Community

Share your automotive expertise

2 Write a Blog Post

Filed in: Marketing, General Mgt

Five Myths To Better Google Organic Ranking Busted

By Eric Miltsch on Sep 17, 2013

Here's a nice interview I stumbled across with Googlers from the Google Search Quality Team. They were asked to share their experiences and knowledge about Google, what impacts search ranking and a few tips on what you shouldn't be doing! (The article claims to interview ex-Googlers, but I'm not so sure about that claim.) Regardless, this is still helpful info for anyone involved with ensuring their website runs as effective a possible. 
 
1. Quality content is more important than fresh content
Fresh content can have a positive influence on the rankings of a web page as long as the content is high quality content. The quality of your web pages is more important than their freshness.
 
Why quality? Quality gets shared and when content is shared it creates social signals - think popularity signals - and additional links and activity around your site. 
 
2. Internal link anchor texts are important
Internal linking with optimized anchor text makes it easier to understand your website navigation. For that reason, you should use meaningful anchor texts on your web pages.
 
This is such a common mistake made within dealer websites - pages will link to each other using anchor text such as "click here" - "hours" - "for more information." Make this anchor text relevant to the page you're linking to: "Vehicle trade in calculator" is much better. 
 
3. Overusing AdSense and other ad systems can hurt your rankings
Although it is okay to display ads on your website, overloading a website with ads can influence your website’s visibility in Google’s search results. This is not limited to any particular ad system.
 
While most dealers don't place ads on their primary website (not sure why you would) - however many dealers do try this on their landing pages and blogs. Just be smart about the amount and frequency. If your goal is affiliate marketing and ad revenue, then you need to consider the branding emphasis being placed on those sights so you don't hurt your overall efforts.
 
4. Linking to other websites is important
Some people think that not linking to other websites is a good practice. The ex-Googlers recommend to link out to sources you trust. Linking to pages that are relevant to the content of your website is normal. If you’re unsure about the quality of a page, just use the rel=nofollow attribute. “Ask yourself, would you trust a scientific report without any citations to other scientific sources? Most likely not.”
 
In the past I would link to industry reports, Green Car white paper reports and Government mileage/MPG reports. This is a great opportunity to create helpful content and link to it other pages using relevant long tail anchor text. (Which they confirmed was important in item #2 above)  
 
5. Being a Google AdWords customer does not help your organic rankings
According to these guys Google AdWords and organic search are completely separated from each other. Changing your Google AdWords budget won’t have any effect on the algorithmic evaluation of your website. 
 
 
 

Comments

Great overview Eric- very important information here that is so easy to implement. I think the hardest one for dealers and SEO companies alike is the "linking out" part. It's like sharing your beer with strangers (in this case, sharing your juice LOL) but I agree it's so important. I have recommended to clients they link out to local non-profits they support, or to their local chamber of commerce, the local high school, etc. These are great geo-signals as well, strengthening local citations.

Sep 24, 2013

Thanks Allyn.

Great thought, the local citations can be very valuable indeed!

Sep 24, 2013

Comments 1 - 2 of 2

You must be logged in to comment

Login Create an account

Add your comments:

   

Eric Miltsch's Recent Posts

Related Posts

  • Using Data to Increase Service Revenue

    One of the most valuable assets you have at your dealership is your customer database. However, frequently dealers fail to effectively use this information to help achieve more specific marketing goals. While some may use their database to send marketing messages to existing and previous customers in an effort to sell another vehicle, or perhaps remind of a future service that is due, this is a very limited use. Sadly, many dealers fail to fully leverage this literal goldmine of information.   For example, using data segmentation to present products or services purchased by one set of customers to other customers with a similar profile. This is not a new idea, Amazon does this quite effectively. When a consumer visits many web pages, suggested products are prominently displayed that were purchased by other Amazon shoppers with similar buying or viewing habits.   Amazon’s suggestive marketing strategy is effectively playing the odds that, by leveraging a customer’s previous p...Read post

  • How quickly can you say "YES?"

    At Autosoft we pride ourselves on customer service and have done so for over 25 years. So when a current customer’s service manager walked out without notice, the general manager was at a loss for what he was going to do. The parts manager just joined the team, the old advisor quit and the new advisor wasn’t due to start for another week. That left him with a brand new crew with no experience and a service department without the ability to wait on customers!!! Out went the phone call to the local business development manager… “can you help?” Read post

  • New Craigslist listing issue

    Craigslist has had a change in layout and search abilities for awhile but there is a major issue in their new filters. Dealerships are missing a ton of searches when a customer is filtering down the search. The image I included in this post shows how consumers now have the ability to search by type: truck, sedan, convertible, wagon, and other criteria....but a lot of dealers feeds are notRead post

  • Google Penguin 3.0 – What Does It Mean For You and Your Website?

    On Friday, October 17th 2014, Google announced another Google Penguin algorithm update. The purpose of this algorithm is to minimize the presence of websites who take part in spammy link building practices in search engine results pages (SERPs).Read post

  • Driving sales executive summit ....what did you think?

    I just attended my 3rd driving sales executive summit. This was by far the best one yet. We had a chance to learn from some of the best internet marketing people in the business. The keynote speakers were very informative and easy to follow.  The topics they covered were relevant and cutting edge. I especially liked the info that Jared shared with us about customer experience. He shared some eye opening information. The best way to set ourselves apart from other dealerships is to provide a better customer experience. The breakout sessions were great this year as well. I especially liked the one that Allyn Hayne from Launch gave. It was titled blurring the lines between social media and seo. It was great! He shared some of the most recent changes with google. If you did not see this session make sure that you watch the video when it is released by driving sales. While I know that this conference has an expense …it is well worth it. The time out of the store is hard as well but the...Read post

  • Don’t Kill The Messenger

    Customer complaints happen. No matter how much a business wants to provide great customer service, there are times when the dominos aren’t lined up exactly right. The chain breaks somewhere, preventing the last domino from falling. For the most part, customers understand that businesses aren’t perfect. It certainly helps when the customer that is having a poor experience is familiar with any challenges that prevent the experience from being great. Take for example a story shared recently by ijreveiw.com, about a couple that had a less than stellar experience at a restaurant.   The couple were quoted in the article saying: “service tonight sucked. [It] took 20 minutes to get water, 40 minutes for an appetizer and over an hour for our entrée. People all around us were making fun of the restaurant & how bad the service was.”  In many cases, an experience like this would be blamed on the frontline employee – namely the server. However, as both customers had previously ...Read post

  • Leveraging the Incremental Sales Tracker to Master your Domain

    Many of the dealers I work with suffer from a similar urge when it comes to managing their dealership marketing budget. Their impulse is to move money around, cut spending or even change vendors— sometimes on little more than an urge. I admit, sometimes it can be a tough itch to ignore. How many of you are using a bot or a spreadsheet and looking at analytics from multiple vendors who all want credit for every sale you make? It can get frustrating. But before you resort to any drastic measures, there’s a way you can become master of your dealership domain and lord of your marketing manor.Read post

    By Cobalt on October 28, 2014

  • Millennial Motivation At Your Dealership: 4 Areas To Focus On

    This generation has been called everything from the “tech-obsessed” to the “trophy” generation; putting technology over work and needing recognition for everything they do. Being digitally connected is one of the most important factors in running a successful business these days and hard work should be recognized. Hold on to these go-getters by focusing on these four areas.Read post