automotive search marketing in 2013

SEO & PPCAutomotive search marketing in 2013

12th February 2013Berian Reed – Head of Search Marketing@berianreed

The reach of search

1,200,000,000,000global searches in 2012

Image credit: http://search.creativecommons.org/

The reach of search

1,200,000,000,000global searches in 2012

Source: Google Zeitgeist

The reach of search

1,200,000,000,000global searches in 2012

Source: Google

Web traffic split

Click distribution

Sponsored Links - PPC

Sponsored LinksPPC

Natural Results

SEO

Search Query

Only 18% of clicks go here

82% of clicks go here!

Some numbers

Search engine traffic

Search is evolving

Search is evolving

Same query, different results

90% of results above the fold are different

What does success look like?

What does success look like?

What are your KPIs?

SEO rankings

SEO traffic

Branded vs. non branded

Bounce rate

Time on site

Good

Hard leads

Soft leads

Conversion %

Top converting keywords

Sales

Great

PPC vs. SEO?

Instant results

Control messaging

Cross brand visibility

Testing

Boost your brand

Trust & loyalty

Brand awareness

Long term benefits

ROI

More traffic

An integrated approach

Digital Rivals

Image credit: http://search.creativecommons.org/

Digital Rivals

Image credit: http://search.creativecommons.org/

Image credit: http://search.creativecommons.org/

What can you do today?

Build links from your suppliers

Image credit: http://search.creativecommons.org/

Handle expired adverts

Image credit: http://search.creativecommons.org/

Improve page load speed

Image credit: http://search.creativecommons.org/

Think local

Image credit: http://search.creativecommons.org/

Optimise page titles

Image credit: http://search.creativecommons.org/

Page title optimisation

The reach of search

1,200,000,000,000global searches in 2012

Image credit: http://search.creativecommons.org/

Q & A

@antrobbo@berianreed

Image credit: http://search.creativecommons.org/