Search Engine Optimization for Car Dealers SEO
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Transcript of Search Engine Optimization for Car Dealers SEO
April 18, 2023 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved© Copyright 2005 Ralph Paglia – All Rights Reserved 1
A T T R A C T • I N T E R A C T • R E S P O N D • S E L L • S E R V I C E • R E T A I NA T T R A C T • I N T E R A C T • R E S P O N D • S E L L • S E R V I C E • R E T A I N
April 18, 2023 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved© Copyright 2005 Ralph Paglia – All Rights Reserved 2
A T T R A C T • I N T E R A C T • R E S P O N D • S E L L • S E R V I C E • R E T A I NA T T R A C T • I N T E R A C T • R E S P O N D • S E L L • S E R V I C E • R E T A I N
April 18, 2023 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved© Copyright 2005 Ralph Paglia – All Rights Reserved 3
A T T R A C T • I N T E R A C T • R E S P O N D • S E L L • S E R V I C E • R E T A I NA T T R A C T • I N T E R A C T • R E S P O N D • S E L L • S E R V I C E • R E T A I N
Google Sponsored Links – Pay Per Click!
April 18, 2023 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved© Copyright 2005 Ralph Paglia – All Rights Reserved 4
A T T R A C T • I N T E R A C T • R E S P O N D • S E L L • S E R V I C E • R E T A I NA T T R A C T • I N T E R A C T • R E S P O N D • S E L L • S E R V I C E • R E T A I N
Start gaining new sales prospects in less than 15 minutes
Google AdWords ads connect you with new customers at the precise moment when they're looking for your products or services. The Google Network reaches more than 80% of Internet users.*
With Google AdWords you create your own ads, choose keywords to help us match your ads to your audience and pay only when someone clicks on them.
April 18, 2023 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved
A T T R A C T • I N T E R A C T • R E S P O N D • S E L L • S E R V I C E • R E T A I NA T T R A C T • I N T E R A C T • R E S P O N D • S E L L • S E R V I C E • R E T A I N
© Copyright 2005 Ralph Paglia – All Rights Reserved 5
Search Engines Optimization
•Search Engines use tools called Spiders to discover what a web site is all about for ranking purposes
•Spiders are automatically sent out by Search Engines to catalog every web page in the world every few weeks
•Spiders cannot see any Graphics, Flash, or Script – only Text, the Google Spider is the smartest of all
•Search Engine Spiders often somewhat ignore web site content inside of Frames, especially Google & Yahoo Search Engine Spiders…
April 18, 2023 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved
A T T R A C T • I N T E R A C T • R E S P O N D • S E L L • S E R V I C E • R E T A I NA T T R A C T • I N T E R A C T • R E S P O N D • S E L L • S E R V I C E • R E T A I N
© Copyright 2005 Ralph Paglia – All Rights Reserved 6
Say Thanks To Google!
The old game was based on META tags that “faked out” the Search Engine Spider by duplicating key words to make a web site appear more relevant
Thanks to Google, the new game is based on real Organic Relevance where web sites are now primarily cataloged based on the actual content and Popularity of the web site (ie…links, clicks, visits, revisits, time,)
Contrary to what many “Search Engine Optimization” experts say, the big name Spiders do not pay much attention to META tags any more (80% and growing)
April 18, 2023 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved
A T T R A C T • I N T E R A C T • R E S P O N D • S E L L • S E R V I C E • R E T A I NA T T R A C T • I N T E R A C T • R E S P O N D • S E L L • S E R V I C E • R E T A I N
© Copyright 2005 Ralph Paglia – All Rights Reserved 7
The Rise Of Google…
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
1999.5 2000 2000.5 2001 2001.5 2002 2002.5 2003 2003.5
Yahoo
MSN
AOL NetFind
CompuServe
Netscape
Ask Jeeves
Other
April 18, 2023 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved
A T T R A C T • I N T E R A C T • R E S P O N D • S E L L • S E R V I C E • R E T A I NA T T R A C T • I N T E R A C T • R E S P O N D • S E L L • S E R V I C E • R E T A I N
© Copyright 2005 Ralph Paglia – All Rights Reserved 8
May 2004, Com Score (http://sewatch.com/reports/article.php/2156431)
Search Engine Traffic - 2004
April 18, 2023 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved
A T T R A C T • I N T E R A C T • R E S P O N D • S E L L • S E R V I C E • R E T A I NA T T R A C T • I N T E R A C T • R E S P O N D • S E L L • S E R V I C E • R E T A I N
© Copyright 2005 Ralph Paglia – All Rights Reserved 9
Search Engines – November, 2005
April 18, 2023 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved
A T T R A C T • I N T E R A C T • R E S P O N D • S E L L • S E R V I C E • R E T A I NA T T R A C T • I N T E R A C T • R E S P O N D • S E L L • S E R V I C E • R E T A I N
© Copyright 2005 Ralph Paglia – All Rights Reserved 10
Search Engine Traffic - 2006
April 18, 2023 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved
A T T R A C T • I N T E R A C T • R E S P O N D • S E L L • S E R V I C E • R E T A I NA T T R A C T • I N T E R A C T • R E S P O N D • S E L L • S E R V I C E • R E T A I N
© Copyright 2005 Ralph Paglia – All Rights Reserved 11
Where does this info come from?
Here's a breakdown on how Search Engine Watch has compiled these figures from those in the chart shown in the previous slide:
• Google: Combined share of searches at Google and AOL. Also includes entire share of Excite Network. This is because iWon, MyWay and My Web Search all provide Google results by default. Other services are an option, but not likely used much. At Excite, meta search results that include Google and others are shown. There's no way to separate out any non-Google powered search from the Excite Network in the figures I've given. The result is Google gets more credit, but likely only in the range of 1-2 percent.
• Yahoo: Share of searches at Yahoo.• MSN: Share of searches at MSN.• Ask: Share of searches at Ask. Note that only unpaid results are provided
by Ask. Google provides paid listings to Ask and so technically also receives this share, as well.
• Other: Share of searches from other sites that use their own technology or editorial processes. May include also some share that belongs to the other provider categories already named. However, there isn't enough detail to properly break out these shares.
April 18, 2023 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved
A T T R A C T • I N T E R A C T • R E S P O N D • S E L L • S E R V I C E • R E T A I NA T T R A C T • I N T E R A C T • R E S P O N D • S E L L • S E R V I C E • R E T A I N
© Copyright 2005 Ralph Paglia – All Rights Reserved 12
Who supplies searches for who?
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A T T R A C T • I N T E R A C T • R E S P O N D • S E L L • S E R V I C E • R E T A I NA T T R A C T • I N T E R A C T • R E S P O N D • S E L L • S E R V I C E • R E T A I N
© Copyright 2005 Ralph Paglia – All Rights Reserved 13
Let’s Visit The Matrix…
This tool allows you to see real-time Google Popularity
http://www.touchgraph.com/TGGoogleBrowser.html
It shows the actual real-time Popularity of web site links
Links from your web site only help other web sites
Input the following web sites:
www.google.com
www.reyrey.com
April 18, 2023 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved
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© Copyright 2005 Ralph Paglia – All Rights Reserved 14
Search Engine Rankings
All Search Engines index text and follow links, and some measure Popularity and Organic Relevance (Google)
Search Engines start with the URL, then the title of pages, and then the top of a web page working down “below the fold” to the bottom looking for text and links
As a general rule, if you cannot highlight “text” on a web page, then it is a Graphic, and Graphics are ignored by Spiders because they cannot read Graphics
If a web site is 100% Flash, then only the URL and page titles are indexed now that META tags are not important
April 18, 2023 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved
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© Copyright 2005 Ralph Paglia – All Rights Reserved 15
Search Engine Pop Rankings
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© Copyright 2005 Ralph Paglia – All Rights Reserved 16
Search Engine Success
Google’s Spider is so smart that it can easily recognize changes in fonts, bold, colors, indents and text layout formatting to determine the true intention of a web page
Location, location, location…Spiders look for location information about where a business can be found
For example, you would not want to use a text link on a web page such as “Courtesy Chevrolet” when you could use a more descriptive link such as “Courtesy Chevrolet Phoenix AZ”
File names and URL query strings should be separated by hyphens and underscores to be cataloged correctly
April 18, 2023 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved
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© Copyright 2005 Ralph Paglia – All Rights Reserved 17
Search Engine Success
Google Ranking due to file name with underscores
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© Copyright 2005 Ralph Paglia – All Rights Reserved 18
Search Engine Success
Google Ranking due to file name with hyphens
Google Ranking due to file name with hyphens
April 18, 2023 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved
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© Copyright 2005 Ralph Paglia – All Rights Reserved 19
Splash & Flash = Trash
Web sites with 100% Flash-based home pages are virtually unreadable to Search Engine Spiders…
These type of web sites were “all the rage” until Google changed the rules by eliminating META-tags as a way for Flash developers to cheat the system since Spiders cannot read even 1% of Flash code
Web developers that insist on building this type of “Eye Candy” web site have little regard for the dealer’s Search Engine Optimization best interests
Organic Relevance derived from meaningful text has the most impact on search engine rankings…
April 18, 2023 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved
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© Copyright 2005 Ralph Paglia – All Rights Reserved 20
Don’t Play The Frame Game
Frames are used on many web sites today, but most Spiders discontinue indexing when they encounter frame-based web pages
Reynolds’ WebMakerX does not use frames in web sites, Cobalt uses frames extensively in Nitra
Most dealership web sites use frames except for the Home Pages, and many have implemented a temporary fix with titles and key phrases embedded within the URL’s for each frame
April 18, 2023 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved
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© Copyright 2005 Ralph Paglia – All Rights Reserved 21
Spiderization
Reynolds’ SpiderMAZE tool has the ability to use behind the scenes “spider vision” glasses to look at some of our competitor’s web sites just like a Search Engine Spider would see them
What you see on these screen-shots is similar to what a Search Engine Spider will see that will help or harm web site ranking on Search Engine results
First let’s visit the following web site for our experiment:
http://www.delorie.com/web/lynxview.html
April 18, 2023 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved
A T T R A C T • I N T E R A C T • R E S P O N D • S E L L • S E R V I C E • R E T A I NA T T R A C T • I N T E R A C T • R E S P O N D • S E L L • S E R V I C E • R E T A I N
© Copyright 2005 Ralph Paglia – All Rights Reserved 22
Spiderization
To use this free public tool, simply input the URL here. Please note that you must include the http:// prefix in front of the “www” to make it work!
April 18, 2023 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved
A T T R A C T • I N T E R A C T • R E S P O N D • S E L L • S E R V I C E • R E T A I NA T T R A C T • I N T E R A C T • R E S P O N D • S E L L • S E R V I C E • R E T A I N
© Copyright 2005 Ralph Paglia – All Rights Reserved 23
Spiderization
#4…Dealer.com: www.longbeachhonda.com
Human View
Spiderization View
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© Copyright 2005 Ralph Paglia – All Rights Reserved 24
Spiderization#3…Cobalt Group: www.huffinesdodge.com
Human View Spiderization View
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© Copyright 2005 Ralph Paglia – All Rights Reserved 25
Spiderization#2…AutoMark: www.cogginauto.com
Human View Spiderization View
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© Copyright 2005 Ralph Paglia – All Rights Reserved 26
Spiderization#1…WebMakerX: examplepitstop.site.webmakerx.net
Spiderization View #1 Spiderization View #2
April 18, 2023 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved
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© Copyright 2005 Ralph Paglia – All Rights Reserved 27
Search Engine SummaryA web site may still have excellent rankings on Search Engines even if they use 100% Flash because the web site was registered before META tag changes
Through time, these web sites will likely have a severe degradation of ranking unless they re-write their tools
Search Engine placement can also be influenced through the purchasing of key word phrases
Go to www.google.com and type in “Third Coast Media”
April 18, 2023 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved
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© Copyright 2005 Ralph Paglia – All Rights Reserved 28
April 18, 2023 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved
A T T R A C T • I N T E R A C T • R E S P O N D • S E L L • S E R V I C E • R E T A I NA T T R A C T • I N T E R A C T • R E S P O N D • S E L L • S E R V I C E • R E T A I N
© Copyright 2005 Ralph Paglia – All Rights Reserved 29
April 18, 2023 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved
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© Copyright 2005 Ralph Paglia – All Rights Reserved 30
Dealer uses SEM to Attract Loyal Brand Customers
Targeted by State
Targeted by State
Targeted by State
Targeted by State
April 18, 2023 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved
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© Copyright 2005 Ralph Paglia – All Rights Reserved 31
ClickMotive Search Engine ClickMotive Search Engine Marketing CampaignMarketing Campaign
ClickMotive Search Engine ClickMotive Search Engine Marketing CampaignMarketing Campaign
Courtesy Chevrolet’s own in-Courtesy Chevrolet’s own in-house SEM campaign house SEM campaign managed on a daily basis by managed on a daily basis by CRM dept.… Having multiple CRM dept.… Having multiple and separate SEM campaigns and separate SEM campaigns allows Courtesy to dominate allows Courtesy to dominate the search results, and pay the search results, and pay only for the one click that only for the one click that usually results from the usually results from the search.search.
Courtesy Chevrolet’s own in-Courtesy Chevrolet’s own in-house SEM campaign house SEM campaign managed on a daily basis by managed on a daily basis by CRM dept.… Having multiple CRM dept.… Having multiple and separate SEM campaigns and separate SEM campaigns allows Courtesy to dominate allows Courtesy to dominate the search results, and pay the search results, and pay only for the one click that only for the one click that usually results from the usually results from the search.search.
April 18, 2023 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved
A T T R A C T • I N T E R A C T • R E S P O N D • S E L L • S E R V I C E • R E T A I NA T T R A C T • I N T E R A C T • R E S P O N D • S E L L • S E R V I C E • R E T A I N
© Copyright 2005 Ralph Paglia – All Rights Reserved 32
Competitor targeted Competitor targeted marketing campaignmarketing campaignCompetitor targeted Competitor targeted marketing campaignmarketing campaign
ClickMotive Search Engine ClickMotive Search Engine Marketing CampaignMarketing CampaignClickMotive Search Engine ClickMotive Search Engine Marketing CampaignMarketing Campaign
April 18, 2023 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved
A T T R A C T • I N T E R A C T • R E S P O N D • S E L L • S E R V I C E • R E T A I NA T T R A C T • I N T E R A C T • R E S P O N D • S E L L • S E R V I C E • R E T A I N
© Copyright 2005 Ralph Paglia – All Rights Reserved 34
Competitor targeted Competitor targeted marketing campaignmarketing campaignCompetitor targeted Competitor targeted marketing campaignmarketing campaign
April 18, 2023 Copyright © 2004 The Reynolds and Reynolds Company – All Rights Reserved
A T T R A C T • I N T E R A C T • R E S P O N D • S E L L • S E R V I C E • R E T A I NA T T R A C T • I N T E R A C T • R E S P O N D • S E L L • S E R V I C E • R E T A I N
© Copyright 2005 Ralph Paglia – All Rights Reserved 35
Courtesy Chevrolet Courtesy Chevrolet “Buy Back” marketing “Buy Back” marketing
campaigncampaign
Courtesy Chevrolet Courtesy Chevrolet “Buy Back” marketing “Buy Back” marketing
campaigncampaign
ClickMotive Search Engine ClickMotive Search Engine Marketing CampaignMarketing CampaignClickMotive Search Engine ClickMotive Search Engine Marketing CampaignMarketing Campaign
Courtesy Chevrolet Courtesy Chevrolet “ChevyPriceQuote” “ChevyPriceQuote” marketing campaignmarketing campaign
Courtesy Chevrolet Courtesy Chevrolet “ChevyPriceQuote” “ChevyPriceQuote” marketing campaignmarketing campaign
Courtesy Chevrolet Courtesy Chevrolet “Organic” SEO “Organic” SEO
Listing of BZ siteListing of BZ site
Courtesy Chevrolet Courtesy Chevrolet “Organic” SEO “Organic” SEO
Listing of BZ siteListing of BZ site
ClickMotive Search Engine ClickMotive Search Engine Marketing CampaignMarketing CampaignClickMotive Search Engine ClickMotive Search Engine Marketing CampaignMarketing Campaign
Courtesy Chevrolet Courtesy Chevrolet “Phoenix-Chevrolet” SEM “Phoenix-Chevrolet” SEM
campaignGEEcampaignGEE
Courtesy Chevrolet Courtesy Chevrolet “Phoenix-Chevrolet” SEM “Phoenix-Chevrolet” SEM
campaignGEEcampaignGEE