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Search Engine Optimization forAutomotive Dealers. Copyright 2012 Brian Anderson and Peter Alvarez. AllRights Reserved.
Editedby S. Winter Saimond | http://www.WordsmithNinja.com
No part of this publication may be reproduced, stored in aretrieval system, or transmitted in any form or by any means, electronic,mechanical, photocopying, recording, scanning, or otherwise, except aspermitted under Section 107 or 108 of the 1976 United States Copyright Act,without prior written permission of the authors.
While the publisher, author and editor have used their bestefforts in preparing this book, they make no representations or warranties withrespect to the accuracy or completeness of the contents of this book and specificallydisclaim any implied warranties of merchantability or fitness for a particularpurpose. No warranty may be created or extended by sales representatives orwritten sales materials. The advice and strategies contained herein may not besuitable for your situation. You should consult with a professional whereappropriate. Neither the publisher nor author shall be liable for any loss ofprofit or any other commercial damages, including but not limited to special,incidental, consequential, or other damages.
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You and you alone, are responsible for any income you makeor fail to make. This guide makes no promises of realized income or rankingplacement within search engines. You recognize and agree that the Author has madeno implications, warranties, promises, suggestions, projections,representations or guarantees whatsoever to you about future prospects orearnings, or that you will earn any money, with respect to your purchase ofthis Book, and that the Author has not authorized any such projection, promise,or representation by others. Any earnings or income statements, or any earningsor income examples, are only estimates of what we think you could earn.
There is no assurance you will do as well as stated in any examples.If you rely upon any figures provided, you must accept the entire risk of notdoing as well as the information provided. This applies whether the earnings orincome examples are monetary in nature or pertain to advertising credits whichmay be earned (whether such credits are convertible to cash or not). There isno assurance that any prior successes or past results as to earnings or income(whether monetary or advertising credits, whether convertible to cash or not)will apply, nor can any prior successes be used, as an indication of yourfuture success or results from any of the information, content, or strategies.Any and all claims or representations as to income or earnings (whethermonetary or advertising credits, whether convertible to cash or not) are not tobe considered as "average earnings".
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Introduction
Chances are youve heard the term, location, location,location before whether talking about your home or the location of yourautomotive dealership. The reality is that in the brick and mortar world orautomotive sales, the location of your dealership was always one of the mostimportant decisions you could make.
Today, location, location, location has never been moreimportant yet appear so different. With the Internet changing how buyersresearch automobiles and dealerships, its more about location, location,location than ever before.
Its been proven that the #1 spot on Googles Page One isprime real estate. It gets 46% of the clicks by a potential customer ready tomake a buying decision. This means that 46% of the time the top spot delivers aqualified lead to your dealerships website or your competitions website. The restof the results on Page One account for the remaining 54% and none of them countfor more than 10% of the traffic. If you are on Page Two, youre virtuallyinvisible.
However, an Internet strategy isnt complete without asocial media plan. While customers use search engines to find you, they useSocial Media to validate their choice, make contact and build a relationship withyou.
In this book, we will share with youour proven formula that has always been successful in delivering leads,customers, and most importantly, significant sales from the Internet. Ourmethodology will show you our blueprint for success in obtaining the top spotin search engines such as Google, Bing and Yahoo, managing citation sites and yourinternet reputation, and blocking the competition to make sure you are thedominant presence.
The Automotive Industry
Only few years ago, the Internet and Online Marketing for anaverage dealership was the "way of the future." It was somethingdown the road, in the future something to worry about tomorrow or even nextyear.
Thats no longer the case. The Internet and onlinemarketing is a necessity today. Its a vital tool to stay in the game ... andwin the race.
When we see a car dealership commercial on TV, its usuallythe owner talking about how great their dealership is, how they will take careof you and get you the best deals, or how they are not like other car salesmen. The problems start when a potential customer actually goes to the dealershipand is put through the sales process ofwhat-can-I-do-to-get-you-into-this-car-today mentality.
Were all familiar with the drill. The salesperson goes andgets their manager and they try to play the game of good cop/bad cop. The wholepoint? To maximize their profit on each sale.
While this type approach has historically been quitesuccessful, it is important to understand todays educated Internet consumer.
We are seeing a trend of dealers wanting to expand theirreach online. Savvy owners and GMs know they need expert advice to help themengage online shoppers. Consumers shopping online have more information andare better equipped to find both the right dealership and the right vehicle. Dealersmust find a way to get these educated consumers into their dealership.
Three core online strategies that a dealership canleverage to generate real sales opportunities: search engine optimization,pay-per-click advertising, and social media. We are going to discusseffective use of search in geographic specific markets in this book.
Search Engine Optimization101
What is SEO??
Search engine optimization tends to confuse businessowners the world over! Its really quite simple, and once you accept thefollowing few points as the key to successful SEO, you will be able to buildstrategies for your own site(s) and dealership.
As of May 2012, the fundamentals of search engineoptimization (SEO) all fall under the following three (3) primary categories:
On-page Optimization