Dealer Days All digital. All inclusive. 1 Dealer Days Pittsburgh: Content Rules

Transcription

1 Dealer Days All digital. All inclusive. 1 Dealer Days Pittsburgh: Content Rules

2 Content Rules How to create a complete SEO content strategy David Pye Digital Marketing Director 2 Dealer Days Pittsburgh: Content Rules

3 Agenda 1. The Secret to SEO in How recent SEO history impacts future success 3. Strategies for success 4. Case studies in great content 5. Takeaways and Q&A 3 Dealer Days Pittsburgh: Content Rules

4 The Secret to SEO in 2016? We need the sweet pain of anticipation to tell us we are really alive. - Albert Camus 4 Dealer Days Pittsburgh: Content Rules

5 Gurus, Ninjas and Warlocks Oh My 5 Dealer Days Pittsburgh: Content Rules

6 Misinformation & Outdated Techniques ALT Tags Link Building Meta Data Duplicate Content 6 Dealer Days Pittsburgh: Content Rules

7 SEO vs. SEM Search Engine Marketing AKA: Pay Per Click (PPC) Paid Search, Display, etc. Businesses bid on relevant keywords. Easy to track, forecast and report on ROI. Short term ramp up and results. Search Engine Optimization AKA: Organic, algorithmic, natural search. Businesses optimize websites for relevant keywords. Tracking and reporting less straightforward. Longer term ramp up and results. 7 Dealer Days Pittsburgh: Content Rules

8 Recent SEO History 8 Dealer Days Pittsburgh: Content Rules

9 The (Hilarious) SKYNET Analogy 9 Dealer Days Pittsburgh: Content Rules

10 Google s Mission: Market Share November 2014 December 2014 January % 75.2% 74.8% 12.1% 12.5% 12.4% 8.6% 10.4% 10.9% January 2015 saw Google s market share drop to 74.8% First time it s been below 75% since July Yahoo making steady gains. 10 Dealer Days Pittsburgh: Content Rules

11 Google Wasn t Born Yesterday Google Panda February 2011 Google Penguin May 2012 Duplicate and low quality content. Low value pages. End of automation. April 24th, 2012 Link quantity/quality. Low link relevance. Unnatural link profiles. 11 Dealer Days Pittsburgh: Content Rules

12 Google s Algorithm is Getting Smarter Quality matters Content User Experience Natural Backlink Profiles Citations 12 Dealer Days Pittsburgh: Content Rules

13 We Have to Get Smarter Too Focus on people, and SEO will follow. Write for your customers Design for your customers Speak to your customers 13 Dealer Days Pittsburgh: Content Rules

14 We Have Entered the Quality Era So long, sins of the past. Demise of automation/commoditization. New dawn for content strategies. Relevance & proximity. Quality! 14 Dealer Days Pittsburgh: Content Rules

15 Strategies 15 Dealer Days Pittsburgh: Content Rules

16 1. Stop Focusing on the Algorithm 16 Dealer Days Pittsburgh: Content Rules

17 Cater to Customers Optimize Organic Visibility How easy is it to find your dealership? No kidding Sherlock Solve Their Problems What are they looking for? Personalization Does your online presence instill confidence? 17 Dealer Days Pittsburgh: Content Rules

18 Optimize Local Visibility Organic and Pack Listings Google+ Local Page NAP Alignment New Citation Building Local Links and Community Outreach Paid Pack Organic 18 Dealer Days Pittsburgh: Content Rules

19 Think Like a Customer Build content around questions/subjects, not just keywords. Don t forget the transactional long tail. Start there for fastest results. 19 Dealer Days Pittsburgh: Content Rules

20 Re-evaluate your About Us section. Don t ignore reviews. Embrace the Blog. Stop associating social media with just website conversions. Humanize Your Website 20 Dealer Days Pittsburgh: Content Rules

21 2. Create Resources, Not Landing Pages 21 Dealer Days Pittsburgh: Content Rules

22 What is Strategic Content? Keys to a winning content strategy - combine types with targets. Content Types Blog posts and news articles New pages targeting makes/models Local and dealershipspecific information Content Targets Auto Sales Service and Fixed Ops Finance and Insurance More Development of existing pages 22 Dealer Days Pittsburgh: Content Rules

23 Content & Strategy Creation Define current dealership goals Identify business challenges Focus on user experience 23 Dealer Days Pittsburgh: Content Rules

24 Increase Your Reach Strategy Recapture organic visibility lost when Google shrank snack pack. Solution High quality 100% original copy, vehicle specs, compliant images, clear conversion paths, custom CTAs. Result Currently #3 in Google for jeep renegade pittsburgh 24 Dealer Days Pittsburgh: Content Rules

25 Improve Inventory Visibility Strategy Become known for SRT and Vipers in the Minneapolis area. Solution Resource page to retain visibility for these models even when they were not in inventory. Result Currently #1 for minneapolis viper and minneapolis srt 25 Dealer Days Pittsburgh: Content Rules

26 Attract Off-Brand Traffic Strategy Subaru dealership had goal of attaining visibility for off-brand searches. Solution Page comparing the Subaru Legacy with similar models from other manufacturers. Result Currently #1 for toyota camry aurora even though it s a Subaru site. 26 Dealer Days Pittsburgh: Content Rules

27 Promote All Your Profit Centers Strategy Increase website visibility for oil change related search phrases in a specific geo target (Baltimore). Solution Resource page including high quality 100% original copy, an optimized URL structure prominent CTA via sidebar coupons, easy links to schedule an appointment. Result Currently #1 for honda oil change baltimore. 27 Dealer Days Pittsburgh: Content Rules

28 Earn Better Local Links and Exposure Strategy Capitalize on local search volume for competitive student discount related keywords in college town. Solution Aim dealership specials at Southern Illinois University Edwardsville students. Result Currently #5 for siue student specials, #3 for siue student auto discount, #1 for siue student auto specials. 28 Dealer Days Pittsburgh: Content Rules

29 Gain Visibility for New Makes/Models Strategy Capture optimal organic placing for new 2017 model searches ahead of local competition. Solution Create outstanding resource pages for all targeted models including original content and dynamic inventory population. Result Currently #1 for 2017 audi A4 charlotte outranking CarGurus.com, Cars.com and other big national portal brands. 29 Dealer Days Pittsburgh: Content Rules

30 Market Key Vehicles Strategy Increase promotion of the special edition Tundra XSP-X. Solution Custom resource page. Result Currently #1 for tundra xsp-x nationally and without a geo target. 30 Dealer Days Pittsburgh: Content Rules

31 Case Study in Premium SEO A Resource Rewarded Dealership now leads the industry in XSP-X sales nationally. Toyota corporate recognized the #1 dealership for this page and flew representatives to their location for an official XSP-X launch. Due to this success, corporate is now communicating directly with dealership principals about scaling future page creation ideas. 31 Dealer Days Pittsburgh: Content Rules

32 3. Think strategy, not SEO. 32 Dealer Days Pittsburgh: Content Rules

33 SEO is a Content Strategy High-quality, original content with a focus on conversions can help the ability of all traffic to convert regardless of arrival channel. Improved messaging: Rooftop differentiation Multiple conversion paths: SEM Digital Marketing Branding Links to specials Links to specific inventory Custom inventory feeds Calls to action: Schedule a test drive Value your trade-in Providing value: Answering questions Increasing consumer confidence APP Development Web Design SEO Video Production Marketing Social Media Content Marketing 33 Dealer Days Pittsburgh: Content Rules

34 Conclusions Competitive organic search visibility requires a tremendous amount of effort in Accept it and get down to business. Quality over quantity will be rewarded by algorithms and ensure sustainable future rankings. Invest to benefit short and long term. Cater and speak to your local target market using every means at your disposal. Solve their problems, answer their questions, sell them cars. A dealership s website and social media outposts are its window to the world. Treat them accordingly. Resources, not landing pages. Resources, not landing pages. 34 Dealer Days Pittsburgh: Content Rules

35 The Secret to SEO in 2016 SEO is an ongoing content strategy. SEO is about organic traffic. SEO is about total conversions. SEO is elbow grease. 35 Dealer Days Pittsburgh: Content Rules

36 Redefining SEO Search Engine Optimization 36 Dealer Days Pittsburgh: Content Rules

37 Redefining SEO S E O 37 Dealer Days Pittsburgh: Content Rules

38 Redefining SEO Save Exceptional Otters 38 Dealer Days Pittsburgh: Content Rules

39 Redefining SEO Shave Every October 39 Dealer Days Pittsburgh: Content Rules

40 Redefining SEO Sing Entirely Out Loud 40 Dealer Days Pittsburgh: Content Rules

41 Seize Every Opportunity 41 Dealer Days Pittsburgh: Content Rules

42 Thank on Twitter 42 Dealer Days Pittsburgh: Content Rules