Understanding The Role of ContentAutomotive SEO Architecture Search Engine Asset ClassesSearch Engines SimplifiedDeveloping A Search Phrase Target ListKeyword Research ToolsHow Asset Classes Use Search Phrase TermsContent on Google, Yahoo and BingTraffic patterns on the 3 major search enginesSERP Behavior on Google, Yahoo and BingKeywords and Domain Names Good Content & Consumer Curb AppealWhat should we be writing about?Manufacturer Announcements, New Models & PromotionsCustomer TestimonialsDealer Specific Promotions and SalesCommunities ActivitiesConsumer Tips, Service and PartsContent writing tips
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Seminar Outline

Where to Place ContentPress Release WebsitesBlogging PlatformsIndustry Websites Automotive MicrositesDont Forget Your Dealer SiteMeasuring The Effect of Content SEO StrategiesGoogle AnalyticsPlatform Referring Link ReportsCustom Analytics Tools
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Seminar Outline (cont)

Fundamentals: SEO vs. SEM
This seminar will focus on the green area of a search results page
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Automotive SEO Architecture
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This architecture builds links, traffic and relevancy

Automotive SEO 101
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Search Phrase
Any search phrase triggers a scan of various asset classes in Google, Yahoo and Bing. You should have targeted content in each class to maximize your exposure in SERPs.

SERP Showing Asset Classes
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Search: Chevy Silverado
Adwords (PPC)
Articles
Video Assets
Image Assets

SERP Showing Asset Classes
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Search:
Digital Dealer Nashville
Notice Newspaper Icon

Search Engines Simplified
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You need to know what phrases people are typing into the search engines.
Create best matching content.
Publish the content on the Internet with links back to your website(s).
Promote the content and traffic via embedded links.
My consulting practice is best described as creating Best Matching Internet assets for business owners.

Type of Automotive Search Phrases
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For most dealer websites, their #1 referring search phrase, by a long shot, is their brand name.

Developing A Search Phrase List
If you were a Nissan dealer that was located in the Bronx or served Bronx consumers, what would your search phrase list look like?
You would consider broad phrases like:
New York Nissan Dealers
Nissan New York
Nissan Cars NY
You would consider regional phrases like:
Bronx Nissan Sentra
Bronx Nissan Dealers
Bronx Nissan Service
Bronx Nissan Parts
You would consider surrounding towns:
Nissan Yonkers
Nissan Mt Vernon
New Rochelle Nissan Service
East Tremont Nissan
You would consider Model searches:
Nissan Altima Bronx
Nissan Cube New York
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Prioritizing a Search Phrase List
If you were a Nissan dealer that was located in the Bronx or served Bronx consumers, what would your search phrase list look like?
This is where the art of Search Engine Optimization comes into play.
The organization needs to identify the intend of the search phrase and consider the frequency of the search phrase.
Then a testing regimen must be put in place.
Example: Bronx Nissan
Frequency: 4,400 searches month (approximate)
Intent: Since the consumer is not using a specific dealer name they may be undecided on which dealer to do business with.
Translation: 30+ calls a month and 30+ email leads in 30 days.
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Searching for Bronx Nissan
Consultant has created web assets that appear for broad searches that can lead customers to any particular dealer.
Know how to create lasting web assets is one of the skills of an Automotive SEO consultant.

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Searching for Bronx Nissan Sentra
Owning the top spots (above the fold) for vehicle model searches in your PMA can be very effective for lead generation.

How To Research Search Phrases
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There are many free and paid tools on the market and for most people the free tools are fine.
Google Yahoo and MSN all offer free tools for keyword research.
Link to Googles Keyword Research Tool
https://adwords.google.com/select/KeywordToolExternal
WordTracker is a popular paid tool. (http://www.wordtracker.com)
Spyfu is another tool that is helpful with Adwords strategies (http://spyfu.com )
Keywords should be prioritized and a checklist created to mark where phrases have been targeted with press releases.

Search Phrases & Asset Classes
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• All asset classes need your search phrase research.
• Businesses should develop an initial Top 20 search phrase target list.
• Then you must track your progress each month to see how your visibility is improving.