Finally Get a Positive ROI on Your Digital Marketing: Insider Secrets Revealed

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1 Finally Get a Positive ROI on Your Digital Marketing: Insider Secrets Revealed Jonathan Kirkland, Managing Partner, Director of Operations Richard Baldwin, Managing Partner Maximized Marketing Covington, LA @MaxMarketing817 #NADA100

2 2 The views and opinions presented in this educational program and any accompanying handout material are those of the speakers, and do not necessarily represent the views or opinions of NADA. The speakers are not NADA representatives, and their presence on the program is not a NADA endorsement or sponsorship of the speaker or the speaker s company, product, or services. Nothing that is presented during this educational program is intended as legal advice, and this program may not address all federal, state, or local regulatory or other legal issues raised by the subject matter it addresses. The purpose of the program is to help dealers improve the effectiveness of their business practices. The information presented is also not intended to urge or suggest that dealers adopt any specific practices or policies for their dealerships, nor is it intended to encourage concerted action among competitors or any other action on the part of dealers that would in any manner fix or stabilize the price or any element of the price of any good or service.

3 3 SEO & PAID SEARCH Which provides better value?

4 SEO & PAID SEARCH 4

5 5 SEO & PAID SEARCH Heat Map of SEO Results (left) vs. PPC (right)

6 6 SEO Non-branded Google Organic Search Results 1 to 3: 61% CTR Traffic Domination Remainder 4 to 10: 39% CTR

7 7 SEO VS. PAID SEARCH SEO is 5x more effective than PPC! -SEMPO SEO PPC Effectiveness

8 8 SEO VS. PAID SEARCH Organic Results (SEO) are 8.5x more likely to be clicked on than Paid Search Results (PPC) -Moz/Enquisite/SEMPO

9 9 WHY SEO OVER PAID SEARCH? Long-term RESULTS Greater ROI

10 10 SEO INSIDER REVEALED SEO BEATS PAID SEARCH

11 11 IS YOUR SEO PROVIDER TREATING YOU RIGHT?

12 12 SEO AUDIT & WEBSITE ASSESSMENT REPORT

13 13

14 14

15 15

16 16

17 17

18 18 CAMPAIGN RESEARCH AND ANALYSIS

19 19 CAMPAIGN RESEARCH AND ANALYSIS Baseline Ranking Check Duplicate Content Check URL Targeting Website Content Analysis Website Architecting

20 TECHNICAL SEO 20

21 21 TECHNICAL SEO Redirects Custom Error Page Google Analytics and Search Console Bing Webmaster XML Sitemap

22 22 TECHNICAL SEO Robots.txt Structured Data Blog Creation and Subscription Setup Social Media Buttons Pre & Post Optimization Backup

23 23 SITE INDEXING AND CRAWLABILITY

24 24 SITE INDEXING AND CRAWLABILITY Actual Pages Google and Bing Index Malware Broken Links Crawl Error

25 25 SITE INDEXING AND CRAWLABILITY Hidden Links Robots Meta Errors Content Crawlability Web Browser Compatibility Site Speed

26 MOBILE OPTIMIZATION 26

27 27 MOBILE OPTIMIZATION Mobile Responsive Design Mobile Usability Issue Checking & Reporting

28 28 SOCIAL MEDIA CREATION AND OPTIMIZATION

29 29 SOCIAL MEDIA CREATION AND OPTIMIZATION Banner Image Sourcing & Branding Banner Image Compression & Metadata Optimization Theme Standardization/Offsite Blog Theming

30 30

31 31 DEALERSHIP PRESENCE AND VISIBILITY

32 32 DEALERSHIP PRESENCE AND VISIBILITY Local Citation Local Competitor Analysis Local Data Aggregators Check Google Map

33 ONSITE SEO 33

34 34 ONSITE SEO Website content Homepage has words New Cars, Used Cars, Service, Finance, Parts, Contact us with content

35 35 ONSITE SEO Other Onsite SEO concerns Duplicate content Thin Content H1 Tags Metatags

36 DUPLICATE CONTENT 36

37 37 DUPLICATE CONTENT Google does not like Duplicate Content

38 DUPLICATE CONTENT 38

39 DUPLICATE CONTENT 39

40 DUPLICATE CONTENT 40

41 DUPLICATE CONTENT 41

42 DUPLICATE CONTENT 42

43 DUPLICATE CONTENT 43

44 DUPLICATE CONTENT 44

45 DUPLICATE CONTENT 45

46 DUPLICATE CONTENT 46

47 THIN CONTENT 47

48 48 THIN CONTENT Google does not like Thin Content

49 49 THIN CONTENT Problem

50 THIN CONTENT 50

51 THIN CONTENT 51

52 52 THIN CONTENT Solution

53 THIN CONTENT 53

54 THIN CONTENT 54

55 IMAGE OPTIMIZATION 55

56 56 IMAGE OPTIMIZATION Meta Data Optimization (Onsite) Image Title & Description Writing (Onsite) Image Compression (Onsite) Meta Data Optimization (Local)

57 57 IMAGE OPTIMIZATION Image Title & Description Writing (Local) Image Sourcing and Compression (Local) Website Logo Optimization

58 ON A MONTHLY BASIS 58

59 59 ON A MONTHLY BASIS Local Citation Audit + Citation building for your dealership

60 60 ON A MONTHLY BASIS Onsite Unique Content Monthly Content

61 61 Onsite Unique Content Distribution of that content Distribution around more Google properties Backlinks

62 62

63 63 ON A MONTHLY BASIS Google Focused Unique Content Is your SEO Provider using Google to its fullest?

64 VIDEO MARKETING 64

65 VIDEO MARKETING 65

66 66 VIDEO MARKETING YouTube is Google Google loves Google

67 Move toward the end IS YOUR SEO PROVIDER TREATING YOU RIGHT? 67

68 Move toward the end IS YOUR SEO PROVIDER TREATING YOU RIGHT? 68

69 69 CASE STUDY: REGIONAL DOMINANCE

70 70

71 71

72 72

73 73

74 74

75 75

76 76

77 77

78 78

79 79

80 80

81 81

82 82

83 Move toward the end 83 CASE STUDY: LEAD DOMINANCE

84 84

85 Questions 85

86 Finally Get a Positive ROI on Your Digital Marketing: Insider Secrets Revealed Jonathan Kirkland, Managing Partner, Director of Operations Richard Baldwin, Managing Partner Maximized Marketing Covington, LA Please visit the NADA Pavilion in the Expo Hall for information on accessing electronic versions of this presentation and the accompanying handout materials, and to order the workshop video #NADA100

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