Post on 12-Jul-2015
BUILDING A SCALABLE
SEO SOLUTION FOR
YOUR DEALERSHIP
“Marketers know that consumers are having conversations online on their own terms. They know they’ve got to be involved in those conversations.
But rather than earning their way into them by appearing in natural search and social where the majority of clicks occur, they throw money at advertisements.”
Embracing WEB presence managementConsumer conversations are happening on multiple platforms and channels
Graphic from Conductor’s “The Ultimate Guide to Web Presence Management”
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AdWordsSocial MediaYouTubeAutotraderCars.comEdmunds.comLotLinx
Only
2-3%of visitors to a dealer
website will submit
a lead form…
How To Improve Conversion?
• Upgrade to Responsive/Adaptive Site
• Add 24x7 Chat
• Add VDP Enhancement Tools
• Add Video Walk-Arounds
• Add Online Pencil Tools
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How About Something New….
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Measuring The Elements of a Scalable SEO Campaign
• Organic Search Performance
• Keyword Ranking & Analysis
• Competitive Market Share
• Content Optimization
• Backlinks
• Conductor Demo• Local Search
• Content Mapping
• YouTube Insights
Is my SEO Strategy GeneratingSHOPPERS?
Measuring Organic Search PerformanceIntegration with Google Analytics
Measuring Organic Search PerformanceIntegration with Google Analytics
Compare weekly increases or monthly changes in Search Traffic and Site Visits.
Measuring Organic Search PerformanceUsing Key Performance Indicators to gauge success
• How many of your keywords have ranking URLs?
• How many keywords are ranking per URL?
Keyword Ranking & AnalysisKeyword improvement and where those terms rank in search
Keyword Ranking & AnalysisKeyword improvement and where those terms rank in search. See which specific pages rank. (Can be compared to any date with recorded data)
Keyword Ranking & AnalysisHow do you stack up against the competition?
Content Publishing ChoicesNew platforms & strategies are available to connect your content with consumers
Content OptimizationDevelop a content strategy for keyword rankings
• Proper HTML• Utilize Title Tags, H tags and Alt text
• Keyword Targeting• Target important dealer keywords• Target locations that make sense
• Internal Linking• Link with terms people search for• Create a network within the site
Content OptimizationMake sure your back-end content is relevant to ensure a great placement in search
• Title tags should represent what the page is about
• The description should be relevant to the content within the page
• How well is this content performing organically?
Content OptimizationRanking Examples for Kelly Nissan
Competitive Market shareSee the average rank for all tracked keywords in search and how they rank compared to your competitors
Competitive Market sharePercentage of URLs ranking in the Top 5 positions on Google page one for your tracked keywords compared to your competitors
BacklinksHow many inbound links does your site have? Where are they coming from? And how varied is your anchor text?
BacklinksHow many inbound links does your site have? Where are they coming from? And how varied is your anchor text? (detailed report from each)
• Inbound links
• Domain Sources
• Anchor Text
BacklinksCompare all metrics to competitive dealers.
Is my SEO Strategy GeneratingSHOPPERS?
Empower The WPT To Use These PagesDiscuss how these pages can be used for SEM, Social Media*, Newsletters and in the BDC
Facebook campaign targeting Hyundai owners and previous customers who purchase a Sonata from the dealership. (don’t forget Twitter)
Google AdWords campaign buying keywords associated with low funnel Hyundai Sonata shoppers.
Use custom content page in CRM email templates and newsletter to increase utilization and ROI.
* You may have to use a sub-domain if you main website is not multi-screen compatible
• How is my content ranking in SERPs? (Conductor)
• How is my web presence vs. competitors (Conductor)
• How many times was the page visited (GA)
• What was the average TOS and Number of Page Views (GA)
• Where were they from and what devices were they using? (GA)
• How many phone calls were generated? (Call Tracking)
• How many chat sessions were initiated? (Chat Reports)
• How many lead forms were submitted (CRM Reports or GA)
• How much did they spend? (DMS)
• How many coupons were redeemed? (HookLogic)
What’s The ROI on Optimized Website Content?Content is created to position the dealership’s website for a high value keyword
• Marketing reports have been focused on Cost per Click (CPC), Cost per Impression (CPM), and Cost per Lead (CPL).
• A more accurate predictor of future car sales in the number of vehicle Detail Page Views (VDP) and time on VDP.
• This KPI also applies to earned traffic, so bring the discussion to the client
Rethinking Paid Search KPIThe automotive industry has been looking at the wrong metrics
Fix Your Reporting: Use The New KPIWhat happens when your agency creates integrated reports with real value?
With integrated data your agency can present a holistic summary of how your WPM strategy is impacting the KPIs that are most directly related to sales.
Inspect Referral Traffic Based on Custom KPIIs your published content generating quality visitor traffic to your dealership’s website?
Referring URL of Content Visits Page Views
TOS SRP Views
VDP Views
Goal Completes
Linkedin.com/article/content1 174 3.21 1:67 3 3 0
YouTube.com/video1 77 4.5 2:45 6 8 3
Facebook.com/post1 763 1.74 1:35 0 0 0
Pinterest.com/photo1 66 3.6 2:75 4 20 6
Inspecting Custom Content PagesIs your published content generating quality visitor traffic to your dealership’s website?
Entry URL of Custom Content Page Entry Visits
Page Views
TOS SRP Views
VDP Views
Leads Calls Chats
/content/2015-Ford-F150-vs-2015-Silverado
174 3.21 1:67 3 3 0 3 5
/content/2015-Ford-Focus-Lease-299
77 4.5 2:45 6 8 3 2 1
/content/ford-f150-oil-change-special
763 1.74 1:35 0 0 0 25 10
/content/used-car-trade-in-promo 166 3.6 2:75 35 200 6 15 22
/content/2015-Lease-Specials 777 2.4 1:67 45 70 7 19 11
You can also break this type of report
out by referral source
Multi-Level Access
All Your Marketing Data – And Conductor Data – In One Place
You Own The Data
A central console for everyone on your team to collaborate on marketing!
Even custom reports should be loaded into the dashboard to unify the “eyeballs” looking at the simplified data
Calls will be added next
month
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How Conductor Is Adapting To Customer Needs
SEARCHLIGHT’S LATEST: LOCAL, MOBILE, CHANNEL INSIGHTS + MORE
• Joe TaylorManager, Customer Success Team
• Data in the wrong hands is useless
• Best-of-breed partners are always pushing the envelope
• Scaling SEO is hard. Really hard.
AND Strong partners, strong results
· Content Mapping for Personas and Buyer’s Journeys
· Channel Insights for YouTube
· Search Experience Tracking: Local/Mobile/Universal Search
FEATURES
programmable remote digital meat cooking thermometer
• Intense Competition
• Price is the Only Differentiator
• Who Really Searches for This?
CROWDING THE REGISTER
BUT THEY DIDN’T START THEIR BUYER’S JOURNEY AT THE REGISTER
DECISIONCONSIDERATIONAWARENESS
They learned a
thermometer makes
it easy to get perfect
medium rare
They started looking
around for tips on
grilling steak
They were thinking
about their big 4th of
July BBQ
EXAMPLE PERSONAS
.
Chef ChristineChef and mother interested in home
supplies.
Gadget GaryEstablished professional interested
in home appliances and electronic
gadgets.
Student StacyCollege student interested in
storage solutions for the dorm room.
AWARENESSEarly-Stage
Content
CONSIDERATIONMid-Stage
Content
DECISIONLate-Stage
Content
Pages for
“Chef Christine”
AND
“Awareness”
P
E
R
S
O
N
A
S
BUYER’S JOURNEY STAGES
Pages for
“Gadget Gary”
AND
“Decision”
EXAMPLE BUYER’S JOURNEY
Awareness Consideration Decision
“What cars get the
best gas mileage?
“toyota prius vs.
honda fit”
“prius dealers near
alexandria”
Identify key areas for content creation by interactively mapping your content against your personas and their buyer’s journey
Create a workflow based on actual customer decision making
CONTENT MAPPING
Key Benefits
• Nurture customers with your content throughout their buyer’s journey, helping push them towards a sale
• Hone in on under-performing content at each stage of the buyer’s journey to make sure existing content gets found and key gaps are filled with new content
CONTENT MAPPING
Leverage YouTube keyword data to uncover new content opportunities in Google search and optimize your content creation process
CHANNEL INSIGHTS FOR YOUTUBE
CHANNEL INSIGHTS FOR : OPPORTUNITY
, ,,
, ,
7 of 10 Searchlight
Customers
Total YouTube Users per Month
WORLD’S
2ND LARGEST
SEARCH ENGINETotal Views
Key Benefits
• Discover your most popular keywords driving traffic to your videos
• Take advantage of keyword data from YouTube to avoid having content gaps in Google search
• Identify keywords that you don’t currently track in Searchlight and quickly add them to enhance your reporting coverage on Google
CHANNEL INSIGHTS FOR YOUTUBE
1. Report on the organic visibility of location and device search terms
2. Analyze competition across device type and location
3. Expand measurement activities beyond standard content
LOCATION AND DEVICE REPORTING
An Aggregation Of All URLs On A SERP, Including Universal Search Results
TRUE RANK
True Rank
Local Pack Rank
News Rank
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Determine the mix of digital assets, such as images, news results and videos, needed to boost the real estate you own in local, mobile and desktop search
SEARCH EXPERIENCE TRACKING: LOCAL/MOBILE/UNIVERSAL SEARCH
Key Benefits
• Holistic view of keyword performance by location, device type, and universal search result types
• Target competitive opportunities by understanding what types of content is most likely to get your brand in front of your audience
• Track hundreds of locations across multiple device types to determine your strengths and optimization opportunities
SEARCH EXPERIENCE TRACKING: LOCAL/MOBILE/UNIVERSAL SEARCH
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Awesome Earned Media Strategy for 2015
Ask for our “ThanksDealer” promotion running till November 30th
Brian PaschCell: 732.672.2356
brian.pasch@me.com
@automotiveseo
www.linkedin.com/in/brianpasch
62
AdWordsSocial MediaYouTubeAutotraderCars.comEdmunds.comLotLinx
Only
2-3%of visitors to a dealer
website will submit
a lead form…
How To Improve Conversion?
• Upgrade to Responsive/Adaptive Site
• Add 24x7 Chat
• Add VDP Enhancement Tools
• Add Video Walk-Arounds
• Add Online Pencil Tools
64
How About Something New….
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Consumer Using Mobile App On Dealer’s Lot
They Are Checking Prices Parked In Your Dealership Lot
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Geo-Located Visitor Arrives At Your Website
Only shows for areas that you
want!!
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We Match Costco
Tire Prices
Your Dealership
Service Dept.
Oh yeah…
A Competitive Advantage:
Create intriguing notifications for sales, service and
parts that consumers will receive only when
accessing your website, from a competitors location,
using their mobile device!
Just Drive A Geo Target Area With Your Mouse
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Amazing Support For Traditional Media Buys
GEO-fence a local stadium
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Complete Management Package Including Graphics and Landing Page Creation $799 / Month
732-450-8200
Self-Managed Platform $399 / Month