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PCG Digital Marketing Provides Scalable SEO Services with Conductor

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PCG Digital Marketing was awarded a 2014 Searchie Award for Best Scaled SEO Solution. PCG specializes in SEO services for automotive retailers. http://www.pcgdigitalmarketing.com/webinar-building-a-scalable-seo-solution/

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PCG Digital Marketing Provides Scalable SEO Services with Conductor

  1. 1. BUILDING A SCALABLE SEO SOLUTION FOR YOUR DEALERSHIP
  2. 2. Embracing WEB presence management Consumer conversations are happening on multiple platforms and channels “Marketers know that consumers are having conversations online on their own terms. They know they’ve got to be involved in those conversations. But rather than earning their way into them by appearing in natural search and social where the majority of clicks occur, they throw money at advertisements.” Graphic from Conductor’s “The Ultimate Guide to Web Presence Management”
  3. 3. Download The White Paper http://www.pcgconsultingservices.com
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  5. 5. 5 AdWords Social Media YouTube Autotrader Cars.com Edmunds.com LotLinx
  6. 6. Only 2-3% of visitors to a dealer website will submit a lead form…
  7. 7. How To Improve Conversion? • Upgrade to Responsive/Adaptive Site • Add 24x7 Chat • Add VDP Enhancement Tools • Add Video Walk-Arounds • Add Online Pencil Tools 7 How About Something New….
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  9. 9. Measuring The Elements of a Scalable SEO Campaign • Organic Search Performance • Keyword Ranking & Analysis • Competitive Market Share • Content Optimization • Backlinks • Conductor Demo • Local Search • Content Mapping • YouTube Insights
  10. 10. Is my SEO Strategy Generating SHOPPERS?
  11. 11. Measuring Organic Search Performance Integration with Google Analytics
  12. 12. Measuring Organic Search Performance Integration with Google Analytics Compare weekly increases or monthly changes in Search Traffic and Site Visits.
  13. 13. Measuring Organic Search Performance Using Key Performance Indicators to gauge success • How many of your keywords have ranking URLs? • How many keywords are ranking per URL?
  14. 14. Keyword Ranking & Analysis Keyword improvement and where those terms rank in search
  15. 15. Keyword Ranking & Analysis Keyword improvement and where those terms rank in search. See which specific pages rank. (Can be compared to any date with recorded data)
  16. 16. Keyword Ranking & Analysis How do you stack up against the competition?
  17. 17. Content Publishing Choices New platforms & strategies are available to connect your content with consumers
  18. 18. Content Optimization Develop a content strategy for keyword rankings • Proper HTML • Utilize Title Tags, H tags and Alt text • Keyword Targeting • Target important dealer keywords • Target locations that make sense • Internal Linking • Link with terms people search for • Create a network within the site
  19. 19. Content Optimization Make sure your back-end content is relevant to ensure a great placement in search • Title tags should represent what the page is about • The description should be relevant to the content within the page • How well is this content performing organically?
  20. 20. Content Optimization Ranking Examples for Kelly Nissan
  21. 21. Competitive Market share See the average rank for all tracked keywords in search and how they rank compared to your competitors
  22. 22. Competitive Market share Percentage of URLs ranking in the Top 5 positions on Google page one for your tracked keywords compared to your competitors
  23. 23. Backlinks How many inbound links does your site have? Where are they coming from? And how varied is your anchor text?
  24. 24. Backlinks How many inbound links does your site have? Where are they coming from? And how varied is your anchor text? (detailed report from each) • Inbound links • Domain Sources • Anchor Text
  25. 25. Backlinks Compare all metrics to competitive dealers.
  26. 26. Is my SEO Strategy Generating SHOPPERS?
  27. 27. Empower The WPT To Use These Pages Discuss how these pages can be used for SEM, Social Media*, Newsletters and in the BDC Facebook campaign targeting Hyundai owners and previous customers who purchase a Sonata from the dealership. (don’t forget Twitter) Google AdWords campaign buying keywords associated with low funnel Hyundai Sonata shoppers. Use custom content page in CRM email templates and newsletter to increase utilization and ROI. * You may have to use a sub-domain if you main website is not multi-screen compatible
  28. 28. What’s The ROI on Optimized Website Content? Content is created to position the dealership’s website for a high value keyword • How is my content ranking in SERPs? (Conductor) • How is my web presence vs. competitors (Conductor) • How many times was the page visited (GA) • What was the average TOS and Number of Page Views (GA) • Where were they from and what devices were they using? (GA) • How many phone calls were generated? (Call Tracking) • How many chat sessions were initiated? (Chat Reports) • How many lead forms were submitted (CRM Reports or GA) • How much did they spend? (DMS) • How many coupons were redeemed? (HookLogic)
  29. 29. Rethinking Paid Search KPI The automotive industry has been looking at the wrong metrics • Marketing reports have been focused on Cost per Click (CPC), Cost per Impression (CPM), and Cost per Lead (CPL). • A more accurate predictor of future car sales in the number of vehicle Detail Page Views (VDP) and time on VDP. • This KPI also applies to earned traffic, so bring the discussion to the client
  30. 30. Fix Your Reporting: Use The New KPI What happens when your agency creates integrated reports with real value? With integrated data your agency can present a holistic summary of how your WPM strategy is impacting the KPIs that are most directly related to sales.
  31. 31. Inspect Referral Traffic Based on Custom KPI Is your published content generating quality visitor traffic to your dealership’s website? Referring URL of Content Visits Page Views TOS SRP Views VDP Views Goal Completes Linkedin.com/article/content1 174 3.21 1:67 3 3 0 YouTube.com/video1 77 4.5 2:45 6 8 3 Facebook.com/post1 763 1.74 1:35 0 0 0 Pinterest.com/photo1 66 3.6 2:75 4 20 6
  32. 32. Inspecting Custom Content Pages Is your published content generating quality visitor traffic to your dealership’s website? Entry URL of Custom Content Page Entry Visits Page Views TOS SRP Views VDP Views Leads Calls Chats /content/2015-Ford-F150-vs-2015- Silverado 174 3.21 1:67 3 3 0 3 5 /content/2015-Ford-Focus-Lease- 299 77 4.5 2:45 6 8 3 2 1 You can also break this type of report out by referral /content/ford-f150-oil-change-special 763 1.74 1:35 0 0 0 25 10 source /content/used-car-trade-in-promo 166 3.6 2:75 35 200 6 15 22 /content/2015-Lease-Specials 777 2.4 1:67 45 70 7 19 11
  33. 33. All Your Marketing Data – And Conductor Data – In One Place A central console for everyone on your team to collaborate on marketing! Multi-Level Access You Own The Data Even custom reports should be loaded into the dashboard to unify the “eyeballs” looking at the simplified data
  34. 34. Calls will be added next month
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  37. 37. How Conductor Is Adapting To Customer Needs
  38. 38. SEARCHLIGHT’S LATEST: LOCAL, MOBILE, CHANNEL INSIGHTS + MORE • Joe Taylor Manager, Customer Success Team
  39. 39. AND Strong partners, strong results • Data in the wrong hands is useless • Best-of-breed partners are always pushing the envelope • Scaling SEO is hard. Really hard.
  40. 40. FEATURES · Content Mapping for Personas and Buyer’s Journeys · Channel Insights for YouTube · Search Experience Tracking: Local/Mobile/Universal Search
  41. 41. CROWDING THE REGISTER programmable remote digital meat cooking thermometer • Intense Competition • Price is the Only Differentiator • Who Really Searches for This?
  42. 42. BUT THEY DIDN’T START THEIR BUYER’S JOURNEY AT THE REGISTER AWARENESS CONSIDERATION DECISION They learned a thermometer makes it easy to get perfect medium rare They started looking around for tips on grilling steak They were thinking about their big 4th of July BBQ
  43. 43. EXAMPLE PERSONAS . Chef Christine Chef and mother interested in home supplies. Gadget Gary Established professional interested in home appliances and electronic gadgets. Student Stacy College student interested in storage solutions for the dorm room.
  44. 44. AWARENESS Early-Stage Content CONSIDERATION Mid-Stage Content DECISION Late-Stage Content Pages for “Chef Christine” AND “Awareness” P E R S O N A S BUYER’S JOURNEY STAGES Pages for “Gadget Gary” AND “Decision”
  45. 45. EXAMPLE BUYER’S JOURNEY Awareness Consideration Decision “What cars get the best gas mileage? “toyota prius vs. honda fit” “prius dealers near alexandria”
  46. 46. CONTENT MAPPING Identify key areas for content creation by interactively mapping your content against your personas and their buyer’s journey Create a workflow based on actual customer decision making
  47. 47. CONTENT MAPPING Key Benefits • Nurture customers with your content throughout their buyer’s journey, helping push them towards a sale • Hone in on under-performing content at each stage of the buyer’s journey to make sure existing content gets found and key gaps are filled with new content
  48. 48. CHANNEL INSIGHTS FOR YOUTUBE Leverage YouTube keyword data to uncover new content opportunities in Google search and optimize your content creation process
  49. 49. CHANNEL INSIGHTS FOR : OPPORTUNITY , , , 7 of 10 Searchlight Customers Total YouTube Users per Month , , WORLD’S 2ND LARGEST SEARCH ENGINE Total Views
  50. 50. CHANNEL INSIGHTS FOR YOUTUBE Key Benefits • Discover your most popular keywords driving traffic to your videos • Take advantage of keyword data from YouTube to avoid having content gaps in Google search • Identify keywords that you don’t currently track in Searchlight and quickly add them to enhance your reporting coverage on Google
  51. 51. LOCATION AND DEVICE REPORTING 1. Report on the organic visibility of location and device search terms 2. Analyze competition across device type and location 3. Expand measurement activities beyond standard content
  52. 52. TRUE RANK An Aggregation Of All URLs On A SERP, Including Universal Search Results True Rank Local Pack Rank News Rank 1 2 3 4 5 6 7 1 2 3 1 2
  53. 53. SEARCH EXPERIENCE TRACKING: LOCAL/MOBILE/UNIVERSAL SEARCH Determine the mix of digital assets, such as images, news results and videos, needed to boost the real estate you own in local, mobile and desktop search
  54. 54. SEARCH EXPERIENCE TRACKING: LOCAL/MOBILE/UNIVERSAL SEARCH Key Benefits • Holistic view of keyword performance by location, device type, and universal search result types • Target competitive opportunities by understanding what types of content is most likely to get your brand in front of your audience • Track hundreds of locations across multiple device types to determine your strengths and optimization opportunities
  55. 55. 59 Awesome Earned Media Strategy for 2015 Ask for our “ThanksDealer” promotion running till November 30th
  56. 56. Brian Pasch Cell: 732.672.2356 brian.pasch@me.com @automotiveseo www.linkedin.com/in/brianpasch
  57. 57. 62 AdWords Social Media YouTube Autotrader Cars.com Edmunds.com LotLinx
  58. 58. Only 2-3% of visitors to a dealer website will submit a lead form…
  59. 59. How To Improve Conversion? • Upgrade to Responsive/Adaptive Site • Add 24x7 Chat • Add VDP Enhancement Tools • Add Video Walk-Arounds • Add Online Pencil Tools 64 How About Something New….
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  62. 62. Consumer Using Mobile App On Dealer’s Lot They Are Checking Prices Parked In Your Dealership Lot
  63. 63. 68
  64. 64. 69 Only shows for areas that you want!! Geo-Located Visitor Arrives At Your Website
  65. 65. 70 We Match Costco Tire Prices Your Dealership Service Dept.
  66. 66. Just Drive A Geo Target Area With Your Mouse Oh yeah… A Competitive Advantage: Create intriguing notifications for sales, service and parts that consumers will receive only when accessing your website, from a competitors location, using their mobile device!
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  68. 68. Amazing Support For Traditional Media Buys GEO-fence a local stadium
  69. 69. Self-Managed Platform $399 / Month 74 Complete Management Package Including Graphics and Landing Page Creation $799 / Month 732-450-8200

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