Search Engines and

thumpinsplishInternet and Web Development

Nov 18, 2013 (2 years and 11 months ago)


Search Engines and

Social Media

Build Traffic and Customer Loyalty

Presented by: Greg
, President,



Founded in 1995


in 1999

Largest provider of RV Dealer websites

Began working with Trailer Dealers in 2009



Nearly 50 Design Awards

Staff of 22 including 5 designers and 4 programmers

Full Service Online Agency offering everything from
Logo Design to

and Custom Programming

Search Engine Optimization (SEO)

What is SEO?


Natural or free listings in Search Engines
like Google, Bing, or Yahoo.

Organic listings are based on things like:

Page Construction

Page Content

Number of Sites Linking to them

Search Engine Optimization (SEO)

Per Click or PPC

Paid or Sponsored Listings
appearing at the top and sides of the Search
Engine Results Page (SERP)

PPC listings are based on thing like:

Page Construction

Page Content

Number of Sites Linking to them

Amount bid for the term

Relevance of both the ad and the destination page to
the search

The same factors for everyone else bidding on the term

Search Engine Optimization (SEO)


If you ask 20 different Search Engine Specialists
their opinion on the best way to optimize your
site you will likely get 20 or more opinions. Of
those , 30% or more will be wrong and many of
the right ones will be in conflict with each other

What Makes a good Search Engine

Google Certified

Avoids “Black Hat” techniques

intent is to look for shortcuts or loopholes that
would rank pages higher than they deserve to be
ranked, include keyword stuffing, link schemes, etc.

Employs “White Hat” techniques

the usability of the site, helps create great
content, make sites faster, etc., which is good for both
users and search engines

Has good references from customers

Doesn’t make wild promises

Search Engine Optimization (SEO)

Who Do You Want to Target?

Lookers vs. Buyers

Brand Specific vs. Type Specific

Where Do You Want to Target

Local vs. Regional or National

The lower the units value, the less likely buyers will be
willing to travel a long distance to purchase

Your local market will nearly always be your easiest
sale, so make sure that you do a good job of targeting

Starting SEO

Understand where you are and where you
want to go

Use Google Analytics or Webmaster Tools to
understand what keywords and phrases that
your site is being found on now

Use tools like

to see

what keywords your competitors are
appearing on in both paid and organic

Starting SEO

Create a list of specific keywords and phrases you
want to show up on

Use Google Keyword Tools to find other relevant
words and phrases

Once your list is complete, Webmaster Tools can
help you determine search volume on all of the
words and phrases in your list

With all of that information, you can begin to
rank which keywords and phrases are most
important to you

“Short Tail”

“Long Tail” Keywords

Short Tail: “Trailers” “Horse Trailers”

Long Tail: “

Horse Trailer in Texas”, “3
Horse Slant Load Trailers”

2 Word Phrases tend to be lookers

and researching

3+ Word Phrases tend to be buyers

Page Optimization

On Page Elements that impact SEO:

Page Construction using HTML5 and CSS3

Title Tags

H Tags

Alt Tags

Page Description*

Description is important to sell searchers on your page,
but does not have a large impact on SEO rankings

Page Optimization

On Page Elements that impact SEO:

Type of Page Content

Page content must be relevant to and in harmony with
all of the other elements of the page

Note that for a long period of time, page content
played a minor role your rankings. Over the last 18
months, page content has become MUCH more


The number of links, quality, and relevance of links are
very important

Page Optimization

Off Page Elements that impact SEO:

Page Load Speed

Quality of Inbound Links

Canonicalization of URLs

Presence of a properly formatted site map

Creating a Strategy

Create a basic map of the core pages for your

Pick 1
3 keywords or phrases to emphasize for
each page

Once you have your initial sitemap, create a
strategy for your inventory pages

Decide if you are going to focus on brands, types,
or both

Both is the best strategy if you can afford it

Creating a Strategy

Next, see what phrases that were important
to you that you don’t have a strategy for yet

Determine if you are going to create landing
pages or write blog articles to target them

Create a schedule for creating blog articles
and additional landing pages

Penguins and Pandas

Why do They Matter?

Google’s 2 most recent updates


February 2011


April 2012

Panda Update

Significant Changes

Page Title importance

Page Layout

“Above the Fold” Content


Crawl Error reporting in Webmaster Tools

More focus on local results

Improved recognition of Keyword Stuffing

Better ranking of Site Links

Penguin Update

Tighter Guidelines on content optimization

More emphasis on natural language content

More emphasis on Brand Name usage in both
Title Tags and content links

More emphasis on fresh content like blogs,
press releases, white papers, etc.

More localization of content to searchers



All current roads lead to more localization of

Becoming harder to optimize for out of area

Pushing towards more Pay Per Click
advertising to reach wide audience

Link Building

High Quality links from other websites will help
your pages have higher search rankings

Links must come from sites that have content
that is relevant to the content on the page they
link to

In other words, a link from a page on a popular
horse website to your horse trailers page is much
more valuable than a link from a local classified
sites home page to your home page

Link Building

Be careful to avoid “link farms” that sell you a link from a
non relevant site

Google penalizes these types of actions

Find Relevant sites that you can provide content or articles
to in exchange for a link back credit

Create great content or blog articles that other sites want
to link to

Press Releases are another great way to get relevant
inbound links

Search Engine Optimization


10 minute Break

Pay Per Click
Advertising (PPC)


The Differences Between SEO and PPC:

You can influence SEO, But you have much more control over PPC

SEO costs tend to be “soft”

hard to directly tie an SEO expense to
a specific result

PPC costs tend to be “hard” much easier to tie costs to results

If you work at it, SEO can be free or very cheap other than your



Target Specific Keywords or phrases

Can advertise locally, regionally, or nationally

Cost is on a Per
Click basis

You establish a maximum daily budget and your
monthly spend will be within a few percent of that

Once your daily money runs out, your ads will not
appear until the next day.



Tools allow you to track exactly what your cost for
conversion for each keyword or phrase is

You can also buy display or banner ads on a Pay Per
1,000 impressions rate as well (CPM)

Text ads can be purchased to appear only in Google
searches or near relevant content on sites using the


Display ads do not appear in Google searches


Buying Ads

Originally, ads were placed based on who the
highest bidder was on a given keyword or

Today, a complex “quality score” is used to
weight each bid with a number of other
factors that may result in the highest bid not
being the first ad listed


Buying Ads

Elements of Quality Score

Relevance of keyword or phrase you are bidding
on to the searchers search term

Relevance of your ad text to the searchers search

Relevance of the ads destination page to both the
ad and the searchers search term

The Bounce
of the destination page from
previous searches


Buying Ads

How Google ranks your bid


* Bid = Bid Ranking

An ad with a bid of $1.00 and a

of 8 will be
ranked above an ad with a bid of $2.00 and a

of 3

It is important to continually work on
improving your

to maximize the
Return on Investment of your ads


Elements of a successful


Keyword Research

Wide variety of Landing Pages

Brand Specific

Type Specific

Location Specific

Good Ad Copywriting

Conversion Tracking

Continual Experimentation and Testing

PPC Questions?

Social Media

Social Media

A Powerful way to increase the results of all of
your online marketing efforts

“Live” Content / Social Media

a Necessary Evil

Display your recent Facebook and Twitter posts on
your website

Engines like sites with fresh

Social Content on your web site also invites site
visitors to engage with you socially by liking or
following you

Social Media

Our goal is not only to tie in our visitors to
everything we are doing, but to let them help
become evangelists for our company by sharing or
liking our posts

Becoming more powerful and important in
driving sales

Social Media

Posts that your “friend” base see as valuable are liked or shared with their
friend base, widening your companies reach

Likes create an endorsement of your company to their entire friend base

Live Content / Social Media Content Ideas

New or Special Inventory

Events you host/attend/sponsor

New Products / Services

New Deliveries with testimonials


How to / Technical articles

Buying Guides

Industry Issues

SEO, PPC, and Social Media

Focus on Conversions instead of impressions

Try to make weekly blog and


Don’t post too frequently

hiring a Search Engine or Social
Marketing Professional that knows your industry
to maximize results