Wondering how you can improve your SEO in 2014, working in the automotive industry at a car dealership? This presentation highlights the do's and don'ts of 2014 digital marketing strategies for car dealers looking to improve their optimization. Highlighting the newest Google updates, from Hummingbird to the several updates of Penguin and Panda. Avoid the most common pitfalls of old SEO methods which could get you penalized. For more information or help with the materials and SEO tips presented in this ppt, please contact me at matthew.osuch@gmail.com or http://www.linkedin.com/in/matthewosuch/

1. 2014 SEO
Checklist for Car
Dealers
Strategies for 2014
by PCG Digital Marketing
Matthew O‟Such
Director of Digital Marketing

2. Hi, I‟m Matt O‟Such, you may remember
me from such presentations as…
Matthew O’Such – Chief SEO Strategist
PCG Digital Marketing
matt@pcgdigitalmarketing.com
@mdosuch
Effective SEO Strategies &
Why Google+ Is A Powerful
New Marketing Friend
facebook.com/matt.osuch
Google Penguin Update:
New Techniques To Boost
Your SEO

3. Who We Are – What We Do

4. PCG Digital - Started in 2005
now serves over 180 dealerships, specializing in the automotive industry
Internet
Reputation
Management
Search Engine
Optimization
Search Engine
Marketing (Paid)
Professional SEO
Content Writing
Social Media
Specialists
2010, 2011
Personal, Unique
& Effective
Strategies
Automotive Industry Conferences
(250+ Attendees each)

5. Today‟s Presentation is for Beginners & Pros

6. What we’ll cover today for 2014
Hummingbird &
Basic SEO
techniques
Google Analytics
(not provided)
Advanced SEO
techniques
How Capital Ford
Lincoln increased
traffic by 42% using
SEO compared to
Branded Traf.

7. Why we do “SEO” – not a game
Effective search engine optimization can make
a site more crawlable and make individual
pages more accessible and easier to find.
… ensure that the right words are on the
page, not just industry jargon that normal
people will never type.

8. Hummingbird!
Its not a big deal like Penguin & Panda were

9. A Basics checklist of SEO items
 How
to do Keyword
Research

Biggest opportunity for the
dealership with best return
on investment

Using the NEW Google
Adwords Keyword Planner

Quarterly research

10. A Basics checklist of SEO items
 Meta

Tagging – titles and descriptions
No more KEYWORD Meta Tag
o
Eliminate or reduce to 3 short-medium phrases
 Webmaster
Tools, Sitemaps, Robots.txt, H1 –
H2 etc structure
 Writing
Fresh Content

11. A Basics checklist of SEO items
 Importance
of Social
Media


Likes on FB
Sharing materials on
G+, FB, Twitter
 Google+Business
(or Google Maps)
listings
Page

12. New Layout
G+Biz Page Add-ons!
Longer Desc.

13. 3 Advanced SEO techniques to achieve
success
Utilize your dealership Umbrella/Group website &
network
1.

The majority of attendees on the webinar today are from
Groups (3 stores or more)!

Don‟t stop at the homepage link
to the brand, create landing
pages for each location

A one-page spread, all about the
dealership, history, location, etc.
and links to dealership assets

Optimize content, blogs, specials,
driving directions, geotargets

14. Why do this?
 Google
trying to “diversify” listings on page
one search results
 It
is getting more difficult to rank multiple
pages of your site for one term
 Push
up assets you benefit from to control
more of page one

15. Utilizing your Umbrella/Group site

Links to other
assets, using
Anchor text to
optimize links

Deep linking

Why do this?
Increase assets on
page 1 for
dealership
name, and target
keyword goals

16. Advanced SEO Technique #2

Microformatting aka Rich Snippets – help
search engines help you!

Identify your business for Local Listings

Now specify in the underlying code of your website

Business Cars Info
o
o
o

Authorship Markup
o
o

Business Name
Location Lat & Long
Address, City, State, Zip
Google+ Author profile link
Google+ Publisher link (your Google+Business page)
Google‟s new Rich Snippets Tool shows us what is
currently on the site/page
A good starter‟s Guide: http://www.seomoz.org/blog/a-visual-guide-to-rich-snippets

17. Where to test it?
google.com/webmasters/tools/richsnippets
Matt, you‟re going to make me write code?! - Of course not!...
http://microformats.org/code/hcard/creator

18. Advanced SEO Tip #3:
(great for local SEO)
Citation & Link Building

Know your listings


GetListed.org
Know your links


OpenSiteExplorer.org
Majestic SEO

19. Citations & Links
 Essentially

Citations more specific to Local Listings
 Citation


the same concept
Advice
SAME PHONE NUMBER – no more tracking #s
SAME DEALERSHIP NAME
o
o
“I tried this in my Google+Business Page / Map
listing and it didn‟t change”
CHECK GetListed.org – Google trusts it‟s sources – if
you don‟t match, it may not change.

20. Citations & Links (cont.)

Link Building & Audit Advice




Trust Webmaster Tools “Links to
You” report
Link Count reports will not match
Watch your Competition
o OpenSiteExplorer – compare
specific links, anchor text
o GO GET „EM!
Use local contacts –
Charities, Chamber of
Commerce, Local Sports

They all have websites, ask for
links back when you sponsor!

21. Google Analytics Advanced filters
and segments
 Help
 Use
you to filter your analytics faster
the same benchmarking over and over
 Keep
the important metrics in front of you and
your team
 Measure:


Vehicle Detail Page Views
Engagement by Traffic Source (aka Bounce Rate)

22. Q&A
WHAT‟s
UP MATT?

25. So, Is Your Dealership SEO Working?
Advanced SEO Strategies & Measurement for 2014
Matthew O’Such – Chief SEO Strategist
Mike Lizza – Sales Manager
Don Lampert – SEO Strategist
PCG Digital Marketing
matt@pcgdigitalmarketing.com