Search Engine Optimization for Car Dealers SEO

April 18, 2023 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved© Copyright 2005 Ralph Paglia – All Rights Reserved 1

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April 18, 2023 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved


© Copyright 2005 Ralph Paglia – All Rights Reserved 5

Search Engines Optimization

•Search Engines use tools called Spiders to discover what a web site is all about for ranking purposes

•Spiders are automatically sent out by Search Engines to catalog every web page in the world every few weeks

•Spiders cannot see any Graphics, Flash, or Script – only Text, the Google Spider is the smartest of all

•Search Engine Spiders often somewhat ignore web site content inside of Frames, especially Google & Yahoo Search Engine Spiders…




Say Thanks To Google!

The old game was based on META tags that “faked out” the Search Engine Spider by duplicating key words to make a web site appear more relevant

Thanks to Google, the new game is based on real Organic Relevance where web sites are now primarily cataloged based on the actual content and Popularity of the web site (ie…links, clicks, visits, revisits, time,)

Contrary to what many “Search Engine Optimization” experts say, the big name Spiders do not pay much attention to META tags any more (80% and growing)




The Rise Of Google…

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

1999.5 2000 2000.5 2001 2001.5 2002 2002.5 2003 2003.5

Google

Yahoo

MSN

AOL NetFind

CompuServe

Netscape

Ask Jeeves

Other




May 2004, Com Score (http://sewatch.com/reports/article.php/2156431)

Search Engine Traffic - 2004




Search Engines – November, 2005




Search Engine Traffic - 2006




Where does this info come from?

Here's a breakdown on how Search Engine Watch has compiled these figures from those in the chart shown in the previous slide:

• Google: Combined share of searches at Google and AOL. Also includes entire share of Excite Network. This is because iWon, MyWay and My Web Search all provide Google results by default. Other services are an option, but not likely used much. At Excite, meta search results that include Google and others are shown. There's no way to separate out any non-Google powered search from the Excite Network in the figures I've given. The result is Google gets more credit, but likely only in the range of 1-2 percent.

• Yahoo: Share of searches at Yahoo.• MSN: Share of searches at MSN.• Ask: Share of searches at Ask. Note that only unpaid results are provided

by Ask. Google provides paid listings to Ask and so technically also receives this share, as well.

• Other: Share of searches from other sites that use their own technology or editorial processes. May include also some share that belongs to the other provider categories already named. However, there isn't enough detail to properly break out these shares.




Who supplies searches for who?




Let’s Visit The Matrix…

This tool allows you to see real-time Google Popularity

http://www.touchgraph.com/TGGoogleBrowser.html

It shows the actual real-time Popularity of web site links

Links from your web site only help other web sites

Input the following web sites:

www.google.com

www.reyrey.com

http://www.touchgraph.com/TGGoogleBrowser.html

http://www.google.com/

http://www.reyrey.com/




Search Engine Rankings

All Search Engines index text and follow links, and some measure Popularity and Organic Relevance (Google)

Search Engines start with the URL, then the title of pages, and then the top of a web page working down “below the fold” to the bottom looking for text and links

As a general rule, if you cannot highlight “text” on a web page, then it is a Graphic, and Graphics are ignored by Spiders because they cannot read Graphics

If a web site is 100% Flash, then only the URL and page titles are indexed now that META tags are not important




Search Engine Pop Rankings




Search Engine Success

Google’s Spider is so smart that it can easily recognize changes in fonts, bold, colors, indents and text layout formatting to determine the true intention of a web page

Location, location, location…Spiders look for location information about where a business can be found

For example, you would not want to use a text link on a web page such as “Courtesy Chevrolet” when you could use a more descriptive link such as “Courtesy Chevrolet Phoenix AZ”

File names and URL query strings should be separated by hyphens and underscores to be cataloged correctly





Google Ranking due to file name with underscores





Google Ranking due to file name with hyphens

Google Ranking due to file name with hyphens




Splash & Flash = Trash

Web sites with 100% Flash-based home pages are virtually unreadable to Search Engine Spiders…

These type of web sites were “all the rage” until Google changed the rules by eliminating META-tags as a way for Flash developers to cheat the system since Spiders cannot read even 1% of Flash code

Web developers that insist on building this type of “Eye Candy” web site have little regard for the dealer’s Search Engine Optimization best interests

Organic Relevance derived from meaningful text has the most impact on search engine rankings…




Don’t Play The Frame Game

Frames are used on many web sites today, but most Spiders discontinue indexing when they encounter frame-based web pages

Reynolds’ WebMakerX does not use frames in web sites, Cobalt uses frames extensively in Nitra

Most dealership web sites use frames except for the Home Pages, and many have implemented a temporary fix with titles and key phrases embedded within the URL’s for each frame




Spiderization

Reynolds’ SpiderMAZE tool has the ability to use behind the scenes “spider vision” glasses to look at some of our competitor’s web sites just like a Search Engine Spider would see them

What you see on these screen-shots is similar to what a Search Engine Spider will see that will help or harm web site ranking on Search Engine results

First let’s visit the following web site for our experiment:

http://www.delorie.com/web/lynxview.html

http://www.delorie.com/web/lynxview.html




Spiderization

To use this free public tool, simply input the URL here. Please note that you must include the http:// prefix in front of the “www” to make it work!




Spiderization

#4…Dealer.com: www.longbeachhonda.com

Human View

Spiderization View

http://www.longbeachhonda.com/




Spiderization#3…Cobalt Group: www.huffinesdodge.com

Human View Spiderization View

http://www.huffinesdodge.com/




Spiderization#2…AutoMark: www.cogginauto.com

Human View Spiderization View

http://www.cogginauto.com/




Spiderization#1…WebMakerX: examplepitstop.site.webmakerx.net

Spiderization View #1 Spiderization View #2

http://www.examplepitstop.site.webmakerx.net/




Search Engine SummaryA web site may still have excellent rankings on Search Engines even if they use 100% Flash because the web site was registered before META tag changes

Through time, these web sites will likely have a severe degradation of ranking unless they re-write their tools

Search Engine placement can also be influenced through the purchasing of key word phrases

Go to www.google.com and type in “Third Coast Media”

http://www.google.com/










Dealer uses SEM to Attract Loyal Brand Customers

Targeted by State

Targeted by State

Targeted by State

Targeted by State




ClickMotive Search Engine ClickMotive Search Engine Marketing CampaignMarketing Campaign

ClickMotive Search Engine ClickMotive Search Engine Marketing CampaignMarketing Campaign

Courtesy Chevrolet’s own in-Courtesy Chevrolet’s own in-house SEM campaign house SEM campaign managed on a daily basis by managed on a daily basis by CRM dept.… Having multiple CRM dept.… Having multiple and separate SEM campaigns and separate SEM campaigns allows Courtesy to dominate allows Courtesy to dominate the search results, and pay the search results, and pay only for the one click that only for the one click that usually results from the usually results from the search.search.

Courtesy Chevrolet’s own in-Courtesy Chevrolet’s own in-house SEM campaign house SEM campaign managed on a daily basis by managed on a daily basis by CRM dept.… Having multiple CRM dept.… Having multiple and separate SEM campaigns and separate SEM campaigns allows Courtesy to dominate allows Courtesy to dominate the search results, and pay the search results, and pay only for the one click that only for the one click that usually results from the usually results from the search.search.




Competitor targeted Competitor targeted marketing campaignmarketing campaignCompetitor targeted Competitor targeted marketing campaignmarketing campaign

ClickMotive Search Engine ClickMotive Search Engine Marketing CampaignMarketing CampaignClickMotive Search Engine ClickMotive Search Engine Marketing CampaignMarketing Campaign




Competitor targeted Competitor targeted marketing campaignmarketing campaignCompetitor targeted Competitor targeted marketing campaignmarketing campaign




Courtesy Chevrolet Courtesy Chevrolet “Buy Back” marketing “Buy Back” marketing

campaigncampaign

Courtesy Chevrolet Courtesy Chevrolet “Buy Back” marketing “Buy Back” marketing

campaigncampaign


Courtesy Chevrolet Courtesy Chevrolet “ChevyPriceQuote” “ChevyPriceQuote” marketing campaignmarketing campaign

Courtesy Chevrolet Courtesy Chevrolet “ChevyPriceQuote” “ChevyPriceQuote” marketing campaignmarketing campaign

Courtesy Chevrolet Courtesy Chevrolet “Organic” SEO “Organic” SEO

Listing of BZ siteListing of BZ site

Courtesy Chevrolet Courtesy Chevrolet “Organic” SEO “Organic” SEO

Listing of BZ siteListing of BZ site


Courtesy Chevrolet Courtesy Chevrolet “Phoenix-Chevrolet” SEM “Phoenix-Chevrolet” SEM

campaignGEEcampaignGEE

Courtesy Chevrolet Courtesy Chevrolet “Phoenix-Chevrolet” SEM “Phoenix-Chevrolet” SEM

campaignGEEcampaignGEE

Search Engine Optimization for Car Dealers SEO

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