If you attended any of the Google Think Dealer events this fall, you know that Canadian dealers have been asking for a step-by-step guide on how to advertise on Google for years, and it is finally available. Based on Canadian automotive data, whether you are a beginner looking to do the bare minimum, or a seasoned pro looking for how to stand out online, The Dealer Playbook breaks down exactly where you should be spending your marketing dollars.
You can download the Playbook here, and if you have any questions just ask your friendly neighborhood Premier Google Partner, Strathcom Media.
To learn more about the Dealer Playbook, there is still time to register for Google Think Dealer in Vancouver and Calgary , and we will be publishing a blog summarizing everything we learned at these events. Stay tuned!
eMarketer.com recently published their report on Mobile Advertising in Canada and to no ones surprise, mobile is exploding. I wanted to condense and share some of the findings, but if you wanted to purchase the full report from eMarketer.com, you can find it here.
Before I get into the numbers, I wanted to give you an idea of what the end game for mobile is. Mobile has evolved to be a part of our lives; our phones are with us – for the most part – 100% of the time. Because of this, how much we use our phones to complete activities in our daily lives will only increase. It used to be just to make calls, then text as well, then email as well, then surf the internet on the early (crappy) mobile web browsers, then apps and so on. We even have the ability to track our health on our phone, and in a relatively short period, probably 10 years, when you go to the doctor’s office, you’ll just hand the doctor your phone, and it will have all your medical info and readings it has been taking since your last visit. Many companies are working on how the mobile phone will replace desktops, which – other than for work – have been declining in sales. Unless you need a desktop to run high powered programs like video/image editing or PC games, you’ll soon just have your phone and a couple monitors at home/work that you plug directly into.
For those of you who enjoyed the brief highlight reel we released in September on Google Think Auto, here’s the full review. Enjoy!
In September, we were fortunate enough to attend this year’s edition of Think Auto at the Toronto Centre for the Arts. The scenery of the event was different and so was the direction of the event. Instead of focusing on the four phases of the car buying journey, there was a ton of data presented on the the buyer’s persona. If you don’t remember what the four phases are, check out our 2016 recap of Think Auto for a good refresher. Continue reading “GOOGLE THINK AUTO 2017: FULL REVIEW”→
Last week, we hosted a webinar to discuss How to Merchandise Your Inventory Effectively. In this webinar, we talked about the fundamentals of e-commerce websites, different variations of structuring your inventory listings, and Strathcom’s four best practices for well-merchandised inventory. But rather than put the cart before the horse, we want to make sure we share this important public service announcement:
If you’re in the business of selling vehicles, you need to put your inventory on your website.
You were probably told this a few years ago, and we’re still telling you this now because it often doesn’t happen. The reasoning is pretty simple, too: if you can’t be bothered to put in the effort required to show a customer why they should do business with you, they won’t be bothered to put in the effort to go looking for it.
Think of it this way: buying a home is the largest purchase the average person will make in their lifetime. If you were selling your house, and your realtor didn’t put a listing of your house on MLS online, you’d probably be pretty upset, right? Chances are good that potential buyers wouldn’t even know your house was for sale unless they happened to drive by and see the sign on the lawn. And even then, they wouldn’t be able to go online and find the listing to learn about how many bedrooms or bathrooms it has, peruse the square footage or other house specifications, or look at pictures of how the house looks inside. Those potential buyers would probably have a greater chance of finding other homes, listed by other realtors, who did the best job possible of showcasing the house in that online listing so that the potential buyers would want to book a viewing and hopefully make an offer.
A vehicle is the second largest purchase that the average person will make in their lifetime. Why would your dealership want to do things any differently?
For those new to SEO, the concept of search engine optimization might seem like a combination of voodoo witchcraft and sheer good luck. But you don’t need a magic wand or a four leaf clover in order to improve your SEO on your website today. In fact, there are a few easy things that you can start doing right now in order to bump up your ranking across Google and other search engines. Starting to make small changes will help to drive traffic to your website, and we have 5 easy tips to get you started on improving your SEO today.
First of All, What is SEO and Why Should You Care?
Simply put, SEO is a term used for optimizing your site and pages so they rank in a search engine. Optimization is key because search engines scroll through the content, find out what it’s about and analyze your site. Then the search engine ranks your page against your competition to give a list to a user’s search query. If you haven’t thought about SEO, the search engine won’t know what you page is about and you won’t rank.
Optimizing your content for the bots that scroll through your site, will give you the ability to be higher in the search engine. This may lead to more clicks and more traffic. It is good to know that search engines such as Google are smart. Search engines use advanced algorithms that not only search for keywords and titles of the content, but analyze it to find out what the content is about, how in-depth it is and if it would answer the user’s query they typed into the search engine. This means that SEO optimization your content has to be done properly, no black-hat tricks here!
So What Do Search Engines Look For?
SEO is not a static field, and there is no “end all be all” for what search engines look for. Algorithms that these search engines use change constantly, and so optimizing your site is something you need to be constantly aware of if you want to improve SEO.
If you asked someone how they did SEO 15 years ago, you would have gotten an answer along the lines of “put as many keywords as possible onto the page”. Easy as that was, it led to pages full of keywords and useless content. Now, content and quality are key! In order to improve your SEO, you need to improve your content and what you put onto your site.
So, How Do I Improve SEO on My Site?
SEO is still a difficult thing to master. But with the following 5 tricks, you will be on your way to optimizing your site.
1. Keywords are Key to Better SEO
You go to a search engine, type in your query and bam! In what seems like an instant, you are flooded with millions of results that are sorted to give you the best ones at the top. Can you imagine having to go through them all yourself? No? We can’t either. The top ten results aren’t there by accident either. Each result in your search is carefully configured to rank highly against whatever you typed into the search engine. One of the top reasons for high ranking are keywords, which are words or phrases that are put through your content so a search engine can figure out what the content is about. When keywords are used correctly are great for improving your SEO!
Quick way to improve SEO with Keywords: Choose 3-4 keywords and put them each 3 times in your content! Make sure they are relevant, and that they are specific. You want them to also blend nicely into the content. Choose 2 body keywords and 1 long tail keyword at least! Whatever you do, don’t make your keywords general like vehicle or SUV.
So when you think about choosing keywords in your content you should choose 3-4 keywords to use throughout. Here are some things to think about when choosing your keywords.
LSI stands for Latent Semantic Indexing Keywords. This sounds scary, but it means that when you pick your keywords you don’t need to choose them all to be similar. Using synonyms will rank the same as using the same word. This can be good and bad for you. Good because you can rank for “improve SEO” with “better SEO”, and vice-versa, but bad because you have to be aware of how many times you are using the keyword.
Body keywords are 2-3 words long and get a good amount of searches per month. These are good for driving traffic, especially when used in your content.
Long Tail Keywords
Pick one long tail keyword for your content and use it throughout. These are 3+ words long, and you want to try to use it in your meta title and description too!
Where do I find keywords so I can put them in my content to get better SEO? Well, we love using Google Keyword Planner, SEMrush and SERPstat. We encourage you to do your own research though, including searching on Google, looking at Amazon and browsing social media for the things you want to rank for.
2. Write More Content – But Make Sure it is Unique, Useful Content that is SEO Friendly
Blogging, writing more pages and increasing the words on your pages is a great way to increase traffic, but only when it is done right! Just because you have 500 blog posts, doesn’t mean you will automatically rank higher in a search engine. Your content needs to not only be there, it needs to be well written, understandable and useful to the person searching for it.
You want to constantly be updating and adding to your website. One of the best ways that businesses do this is by starting a blog. This will give relevant information to your customers and answer the questions they might be searching for. But before you start writing more content make sure that:
Write about you, and what makes you different
Don’t use duplicate content
Make sure you use keywords
If you want people to find you try making your posts location specific
Make it easy to read, but also well written
3. Structure Your Content, Make It Easy to Read
Once you’ve sat down and written your amazing page or blog post, you need to make sure that you make your content easy for a user to read. Always remember that where people read it will vary a lot, some will see it on their desktop, some on their tablet and many on their mobile. Creating easy to read and follow content is one of the easiest ways to improve SEO on your page. To do this use headings, subheadings, keep your paragraphs short and sweet, and break up your text with graphics!
Using headings, blockquotes, pictures and short paragraphs will make your content easier to read, and give you a higher rank in search engines!
4. Optimize Your Graphics for SEO
You might be writing amazing content, but without graphics that are optimized you are missing out on points towards your placement in search engines. If you want to use different multimedia elements including photos, videos and infographics to increase your ranking then you need to optimize them for search engines.
Make sure you give your images descriptions, relevant titles and alt tags! This lets search engines “read” your graphics.
Adding graphics won’t immediately increase your SEO but it helps your user experience. Also since search engines don’t have “eyes” you need to make sure they can “read” your graphics. Since they cannot see a photo, you need to add titles, descriptions and something called an alt tag to each of your graphics. Alt tags are the description that search engines read to understand what the photo is of. In WordPress, you will see a section for Alt Tag when you upload a photo.
5. Make Sure You Use Meta Tags and Descriptions For Your Search Results
If you are writing a blog post or page on your site, you want to customize your meta tag and description. These are what a search engine will show when you come up in the results. Using your keywords and logical information will keep you relevant, and make sure people who see the result actually click on it. On every page or post of your Strathcom site, you will find the Yoast plugin, if you click on the auto generated content you can change it to be better for SEO.
What Else Can You Do?
SEO is something you could spend all day everyday doing. This is why there are companies that specialize in it. These five tips are just the icing on the cake to improving your SEO. From there you can get into more technical SEO and link building practices, but let’s not get ahead of ourselves yet.