Post on 24-Dec-2015
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Contents
BBC Team for APCO
Yearly Highlights for EasyCare Digital Marketing
What We Operate for APCO
Open Projects and Opportunities
New Needs
Today’s Topics
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BBC Team
The First Team
Bruce Brownlee – SEO, LPO, Marketing Site Dev
Kani Cassens - SEO
Christopher Krauskopf – SEO, WordPress
Mark Dlugozima – SEO
Greg Kuzma – Creative
James Blakely – Web Programmer, Usability, UI Development
The Reserve Team
Dario Ruff – SEO
Devin Poole – SEO Strategist, Site Optimizer
Dan Hawkins – PHP Developer, SOAP/Web Services Programmer
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BBC Staff Supporting APCO
Bruce Brownlee – SEO, analytics, usability, web page construction, agent sites, landing pages
Dan Hawkins – web programmer for landing page submit handlers, Brafton content grabbers, Brafton content display, Storyserver database
Greg Kuzma – page design concepts, creative, Flash video, gradients, backgrounds, hero shots
Kani Cassens – joining to work SEO projects
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2009 Highlights
May 2009 - First MotorTrendCertified.com built in less than a week.
June 2009 – First PPC Landing Pages first built and deployed with Google Adwords campaign.
October 2009 – New EasyCare.com designed
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2010 Highlights
January 2010 - New EasyCare.com live, hosted on Windows by IT, replacing Drupal site.
April 2010 - Mazda MEPP Landing Page to production. Includes web leads interface, zip code lookup, Blipstar geo-location for find a dealer.
August 2010 – Video CDN implemented for EasyCare and MTC videos
November 2010 – MTC Dealer Nomination contest enabled
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2011 Highlights
EasyCare Agent Site completed – First agent is ADG
New web leads interface built, tested, deployed for all landing pages and EasyCare.com
RV Landing Page deployed as LP76 with new web leads interface
Car Landing Page updated as LP74
Visistat real-time web analytics and lead tracking installed
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2011 Highlights, page 2
Redesigned prototype CoVideo page deployed
EasyCare Online wireframe site built to show navigation
Brafton content feed wired directly into MotorTrendCertified.com with Storyserver database, content grabbers, and automated content display
First fully-mobile friendly pages built for AutoNews / Auto Remarketing QR code campaign
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2011 Highlights, page 3
Motor Trend Certified email campaigns
Motor Trend Certified dealer support and MTC 20 meetings
Significant quality and functionality upgrade to EasyCare.com Get EasyCare page
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Online Properties
Easycare.com Dealer.EasyCare.com EasyCare Agent Site LP74 – Car Micro Site and LP Database LP76 – RV Micro Site and LP Database Mazda MEPP Micro Site and LP Database MotorTrendCertified.com EasyCareCustomerCare.com Brafton Content Feed
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EasyCare.comConsumer facing web site with carefully crafted conversion paths and calls to action, designed to appeal to multiple personality types and buying modes.
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Dealer.EasyCare.comReady for a re-work now that an idea of what’s needed has coalesced. Was originally just a place for dealer creative to live after leaving old site. Dealer recruiting would be the new purpose.
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New CoVideo Page Prototypehttp://dealer.easycare.com/CoVideoNewPage.aspx not yet in production – awaiting more videos and approvals
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EasyCare Agent Site TemplateDeveloped for EasyCare agents. Implemented for ADG, underway for EasyCare Midwest and Dealer Performance Group. Curran next.
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LP 74 – Car, Truck, SUVThe LP74 micro site offers vehicle service contracts and EasyCare benefits for cars, trucks, and SUV’s.
The landing page is integrated with the 2011-updated Web Leads interface to connect the call to action directly to the database at the ECCC. Customers often get a call back within 10 minutes.
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LP76 - RVLike LP74, connected directly to the new Web Leads interface. Serves as the target for PPC ads and content advertising focused on RV, fifth wheel, towables, and popups.
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Mazda MEPPLP73 is the Mazda MEPP landing page micro site.
First to use the Web Leads interface. First to use the Blipstar geo-locator for find-a-dealer. First to use zip code entry with a reverse city/state lookup to make user entry easier.
To be transitioned to a non-MEPP generic Mazda landing page, without official Mazda logo.
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MotorTrendCertified.comA site whose purpose has shifted from presenting a credible face to recruitment of dealers and now to driving leads to dealer web sites.
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EasyCareCustomerCare.comA multi-page microsite built originally to receive and email submit VSC quote requests for the ECCC.
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Web Leads InterfaceOnline web leads connect instantly on submit with APCO and reach the ECCC in one minute. Customers can get a call in 10 minutes or less.
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Brafton Content FeedPrograms run on MotorTrendCertified. StoryServer database is hosted at EasyCare-Customer-Care.com.
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Landing Page Inventory
Twenty seven active landing pages and seven thanks pages on five domains. Fifty eight retired landing pages
Desktop and mobile
Quote requests
Information requests
Submit testimonials
Become a dealer
Find a dealer
Nominate your dealer
See 2011-07-26 Landing Page Inventory v34.xls
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Operations
24x7 monitoring for web properties: Dealer.easycare.com EasyCare.com LP74 and LP76 Mazda MEPP MotorTrendCertified.com EasyCareCustomerCare.com
Car and RV PPC campaigns in Google Adwords
Lead and close tracking
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Operations, page 2
MTC Nominate Your Dealer
MTC dealer referral reporting
Web content updates for all sites
MTC Find a Dealer map updates and news
Monitoring and censoring Facebook postings
Review and report EasyCare.com testimonials
Track and react to Google alerts
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Operations, page 3
Manage and operate Brafton content feed
Assist with Brafton content posting process
Download web server log files for GoDaddy-hosted sites
Review and report from Google Analytics, including dealer referrals
On page quality and link checking for all sites
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Hot Issues
Horse boot ranking ahead of APCO for EasyCare
Rip Off report on home page for EasyCare vehicle service contracts
MotorTrendCertified.com improvements requested by Larry 20 July
Support for MTC dealers
Leads for MTC dealers
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The 2002 Ripoff ReportIt will take more high-ranking properties (other than EasyCare.com) to bump this 2002 report, and 13 others off the home page. Ripoff Reports are a fundraising scheme. They take money to modify or remove reports.
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Opportunities to Leverage
Updated Keyword Plan and Content Plan
SEO on page optimization for EasyCare.com and MotorTrendCertified.com to boost traffic and conversions. Focus on conversions, not appearance.
Keyword optimization and keyword linking in Brafton content
Link building campaigns for EasyCare.com and MotorTrendCertified.com
Motor Trend Certified blog with keyword linking
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Current Project Areas
Brafton Content Feed
Digital Marketing
EasyCare.com
Lead Gen
Motor Trend Certified
Reputation Management
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Brafton Content Feed
SEO friendly URLs for MTC
SEO links into articles
Automate Brafton feed to EasyCare.com
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EasyCare Digital Marketing
Refresh stock art inventory checks
Cross property fact check and update
Social media widget updates on all properties
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EasyCare.com
Warranty Comparison Tables Update
Improved static 404 page
Add a blog module
On page and in-site SEO for entire site including canonical tags and keyword optimization
Rebuild dealer.easycare.com to align with plan provided
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Lead Gen
Migrate Mazda MEPP page to EasyCare branded page
Add 2012 models to landing pages
Test Google Website Optimizer to find headlines, hero shots, and calls to action with enhanced click through
Resolve ULID close reporting
Update RV comparison table and CTA fields
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Motor Trend Certified
20 July meeting changes including geo-aware dealer flyer ads, Pure Cars search page
Big footer with sitemap, social, RSS feed
Single click find-a-dealer map
Lighter site design, dealer picture train
Lots of site SEO including new KW Plan
Lots of content additions and updates including dealer pages that link to dealer sites and inventory
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MTC Dealer PagesTo provide more measurable traffic from MotorTrendCertified.com to dealers. Build forwards for new dealers, build backwards to cover existing dealers. Link to dealer inventory, dealer site pages.
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New Needs
Reputation Management – developing more EasyCare search results from other properties
EasyCare.com Mobile Pages
MotorTrendCertified.com Mobile Pages
EasyCare.com iPhone/iPad application My EasyCare functionality not implemented for
EasyCare.com Checking contract expiration, checking
payments made, doing online renewal request was original intention
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MotorTrendCertified.com
Home page news accordion story for Jeff Schmitt on MotorTrendCertified.com with a picture from the opening and a link to the Ohio dealers list. The link is implemented in a way that it will bring up Jeff Schmitt’s locations at the top of the list. – completed
Jeff Schmitt image gallery page for the launch with for the better pictures we have – completed
Press release posts - completed
National dealer map – art received. Work left to cut out individual states, position dealer locations, rebuild state popup pages. Also have new styling and art ready for state pages.
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EasyCare.com
Duplicate pages when creating pages back end of easycare.com – for Ashley Moore
Claims paid ticker at bottom of the site (new request)
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Reputation Management
Plan prepared 16 November
First step in plan completed 5.1 Research and Analyze Competitive and Adverse
Results Need to report out – keywords, links, rank, traffic
data
Next two steps Tuning article and image content on easycare.com
to get image and article results to rank Social media profiles tune-up using branded
keyword combinations
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Social Media
YouTube Channel connection to Facebook New question on tools to research Developing YouTube Channel is very important to
have as another result between EasyCare and Ripoff Reports
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Extra 3000 a Month
Was envisioned as leveraging what we already have to get more sales
Instead of more SEO time, more construction was covered – such as… Brafton Content Management System New Web Leads System – development, testing,
deployment Auto News / Auto Reseller Mobile Landing Pages New CoVideo page prototypes on
dealer.easycare.com
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Brafton Recommendation
Content does not use the keywords we requested
Content is of mediocre quality
We aren’t seeing a big traffic bump from the content
Our time could be better spent $$$ Tuning and linking content already received Tuning our landing pages for higher submit rates Social media linking on our best keywords Getting other properties like YouTube Channel to
rank