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About Sean V. Bradley
• Automotive Sales Professional (1999)
• CEO of Dealer Synergy
• Trained 10,000+ Automotive Sales Professionals
• Trained over 900+ dealerships
• FranklinCovey Certified Trainer
• NSA CSP
• Pioneer of Video SEO
• Owner of 9 Companies
About Sean V. Bradley
Author of Win The Game of Googleopoly
About Dealer Synergy• Training and consulting for over 10 years
• Two time platinum winner of the Auto Dealer Monthly’s Dealer’s Choice Award for “Best Internet Sales Training Company”
• Recognized as the “Best of the Best” in Automotive Internet Sales in the county by Dealix, CarsDirect and Autobytel
Situational Analysis
Conventional vs. Digital
• Conventional – Radio, TV, Print
– Not track-able
– Not transparent
– Not quantifiable
• Digital – Internet, mobile
– Track-able
– Transparent
– Quantifiable
So… Where is the best place to advertise?
Conventional vs. Digital
Use Digital Advertising to supplement and reinforce your conventional strategy
Visibility is key
ZMOTZero Moment of Truth
ZMOT
B2B ZMOT Video
Automotive ZMOT Video
Highlight ZMOT VideoVideo1
Video2
Video3
The Power Of Google
Bing: 350 million unique
monthly visitors as of
2014
Yahoo!: 300 million unique
monthly visitors as of
2014
Ask: 245 million unique
monthly visitors as of
2014
AOL: 125 million unique
monthly visitors as of
2014
The Power Of Google
• Google receives over 1.1 billion unique visitors per month
• There are 7.046 billion people on planet Earth and 1.1 billion of them uniquely search Google monthly
• Google is the number one search engine in the world
• YouTube is the second largest search engine in the world
The Power Of Google
of transactions start with an online search
of buyers research your dealership before deciding to visit your dealership
change their mind and buy from a competitor upon seeing a negative review
80%
20%
80%
Google Trumps AllAlgorithms
• Google updates its algorithms 500-600 times a year
• Algorithms favor unique content
Google Trumps AllAlgorithms
• Penguin (April 2012)
– Primary focus: to catch sites practicing “black hat” SEO tactics or trick and cheat Google rankings in order to place higher
• Panda 4.0 (May 2014)
– Primary focus: to crack down on spammers and down-rank websites that contained too much advertising or too little content
• Hummingbird– Named for its precision and
speed. Primary focus: giving a greater understanding of keywords and the context behind the keywords. This algorithm focuses on high quality content that frames your keyword theme. Also, it understands the words in a users search query
• Pigeon (July 2014)– There wasn’t much information
on this update, but it affected local search listings and map listings on Google
Google Page Layout
• Only 5% of people go past the first page of Google
• 6% of people click PPC ads
• Organic results
• PPC
• Knowledge Graph
• Maps
• News
Example
The Googleopoly Strategy
Think of the Google results page as a Monopoly board. Each result is a property, and the more
properties you own, the greater the chances are that people will land on your properties and be
required to pay you.
The Googleopoly StrategyHow can you own Google real estate?
• You must have content that ranks on the first page of Google
• Dominating Google is more than having a website
• There are two types of search engine optimization– 1. Onsite (25%)
– 2. Offsite (75%)
The Googleopoly StrategyOnsite SEO is the optimization of everything on your website
• Title• Description• Meta-tags/keywords• Site navigation• Anchor text• Keyword density• Alt tags• Images• Videos
• Sitemap(s)• Video sitemap(s)• Load speed• Relevant content• Unique content• Structured data/rich
snippets• Adherence to Google
algorithms and updates
The Googleopoly StrategyOffsite SEO is the optimization of everything else
• Social Media
• Images/Pictures
• Video
• Focus sites/microsites
• Maps
• Online Reputation
• Blogs
• Mobile Marketing
• Press Releases
• Music/audio
The Googleopoly Strategy
• With one URL you will only be indexed one time
• You want to have more than one website: Main site, used car, new car, service, after market, etc.
• Having social sites / videos / images will help you show up more times on the first page of Google
• The more first page slots you have, the less your competition has
The Googleopoly StrategyHow to diversify your dealerships online
presence
• Focus on brand / manufactures
• Highlight profit centers
– New, Used, Service, Aftermarket, Body Shops, etc.
• Make each profit center independently visible online
The Googleopoly Strategy
• 70% of third party leads start on search engines
• Third party providers charge $20 a lead… But in reality is costs them $9
WebsiteWhat makes a good website?
• Graphic Design• Symmetry• Calls to action• Distinguished and
unique content• Functionality • Relevancy• Organization
• Title Tags• Domain• Meta-Description• Heading tags• Alt tags• Videos• Geo-targeted locations• Keywords
VideoThe Power of Video
1 Second of Video
30 Frames Per Second
60 Seconds
Video
The Power of Video
VideoThe Power of Video
• Video is 53 times more likely to be clicked over a static-text link
• Text only accounts for 7% of communication
• Video accounts for 55% of communication
• Studies have found that people prefer watching videos over reading
• Video is the easiest type of content to optimize
VideoVideo is everywhere
• Internet Videos
• Mobile Devices
• Video On-Demand
• Video Apps
VideoSocial Media and Video
• FacebookFacebook videos suggest that users Like your Page via a button directly in the video
• VineFive tweets per second contain a Vine link
• InstagramInstagram has about 130 million users
• Snapchat400 million “Snaps” sent per day
VideoVideo Search Engine Optimization
Because people prefer videos, Google’s algorithms favor video content
Videos index higher in a search
Videos begin indexing faster than any other web content
VideoHow to Optimize a Specific Video
New Car Video
Target in-market buyers looking for specific models
Highlight your model’s features, advantages, and capabilities
Highlight why the prospect should visit the dealership
Explain your value-package proposition
VideoHow to Optimize a Specific Video
Used Car Video
Focus on your car’s specifications. If your car has a unique feature, highlight it.
When using geo-targeted terms, keep the area wide. People are willing to drive a farther distance if you have what they want.
Include your value-package proposition and why they should choose to buy from your dealership.
VideoHow to Optimize a Specific Video
Service
Videos
Geo-target: 20 percent of service searches include a desired city name
Target specific repairs: wheels, maintenance, tires, parts, and specials
Utilize customer testimonials
Preventative-maintenance tips
Warranty updates
VideoHow to Optimize a Specific Video
Conquest
Videos
Include your truck’s information and then the competitor’s truck
Highlight features that both trucks include, making sure you explain why your truck is superior
Focus on one, main aspect of the truck and why it beats all the others
Make sure the video is informative and accurate, not just a sales pitch
VideoVideo Search Engine Optimization
SEO is like playing a game of Monopoly. You can’t have just one property to win!
VideoHow to Optimize a Video
Each video must be:
• Compelling
• Relevant
• VSEO content needs to match the video
Video-SEO terms must include:
• Subject/header
• Description/anchor text
• Meta tags
• Category tags
• Keywords
• Links (names)
VideoHow to Optimize a Video
•Subject/header
•Unique, interesting subject line
•Description/anchor text
•Unique and descriptive anchor text
•Meta tags
•Use the proper tags, don’t add too many, and don’t add tags that aren’t relevant
•Category Tags
•Make sure to select the right category
•Keywords
•Similar to meta tags, make sure all keywords are relevant
•Links (names)
•Make sure to include the entire hyperlink (not just .com at the end)
Defining Terms:
VideoVideo SEO examples
Google search term: “Toyota Corolla Torrance Google search term: Miami Rav4
VideoUnderstanding the Importance of Conquesting
Only 20 percent of shoppers actually buy the first vehicle they research
73 percent of in-market research involves cross-shopping
Make sure to market to all people in the market for a truck, not just your brand, not only someone looking for a new truck or a used truck – market to everyone!
Social Media• Social media optimization is the strategy of
creating compelling content that other people want to engage and share by:
• Liking
• Commenting
• Creating Video Responses
• Repinning
• Sharing
• Embedding videos
• Linking
• Etc.
Social MediaImportant networks
Google Owns Google+ and will use all the data generated from Google+To determine SEO relevancy
Facebook is the largest social media site in the United States (and world for now.) If you have a strong Facebook page you will be able to get on the first page of Google
Flickr is to images what YouTube is to Video. Image optimization is as powerful as video SEO.
Pinterest is another popular image SEO platform. Pinterest also allows video upload as well as video SEO
LinkedIn is a “professional” social community. It has all of the functionality of a traditional social media platform including social signals SEO value
The second largest search engine in the world. Allows you to upload videos and utilize a video SEO strategy
Twitter has 284 million monthly active users. If you utilize your Twitter properly it can generate a high SEO ranking and put you on the first page of Google
Secondary SitesFocus / Micro Sites
Here are some sample focus sites for the automotive industry.
• Model-specific
• Auto service
• Used car specials
• Events
• Geo-targeted
Secondary SitesFocus / Micro Sites
• Take up space on Google
• Generate Business
What Do They Do?
Secondary SitesFocus / Micro Sites
• Specific Domains
• Unique and relevant content
How do you build one?
Secondary SitesBlogs
There are three types of blog domains:
1. www.companyname.com/blog
2. blog.companyname.com
3. www.companynameblog.com
• There are advantages to all three, so which one should you use?
Secondary SitesBlogs
There are three types of blog domains:
1. www.companyname.com/blog-This puts your blog in a folder on your website
2. blog.companyname.com
-This creates a subdomain for the blog
1. www.companynameblog.com
-This puts your blog on a completely different domain
Secondary SitesBlogging Platforms
Blogger
Tumblr
Ning
Wordpess
Secondary SitesPseudo sites
• Sites that create the illusion of each department being its own business (any of your profit centers)
• Example: The credit department could be its own company, different from the dealership
Secondary SitesUsing Secondary Sites Properly
• Focus on quality
• Apply strong SEO principles to them
• Don’t let secondary sites take away from the efforts of your primary site
Mobile• 1 in 5 people have a mobile phone• 31.3 % of all web traffic comes from mobile
devices• 82 percent of mobile shoppers use search to
influence their purchasing decisions.• Local mobile searches (85.9 billion) are expected
to exceed desktop searches (84 billion) for the first time in 2015.
• 51% of mobile traffic to your site comes from search
http://venturebeat.com/2014/06/09/10-mobile-stats-every-marketer-should-know/
MobileHaving a mobile friendly website
• People want to access information wherever they are
• Mobile websites are a simplified version of your desktop website
• Your mobile site should have the same URL as your desktop site
• Using a different URL cuts your traffic in half
MobileHaving a mobile friendly website
• Adaptive websites use a library of static dimensional breakpoints to cover the most common screen sizes (mobile, tablet, desktop.)
• Two main benefits of choosing an adaptive website
1. Inexpensive
2. If your desktop site includes a lot of images, that don’t scale well, taking the adaptive route is th best approach
MobileHaving a mobile friendly website
Responsive sites can offer an
optimal mobile website because they
scale to any and all device screen sizes.
Google loves and suggests responsive designs
Responsive sites are easier to maintain when it comes to SEO
MobilePPC Advertising on Mobile
• PPC works great on mobile because it is unavoidable
• Your prospects have to look at the ads to get the information they are looking or
MobileBe sure to have a great mobile strategy because:
• Your users care
• Mobile is almost 1/3 of web traffic
• Google cares
• It helps you rank organically
• You can swamp your competitors with powerful ads
• More than hold of mobile traffic comes from search
MobileHow mobile users search
• Concerned about the “here and now”
– Add locality to your website
• Mobile users are impatient
– Make sure your mobile website loads in one second or less
• Mobile users are social
– Encourage social sharing
Putting it all together
So, how do you Win the Game of Googleopoly?
• Utilize digital advertising
• Understand the Power of Google
• Have an amazing website
• Utilize the power of Video Search Engine Optimization
• Take advantage of Social Media
• Make use of multiple secondary sites
• Make sure your website is mobile friendly
Thank you!
