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

  • Love Yourself - Self Esteem is Awesome!

    The daily hired and getting hired tip: Love yourself, who you are, and what you do. The more you seek this from others, the less happy you will be.Read post

  • Starbucks Is Playing Offense and What Dealers Can Learn From It

    Starbucks recently announced plans to roll out a delivery service in some key major markets. This follows on the heels of an initiative which allows customers to place their drink orders via smartphones, so as to minimize wait times.   Starbucks has a very loyal customer base and many locations routinely see long lines and wait times. Despite this inconvenience, people still go. Is their coffee that much better than other establishments? That’s a matter of personal taste, but there can be no doubt that many Starbucks see more than their share of traffic on a daily basis.   That being said, the Seattle-based café chain, recently reported disappointing revenue caused in part by weak traffic in the US. Unwilling to lose further market share, the company is not resting on its laurels, but is now trying out a new delivery service.   “Imagine the ability to create a standing order at Starbucks, delivered hot or iced to your desk daily. That’s our version of e-commerce on st...Read post

  • BDC metrics

     We have a Business development center that has 5 sales business development reps and 2 service reps. I measure the reps with certain metrics.  For the sales group we look at number of calls per day, number of appointments made per day, number of appointment that have shown and the number of them that buy.  For service we measure the number of calls , number of appointments made and the number of them that show.  We also base their bonus plans around these metrics.  Am I missing anything? It is time to look at new pay plans for next year.   ...Read post

  • Holiday Travel Marketing Guide

    The holiday travel season is in full swing, with an expected 90% of travelers opting for a road trip over air travel. What does this mean for your dealership? Now is the time to prep your customer’s vehicles for their holiday journeys. Here are three easy ways you can keep your dealership top-of-mind, build brand recognition, and drive additional service business to your store. Remind Customers of Maintenance This idea is probably a no brainer, but I want to make sure to state it. Deliver a communication to customers about needed maintenance on their vehicle before holiday travel. Think about offering a Holiday Road Trip Service Package, wherein your team would perform and check all vehicle elements to ensure they arrive at their destination safely and without hassle. Offer Assistance The holidays bring about a lot of busy work and things to keep straight, which means, your customers may forget some key elements when hitting the road this holiday. Remind them of the manufacturer’...Read post

  • In the spirit of Thanksgiving a tip about being grateful.

    Here is the daily hiring and getting hired tip: In the spirit of Thanksgiving a tip about being grateful. Interviews are not only a time to gain critical information about a prospective employee, they are an opportunity to reach out to your community and gain clients for like. The key is showing the candidate that you are grateful for the time together.Read post

  • Will Speed & Efficiency Give AutoNation A Competitive Edge?

    The largest complaint that consumers have when considering a vehicle purchase is the fact that the process takes too long. Even with all the new technology processes that dealerships have employed over the past few years, the purchase process is still as long and cumbersome as it was twenty years ago.   AutoNation recently started to roll out a vehicle purchase program, transferring much of the buying process online. It promises consumers a 30-minute in-store automobile purchase transaction. It would seem that AutoNation listened to the auto buying public and may well transform how cars are purchased in the future. They certainly don’t have a shortage of locations available to consumers.   I’m sure the entire industry is watching to see whether they can accomplish this and if car shoppers will embrace it. If their program is successful, and consumers start to realize that they can buy a vehicle almost as swiftly as buying something on Amazon, AutoNation could hold a serious...Read post

  • LotLinx...Does It Measure Up To The Hype

    LotLinx has exploded in 2014 right when the progressive dealers started to migrate away from form submissions to VDP's to establish ROI. LotLinx deeplinks your new and used inventory to 3rd party partners and routes the VDP click thru to your VDP thus bypassing 3rd party VDP's and form submissions. Uncovered are concerns about Lotlinx reporting issues and inconsistent daily referral resulting in a unusual spike monthly. Can LotLinx resolve this and turn this good tool into a great tool as toutedRead post

  • 4 Tip and Tricks to Drive Engagement On Your Dealership Website

    We recently completed a usability study with REAL in-market car shoppers to determine how they engage with inventory on dealer websites while researching their next purchase. Participants in the study were recruited from the local Seattle area and consisted of people currently in-market for a new vehicle. The goal was simple— to find out directly from the mouths and mouses of real shoppers what makes car shoppers click when browsing your vehicle details pages (VDPs) and vehicle search results pages (VSRs).Read post

    By Cobalt on November 25, 2014