A Zagat Rating for Your Dealership? Claim your Google+ Local page, understand your ratings, get social with in-market buyers.

Transcription

1 A Zagat Rating for Your Dealership? Claim your Google+ Local page, understand your ratings, get social with in-market buyers. 1

2 A Zagat Rating for Your Dealership? Live Tweet #DD13 Hashtag 2

3 Zagat: Restaurant Reviews

4 Google Buys Zagat - Sept Google has acquired the popular restaurant ratings website and book Zagat, as it attempts to compete with Yelp in making a bigger push into the local marketplace. Zagat will be a cornerstone of our local offering."

5 Google+ Opportunity 250M Users Think: SERPs, Reviews, SEO

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7 Google+ Local May 2012 Google integrates Zagat into Google+ Local Offshoot of social media service Google+ Provide user reviews to refine local searches Utilizes Zagat's "poor-to-perfect" 0-30 scale Moving to Poor/Good/V. Good/Excellent Creates "pages for all known places," including auto dealers.

8 Google+ Local May 2012 Google shuts down Google Places (5 Star ratings), all pages converted to Google+ Local (Zagat). Two ways to find yours: 1. Direct

9 Google+ Local 2. Google

10 Google+ Local 20% of Google searches are for local businesses; 40% used mobile phones. "Getting local search right is important, and to do that you need great reviews." Marissa Mayer Google VP, Local Search & Maps New York Times - May 30, 2012

11 Google+ Local Your Google+ Local page shows up on: Google searches (SERPs) Google Maps Mobile devices Google+ Local app

12 You get the first say

13 before the reviews start

14 Google+ Local & Online Discovery Why Google+ Local Matters Consolidates customer reviews Central: Reputation management Interact with customers You jump to top of search results when your dealership is added to a customer s Circle Boost social and search signals on Google

15 Auto buyers & online time

16 Google+ Local & Online Discovery Why Internet/Google+ Local Matters Auto buyers conduct 11+ hours of Web research 79% (4 in 5) use search engines to locate and research local auto dealerships 72% rely on search engines to help them choose the dealer they will visit Now visit ~2 dealers before buying (6-9 in 90s) J.D. Power & Assoc. Yahoo! Study (2011)

17 Time vs. online marketing spend? Search Display Video (Pre-roll) Mobile Social

18 Dealership Digital Discovery

19 Google+ Local & SEO-Social Impact Why Google+ Local Matters New social hub (equal to Facebook in value) Local market SERP visibility for posts Individual posts indexed by Google Long-term impact on SEO/organic/paid search

20 Google+ Local & SEO-Social Impact Why Google+ Local Matters A strong social footprint is likely to make your rankings more defensible and future proof to algorithm updates. econsultancy G+ Study

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22 Key: 1 st results, content YOU control

23 Social Rising

24 Zagat: User Scores & Dealer Averages

25 Your User Scores/Zagat Explained

26 Your Dealer Zagat Rating (Averaged)

27 How-To: Claim Your G+ Local Page Login to Google plus.google.com/local (Gmail, create new?)

28 Claim Your G+ Local Page

29 Claim Your G+ Local Page

30 Verify Your Identity

31 Step 1: Your G+ Local Page Verify marker (map) location Name, address, phone (w/local area code), hours Website address (link to site Contact Us) Category (Your brand + Car dealer ) Think: SEO (Strategic keywords, will be indexed)

32 Step 1: Your G+ Local Page

33 Step 2: Your G+ Local Page Use your logo as first public photo Upload 5-15 more images (quality + quantity) Inside and outside, inventory, events

34 Step 3: Your G+ Local Page Ahead of the curve: Set up now, beat competition, usage growing Post content, specials, photos, more (indexed) Host events (customer apprec.?) in Party Mode All G+ App users upload photos to 1 folder

35 Your G+ Local Page Invite them to write a review using new Zagat system, and add you to their circles Include on service receipts, all /mail Mention on your Facebook page/twitter

36 Boost Positive Reviews New company: Social Surveys (vendor floor) Sends survey to customer database, DMS integr. Good responses post positive reviews Negative reviews go to dealer, boosts + reviews

37 More Sales - Positive Reviews

38 Your G+ Local Page Create small poster, put on counters/window Invite customers to sign up at Google Include short link to your new G+ Page Use bit.ly to shorten to bit.ly/gpdealer

39 Google+ Key to Success Engage in relevant conversations YOU add to the discussion, join circles Automotive Circles Directory Add to your circles, engage, +1 Ask users to add your dealership to their circles

40 Bloggers: Set Google Authorship

41 Set Google Authorship Identify yourself to Google+ Link back to it from your content Allows your dealership or staff/personal photo to appear in SERP Become an auto thought leader! Cut through SERP clutter, get new posts to indexed within 6-8 hours

42 Why? Set Google Authorship Increase awareness of your Google+ page Human touch to your content Show up in more personalized search results Protect the original post s ranking position as higher than a post that has scraped or syndicated the original content

43 Why? Set Google Authorship Studies: Google Authorship increases clickthrough rates Steps to setup (several methods)

44 Still not Google+ Convinced? Install Google+ mobile app What s Hot Regular review, get ideas, see activity

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46 Questions + Invitation Thursday, Oct. 25, 10 a.m., Grand Ballroom E This session will address how to pick a top-performing digital marketing partner to best reach your local market consumers with Internet search, display and mobile advertising..sneak PEEK!

47 PPC ROI > Thu. - 10am Grand Ballroom E

48 Request Handout & Slides Tim McLain Netsertive netsertive.com/auto