How Google Is Changing and What You Need to Know Every copier dealership wants to be on page one of Google for search terms related to their business. Every day you get phone calls and emails from companies promising that they can get you on page one. All of this can become very confusing—especially as Google radically changes their algorithms. Search Engine Optimization (SEO) can be a very confusing topic. In this webinar our goal is to give you a framework to understand SEO so you can make good business decisions.

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DEMYSTIFYING SEARCH ENGINE
OPTIMIZATION
How Google is Changing and What You Need to Know
Corey Smith
Marketing Strategist

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AGENDA
• What do you want to achieve?
• What does Google want?
• How do you get found?
• Three step action plan

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SEARCH ENGINE OPTIMIZATION (SEO)
The process of affecting the visibility of a website or web
page in a search engine’s unpaid (organic) results.

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WHAT DO YOU WANT TO ACHIEVE?

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WHAT ARE YOUR SEO GOALS
• Get found for _____? keywords…
• So you can drive traffic to your website,
• So you can get leads

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KEYWORDS
The words and phrases in your content that make it
possible for people to find your content

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KEYWORD RESEARCH
• Monthly Searches + Difficulty

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KEYWORD
RESEARCH
• What are people
searching for in your
market?
– Lowest Difficulty
– Highest Monthly
Searches

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LONG TAIL KEYWORDS
• Longer and more specific keyword phrases that visitors
are more likely to use when they are closer to a point of
purchase

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LONG TAIL KEYWORDS

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WHAT DOES GOOGLE WANT?

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A MOVING TARGET

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GOOGLE’S EVOLUTION
Panda Which sites offer good
content?
Penguin Get rid of deceptive
search tricks.
- Rolled out over 10 days
Hummingbird Moves from keywords to
phrases or questions
- “Long-tail search”
- More emphasis on social
- More emphasis on
mobile

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WHAT DOES THIS MEAN TO YOU?

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SEO BASICS

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ORGANICVS.PAID
Google AdWords
Pay-Per-Click
Organic Search

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RETARGETING
• Google AdWords product
that serves up ads on
pages around the internet
after someone visits your
website

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GOOGLEMAPS

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GOOGLEMYBUSINESS

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COMPONENTS OF SEO SUCCESS

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COMPONENTS OF SEO SUCCESS
1. Page Content
2. Descriptions
3. Cross Links
4. Back Links
5. Human Content
6. Social Signals

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PAGE CONTENT
• (Original) Content is king!
– Do not copy and paste from
other sites
– Use keywords
– Use headers, sub-headers
• H1, H2, H3

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DESCRIPTIONS
• Page Description
– HTML attributes that provide
concise explanations of the
contents of web pages.
– Meta descriptions are
commonly used on search
engine result pages (SERPs) to
display preview snippets for a
given page.
SEO Moz

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META TAGS?
• No longer relevant
“Search engine optimization techniques that
were tolerated a few years ago are now
considered major no-no’s and those who
rely on them to manipulate SERPs are
penalized by Google, Yahoo, and Bing.”
Coho Lab

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CROSS LINKS
• Links to other pages
inside your website
Link to the Document
Management page
inside a blog post.

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BACK LINKS
• Links from other
websites
– Inbound Links
• Sources
– Social Media
– Local Directories
– Other Websites

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HUMAN CONTENT
• If people don’t like it,
neither will the search
engines

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TIPS FOR GREAT CONTENT
1. Make it easy to skim
2. Use headlines and sub-headers
3. Keep it short
4. Know your audience
5. Use correct spelling/grammar
6. Use images

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SOCIAL SIGNALS
• Amplify your content across
dealership social media
– Google indexes social posts
– Creates inbound links
– Creates traffic
• Share content across social
networks (LinkedIn)
– Creates more links
– Creates traffic

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OPTIMIZED WEBSITE

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PROPER STRUCTURE
1. Page Titles
2. URL Structure
3. 301 Redirects
4. Responsive Design

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PAGE TITLES
URL STRUCTURE

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SEO REDIRECTS-404 ERRORS

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404 PAGE

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RESPONSIVE WEB DESIGN

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ACTION PLAN

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SEO STRATEGY 3.
Share
on Social
2. Add Content
Regularly
1. Optimize Your Website

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1. OPTIMIZE YOUR WEBSITE
• Keyword Research
• Continually Modify Site
– Page Content
– Page Descriptions
– Page Headers
– Image Tags
• Local Directory Submissions
3.
Share
on Social
2. Add Content
Regularly
1. Optimize Your Website

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2. ADD CONTENT REGULARLY
• Weekly blog articles
• Best Practices
– Keywords in text
– Page description
– Subheadings
– Image(s) with alt tags
3.
Share
on Social
2. Add Content
Regularly
1. Optimize Your Website

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3. SHARE ON SOCIAL
3.
Share
on Social
2. Add Content
Regularly
1. Optimize Your Website

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SEO CONSULTATION
Northern USA/Canada/UK
Mike Hollander
mhollander@dealermarketing.net
+1 214.224.0050 x. 303
Southern USA/Australia
John Pulley
jpulley@dealermarketing.net
US: 214.224.0050 x. 303
AU: (02) 8310 4841 x. 303