Clout is the New Click: Strategizing for Zero-Click SERPs

“Yes, we’ll let you crawl us, you just make sure to give us credit when we give you the data. […] We [SEOs] made Google just as much as they made us, and all they owe us is what they promised at the outset: traffic and credit.”

This is one of the most apt descriptions of the relationship between SEOs and Google, and was shared by Rand Fishkin in 2016, months after the introduction of the featured snippet earlier that year. When Rand made that statement, it was at a time where Google had all but plagiarized the bulk of the information shown in featured snippets and answer boxes, without attributing all information to the original content creators they scraped the data from. Since that time, they’ve done a better job of providing the appropriate clout from those answers to the websites who provided them, while still keeping the core answer in the search result. Today, Google continues to change the way that search results are displayed in an effort to provide answers, not websites. Great for the customer, but not so much for the business.  Continue reading “Clout is the New Click: Strategizing for Zero-Click SERPs”

How are You Not Running a Paid Search Campaign for Your Dealership Yet?

While there is a good chance that your dealership is currently running a Paid Search Campaign, there are still (surprisingly) a good portion of dealerships that aren’t.

There can be many reasons for deciding not to: lack of marketing dollars, lack of expertise, lack of knowledge, lack of time, etc.

Nowadays, it goes without saying that businesses have a plethora of digital marketing options to choose from, but I’d like to make my case on why dealerships can’t afford not to be running a paid search campaign. Continue reading “How are You Not Running a Paid Search Campaign for Your Dealership Yet?”

Google Adds Fuel Economy Ratings to Search Results

Google’s been busy lately: they’ve already been testing a new type of automotive ads in Europe and have added cars to their knowledge graph in the U.S.

I was doing a quick Google search for fuel economy this morning (this is through—right here in Canada), and noticed another new feature on the search engine results page (SERP):

Google Adds Fuel Economy to Search Results

Fuel economy in MPG now shows up for a variety of new cars and trucks. I tested it on a few domestic and import brands including Ford, Dodge, Toyota and Honda, and ratings currently appear for many recent 2013 and 2014 models (there’s nothing for used vehicles).

You don’t even need to include the vehicle brand in the search. Just search for “Prius fuel economy” and Google automatically figures out you’re talking about the Toyota Prius. Very cool.

Prius Fuel Economy Search.

This is yet another indication that Google is increasing their focus on the Auto Industry. While these fuel economy ratings are for U.S. models and only appear in U.S. (as opposed to Imperial) Miles Per Gallon, it’s worth noting that this data is already available in Google Canada searches.

It’s only a matter of time before all of these new Google features come to the Canadian market, and more automotive data is already being added quickly, just as we anticipated.

Wondering how all of this affects your Canadian car dealership? Contact Strathcom Media for more information on what to do about Google’s latest updates.