Transcript 5 Ways to Drive Your Dealership`s SEO in 2016 Nico

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5 Ways to Drive Your
Dealership’s SEO in 2016
Nico Dato
Nico Dato
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Podium
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Head of Marketing
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[email protected]
Why should you care
about SEO in 2016?
Nico Dato
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Podium
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Head of Marketing
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This is why you should care.
Awareness
● Top of the funnel
● Looking at
options/vehicles
● Researching
dealerships
Consideration
Decision
● Bottom of the
funnel
● Final stages of
buying cycle
● Understand final
benefits of
dealership
● Middle of the funnel
● Comparing vehicles
● Comparing
dealerships (sideby-side)
Nico Dato
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Podium
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Head of Marketing
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You also need to be visible for any
type of search query.
Source: WordStream
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Podium
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Head of Marketing
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5 Ways to Drive
Your Dealership’s SEO
Nico Dato
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Podium
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Head of Marketing
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#1
Optimize Meta and Alt Tags
and File Size of Images
Nico Dato
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Podium
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Add descriptive alternative tags
(alt tags) to every photo
Nico Dato
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Podium
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Make descriptive meta tags for
every page
Behind the Scenes
SERP Result
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Podium
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Structure and take advantage of
your header tags
● Use keywords in the header titles
● Place most important content in the H1, then
H2, etc.
● Try and use your H1 at the top of the page
(search engines usually crawl in order)
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Podium
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#2
Build Content That Potential
Customers Will Be Searching
For
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Do some keyword research
Use free tools like Google AdWords Keyword Planner
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Podium
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Blog, blog, blog
● Informational post on new car models
○ e.g., “Feast your eyes on the 2016 Audi A6 -- Available
at [Dealership Name] Fall 2017”
● Tips for car buying
○ e.g., “How to buy a car with bad credit”
● Tips for everyday life
○ e.g., “7 must-haves for this year’s holiday road trip”
“Marketers who
have prioritized
blogging are 13
times more likely
to have a positive
ROI.”
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● Post new manufacturer marketing campaigns
○ e.g., “Have more fun with the all-new Chevy Silverado”
HubSpot
● Local information for everyday buyers
○ e.g., “Understanding Utah’s cell phone laws”
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Podium
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#3
Increase your user
experience (UX)
and “dwell time”
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Podium
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Head of Marketing
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Dwell time
Session Duration
Dwell time is a combination of a few components:
● Session duration (time on site)
● Bounce rate (how many people press “back”)
Bounce Rate
● Click-through-rate (CTR) on the search engine
results page (SERP)
Improve Dwell time by:
CTR
● Choosing the right keywords
● Visually improving look of page
● Having most relevant information at the top
● Improving page load time
Nico Dato
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Podium
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Head of Marketing
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#4
Build online reputation and
manage local online profiles
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Podium
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Head of Marketing
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Consumer & vertical-specific
review sites
Larger
impact on
brand trust
Larger
impact on
SEO
Yielding the best results means obtaining a mixture of both types of review sites
to ensure continuity and consistency across all platforms.
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Podium
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The Google Map Pack
32% of clicks
14% of clicks
10% of clicks
The Map Pack will now appear during roughly 93% of all local-based
search queries.
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Search Engine Land
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Podium
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Focus on quantity and quality
Quality
Focus on:
Diversity
● Review quantity
Quantity
● Review quality
● Review diversity
● Review recency
Recency
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Podium
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Head of Marketing
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Must-have local business directories
PRO TIP
Make sure your Name, Address,
and Phone Number (NAP), exactly
matches on each directory profile in
addition to your website header or
footer.
Source: HubSpot
Nico Dato
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Podium
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Head of Marketing
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#5
Make sure you’re responsive
(optimized for mobile)
Nico Dato
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Podium
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Head of Marketing
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More than half of Google’s 100 billion monthly
searches now happen on mobile devices
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Podium
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Head of Marketing
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Google cares about UX
● Don’t place your mobile-friendly site on a subdomain (i.e., mobile.cardealership.com) -- instead,
choose a theme that is responsive and sits at the
root domain level
● Usability should not require a lot of effort for
mobile users. That is, they should not have to
zoom to read, click, etc.
● Mobile users should experience the same positive
experience you provide for desktop users
Tip: Use Google’s Mobile-Friendly Test to understand how Google views the mobile friendliness of your site.
Nico Dato
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Podium
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Head of Marketing
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[email protected]
Bonus Tip
Utilize and encourage social
sharing from your entire
company
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Podium
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Head of Marketing
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Tweets can now appear in Google
search
More importantly, search algorithms can take into account the number
of views, shares, likes, etc. of your social share posts and prioritize
certain content in the search results pages (SERPs) to further
increase your SEO potential.
Nico Dato
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Podium
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Head of Marketing
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Bringing it all together
Meta Data
Online Reputation
Directories
Social Sharing
Meta Data
User Experience
Source: Moz
Nico Dato
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Podium
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Head of Marketing
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Tools to improve SEO
Nico Dato
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Podium
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Head of Marketing
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Better-understand which search terms drive
the most traffic for your dealership
Nico Dato
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Podium
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Head of Marketing
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Understand the terms your competitors are
ranking for and how possible it is to grab
some of their traffic
Your competitor’s core keywords
Nico Dato
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Podium
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Head of Marketing
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Understand errors on your website and what
you can do to further
optimize your SEO
Nico Dato
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Podium
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Head of Marketing
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[email protected]
Nico Dato
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Podium
I
Head of Marketing
I
[email protected]
Contact Info
Full Name: Nico Dato
Company: Podium
Job Title: Head of Marketing
Email: [email protected]
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