23
Is Your Dealership SEO Working? Advanced SEO Strategies & Measurement for 2013 by PCG Digital Marketing Chief SEO Strategist – Matthew O‟Such

Is Your Dealership SEO Working - Advanced SEO Tips & Tracking Metrics

Embed Size (px)

DESCRIPTION

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

Citation preview

Page 1: Is Your Dealership SEO Working - Advanced SEO Tips & Tracking Metrics

Is Your

Dealership SEO

Working?

Advanced SEO Strategies & Measurement for 2013 by PCG Digital Marketing

Chief SEO Strategist – Matthew O‟Such

Page 2: Is Your Dealership SEO Working - Advanced SEO Tips & Tracking Metrics

Matthew O’Such – Chief SEO Strategist PCG Digital Marketing

[email protected]

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

Page 3: Is Your Dealership SEO Working - Advanced SEO Tips & Tracking Metrics

Who We Are – What We Do

Page 4: Is Your Dealership SEO Working - Advanced SEO Tips & Tracking Metrics

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)

Page 5: Is Your Dealership SEO Working - Advanced SEO Tips & Tracking Metrics

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

Page 6: Is Your Dealership SEO Working - Advanced SEO Tips & Tracking Metrics

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.

Page 7: Is Your Dealership SEO Working - Advanced SEO Tips & Tracking Metrics

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.

Page 8: Is Your Dealership SEO Working - Advanced SEO Tips & Tracking Metrics

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

Page 9: Is Your Dealership SEO Working - Advanced SEO Tips & Tracking Metrics

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

Page 10: Is Your Dealership SEO Working - Advanced SEO Tips & Tracking Metrics

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

Page 11: Is Your Dealership SEO Working - Advanced SEO Tips & Tracking Metrics

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

Page 12: Is Your Dealership SEO Working - Advanced SEO Tips & Tracking Metrics

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

Page 13: Is Your Dealership SEO Working - Advanced SEO Tips & Tracking Metrics

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!...

Page 14: Is Your Dealership SEO Working - Advanced SEO Tips & Tracking Metrics

Advanced SEO Tip #3:

(great for local SEO)

Citation & Link Building

Know your listings

GetListed.org

Know your links

OpenSiteExplorer.org

Majestic SEO

Page 15: Is Your Dealership SEO Working - Advanced SEO Tips & Tracking Metrics

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.

Page 16: Is Your Dealership SEO Working - Advanced SEO Tips & Tracking Metrics

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!

Page 17: Is Your Dealership SEO Working - Advanced SEO Tips & Tracking Metrics

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)

Page 18: Is Your Dealership SEO Working - Advanced SEO Tips & Tracking Metrics

Let‟s take a look at some

live Analytics…

Page 19: Is Your Dealership SEO Working - Advanced SEO Tips & Tracking Metrics

What we covered in Analytics

Advanced Segments & Filtering

Branded vs. Non-Branded Traffic Filters

Page 20: Is Your Dealership SEO Working - Advanced SEO Tips & Tracking Metrics
Page 21: Is Your Dealership SEO Working - Advanced SEO Tips & Tracking Metrics
Page 22: Is Your Dealership SEO Working - Advanced SEO Tips & Tracking Metrics

Matthew O’Such – Chief SEO Strategist

Mike Lizza – Sales Manager

Don Lampert – SEO Strategist

PCG Digital Marketing

[email protected]

So, Is Your Dealership SEO Working? Advanced SEO Strategies & Measurement for 2013

Page 23: Is Your Dealership SEO Working - Advanced SEO Tips & Tracking Metrics

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