Is Your Dealership's SEO Working?: Advanced Metrics for Measuring Success Are you unsure if your dealership's SEO is going in the right direction? Are you confused on what metrics and filtering you should use to show success? Join PCG Digital Marketing's Chief SEO Strategist Matthew O'Such for this important webinar to learn how to use Google Analytics and website platform reporting tools to track your success. The webinar will take place on Thursday, May 23, 2013 at 1:00PM EST. During this webinar, Matthew will explain: Google Analytics advanced filters and segments Branded and non branded traffic to your website Goal tracking Advanced SEO techniques to achieve success Plus, Matthew will be covering Capital Ford LINCOLN's case study for an overall traffic increase of over 80% from organic and paid search. If you are any of the following, you should not miss this webinar: General Managers Dealer Principals Internet Sales Managers General Sales Managers Marketing Managers

1. Is Your
Dealership SEO
Working?
Advanced SEO Strategies
& Measurement for 2013
by PCG Digital Marketing
Chief SEO Strategist – Matthew O‟Such

2. Matthew O’Such – Chief SEO Strategist
PCG Digital Marketing
matt@pcgdigitalmarketing.com
Hi, I‟m Matt O‟Such, you may remember
me from such presentations as…
Effective SEO Strategies &
Why Google+ Is A Powerful
New Marketing Friend
Google Penguin Update:
New Techniques To Boost
Your SEO
facebook.com/matt.osuch@mdosuch

3. Who We Are – What We Do

4. PCG Digital - Started in 2005
now serves over 180 dealerships, specializing in the automotive industry
2010, 2011
Search
Engine
Optimization
Search
Engine
Marketing
(Paid)
Internet
Reputation
Management
Social Media
Specialists
Professional
SEO Content
Writing
Personal,
Unique &
Effective
Strategies
Automotive Industry Conferences
(250+ Attendees each)

5. Today‟s Presentation is not for Beginners…
…But don‟t worry, if you‟re not familiar with all
the terms below, you‟ll still survive

6. What we’ll cover today
3 Advanced SEO techniques to achieve
success
Google Analytics Advanced filters and
segments
SEO Measurements in the Automotive
Industry: Branded vs. Non-branded traffic
How Capital Ford Lincoln increased traffic by
42% using SEO compared to Branded Traf.

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. You should already know…
 How to do Keyword Research
 Importance of writing unique and interesting content
 Meta Tagging – titles and descriptions
 Webmaster Tools, Sitemaps, Robots.txt, H1 – H2 etc structure
 Importance of Social Media
 Google+Business Page (or Google Maps) listings
 Google PageRank – Google Updates: Penguin, Panda & Venice

9. 3 Advanced SEO techniques to achieve
success
1. Utilize your dealership Umbrella/Group website &
network
 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

10. 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

11. 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

12. 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 Business Name
o Location Lat & Long
o Address, City, State, Zip
 Authorship Markup
o Google+ Author profile link
o 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

13. Where to test it? google.com/webmasters/tools/richsnippets
http://microformats.org/code/hcard/creator
Matt, you‟re going to make me write code?! - Of course not!...

14. Advanced SEO Tip #3:
(great for local SEO)
Citation & Link Building
 Know your listings
 GetListed.org
 Know your links
 OpenSiteExplorer.org
 Majestic SEO

15. Citations & Links
 Essentially the same concept
 Citations more specific to Local Listings
 Citation Advice
 SAME PHONE NUMBER – no more tracking #s
 SAME DEALERSHIP NAME
o “I tried this in my Google+Business Page / Map
listing and it didn‟t change”
o CHECK GetListed.org – Google trusts it‟s sources – if
you don‟t match, it may not change.

16. 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!

17. Google Analytics Advanced filters
and segments
 Help you to filter your analytics faster
 Use 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)

18. Let‟s take a look at some
live Analytics…

19. What we covered in Analytics
 Advanced Segments & Filtering
 Branded vs. Non-Branded Traffic Filters

22. Matthew O’Such – Chief SEO Strategist
Mike Lizza – Sales Manager
Don Lampert – SEO Strategist
PCG Digital Marketing
matt@pcgdigitalmarketing.com
So, Is Your Dealership SEO Working?
Advanced SEO Strategies & Measurement for 2013

23. Upcoming Webinars with PCG
Internet Reputation Management – WHY?!
•Customers are talking about your business, whether
you asked for it or not. What do potential customers
see when they search for your business?
•For car dealerships in particular, customers are
reviewing the entire buying experience - not just the
product
•Learn how to effectively monitor and manage your
online reputation wherever the discussion is taking
place, whether it's Google+ Local or your own
Facebook page
•Thursday, June 20 at 1pm eastern
• http://bit.ly/dealerIRM