Posts Tagged ‘automotive seo’

SEO: On-Page Optimization Guide

The purpose of this guide is to share insights from extensive hands-on experimenting, and is not necessarily a definitive guide of EXACTLY what to do. Similar to how there is more than one way to eat a Reece’s – there are many ways to go about optimizing your webpages, but this guide will help you better understand all the different elements that come into play and how they function together.

Normally, your website/page will rank somewhere in the top 100 with just content and few or no links. The lower your competition, the higher you should rank with just proper on-page SEO.

If you are not ranking well for easy keywords, then your site/page is probably being filtered due to poor keyword density.

Luckily, this usually can be fixed by simply adjusting site structure and keyword usage.

Before we get started, let’s check out these quotes from Matt Cutts, former Head of Web Spam at Google:

“Probably the ranking signal that SEOs worry about, that they shouldn’t really be worried about, is probably keyword density. You know, you continue to see people who are a little new to SEO come and say, ‘What should my keyword density be?’, and you know, focusing at that level of detail is not as helpful as compared to reading it aloud, seeing if it makes sense, showing it to people, seeing if it makes sense, having natural copy that doesn’t sound artificial or stilted, that’s the sort of thing that I would concentrate on rather than my keyword density should be ‘this’.”
-2012

“The first time we see word on the page, count it a little bit more. The next time, ok a little more, but not a ton more. And then, after a while, we say, ‘You know what? We’ve seen this word. Maybe this page is about this topic.’, but that doesn’t really help you to keep repeating that keyword over and over and over again. And, in fact, at some point we might view that as keyword stuffing and then the page would actually do less well, not as well as just a moderate number of mentions of a particular piece of text.”
-2014

Keyword density is the most important on-page SEO factor, and ignoring it is not really an option (despite what Mr. Cutts would want you to believe).

According to the latter quote, 0% keyword density will not rank for anything, and 50% density will not rank for anything.
Therefore, there must be a range of density that performs best.

With that being said, every site is different so we will dive into why density requirements vary from site to site.



On-page keyword density and link anchor text go hand in hand. They work together to optimize a page for a certain keyword or keywords. If you have low on-page density, then you can get away with having more exact match anchor texts, and vice-versa. Exact match anchors also multiply the power of your on-page keywords, basically intensifying their power.

Since you cannot always control the anchor texts that you receive from other sites, it is important to be ready and able to adjust your on-page density.

On the other hand, you could also build more authoritative links to overcome a penalty, which is what most SEOs do. However, it’s often easier/faster/safer to just adjust on-page density.

Reminder:
Right out of the box, WordPress will often over-optimize your site. All the default tags, widgets, categories, and menus will make you end up with a dangerously high keyword density.

It may not seem like a big deal, but even injecting your keyword 2 or 3 extra times can tip your page over the edge. Tweaking the default settings can often help stabilize rankings over the long-term.

    Keyword Densities Guide:

  • One-word keyword: 0.8%-1.1%

  • Two-word keyword: 0.7%-1%

  • Three-word keyword: 0.5%-0.7%

(There are a couple free tools out there that will determine your keyword density for a certain page.)

Rule of thumb: If it’s not broke, then don’t fix it!

If you’re already ranking somewhere on the first page, do not tweak your on-page. Instead, focus on building more quality links.

On-Page Elements:
Various parts of the page provide different degrees of optimization. For example, using your keyword in the body of your text is not as powerful as using it in the H1 or title.

Title:
The title is going to be your strongest optimizer. The more words you have in the title, the more diluted it becomes. If your page is receiving too much exact match anchors, then consider switching the title to a LSI related term.

H1:
The H1 tag is going to be your second strongest optimizer. Similar to the title, the optimization power can be diluted by adding words. Also, if your page is receiving too much exact match anchors you can change your H1 tag to an LSI related term. Another option is to just remove the H1 altogether. Sometimes your WordPress template will automatically inject a H1 tag, so diluting it will be your only option.

Slug:
The “slug” is the URL of your article, and this is the third strongest optimizer. If you’re still having problems with being over-optimized, you can also alter the slug.
However, it is NOT a good idea to change your URL after the page has been indexed. Sometimes it is better to just use an LSI term in the URL from the get-go.

Bold, Italics, and Hyperlinks:
These are also forms of optimization. If you bold a keyword, it is like you’re using that word twice, and same goes for italics and hyperlinks.

Modifiers:
With the addition of an adjective to a keyword, this “modified” keyword is no longer the same as the root keyword. For example, “dart board” is not the same as “best dart board”.
A rule of thumb is to use an unmodified version of the exact keyword you want to rank for in the title and H1 tag.

The pages of your website work together, with a sort of synergy, that can either propel the over-all rankings of your site, or drag them down.
If one or more pages is not optimized correctly, it can act like dead weight to the rest of your site.

This is especially apparent when you’ve properly interlinked your pages.
When all pages are well-balanced, they extend positive energy from page to page, and bring better rankings.

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Automotive Marketing Trends Infographic 2015

Automotive Digital Marketing | Responsive Website

Drive Digital Group and Google have worked together to create an interesting infographic for the automotive industry. With statistics taken directly from our account representatives at Google, we have compiled a nice breakdown of marketing trends that dealers should be interested in taking a look at. Below the infographic we break it down in text format.

automotive responsive website

Automotive Digital Marketing Trends

The web is crucial in the automotive path-to-purchase.

Here is a brief recap of the above infographic:

Device Trends

40% of all searches for car dealers are now coming from mobile devices.

Mobile devices include smartphones and tablets.

Auto Queries Over Time

Queries peaked in summer months and reached lows between December and January.

Mobile Use

1 in 3 auto shoppers perform a mobile action while physically on a dealership lot.

Video

46% of auto shoppers visited a dealership after watching a video online.

Vehicle Research

52% of car buyers see search engines as the most important source for vehicle research.

Good Display Network Insights

The Google Display Network reaches 9 out of 10 buyers who consult and average of 24 resources while they are considering a purchase

Brand Insights

Consumers are open to considering new brands. 57% of auto shoppers say a video introduces them to new brands.

Best Practices

  1. Location Extensions – Drive customers from search to your location
  2. Call Extensions – Make your phone ring during business hours from search
  3. Conversion Tracking – Better understand important actions
  4. Call to Action – Give customers specific direction with ad creative
  5. Remarketing – Build loyalty to increase returning customers
  6. Display – Influence customers who are in the market to buy


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How to avoid buying a ruined domain

Keeping the integrity of your automotive SEO strategy in tact.

Looking to buy a new domain for your automotive website or any website in general? Check the SEO value of that domain first. It’s slim, but there is a chance that the domain you want to purchase has been removed from Google’s search index due to previous spam and abuse. For the integrity of your automotive SEO value, it might be a good idea to do a few quick searches.

Head of Google’s spam team Matt Cutts suggest that you first do a site: domain Google search first to see if you get any search index back. If you don’t….that is a BAD sign. This means that Google has possibly blacklisted this sites URL.

Next, just try doing a straight up search for the domain to see if there is any history at all you can piece together to view the reputation of this site. Still nothing?

Try going to www.archive.org and view any old pages of the site to see if it had any possible spam going on. Bad content, spammy SEO content, ect.

Overall, if you aren’t getting anything back on this domain quest…..that is not a good sign for your automotive SEO campaign you are trying to put together.

View exactly what Matt has to say below!



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Why Local Citations are so important in capturing potential customers

car dealer digital advertising

It’s important to fully optimize your website to have the best results and the highest visibility in organic rankings. The same goes for local business listing on external sites such as Google My Business and Yelp to gain visibility in major search engines. A local citation or business listing is an online profile that contains information about your business such as NAP (name, address, phone number, etc). Without these Local Citations, your competitors will have better exposure when searching for products or services you may provide. Meanwhile, you are nowhere to be found.

The significance of Local Citations today:

  • 92% of consumers have used the internet to search for a local business in the last year, according to BrightLocal.
  • Distribution of yellow pages has declined over the years, ending their door-to-door delivery in some regions.
  • 40% of consumers form an opinion by reading just 1-3 reviews (vs. 29% in 2014), according to BrightLocal.

We can see that searching for local businesses is increasing especially in this day and age; where we find everything we need in the palm of our hands, just a click away. You may now be questioning, what should I do next? There are excellent citation tools available to you online. Check out these tools below for a simple and quick way to determine the health and visibility of your business listings.

Moz Local (powered by Google) is a free tool in which you can use to check your current business score. Moz checks to see if your business listing is correct, consistent and visible across the web in order to ensure that search engines and new customers can find you.

automotive digital marketing

BrightLocal is a paid platform that allows you to clean up your existing citations as well as create new business listing. One of the luxuries of BrightLocal is that it recognizes citations that have yet to be claimed and gives you the option to claim it with a direct link. It also helps spot incorrect business NAP which is harmful to your local search rankings.

automotive digital marketing

The good news about building your Local Citations is that it’s simple and free! Increasing your online presence by creating business listings will most definitely help your organic performance. Our dedicated team can help clean up your existing citations as well as find quality listings and make sure each one has the same consistency so it’s accurate across the board. Boost your local authority on major search engines by locking up your Local Citations!



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Google doesn’t care about your title tags!

Title Tag Optimization | Automotive SEO

Just kidding! They do! If it follows their guidelines and regulations. Ever notice if you do a Google search that Google will sometimes change your title tag to what they think is “best fit” for that search query? The reason they do this is because though your title tag may be a decent one, Google feels their algorithms can put something a little better together to better serve the user. This does NOT mean that you can take a break from your on site automotive SEO!. You still need compelling content that Google can pull from.

So what’s the criteria?

It’s simple! “We are looking for a concise descriptions of the page that’s also relevant to the query.” -Matt Cutts

  1. Something relatively short
  2. Has a good description of the page
  3. Relevant to the search query

Hear what Matt himself has to say!

All of this is especially important for automotive SEO’s out there. People looking for new cars to buy are on a hunt to find the best more relevant information they can find. Providing them with well optimized title tags that are shown to them upon search will greatly impact your click through rate.



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Why is duplicate content such a bad thing?

Automotive Websites & SEO

My team and I run scans and evaluations on our sites as well potential customers often looking for duplicate content. Many times we find that most automotive websites have the most duplicate content. Why is that? Well, many of the platforms that these automotive websites are built on automatically fill in title tags, meta descriptions, header tags, etc. They don’t put in the manpower to go through with a strategy and implement a process.

We find the most duplicate meta data when scanning through competitors inventory. We manage sites that have an inventory of 50 cars on lot, to up to 2,000 cars on lot. Keep in mind that each vehicle has a dedicated landing page. Imaging all of these pages having the same information in all the important places that search engines crawl. Most competitors do not dynamically change their automotive inventory data like we do. So the question is:

Why is duplicate content such a bad thing?

  • It’s SPAMMY! Google will only read your multiple duplicate data as spammy, keyword stuffed material.
  • New content might not get crawled! Do you want to read the same thing over and over? NO. And neither do search engine. Search engines may decide to stop crawling your automotive website once you have give 500 inventory pages of the same data.
  • Duplicate content can & will hurt your website total ranking.
  • Google can take your website completely out of their search engine results if they feel you are being manipulative.
There are some cases where duplicate content is a necessity. Disclaimers, policies, ect. Here is a segment from Matt Cutts addressing those situations.



Search engine optimization is a hands on process. SEO takes time and man hours. Make sure that you’re automotive SEO is being handled properly and that there is no duplicate content on your website.

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