Demystifying Search Engine Optimization

www.dealermarketing.net

214.224.0050

dealer-marketing-systems

@DlrMktgSys

DEMYSTIFYING SEARCH ENGINE OPTIMIZATIONHow Google is Changing and What You Need to KnowCorey SmithMarketing Strategist


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AGENDA• What do you want to achieve?• What does Google want?• How do you get found?• Three step action plan


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SEARCH ENGINE OPTIMIZATION (SEO)The process of affecting the visibility of a website or web page in a search engine’s unpaid (organic) results.


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WHAT DO YOU WANT TO ACHIEVE?


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WHAT ARE YOUR SEO GOALS• Get found for _____? keywords…• So you can drive traffic to your website,• So you can get leads


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KEYWORDSThe words and phrases in your content that make it possible for people to find your content


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KEYWORD RESEARCH• Monthly Searches + Difficulty


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KEYWORDRESEARCH

• What are people searching for in your market?– Lowest Difficulty– Highest Monthly

Searches


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LONG TAIL KEYWORDS• Longer and more specific keyword phrases that visitors

are more likely to use when they are closer to a point of purchase


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LONG TAIL KEYWORDS


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WHAT DOES GOOGLE WANT?


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A MOVING TARGET


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GOOGLE’S EVOLUTION

Panda Which sites offer good

content?

Penguin Get rid of deceptivesearch

tricks.- Rolled

out over 10 days

Hummingbird Moves from keywords to

phrases or questions

- “Long-tail search”

- More emphasis on social

- More emphasis on mobile


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WHAT DOES THIS MEAN TO YOU?


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SEO BASICS


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OR

GA

NIC

VS.

PA

IDGoogle AdWords

Pay-Per-Click

Organic Search


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RETARGETING• Google AdWords product

that serves up ads on pages around the internet after someone visits your website


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GO

OG

LE M

APS


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GO

OG

LE M

Y B

USI

NES

S


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COMPONENTS OF SEO SUCCESS


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COMPONENTS OF SEO SUCCESS1. Page Content

2. Descriptions

3. Cross Links

4. Back Links

5. Human Content

6. Social Signals


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PAGE CONTENT• (Original) Content is king!

– Do not copy and paste from other sites

– Use keywords– Use headers, sub-headers

• H1, H2, H3


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DESCRIPTIONS• Page Description

– HTML attributes that provide concise explanations of the contents of web pages.

– Meta descriptions are commonly used on search engine result pages (SERPs) to display preview snippets for a given page.

SEO Moz


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META TAGS?• No longer relevant

“Search engine optimization techniques that were tolerated a few years ago are now considered major no-no’s and those who rely on them to manipulate SERPs are penalized by Google, Yahoo, and Bing.”Coho Lab


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CROSS LINKS• Links to other pages

inside your website

Link to the Document Management page inside a blog post.


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BACK LINKS• Links from other

websites– Inbound Links

• Sources– Social Media– Local Directories– Other Websites


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HUMAN CONTENT• If people don’t like it,

neither will the search engines


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TIPS FOR GREAT CONTENT1. Make it easy to skim

2. Use headlines and sub-headers

3. Keep it short

4. Know your audience

5. Use correct spelling/grammar

6. Use images


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SOCIAL SIGNALS• Amplify your content across

dealership social media– Google indexes social posts– Creates inbound links– Creates traffic

• Share content across social networks (LinkedIn)– Creates more links– Creates traffic


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OPTIMIZED WEBSITE


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PROPER STRUCTURE1. Page Titles

2. URL Structure

3. 301 Redirects

4. Responsive Design


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PAGE TITLESURL STRUCTURE


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SEO REDIRECTS-404 ERRORS


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404 PAGE


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RESPONSIVE WEB DESIGN


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ACTION PLAN


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SEO STRATEGY3.

Share on Social

2. Add Content Regularly

1. Optimize Your Website


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1. OPTIMIZE YOUR WEBSITE

• Keyword Research• Continually Modify Site

– Page Content– Page Descriptions– Page Headers– Image Tags

• Local Directory Submissions

3. Share

on Social




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2. ADD CONTENT REGULARLY• Weekly blog articles• Best Practices

– Keywords in text– Page description– Subheadings– Image(s) with alt tags

3. Share

on Social




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3. SHARE ON SOCIAL

3. Share

on Social




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SEO CONSULTATIONNorthern USA/Canada/UK

Mike [email protected]

+1 214.224.0050 x. 303

Southern USA/Australia

John Pulley

[email protected]

US: 214.224.0050 x. 303AU: (02) 8310 4841 x. 303

mailto:[email protected]

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Demystifying Search Engine Optimization