Download - Google Changed-What You Need to Know
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GOOGLE CHANGEDWHAT YOU NEED TO KNOW
Darrell AmyChief Innovation OfficerDealer Marketing
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AGENDA• What’s Changed• How Can You Measure Success?• How Do You Improve Placement?
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GOOD NEWS• Google continues to improve
quality of search results• Those who play by the rules
will ultimately win
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BAD NEWS• The size of your dealership
does not equal better Google placement
• What worked a few years ago may hurt you now.
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www.netmarketshare.com
WHAT ABOUT BING AND YAHOO?
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GOOGLE’S GOAL: A GREAT USER EXPERIENCE
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TWO TYPES OF SEO STRATEGIES
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Games the System Doesn’t Take Shortcuts
Uses Deceptive Practices Honest
Doesn’t Care About the Client Cares About the Client
Isn’t a Subject Matter Expert Is a Subject Matter Expert
Has No References Has Lots of References
REJEC
TED
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WHAT’S NEW WITH GOOGLE?
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WHAT’S NEWHTTPS: Secure URL’s
Mobile
Accessibility
From Google Webmaster Tools and SEO Roundtable
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WHAT CHANGEDSitemap + Site Index Page
Descriptive Page Titles Are Important
Short Image Alt Tags
Ensure all links to go live pages
Optimize page loading times
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HOW CAN YOU MEASURE SUCCESS?
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• Like a sales call report for your website• Free Google product• Simply install tracking code on your website
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WHAT TO TRACKSEO Metric Sales Rep Equivalent GoalTraffic Prospecting Calls Grow Traffic
Conversions (Form Completions)
Appointments Increase Conversion Effectiveness
Keyword Placement What they are talking about
Page one ranking for a wide variety of relevant keywords
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KEYWORD REPORT
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HOW CAN YOU IMPROVE TRAFFIC AND PLACEMENT?
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KNOW YOUR KEYWORDS• Do some research
– What keywords and phrases are people searching for in your market?
– Where is the low hanging fruit?
Target Keywords/Phrases
Difficulty
Monthly Search Volume
Your Goals
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WHO WOULD YOU PICK?Website 1 Website 2 Website 31 Page from 2013 with two paragraphs of content about MFP’s
3 pages from 2014 with good content.
5 pages of content about MFP’s plus 20 blog articles—one from last week
Impossible to read on mobile device
Mobile responsive Mobile responsive
Lots of on-page errors Some on-page errors No on-page errors
No social sharing Some social shares Lots of social shares
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THE STRATEGY
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1. A PROPERLY CONFIGURED WEBSITE• Mobile-responsive• Rich content on each page• Blog• Meta Data
– Page Titles– Page Descriptions– Alt-tags on Images
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1. A PROPERLY CONFIGURED WEBSITE• Every website has SEO errors• This is a continual process• Common issues
– Not mapping URL’s when you launch a new website
– No alt-tags on images– Poor page descriptions
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2. WITH CONTINUALLY UPDATED CONTENT• Blog at least once a week• Choose topics related to your
keywords• ORIGINAL CONTENT ONLY
Measurable Effects of Blogging• 55% more visitors• 97% more inbound links• 434% more indexed pagesHubSpot Research
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3. AMPLIFIED ACROSS SOCIAL MEDIA1. Google uses social signals to
determine if your content is good
2. Social drives links and traffic to your website
3. Content that has a social connection to you is prioritized
4. Google indexes social content
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Website
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SOCIAL MEDIA TIPS FOR SEO• Share relevant content• Link to your website/blog• Use keywords • Grow followers
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WHY YOU ARE WIRED FOR SEO SUCCESS• You care about client support• Look at having an excellent
web presence with great content as an extension of your customer support
• There are no shortcuts
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April 2016• One day copier sales boot camps• Details coming soon• www.socialsalesacademy.net