Understanding The Role of Content Automotive SEO Architecture Search Engine Asset Classes Search Engines Simplified Developing A Search Phrase Target List Keyword Research Tools How Asset Classes Use Search Phrase Terms Content on Google, Yahoo and Bing Traffic patterns on the 3 major search engines SERP Behavior on Google, Yahoo and Bing Keywords and Domain Names Good Content & Consumer Curb Appeal What should we be writing about? Manufacturer Announcements, New Models & Promotions Customer Testimonials Dealer Specific Promotions and Sales Communities Activities Consumer Tips, Service and Parts Content writing tips 1 Seminar Outline
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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 Terms
Content on Google, Yahoo and Bing Traffic patterns on the 3 major search engines
SERP Behavior on Google, Yahoo and BingKeywords and Domain Names Good Content & Consumer Curb Appeal
What should we be writing about? Manufacturer Announcements, New Models & Promotions
Customer TestimonialsDealer Specific Promotions and SalesCommunities ActivitiesConsumer Tips, Service and PartsContent writing tips
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Seminar Outline
Where to Place Content
Press Release WebsitesBlogging PlatformsIndustry Websites Automotive MicrositesDon’t Forget Your Dealer Site
Measuring The Effect of Content SEO Strategies
Google 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
Main Website
Industry Websites
Paid Advertising
Press Releases
Blogs
Video & Graphics
Social MediaMicrosites
Document Portals
Review Websites
Bookmarking Portals
Ebay/AT/Cars
Automotive SEO 101
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Text Article
s
Video Assets
Image Assets
Google Maps
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 SERP’s.
Search Phrase
SERP Showing Asset Classes
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Articles
Video Assets
Image Assets
Adwords (PPC)
Search: Chevy Silverado
SERP Showing Asset Classes
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Search:
Digital Dealer Nashville
Notice Newspaper Icon
Search Engines Simplified
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Search Phrase
Best Matching
AssetsSERP
1. You need to know what phrases people are typing into the search engines.
2. Create best matching content.3. Publish the content on the Internet with links back to
your website(s).4. 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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State & National
County & Towns
Dealer Names
Long Tails
For most dealer websites, their #1 referring search phrase, by a long shot, is their brand name.
Developing A Search Phrase List
1. You would consider broad phrases like:
a. New York Nissan Dealersb. Nissan New Yorkc. Nissan Cars NY
2. You would consider regional phrases like:
a. Bronx Nissan Sentrab. Bronx Nissan Dealersc. Bronx Nissan Serviced. Bronx Nissan Parts
3. You would consider surrounding towns:
a. Nissan Yonkersb. Nissan Mt Vernonc. New Rochelle Nissan Serviced. East Tremont Nissan
4. You would consider Model searches:a. Nissan Altima Bronxb. Nissan Cube New York
• 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.
Video Optimization & Content
1. Google does not have the current ability to read, interpret and classify a video for a specific set of keywords on the fly.
2. Most video websites allow you to add content:
a. Titleb. Descriptionc. Tags
The reason why you should carefully consider this content is because it allows the videos to be matched with specific search phrases. The content that surrounds videos can also have an effect on the final categorization.
3. Any video that you post should have a purpose. That purpose can be to show additional dealer controlled assets for specific search phrases.
4. Let’s look at a few examples on the website to understand just how important these three content tags can be.
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YouTube Tagging of Videos
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The area highlighted in red allows you to add the necessary content and keyword “tags” to get promote your video
Video Posting Websites
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1. www.metacafe.com
2. www.youtube.com
3. http://video.google.com
4. http://video.yahoo.com
5. http://video.msn.com
6. www.vimeo.com
7. www.stickam.com
8. www.dailymotion.com
9. www.veoh.com
10. www.merchantcircle.com
11. http://uk.video.yahoo.com
This vide was posted on ADMwww.automotivedigitalmarketing.com
1. Google does not have the current ability to read, interpret and classify a photo for a specific set of keywords on the fly.
2. Most photo sharing websites allow you to add content:
a. File Nameb. Long Descriptionc. Alt Tags
The reason why you should carefully consider this content is because it allows the images to be matched with specific search phrases. The content that surrounds videos can also have an effect on the final categorization.
3. Images searches are very popular. Images can be loaded on the Internet to present additional dealer controlled assets for specific search phrases.
4. Type into Google Images “Ford F150 Nebraska” and see that Rasmussen Stewart Ford has the #1 image in Google search.
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PPC Optimization & Content
1. If you are running a Google Adwords campaign and purchasing specific search phrases, content on the landing page for each phrase is important.
2. The better quality targeted content that matches the phrases you are buying will lower your CPC and improve your positioning.
3. Good content for any PPC campaign is common sense. A strong call to action with supporting content can make the difference in conversion and sales.
4. Good “landing” pages also applies to the use of social media. Creating a Twitter post and link to a page with poor content and value will frustrate the success of your social media marketing team.
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Which Search Engine is Best?
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Sample Traffic Distribution
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This is data from an automotive microsite over a 30 day period. Notice that Bing and Yahoo are almost equal and
for some clients Bing has more traffic than Yahoo.
Keywords & Domain Names
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The importance of search phrase research and its application in domain name selection is often overlooked.
A good content SEO strategy is built on a powerful domain name that contains your most important search words.
Unfortunately, the three search engines treat domain names differently.
Same Phrase - Different Results
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URL Search Phrase Yahoo Bing Google Age of Site
www.bmwusedcars.net bmw used cars 3 1 1 36 months
www.dealer-seo.com automotive seo 8 2 1 24 months
www.automotiveseo.vox.com automotive seo 2 4 n/a 9 months
1. Exact matches on a domain for key search phrases are the best. (.com, .net or .org)
2. The top three search engines weigh sub-domains differently.
3. The top three search engines weigh free portals differently.
4. Short & Sweet – The Ultimate Treat
5. Automotive SEO domain buying strategies come from years of testing.
6. Parked domains have little ROI.
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Good Content – What Consumer See On Arrival
1. The combination of strategic domain names, links and traffic development strategies all depend on the “first” impression of a visitor.
2. Good landing pages are a combination of good design and good content.
3. Content is not the “key” to conversion but often it is the key to driving free traffic.
4. Dealers must experiment with different landing page design to get the right balance of graphics, content, video and call to action messages.
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www.abcmotorcredit.com
What Do I Write About?
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• Customer Testimonials & Reviews • Manufacturer Announcements • New Car & Truck Models • Dealer Specific Promotions and Sales• Communities Activities• Consumer Tips, Service and Parts
Customer Testimonials
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• Consider signing up for DealerRater.com’s Certified Dealer
• Real-Time streaming testimonials
• 14 day resolution period
• Leading “brand” for consumer reviews
• Consumers trust “peer” reviews 5x more than advertisements
• Blogs are the perfect place for highlighting customer reviews.
Imbed RSS Feed or Stream for DR
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JavaScript
RSS
Repurposing Manufacturer PR
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• Rework Manufacturer Press Releases
• Sign Up For Official RSS Feeds – This is an example for Ford
• Have one primary search phrase per article• Titles should contain most important search phrase.• Article should be 300-500 words, and can be longer.• Have 1-2 secondary search phrases included in
content body.• Include 2-3 hyperlinks of targeted search phrases that
point back to your website(s).• When hyper-linking phrases to your main site, pick
the most appropriate inner page and not the home page by default.
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SEO Content Writing Tips (cont)
• If you are using WordPress or an HTML editor, make use of Header Tags (H1,H2 and H3).
• Never lose sight of the fact that the content “layout” should be appealing to the reader.
• Images and graphs can help break-up the text message.
• Don’t forget to include a call to action.
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Where Do I Place Content
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• Check your competitors• Industry blog sites• Free classifieds• Free blogging platforms• Free directory services• Press releases• Social media networks• Facebook• Document Portals
Low Cost Press Release Websites
www.prlog.org
www.1888pressrelease.com
www.free-press-release.com
www.prurgent.com
www.i-newswire.com
www.webwire.com
www.mediasyndicate.com
40* Some of these services are free and some have small fees associated with
publishing a press release that can range from $1.00 - $25.00