Google Changed-What You Need to Know

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dealer-marketing-systems@DlrMktgSys

GOOGLE CHANGEDWHAT YOU NEED TO KNOW

Darrell AmyChief Innovation OfficerDealer Marketing



AGENDA• What’s Changed• How Can You Measure Success?• How Do You Improve Placement?



GOOD NEWS• Google continues to improve

quality of search results• Those who play by the rules

will ultimately win



BAD NEWS• The size of your dealership

does not equal better Google placement

• What worked a few years ago may hurt you now.



www.netmarketshare.com

WHAT ABOUT BING AND YAHOO?



GOOGLE’S GOAL: A GREAT USER EXPERIENCE



TWO TYPES OF SEO STRATEGIES



Games the System Doesn’t Take Shortcuts

Uses Deceptive Practices Honest

Doesn’t Care About the Client Cares About the Client

Isn’t a Subject Matter Expert Is a Subject Matter Expert

Has No References Has Lots of References

REJEC

TED



WHAT’S NEW WITH GOOGLE?



WHAT’S NEWHTTPS: Secure URL’s

Mobile

Accessibility

From Google Webmaster Tools and SEO Roundtable



WHAT CHANGEDSitemap + Site Index Page

Descriptive Page Titles Are Important

Short Image Alt Tags

Ensure all links to go live pages

Optimize page loading times



HOW CAN YOU MEASURE SUCCESS?



• Like a sales call report for your website• Free Google product• Simply install tracking code on your website



WHAT TO TRACKSEO Metric Sales Rep Equivalent GoalTraffic Prospecting Calls Grow Traffic

Conversions (Form Completions)

Appointments Increase Conversion Effectiveness

Keyword Placement What they are talking about

Page one ranking for a wide variety of relevant keywords







KEYWORD REPORT



HOW CAN YOU IMPROVE TRAFFIC AND PLACEMENT?



KNOW YOUR KEYWORDS• Do some research

– What keywords and phrases are people searching for in your market?

– Where is the low hanging fruit?

Target Keywords/Phrases

Difficulty

Monthly Search Volume

Your Goals



WHO WOULD YOU PICK?Website 1 Website 2 Website 31 Page from 2013 with two paragraphs of content about MFP’s

3 pages from 2014 with good content.

5 pages of content about MFP’s plus 20 blog articles—one from last week

Impossible to read on mobile device

Mobile responsive Mobile responsive

Lots of on-page errors Some on-page errors No on-page errors

No social sharing Some social shares Lots of social shares



THE STRATEGY



1. A PROPERLY CONFIGURED WEBSITE• Mobile-responsive• Rich content on each page• Blog• Meta Data

– Page Titles– Page Descriptions– Alt-tags on Images



1. A PROPERLY CONFIGURED WEBSITE• Every website has SEO errors• This is a continual process• Common issues

– Not mapping URL’s when you launch a new website

– No alt-tags on images– Poor page descriptions



2. WITH CONTINUALLY UPDATED CONTENT• Blog at least once a week• Choose topics related to your

keywords• ORIGINAL CONTENT ONLY

Measurable Effects of Blogging• 55% more visitors• 97% more inbound links• 434% more indexed pagesHubSpot Research



3. AMPLIFIED ACROSS SOCIAL MEDIA1. Google uses social signals to

determine if your content is good

2. Social drives links and traffic to your website

3. Content that has a social connection to you is prioritized

4. Google indexes social content



Website

Facebook

Twitter



SOCIAL MEDIA TIPS FOR SEO• Share relevant content• Link to your website/blog• Use keywords • Grow followers



WHY YOU ARE WIRED FOR SEO SUCCESS• You care about client support• Look at having an excellent

web presence with great content as an extension of your customer support

• There are no shortcuts



dealermarketing.net/seo-report

April 2016• One day copier sales boot camps• Details coming soon• www.socialsalesacademy.net