Community

Share your automotive expertise

2 Write a Blog Post

Filed in: Marketing

Why Should Dealers Care about Google's Panda 4.0 Update?

By DrivingSales News on May 29, 2014

Google provides the platform and we all play in their space. This was among the topics discussed in the article that we wrote about the Panda 4.0 update to the Google Search Algorithm. We provided a quick overview of the change, as well as winner and losers, however some of that information has changed. Let’s start with an update.

EBay, first seen as among the biggest losers to the latest Google update, was quite possibly unaffected by the change. An anonymous source, as reported by recode.net, has indicated that Ebay was rather levied with a manual penalty by Google. The online auction site faced what looked at first like an approximately 33% reduction in its organic traffic, seemingly overnight. The root cause was thought to be the Panda rollout, however, a source close to the situation says that it’s due to EBay having “category pages” created to bolster search results. This led to Google reportedly taking action against EBay.

Our last article also touched on that estimation that the Panda 4.0 Update should only have noticable impact for 7.5% of the english-speaking Google search results. Can a change on that scale have an impact on the organic traffic to dealership websites? This question was posed on the DrivingSales.com forum and not one person declared seeing a reduction in traffic, with one individual reporting an actual uptick.

If this update doesn’t impact dealers as far as those who have responded can tell, what about a future update with major implications? What if an update changes a lot of the standards by which your marketing campaigns are crafted? How will your dealership be ready? How do you stay current? A few industry insiders provided their thoughts. 

Grant Gooley, Director of Marketing at the Zanchin Automotive Group said that, “keeping up to date means constant research. I use tools as well like SEO MOZ. It's great for keeping on top of all Google changes. " Matthew Smith, Marketing Director at Darling's said that, "Unfortunately, there is no easy way to stay up to date on these changes. It’s a lot of work and it’s not always clear how potential changes might affect your sites. The best strategy is to read as much as possible from as many sources as possible. I also make a point to talk to people I know at various website providers, both automotive and otherwise, to get their thoughts. Information is power and it’s the only way to make smart decisions. Lastly, Robert Karbaum explained that, I feel operating solely on the latest digital media advancements can be problematic.  So often with Google big changes or new advancements are made, only to revert back weeks or months later.  The real skill is being aware of what is new and exciting and making long term, calculated decisions on how you will proceed.  Changing your entire marketing plan for every Google update will have you running around in circles; instead wait to see how the market reacts to new advancements before you jump on the bandwagon."

Other ideas include setting up Google email alerts on topics related to Google algorithm changes and following industry insiders on social media. Whatever your plan is, it’s simply important to have one. In order to stay ahead of the game, dealers need to know how changes at Google could impact their carefully crafted strategy. While with Google it seems that we never quite know what they will do next, staying on top of what they decide to do could be the difference between being ahead of, or behind the game. 

 

Comments

Well said

May 30, 2014

Most interesting that eBay got slapped. That's a big slap.

Jun 5, 2014

Comments 1 - 2 of 2

You must be logged in to comment

Login Create an account

Add your comments:

   

DrivingSales News' Recent Posts

Related Posts

  • Aliens buy blade and soul gold

    Write your post here Aliens buy blade and soul gold: Northeastern Marine corps benefits from GTA 5's success, with its marketing costs when purchased with GTA 5 helping it back into the Top 16 – the activity documented a 916 per penny improve in income week-on-week. buy blade and soul gold strikes shops on Saturday, and while we predict GTA 5 to remain well-known in its second 7 days, EA's large batter should have enough to declare the No.1 spot. http://www.vgolds.comRead post

  • 15 Tips to Make Blogging Easy

    I've said it before, and I'll say it again. Blogging is one of the most powerful things you can do for inbound and content marketing. Effective blogging can increase organic traffic to your website, but can also generate high-quality leads for your dealership. That's because people are going online every day (multiple times per day) to find information that will enrich and empower them. Whether they are looking for answers to questions or trying to decide on a place to eat, the whole idea behind the internet is to gain access to information. But despite its importance, many businesses find it to be a daunting task. If you're one of them, I understand the struggle. It's real. I've spent countless hours watching the cursor blink on my word processor hoping that a spark of inspiration would help me pound out two thousand words of genius. While those strokes of genius didn't happen very often, I've learned some tips about blogging along the way that have streamlined the process for ...Read post

  • Show Love to Build Loyalty

    Earning, maintaining, and fostering relationships with customers is a large endeavor. You have to find new and inventive ways to keep your dealership top-of-mind to ensure they return to you for future vehicle needs. This month, OneCommand is promoting many ways to show love to customers. Here are three simple ideas for you to demonstrate your thanks and appreciation to customers to build loyalty. Make Your Dealership Personal Has anyone ever told you that it’s the little things that count? When building customer loyalty, it is absolutely true. Find ways to motivate your employees to make every interaction with customers personal, from how they approach a new customer on the lot to greeting a customer driving into your service drive, from spending time explaining a specific service to a customer to having fresh coffee in your waiting lounge. Each time there is an opportunity for your dealership to make a positive impression on a customer, encourage them to do so. It will go a long w...Read post

  • News for the Week of 2.4

    Consumers want to engage with brands they share a connection with. Just like forming any relationship, we gravitate toward those who share similar interests, likes, and causes—and that means your dealership will need to open up and show its personal side in order for consumers to get a sense of who you truly are. There are a few things you’ll want to keep in mind as you reach out to online consumers and share your dealership’s personality...Read post

  • How Lexus Gets Results Using Big Data

    Big data. Big deal? You bet!! Advertising technologies can enable greater alignment between OEM’s and dealers. That’s not in question. When used correctly, these technologies can create a more seamless, personalized, and differentiated brand experience in a very competitive marketplace. Just ask Lexus.Read post

  • It’s like 1995 all over again! Do you want beachfront Real-Estate?

    The time has come and we will separate the forward thinkers from the rest! Read post

  • Level the Playing Field

    You’ve worked hard to ensure you have the best professionals in the business working at your dealership, so it makes sense that you’ll continue working hard to give them the edge they need when it comes to connecting with shoppers, creating relationships, and boosting sales. But things move quickly in today’s marketplace, and tools are continuously being updated. Consumers are in a rush to complete transactions, they show up at your dealership more informed than ever, and your professionals are under pressure to stay up-to-date and informed, as well as find new ways to engage and level with shoppers.Read post

  • Women-Drivers.com names 2015 Top Dealership Awards

    Top 3 Dealerships are Acknowledged for their High Review Scores from Women Who made the cut for the Top Dealers in 2015? Women have spoken and the reviews have been tallied. DAY AUTOMOTIVE GROUP is awarded the 2015 Certified Women-Drivers.com Auto Group Dealer of the Year. MIDGETTE AUTO SUPERCENTER is awarded the 2015 Certified Women-Drivers.com Independent Dealer of the Year. DIVER CHEVROLET is awarded the 2015 Certified Women-Drivers.com Dealer of the Year. Based upon the number of reviews received and the aggregate scores of those reviews, these dealerships have consistently demonstrated exceptional trust, respectful and fair experiences towards women when shopping, purchasing and in the service drive. "Each of these dealerships clearly are performing at an exemplary level with this growing buying segment. Over half of all cars are purchased by women and further, women rely on car dealer reviews twice as much as men when buying. Not only are these top distinguished dealership...Read post