4. Dave Pye - Keys to Successful Content Strategy - PITT is a Content Strategy Improved messaging:...

1 | Dealer Days Pittsburgh: Content Rules

Dealer DaysAll digital. All inclusive.

2 | Dealer Days Pittsburgh: Content Rules2 | Dealer Days Pittsburgh: Content Rules

Content RulesHow to create a complete SEO content strategy

David Pye – Digital Marketing Director


Agenda1. The Secret to SEO in 2016

2. How recent SEO history impacts future success3. Strategies for success

4. Case studies in great content5. Takeaways and Q&A


“We need the sweet pain of anticipation to tell us we are really alive.”

- Albert Camus

The Secret to SEO in 2016?


Gurus, Ninjas and Warlocks – Oh My


Misinformation & Outdated Techniques

Duplicate Content

ALT Tags

Meta Data

Link Building


SEO vs. SEMSearch Engine Marketing– AKA: Pay Per Click (PPC) Paid Search, Display, etc.– Businesses bid on relevant keywords.– Easy to track, forecast and report on ROI.– Short term ramp up and results.

Search Engine Optimization– AKA: Organic, algorithmic, natural search.– Businesses optimize websites for relevant keywords.– Tracking and reporting less straightforward.– Longer term ramp up and results.


Recent SEO History


The (Hilarious) SKYNET Analogy


Google’s Mission: Market Share

77.3% 75.2% 74.8%

January 2015 saw Google’s market share drop to 74.8%

12.1% 12.5% 12.4%

First time it’s been below 75% since July 2008.

November 2014

December 2014

January 2015

8.6% 10.4% 10.9%

Yahoo making steady gains.


Google Wasn’t Born YesterdayGoogle Penguin

May 2012

– April 24th, 2012– Link quantity/quality.

– Low link relevance.– Unnatural link profiles.

– Duplicate and low quality content.

Google PandaFebruary 2011

– Low value pages.– End of automation.


Google’s Algorithm is Getting SmarterQuality matters– Content– User Experience– Natural Backlink Profiles– Citations


We Have to Get Smarter TooFocus on people, and SEO will follow.– Write for your customers– Design for your customers – Speak to your customers


We Have Entered the “Quality” Era

So long, sins of the past.Demise of automation/commoditization.

New dawn for content strategies.Relevance & proximity.

Quality!


Strategies


1. Stop Focusingon the Algorithm


Cater to CustomersOptimize Organic VisibilityHow easy is it to find your dealership?

Solve Their ProblemsWhat are they looking for?

PersonalizationDoes your online presence instill confidence?

“No… kidding… Sherlock”


Optimize Local Visibility– Organic and “Pack” Listings– Google+ Local Page– “NAP” Alignment– New Citation Building– Local Links and Community

Outreach

Paid

Pack

Organic


Think Like a Customer– Build content around questions/subjects, not just keywords.– Don’t forget the transactional “long tail”. Start there for fastest

results.


“Humanize” Your Website– Re-evaluate your “About Us” section.– Don’t ignore reviews.– Embrace the Blog.– Stop associating social media

with just website conversions.


2. Create Resources,Not Landing Pages


What is Strategic Content?Keys to a winning content strategy - combine types with targets.

Content Types Content Targets– Auto Sales

– Service and Fixed Ops

– Finance and Insurance

– More

– Blog posts and news articles

– New pages targeting makes/models

– Local and dealership-specific information

– Development of existing pages


Content & Strategy Creation

Define current dealership goalsIdentify business challengesFocus on user experience


Increase Your ReachStrategyRecapture organic visibility lost when Google shrank “snack pack”.

SolutionHigh quality 100% original copy, vehicle specs, compliant images, clear conversion paths, custom CTAs.

ResultCurrently #3 in Google for “jeep renegade pittsburgh”


Improve Inventory VisibilityStrategy Become known for SRT and Vipers in the Minneapolis area.

SolutionResource page to retain visibility for these models even when they were not in inventory.

ResultCurrently #1 for “minneapolis viper” and “minneapolis srt”


Attract “Off-Brand” TrafficStrategy Subaru dealership had goal of attaining visibility for off-brand searches.

SolutionPage comparing the Subaru Legacy with similar models from other manufacturers.

ResultCurrently #1 for “toyota camry aurora” even though it’s a Subaru site.


Promote All Your Profit CentersStrategy Increase website visibility for oil change related search phrases in a specific geo target (Baltimore).

SolutionResource page including high quality 100% original copy, an optimized URL structure prominent CTA via sidebar coupons, easy links to schedule an appointment.

ResultCurrently #1 for “honda oil change baltimore”.


Earn Better Local Links and ExposureStrategy Capitalize on local search volume for competitive “student discount” related keywords in college town.

SolutionAim dealership specials at Southern Illinois University Edwardsville students.

ResultCurrently #5 for “siue student specials”, #3 for “siue student auto discount”, #1 for “siuestudent auto specials”.


Gain Visibility for New Makes/ModelsStrategy Capture optimal organic placing for new 2017 model searches ahead of local competition.

SolutionCreate outstanding resource pages for all targeted models including original content and dynamic inventory population.

ResultCurrently #1 for “2017 audi A4 charlotte” outranking CarGurus.com, Cars.com and other big national portal brands.


Market Key VehiclesStrategy Increase promotion of the special edition Tundra XSP-X.

SolutionCustom “resource page.”

ResultCurrently #1 for “tundra xsp-x” nationally and without a geo target.


Case Study in Premium SEOA Resource Rewarded– Dealership now leads the industry in

XSP-X sales nationally.

– Toyota corporate recognized the dealership for this page and flew representatives to their location for an official XSP-X launch.

– Due to this success, corporate is now communicating directly with dealership principals about scaling future page creation ideas.

#1


3. Think “strategy,” not “SEO.”


SEO is a Content Strategy

Improved messaging:– Rooftop differentiation

Multiple conversion paths:– Links to specials– Links to specific inventory– Custom inventory feeds

Calls to action:– “Schedule a test drive”– “Value your trade-in”

Providing value: – Answering questions– Increasing consumer confidence

High-quality, original content – with a focus on conversions – can help the ability of all traffic to convert – regardless of arrival channel.

Branding

SocialMedia

ContentMarketing

EmailMarketing

VideoProduction

SEO

SEM

APPDevelopment

WebDesign

DigitalMarketing


ConclusionsCompetitive organic search visibility requires a tremendous amount of effort in 2015.

Accept it and get down to business.

Quality over quantity will be rewarded by algorithms and ensure sustainable future rankings. Invest to benefit short and long term.

Cater and speak to your local target market using every means at your disposal. Solve their problems, answer their questions, sell them cars.

A dealership’s website and social media outposts are its “window to the world”. Treat them accordingly.

Resources, not landing pages. Resources, not landing pages.


The Secret to SEO in 2016…– SEO is an ongoing content strategy.– SEO is about organic traffic.– SEO is about total conversions.– SEO is elbow grease.


Redefining “SEO”

Search

Engine

Optimization



SEO



Save

Exceptional

Otters



Shave

Every

October



Sing

Entirely

Out Loud


SeizeEveryOpportunity


Thank You.@thirstypony on Twitter | www.dealer.com/insights

4. Dave Pye - Keys to Successful Content Strategy - PITT is a Content Strategy Improved messaging:...

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