Hurry and Read This Blog Post – It Won’t Be Available Much Longer!

Act Now! This Won't Last Long!

We all know that companies use these tactics to try to get us to act on a sale, and we do! We all know that 99¢ is really $1.00, but it works! Our brain tells us we need to act before it’s too late. Marketers are using our own instincts against us, and there is nothing we can do about it!

reptilian brainIt all has to do with the Reptilian brain, millions of years of evolution, and a time when not getting that meal when the opportunity arose could mean death. It’s not that dire anymore, but we still have the faculties that cause us to make decisions based on urgency and abundance. I could talk about this for hours, but instead I’ll refer you to influence: The Psychology of Persuasion by Robert Cialdini and Neuromarketing by Patrick Renvoise, two great books that teach you how to use those faculties to your advantage.

One way Strathcom has incorporated this into our new website platform is a tool we call Silent Salesman.

When a user goes to the VDP (Vehicle Detail Page) of a vehicle they are interested in, they will still be met with the standard photos, description, pricing etc., but now they will also see how many people have viewed that vehicle and how many inquiries have been made on that vehicle. The more interest that is shown in that car, the more the user is going to want it. The more inquires the user sees for that car, the more it will trigger the reptilian brain to act in fear of missing out. It seems like a small feature, but it has tons of power.

silent salesman image

This is just one tool that Strathcom can add to your toolbox to sell more cars. If you’d like to know how you can enable the Silent Salesman tool on your website, drop us a line at Sell more cars before the customer ever walks into your dealership!

Geo-Fencing vs Geo-targeting

geo-conquestingThe terms Geo-Fencing and Geo-targeting, are increasingly being used, but are not clearly being explained and differentiated. We decided to shed some light on these two similar, but distinct terms.

Definition of Website Geo-Fencing
Geo-Fencing is essentially a virtual perimeter that you can draw around any location on a map to deliver dynamic content to visitors – it is a form of website personalization.

Great! So, Geo-Fencing = personalization. So, what does this mean for dealers? This means that dealerships can generate personalized content in real time based on where their visitors’ IP addresses are registered. Since we know where your visitors are physically located, we can leverage this information to provide visitors with personalized videos, photos, text, and calls-to-action that are relevant to them. This will ultimately provide your buyers much more value from their visit.

Continue reading “Geo-Fencing vs Geo-targeting”

5 Ways to Improve Your Google Ranking

seoEveryone wants to have that number one spot on the Google Organic Search Results page.  Here are 5 simple things that can help to improve how you rank on Google:

1. Create useful, relevant content

Quality content created specifically for your intended users will not only help with user engagement, but will improve your site’s authority and relevance, which will increase your rank on the Google Search Results page. It’s also important to update your content regularly.  Regularly updated content is viewed as one of the best indicators of a site’s relevancy. Be sure not to use duplicate content throughout your website, though; this could harm your ranking.

2. Have a blazing fast website

Page speed is an important factor on how you will rank on Google. A slow page speed means that search engines crawl fewer pages using their allocated crawl budgets, which negatively effects your indexation. Page speed is also important for user experience. Pages with a longer load time tend to have higher bounce rates, and lower conversions.

Not sure what your page speed is? Google has a great tool to test it!

3. Make sure your website is responsive and optimized for mobile users

Responsive sites are designed to provide optimal viewing and easy navigation on any device or screen size. This makes it great for users viewing the site on a mobile device. Even though you may have a separate mobile site, Google has started to punish sites that are not responsive or mobile friendly, causing them to rank lower in the search results pages.

4. Make sure all of your citations are correct and up-to-date

Citations are online references to your business name, address and phone number (NAP). Some examples of citations are your Google+ Page or YellowPages. Google uses these citations when evaluating the authority of your business website, and is a key component in Google’s ranking algorithm.

Citations from well-established portals will help increase the relevancy of your business.  Make sure your address, website url, phone number and business name are consistent across each website.

5. Blog!

Blogging is a great way to help boost your ranking on Google. Google crawls blog content more frequently than your web page content because blogs are constantly being updated.  A blog page is essentially another web page and every web page is another opportunity to rank in the search results page.

Blogs can also help you become a local source of knowledge and with lots of great keywords written into the content you can rank for many different topics related to your brand and dealership.

If you have any other questions on how to improve your organic ranking on Google, please do not hesitate to reach out to a member of our team or subscribe to our newsletter!


Head on over to your site and take a look around. Have you ever wondered how your site traffic finds what they’re looking for? Today it is all about efficiency: how quickly something can be done, with as little pain as possible. (Hello, Keyless Go!) But wait – what about customer service? Isn’t buying a car supposed to be a memorable experience with the best team of people helping you out every step of the way?

Coffee cup and notepad with pen on wooden tableAs you are probably aware, the journey to purchasing a vehicle starts way before the customer walks through the door. How is your dealership supposed to make that first impression and keep their interest? Why not start with your website?

Introducing Notepad! Strathcom has recently created a whole new level of options to help your dealership hold the attention of the valuable traffic coming to your website. The Notepad feature combines the best of both worlds, creating efficient customer service.

Add Notepad into your site, and users will be greeted with a small tracker that automatically tracks which vehicles they are looking at. Why do we say this is the best of both worlds? Because we do the work for the user! With no login necessary, your potential customers aren’t distracted from their main focus – your inventory! From there, your site will keep track of which cars the user has shown interest in; plus it gives them notifications of price changes! And finally, next time the user heads back to your site, Notepad will be there to remind them of the units they looked at last time so they don’t have to start at square 1. If the car has been sold since the last time they visited your site, Notepad will automatically remove it.  It’s quick, easy, and ever-so-painless!

Notepad is just one of many great tools that Strathcom is now offering. So sit back and let us take care of the heavy lifting!

For more information on Notepad and our other website personalization tools, give us a call today or subscribe to our newsletter.


7 FREE Google Tools to Start Taking Advantage Of

website performance

Did you know that Google has several FREE tools that they have made available to all users to see how they are performing online?  Here are 7 of the best to help you be more effective online:

  1. Google Analytics: Probably one of the most powerful Google tools that you can use, and if you don’t have it on your website, you should. You can learn so much about your customers as well as track the success of your website.
  2. Structured Data Tool: This is Google’s tool for validating, microformats and other structured data. It handles HTML, marked up with microdata, RDFa, RDFA light and JSON-LD, by direct input or by fetching an existing URL. Translation? This tool separates the boys from the men in the SEO world and determines if your site is labeled properly for easy Search Engine Indexing.
  3. Google PageSpeed Insights: Simply type in your website’s URL, and see how fast your business site is working on desktop & mobile. The higher the score the better, but generally aiming for a 70 on desktop and a 50 on mobile are a good starting points.  Fast and optimized pages’ lead to higher customer engagement, retention and leads.  Pagespeed Insights help you identify performance best practices that can be applied to your site.
  4. Search Console: Another free tool that helps you understand what’s going on with your website. This is the primary mechanism for Google bots to communicate with webmasters.  This will help you identify issues with your site, such as having broken links or dead pages.  It can even let you know if your site has been infected with malware.
  5. Mobile Friendly Tool: In April, Google announced mobile-friendly ranking labels which boosted qualifying sites to the top of the page. Wondering how your site fares after this Mobilegeddon? Check it out.  This tool will simply give you a pass or fail grade – your site is either mobile friendly or it’s not.  Since the average person in North America checks their phone 150 times per day – mobile-friendly websites are the new entry fee to play in the industry.
  6. Google Trends: Trends is a cool tool that shows how often a particular search-term is entered relative to the total search-volume across various regions of the world, and in various languages. This is a goldmine for blog topics, social media posts and to keep an eye on your brands relevancy.  “Google Hot Trends” is an additional Google Trends which displays the top 20 fastest rising searches of the past hour in the United States.
  1. Google Alerts: Use this tool to monitor the presence of your businesses mentions online. Google emails you when new web pages are published that are relevant to the alert you entered. It will not catch every single page, but it does catch a good chunk of them, especially the ones from authoritative websites. Track your brand name, your competitors and your leadership team or sales staff.
  2. Test My Site: Similar to the PageSpeed Insights and Mobile-Friendly tool, Test My Site is an easier tool to help understand how your business is performing online.                                                                                                

If you have any questions about any of the above tools, please do not hesitate to reach out to one of our Google Certified Representatives!

And for more tips & tricks like these, sign up for our newsletter!

Bounce Rate: The Misunderstood Metric

Bounce Rate: the misunderstood metric

Today the internet is celebrating  it’s 25th birthday. In the early days, when people were still learning what makes the internet tick, they kept hearing about one metric: bounce rate – bounce rate – bounce rate. We were told that this was the metric we need to keep an eye on. High bounce rate was the smoke signal showing you may have issues on your site, causing people to view the page they landed on and leave. Even back in the early 2000’s bounce rate was a misunderstood metric, but 25 years later, in today’s world of online advertising, complex design, and extensive data, the relevance of bounce rate is only getting smaller and smaller.

How is bounce rate calculated? Google explains bounce rate like this” “Bounce Rate is the percentage of single-page visits (i.e. visits in which the person left your site from the entrance page without interacting with the page)”. To put that simply. If someone only views a single page or your website and leaves (bounces) that will increase your bounce rate.

bounce rate formula

Why Do People Think Bounce Rate Is Important? People assume if someone hits a single page and leaves the site, there must be something wrong with that page, why else would they leave and not continue on exploring the site? This is a legitimate question, but the answer depends on the situation. Maybe all the info the user needed was on that one page – Google doesn’t look at the amount of time they spend on that single page. I could spend 7 minutes reading about the 2013 Ford F150 you have in stock, call the dealership to book a test drive (which would be considered a success) but Google Analytics is going to show that as a bounce.

Bounce rate is even more watered down when you are running online advertising. Many online advertising campaigns target specific people searching for specific things. Landing pages for online advertising are designed specifically to remove the temptation of exploring the site. You want that user to see your ads, click to get to the landing page that is most relevant to the ad, and take the desired action; whether it be filling out a form, calling, printing off a coupon etc. If that person does the desired action, that is a success, a success by every metric except for bounce rate. This is why bounce rate is no longer the key performance metric you once thought it was.

So what metrics should I be using to determine if my site is working well? Unfortunately, there is no simple or single answer to this. You have traffic coming from many sources, and the different people from those different sources interact with the site differently. You may think time on site is a good metric, but you’ve noticed it go down. Is this bad? Maybe something needs to be done and let’s redesign your whole site! But did you also notice that the amount of traffic from mobile and tablet has gone up? People visiting the site on mobile spend less time on the site than those visiting from desktop, so now that drop makes sense. The solution is not to look at your traffic as a whole but to segment out the traffic. Look at the sources of traffic individually and whether they are going up or down. Look at what devices people are coming from, and check out behaviour flow to see how they are flowing through your site.

You should have access to your Google Analytics, your website provider has no good reason to keep that from you, so make sure you have access and go in and look around, if you see anything you don’t understand ask you website provider or drop us at Strathcom a line and we can help decipher the data for you. Data is power, but only if you look.

User viewing many pages online

No Bullshit Here! Google Comes to Edmonton

Google Event

June 23 was our first Google Event in Edmonton and it was a huge success! This event was special not only because it was the first event of its kind in Edmonton, but also because it was the official launch of our non-automotive division – The UnAgency. Check out our full blog post, as well as our band new UnAgency website here!


Finding the Difference Between Mobile and Desktop Visitors

Since Google has announced the types of online moments most relevant to a customer, we need to understand what our market is doing on our websites. The sooner we can deliver the information they want, the more useful we become to our users. One of the ways to identify these online moments is to dive into Google Analytics.

mobile users

Here’s a case for leveraging Google Analytics:

In an initial look at one of our clients, we found that one of the differences between mobile users and desktop users was  page views on certain pages.

What else did we find?

A lack of page views and a higher bounce rate on mobile for the Build and Price page and the Our Dealership/About Us page.

What does it mean?

If clicks could vote, they wouldn’t vote for those pages. It’s not that users don’t care about those pages, it’s just that they’re browsing with a different intent than if they were on desktop. So where did these users go? Most mobile users ended up exiting the website on inventory pages. They found the information they wanted, then left.

This means we should cater to what mobile users want and don’t want. Knowing this information, we’re not going to create sitelinks or set landing pages for content which isn’t useful or relevant to mobile users. Doing that doesn’t help the client.

Mobile optimization requires a different perspective and approach, and Google provides the tools needed to make decisions for mobile optimizations. The analysts at Strathcom can identify those optimizations which benefit Paid-Search performance and your company’s objectives and goals.

Why a Nissan Dealer Should Choose Strathcom Media Inc.

Like Nissan, Strathcom is a company that values design, quality, innovation, and progression. Even when we are better than the competition, we still strive to improve. Those values have made Nissan the fastest growing automotive brand in Canada, and have made Strathcom one of the top automotive website, tools, and online advertising companies in Canada.

Strathcom started its relationship with Nissan as one of the few Nissan/Infiniti CDW (Certified Dealer Website) providers. Since then we have been giving Nissan dealers across the country the sites and tools that help them continually increase traffic to and sales from their websites. Though we ensure all creative elements align with Nissan and Infiniti guidelines to keep you compliant, that doesn’t mean your website has to be dull. Nissan understands that good design and a good first impression are important in the customer journey and because of that, they give us the freedom to make sure your site looks modern, professional, and fresh.

Some Nissan dealers still have dated designs, and that’s a shame! What they could have with a Strathcom site versus what they currently have is night and day. Let me put it to you this way: what truck is poised to be the king of the road in the coming years? You’re a Nissan Dealer so you already know the answer, the 2016 Nissan Titan, this thing is a beast. Cummins engine! 310 HP with 555 LB-FT of Torque! And it’s got to be one of the best looking trucks ever made! Your old 2012 Titan isn’t horrible. It gets the job done, it may have some issues but compared to the 2016 Titan, it’s not even in the same ball park. That is how Strathcom compares to the other guys. We are the best and we want you to be the best, and we are going to give you the tools to be the best.

What tools you ask? Well let me tell you…

  • What if you could put a virtual fence around your largest competitor so if people are in that dealer’s showroom comparing their inventory with yours they will see a message talking about why The Nissan Sentra is Better than the Honda Civic (assume it’s a Honda dealership), or a message saying bring in a business card from that dealership and get an extra $500 off your new car purchase? With a Strathcom site you can, it’s called Geo-fencing. It comes included at no extra cost.
  • What if you could personalize your website so that each user had their own individual experience? Think of how Amazon tailors the products they show you to what you have shown interest in, or how your Netflix screen will show you movies that closely suit your tastes whereas mine will show me movies that suit my tastes. If someone goes to your site and is looking at a Nissan Murano and then leaves and comes back later, suddenly the home page slider image is a Murano, talking about the top benefits of a Murano, and the sale you are currently having on Muranos is front and center, and scroll down and – whoa! – an offer to get an extra $250 off your trade in when you come and test drive a Murano today, SOLD! This is called Personalization, and  it comes included at no extra cost.
  • What if all of the vehicles a person has looked at is saved for them when they come back, automatically, and with pricing updates? With a Strathcom site they are. We call it Notepad, and it comes included at no extra cost.


I could do this all day but this blog can only be so long… Okay one more!

  • What if you could compare what you are pricing your vehicle at with the competition in your area, and see the average price that car is selling for, the average odometer on the car, and sell your vehicle quickly and for the highest profit possible? Well get ready to ditch that expensive vAuto software because with a Strathcom site you can. It’s called Market Pricing, and you guessed it, it comes included with the site!

The point is we give you the tools that literally no other Canadian website provider can. Tools that in 3 or 4 years every website provider will have, but with a Strathcom site, Nissan dealers have access to them today, and at a lower cost than what you are probably paying for your current website! Strathcom knows what dealers need to be successful, and more specifically Strathcom knows what Nissan dealers need to be successful.

Nissan has come a long way since our President Duncan Cochrane learned to drive in a Nissan Maxima Brougham, the question is, has your site grown with it?