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The State of Automotive SEO - Dynamic Web Solutions

Brian Forrester of Dynamic Web Solutions discusses the current state of automotive SEM including examples from Michael Lynch's 20 Group.

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The State of Automotive SEO - Dynamic Web Solutions

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Presentation Transcript

  1. The State of Automotive SEM

  2. What we'll cover: • Introduction • Dealership SEM Audits • Dealer Websites: A Comedy of Errors • “Smart Dealer” Marketing • Q & A

  3. Introduction

  4. Dealership Audits

  5. Competitors in Search

  6. Losing Backlinks

  7. Link Quality

  8. Organic Search Positions

  9. Used Car Rankings and Google AdWords Positioning

  10. Blog=Good, Duplicate Content=Bad

  11. Georgian Search Traffic

  12. Why Bid on Your Brand in PPC?

  13. Positions in Organic Search

  14. Losing Backlinks

  15. Domain Authority

  16. Professional Photography

  17. Local Competitors in Organic

  18. Local Competitors in Paid Search

  19. Shaw GMC in Paid Search

  20. Hidden Content, Low Value

  21. Social is Important

  22. Social is Important

  23. Early Results

  24. Organic Rankings

  25. Organic Rankings

  26. Dealership Websites – A Comedy of Errors.

  27. Dealers have options… …just not any great options.

  28. The Good(ish):

  29. The Bad:

  30. The Ugly (1993 called and wants their logo back.)

  31. The Problems 1. Disregard for basic SEO and PPC principles

  32. Multiple H1s Flash Headers Hidden Text Keyword Stuffing

  33. Spammy Backlinks

  34. Duplicate Content

  35. Keyword Targeting?

  36. Dealer.com’s Finest Work

  37. Double Serving Penalties

  38. The Problems 2. Bad User Experience

  39. Pop-ups

  40. Cookie-cutter sites Cookie-cutter content Horrible navigation Bad or no mobile version Slow load times Broken links

  41. The Problems 3. Hit or Miss Support

  42. “We will review that change you requested within the next two weeks. Thank you for submitting your support request to our robot answering service. ”

  43. Ex: St. John Dealer Requested Flash Header be converted to static header so phone call tracking would work properly. This request was made on July 24th and completed on September 9th. 45 days to implement a simple change!!! *Same change on similar site by Dealer Smart Solutions (Trader) for another dealer took only 1 day!!!

  44. Other service issues • Lack of understanding about implementation • Lack of authority to get things done • Your rep doesn’t actually do the work (who does!?) • Unnecessary back and forth • Time to get things done (too long)

  45. The Problems 4. System Limitations

  46. “We’re sorry, what you are trying to do isn’t available in our current system. We’re discussing maybe adding this feature at some undetermined point in the future. ”

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