Mazda Online Marketing Training Module 4 Search Engine Optimization Search Engine Marketing

1. Mazda Online Marketing Training Module 4 Search Engine Optimization Search Engine Marketing

2. Training Modules Search Engine Optimization • What is SEO • Why is SEO Important • SEO Best Practices Search Engine Marketing • What is Search Engine Marketing? • Why Search Engine Marketing? • Building an SEM campaign • Optimizing an SEM campaign • Managing an SEM campaign

3. What is SEO? • SEO is the process of working to improve the placement of a website in the organic/natural listings on a Search Engine Results Page (SERP). • The more visible, or higher, a site is listed in the organic search results, the greater number of searchers will visit that site.

4. What is SEO? • In order to improve a website’s placement on an SERP, a website developer needs to work with various elements involving how the page is built and it’s content. • HTML is the complicated website coding behind the scenes, not seen by the web surfer

5. SEO Best Practices • Search Engines use an algorithm for listing relevant sites in accordance with the search query. • The more relevant a site is, and the easier it is for the search engine “crawlers” to find the site and scan the website, the greater the chances are for increased visibility. • Keyword Density • Scannable Text • Meta-Tags • Image Tags

6. Keyword Density • Keyword Density • What is It? • The number of times a specific word appears on a particular page • Why is it Important? • The more times a word appears and is recognized by the crawlers, the higher your site will be positioned organically on search engine results pages • How Can Dealers Optimize? • Identify 5–7 core keywords per page and have them appear a minimum of 5 -7 times on that page • Focus on different keywords for each section of your site to increase search engine presence. • Avoid overuse!

7. Dealer Website – Keyword Density

8. Dealer Website – Keyword Density Keyword Count Mazda: 17 Wesley Chapel: 15 Tampa: 5

9. Scannable Text • Scannable Text • What is It? • Text on a website that can be highlighted and copied. • Why is it Important? • Search engine crawlers only recognize scannable text when determining the relevance of content on a site. Word Art and “fancy” fonts cannot be read. • How Can Dealers Optimize? • Use a universal font such as Arial or Times New Roman that will be easily recognized. • If Word or Picture Art is used be sure to include a descriptive Meta-tag.

10. Dealer Website – Scannable Text

11. Meta-tag • Meta-tags • What is It? • Titles, descriptions, and keywords that identify the content of the site not directly visible to the user’s eye. • Why is it Important? • Search engine crawlers recognize Meta-tag descriptors in addition to the actual content found on the site and use it to determine a site’s relevance. • How Can Dealers Optimize? • Make sure each page of the site has a different meta-tag description relevant to the page’s content. (i.e.. Pre-owned inventory should have a different meta-tag than new car specials). • Avoiding duplicate titles allows each page to target different searches.

12. Dealer Website – Meta-tag (Page Descriptor)

13. Image Tags (Alternative Text) • Image Tags (Alternative Text) • What is It? • Descriptions and keywords that identify the content of pictures and word art not directly visible to the user’s eye. • Why is it Important? • Search engine crawlers recognize picture tag descriptors in addition to the actual content found on the site and use it to determine a site’s relevance. • How Can Dealers Optimize? • Make sure all images and word art have picture-tag descriptions relevant to the page’s content. • Avoid overuse!

14. Dealer Website – Image Tags

15. Link Building • Dealerships should build relationships with other sites that can provide relevant links back to the dealership website and increase visibility such as: • MazdaUSA.com (MDOL) • Local Chamber of Commerce • Mazda Enthusiast Groups (Miata Club, RX-8, Motor Sports, etc.) • Online Mapping Services • Internet Yellow Page Sites

16. SEO – Next Steps • Guide your dealers to take the following actions when implementing new SEO tactics on their Dealership websites: • Determine who in their dealership is responsible for their website and will work closely with their website provider. • Help your dealers conduct an SEO tactics audit and determine what improvements can be made. • Institute the recommended SEO changes and closely monitor monthly metric reports. • Ensure internet managers are accountable for monitoring organic search queries and making additional SEO tactics improvements as needed

17. What is Search Engine Marketing? Search Engine Marketing (SEM) or Pay-Per-Click (PPC), is an advertising model used on search engine networks where advertisers only pay when a user actually clicks on their ad and visits their website. Advertisers bid on keywords they believe their target audience will type into the search bar when they are actively looking for their product/service.

18. Google – Search Engine Results Page (SERP) for Keyword: “Mazda CX9” PAID “SEM”LISTING 1 3 2 4 A NATURAL SEARCH “SEO” LISTINGS 5 B 6 C 7 • SEM: The goal of Search Engine Marketing (SEM) is to make sure that your website appears on the Search Engine Results Page (SERP) when someone performs a search. • Paid / Sponsored Search Listings: Positions 1 – 7: Paid advertising via keyword bids • Natural / Organic Search Listings: Positions A, B, C: Non-paid organic results

19. Building a PPC campaign • There are two ways your dealers build an SEM campaign • Assigned internet person at the dealership can create and manage a PPC campaign • Hire and interactive professional to create and manage a PPC campaign . Due to the complexity of building and maintaining an effective SEM campaign, utilizing an SEM professional partner is highly recommended.

20. Building a PPC campaign • If the dealership chooses to build and manage their own campaign, Google AdWords provides an extensive and comprehensive online training program that can be very helpful to fully understand the intricacies of running a campaign. www.google.com/adwords/learningcenter Yahoo!/ MSN/ other search engines can be added to the SEM campaign.

21. Mazda Preferred Vendor If they choose to use an SEM vendor, • ReachLocal is the preferred SEM vendor and offers a robust package at special discounted Mazda rates • They provide extensive real-time reporting including monthly budgets, monthly spend and impressions. • This experienced SEM company can manage PPC campaigns across all major search engines. • Contact information can be found in the Mazda Online Marketing Manual.

22. Optimizing a PPC campaign Encourage your dealers to focus on the following: • Target Mazda Customers • Target Locally • Send visitors to the right page on the dealership website • Choose Relevant Keywords.

23. Optimizing a PPC Campaign • Relevant Keywords to Buy: • Dealership name, all various configurations of the Mazda nameplate and vehicle models • These Keywords should be bought as themselves AND coupled with all the communities in the market. • Geo-targeted Keywords • Hometown Mazda, Hometown Mazda 10009, Hometown Mazda Metroplex, Hometown Mazda County, etc. An extensive list of Geo-targeted and make/model keywords are provided in the Mazda Online Marketing Manual

24. Advanced Topics: PPC Campaign Encourage your dealers to focus on the following: • Utilize Keyword phrase match and exact match options vs. broad match • Utilize Negative Keywords • Utilize Local Business Ads • Determine the Appropriate Budget – a PPC campaign does not require a large budget. • Analyze results! These can be provided by the SEM vendor through Site analytics. • More details are outlined in the Mazda Online Marketing Manual

25. Managing a PPC Campaign • Is managing an SEM campaign a full time job? • No, but it does take time to manage and work with your SEM professional. • The dealership should dedicate an individual to work with their SEM professional to build and manage the PPC campaign. • The dealer should hold the SEM professional accountable for delivering a healthy supply of clicks and ultimately, leads and for reporting results. • Yes, if the dealership chooses to build and manage their own robust PPC campaign.

26. PPC Next Steps Steps Reviewed in Module 1-4: • MDOL and Lead Management • Help Dealer with website design • DealerSkins • Drive more Virtual Traffic • Search Engine Optimization • Encourage your dealers to make PPC an active, vital part of their overall marketing plan. • Determine who in the dealership (Internet Manager) will be responsible for managing the PPC campaign • Determine if the website provider can effectively build the PPC campaign or contact Reach Local or another SEM vendor

27. Thank You