. P E R F O R M A N C E R A C I N G I N D U S T R Y 1 2

13. P E R F O R M A N C E R A C I N G I N D U S T R Y 1 3

14. 80%
Research Online
P E R F O R M A N C E R A C I N G I N D U S T R Y 1 4
Source: LSA

15. Search Accounts for
40% of Purchase
Influence
P E R F O R M A N C E R A C I N G I N D U S T R Y 1 5
“
“

16. Offline
Online
Omni-Channel World
P E R F O R M A N C E R A C I N G I N D U S T R Y 1 6

17. P E R F O R M A N C E R A C I N G I N D U S T R Y 1 7

18. Content is King
Cultivate & Communicate
P E R F O R M A N C E R A C I N G I N D U S T R Y 1 8

19. Search
Landscape
P E R F O R M A N C E R A C I N G I N D U S T R Y 1 9

22. 50% of Searches
Result in No Clicks
“
“
P E R F O R M A N C E R A C I N G I N D U S T R Y 2 2

23. Top News Sources
Knowledge Panels
Local Pack
Featured Snippets
People Also Ask
Featured Video

27. Content is King
Or Is It?
P E R F O R M A N C E R A C I N G I N D U S T R Y 2 7

30. Is Your
Content
Broken?
P E R F O R M A N C E R A C I N G I N D U S T R Y 3 0

33. Optimize for the
Journey

34. Empathy
Mapping
Understand the User

35. Empathy
Mapping
Understand the User

36. Why?
Reasoning
P E R F O R M A N C E R A C I N G I N D U S T R Y 3 6

41. Keyword
Research
Blending What & Why
P E R F O R M A N C E R A C I N G I N D U S T R Y 4 1

42. P E R F O R M A N C E R A C I N G I N D U S T R Y 4 2

43. Old
Methods

44. P E R F O R M A N C E R A C I N G I N D U S T R Y 4 4

48. P E R F O R M A N C E R A C I N G I N D U S T R Y 4 8

49. P E R F O R M A N C E R A C I N G I N D U S T R Y 4 9

50. P E R F O R M A N C E R A C I N G I N D U S T R Y 5 0

51. P E R F O R M A N C E R A C I N G I N D U S T R Y 5 1

52. Create
Better
Content
Connect with Users
P E R F O R M A N C E R A C I N G I N D U S T R Y 5 2

53. P E R F O R M A N C E R A C I N G I N D U S T R Y 5 3

55. Frustration

57. P E R F O R M A N C E R A C I N G I N D U S T R Y 5 7

59. P E R F O R M A N C E R A C I N G I N D U S T R Y 5 9

60. Create
Better
Content
Connect with Users
P E R F O R M A N C E R A C I N G I N D U S T R Y 6 0

64. Bit.ly/SearchPRI
Headline/H1
Name of Service/Product/Category
Subhead/H2
Options of Service/Product/Category
Subhead/H2
Options of Service/Product/Category (if applicable)
What to expect with [product/service]
Fully describe what your customer could expect.
How to use/install [product/service]
Fully describe by application where your product/service is used
P E R F O R M A N C E R A C I N G I N D U S T R Y 6 4

65. Website
Performance
Improve the Experience
P E R F O R M A N C E R A C I N G I N D U S T R Y 6 5

70. P E R F O R M A N C E R A C I N G I N D U S T R Y 7 0

71. P E R F O R M A N C E R A C I N G I N D U S T R Y 7 1

72. P E R F O R M A N C E R A C I N G I N D U S T R Y 7 2

73. P E R F O R M A N C E R A C I N G I N D U S T R Y 7 3

74. P E R F O R M A N C E R A C I N G I N D U S T R Y 7 4

76. Can’t Control
The User
P E R F O R M A N C E R A C I N G I N D U S T R Y 7 6

77. Frustration
P E R F O R M A N C E R A C I N G I N D U S T R Y 7 7

78. P E R F O R M A N C E R A C I N G I N D U S T R Y 7 8

79. Recap
01
Identify with the audience
02
Define your what
03
Understand the why
04
Improve their experience

80. Thank You!
Let’s Connect
Jason Dodge – Founder & CEO
jason@blacktruckmedia.com
blacktruckmedia.com
@dodgejd

81. We want your feedback!
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Thank you for attending!
P E R F O R M A N C E R A C I N G I N D U S T R Y