SEO Update. Deeper Look at Google's Penguin Update. With Brian Pasch, CEO & Founder of PCG Consulting

Transcription

1 SEO Update Deeper Look at Google's Penguin Update With Brian Pasch, CEO & Founder of PCG Consulting Moderated by Mike Bowers, Executive Editor of DealersEdge

2 Brian Pasch, CEO & Founder of PCG Consulting Brian is an 20 year veteran of the direct marketing industry. His career has spanned both management and technology roles. He continues to lead research into Digital Marketing platforms. PCG continually tests new digital marketing strategies which can provide a cost effective channels for business advertising and lead generation. Brian Pasch and his staff are currently rating the effectiveness of the top social networking and blogging portals. PCGworks for and with an ever-growing number of auto dealers and dealer groups from all over the country to maximize results of their digital marketing efforts.

3 SEO Update: Deeper Look at Google's Penguin Update Brian Pasch, CEO & Founder

4 Connect With Me Twitter: LinkedIn: Facebook:

5 Today s Agenda Why The Google Penguin Update Is Important Revising Your SEO Strategy and Tactics For True Results What Influences Organic Search Today Content Quality Content Keywords Content Structure Respected Links Social Signals & Votes Comments & Engagement Content Syndication Strategies Why SEO is under attack & How Should You React Revisiting Your Digital Marketing Budget for Paid Search (Bonus)

6 Industry Recognition For SEO & SEM

7 The New Digital Customer

8 HELP!

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10 Webmaster Tools Is Scaring Dealers Google Penguin update is alerting dealers to suspicious linking activities when in the past it was assumed that bad links were just ignored. Could competitors spam your website with bad links?

11 Linking Is Still Very Important But. Google has cracked down on quantity and quality.

12 Drops in Website Traffic Around April 24th

13 Looking Deeper What is The New Plan?

14 Before We Start Make Sure You Don t Cheat To get true search results, you must: Be logged out of Google Clear your Cookies Completely You must understand to power of social influence when you are logged into your Google account.

15 Search Acura Dealer Don t get too excited if your pages appear on Page One for broad search phrases

16 This icon shows me that it was a personalized search result for me.

17 Search Acura Dealer Google+ Shared Post is no longer visible when Iog out of my Google account!

18 Dispelling Some Myths About Penguin Google is smarter now on how it measures link spam. Google is trying to eliminate spun content from search results. Google wants to serve up the most relevant, real content. Sitewide links, footer links, and paid links don t work like in the past. Google does not allow negative SEO to hurt others. Google will reconsider spammy sites if sincere changes are made.

19 What Influences Organic Search (SEO) Content Quality Content Keywords Content Structure Respected Links Social Signals & Votes Comments & Engagement Syndication Strategy

20 SEM Most Dealers Are Under Funding Paid Search SEO SEM Are You Investing in Review Engagement? Google+ Local

21 Content Quality? Definition Please! Put All Your Content Through This Q&A: When you read it, does it flow? Is it littered with uncomfortable keywords? Are the anchor text links helpful? Would the content be deemed helpful? Does the content enhance your brand? Would your content be shared by the reader on their social networks?

22 SEO Content Writing Gone Astray Anchor Text is what is linked If you are considering purchasing a 2012 BMW X5 in Seattle, you will be pleased to know that Skybird BMW is the leading Seattle BMW dealer which has been serving BMW car owners in Seattle for over 15 years. Seattle BMW owners have come to appreciate the power, styling, and superior seating capacity of the BMW X5. The X5 handles the back roads and highways in Seattle with ease; not to mention BMW s excellent safety ratings. Seattle BMW X5 owners will agree that if you want a sport SUV vehicle for the Pacific Northwest, the X5 is your choice.

23 On-Page Keyword, Content, & Link Strategy Error on the side of being conservative. Don t RUSH : it s a marathon not a sprint. Focus on one keyword goal for the article. Use keywords appropriately, 3-4 times. Include offsite citations that are relevant. Use the no follow attribute for third-party links. Laser focus your HTML Title and META description.

24 Recently Shared By Google

25 Content Structure Visible & Hidden HTML Data (not visible) Title Description Keywords Readable Title Share Tools Page URL

26 Structural Tips For Content Titles Make the Visible Article Title Compelling To Tease Readers Make the HTML Title focused on Primary Keyword Goal VISIBLE TITLE HTML TITLE VS. Automotive Software Frustrates Car Dealers As Poor Quality Controls Create Frequent Outages. (i.e. if the keyword Automotive Software was the keyword goal of the article.)

27 Examples of Search Results Here HTML Title is Google Classified Units For Cars

28 Article Title is Different

29 Respected Links? Definition Please!! Links to your content that are: Coming from relevant sites Coming from sites that have high social engagement Coming from sites that properly link to 3 rd party sites Getting high quality links takes some maneuvering: Consider becoming a more active blogger to third party sites Become a community editor on a popular site Syndicate your content to generate automatic links Press release sites have lost some of their power. Google+ is a new player regardless of engagement

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31 Linking Strategy: Google+ Surround Titles With an * Put a short teaser 1 or 2 paragraphs

32 National Search Phrase My Google+ Post For Pohanka Acura Shows

33 Linking Strategy: YouTube Include full link to dealership page as first item in description.

34 Linking Strategy: Blogs Hyperlink phrases that need explanation or that aid the reader to take action.

35 Social Signals Accelerate Sharing Is anyone sharing your content? Install a social sharing toolbar ShareThis is one of the best: Pick a Style and Click on Get the Code

36 Comments and Engagement Comments show Google that your content is compelling. Comment spam has encouraged bloggers to shutoff comments Comment plugins like LiveFyre can help Comments will increase if you build a strong social media following: Twitter Facebook LinkedIn

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38 Syndication Strategy What Is Driving Traffic?

39 Syndication Linking Results Webmaster Tools Shows Links from: Facebook Google+ YouTube Twitter Pinterest Paper.li As well as Wordpress blogs and industry websites.

40 Revising Old Practices - Immediately Footer Links - If you have microsites and blogs, eliminate/update footer links that appear on all pages and that point back to your dealership website(s). Sidebar Links - If you are using a blog, check if you have utilized the sidebar links feature. This will place a list of popular links on all pages, in the sidebar column widget. Excessive Home Page Links - Some website have hidden or scrollable text regions on the home page which have dozens of links to internal and external website pages. This is very important if you have multiple websites or microsites for your dealership.

41 Show Examples Sidebar Links Footer Links

42 What If You Have Been Impacted Check messages in Webmaster Tools. Remove excessive third party links from content you control. Increase quality of content on the site Focus on getting social engagement (signals) to your new content. Resubmit Your Site Using Webmaster Tools. If it s really bad, change domain name.

43 Is SEO Getting Push Out? Is there really a decrease in effectiveness for traditional SEO strategies? Is Google trying to STOP SEO strategists or is there something bigger at play?

44 Local Grapevine Search on My iphone

45 Google Cars Program

46 Vehicle Inventory and Pricing Is Shown

47 Check boxes for additional dealers

48 When Clicking On The Dealers Button, Local Dealers Show

49 When Clicking When Clicking On The Contact Dealer Button, Three Choices Show

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51 Most Are Doing The Basics Text Ads

52 Doing The Basics.Display Banners This can be paid placement, retargeting, or Google Display Network.

53 Some May Be Doing.ReTargeting

54 But Are They Doing Device Specific Campaigns?

55 Mobile AdWords Data

56 Mobile Ad Formats

57 But Are They Doing Mobile App Targeting?

58 Are They Leveraging Video Pre-Roll?

59 How Video Pre-Roll Works

60 But Are They Doing Time of Day Targeting?

61 Paid Search Benefits Attract quality and relevant traffic Increase brand recognition to online shoppers Advance control options Keywords Location Time of Day Devices Budget Websites Measure and track data for ROI calculations Rapid response architecture Flexible strategies: Conquest, Branding, Sales

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63 Website Traffic As A Sales Proxy Will most consumers who purchase a new or used car from your stores visit the dealership website at least once before signing on the dotted line? What is the primary reasons consumers visit your website? What is the impact of merchandizing, prices, specials, and incentives online?

64 Month of June - Ford Better Idea! Divide Marketing Budget by Traffic You Can Attribute to Traditional Media & Digital Media.

65 June Traffic To Ford Store Keyword Visits joe green ford 3,601 (not provided) 873 (not set) 629 joe green 228 joe green ford henderson 136 joegreenford joe green buy here pay here 53 joe green ford henderson 46 joe green ford henderson indiana 43 joe green henderson 43 joe green budget center 41 joegreenford.com 40 joe green ford henderson 39 joegreen.com joe green ford lincoln 33 joe green ford 32 joe greane ford 31 This is the Top 25 Organic Keyword traffic and those associated with your brand name (GENEROUS) = 6,160 visits Direct Traffic = 1,703 Total Traffic: $71,000 a month traditional that s $9.02 per visitor Total Branded Traffic to Ford Site 6,160

66 More Realistic View Keyword Visits joe green ford 3,601 joe green ford henderson 136 joegreenford joe green ford henderson 46 joe green ford henderson indiana 43 joegreenford.com 40 joe green ford henderson joe green ford lincoln 33 joe green ford 32 joe greane ford 31 4,258 This is the Top 25 Organic Keyword traffic and those associated with your FORD brand name = 4,258 visits Direct Traffic = 1,703 Total Traffic: $71,000 a month traditional that s $11.91 per visitor

67 The Honest Abe View Keyword Visits joe green ford 2,051 (not provided) 535 joe green 139 joe green ford henderson 81 joegreenford 64 joe green ford indianapolis 32 joe green ford henderson indiana 31 joe green henderson joe green ford lincoln 22 joe greene ford 22 joe greane ford 21 joegreenford.com 20 Total For New Visitors 3,068 This is the Top 25 Organic Keyword traffic for NEW VISITORS and those associated with your brand name = 3,068 visits Direct Traffic = 1,097 Total Traffic: $71,000 a month traditional that s $17.04 per visitor

68 The Honest Abe View This is the Top 25 Organic Keyword traffic for NEW VISITORS and those associated with your brand name = 3,068 visits How much traffic would still come to the website based on the dealer s name if the dealer stopped all traditional media for a month? Direct Traffic = 1,097 Total Traffic: $71,000 a month traditional that s $17.04 per visitor $35 per visitor at 50%

69 Ford Traffic Summary Is It Time To Re-Think Our PPC Budgets? YES And It Already Started! How much does it take via traditional media to drive a consumer to the Joe Green Ford website: Generous: $9.02 Easy Thinking: $11.91 Honest Abe: $17.01 How much does it take to drive traffic to our website via paid search? SEM: $2.40 Mobile: $2.70 Display/Retargeting: $2.88 Video Pre-Roll? TBD But around $2.70

70 What Influences Organic Search (SEO) Content Quality Content Keywords Content Structure Respected Links Social Signals & Votes Comments & Engagement Syndication Strategy

71 New Book This Fall AutoCon 2012 Release 18 Chapters designed to cover the key strategies that dealer need to succeed in today s changing business climate.

72 Join Me In Las Vegas For Something New!

73 Visit:

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