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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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What we'll cover: • Introduction • Dealership SEM Audits • Dealer Websites: A Comedy of Errors • “Smart Dealer” Marketing • Q & A
Dealers have options… …just not any great options.
The Ugly (1993 called and wants their logo back.)
The Problems 1. Disregard for basic SEO and PPC principles
Multiple H1s Flash Headers Hidden Text Keyword Stuffing
The Problems 2. Bad User Experience
Cookie-cutter sites Cookie-cutter content Horrible navigation Bad or no mobile version Slow load times Broken links
The Problems 3. Hit or Miss Support
“We will review that change you requested within the next two weeks. Thank you for submitting your support request to our robot answering service. ”
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!!!
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)
The Problems 4. System Limitations
“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. ”