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The Importance of Localized Digital Marketing for Car Related Businesses

The Importance of Localized Digital Marketing for Car Related Businesses

Marketers and business owners have no other option but to follow the customers in their digital migrations and endeavors. Car businesses are no exception t…

Video: What Are Your Best Tips For Car Shoppers

Video: What Are Your Best Tips For Car Shoppers

They range from the practical (make sure you test drive the car) to the silly (make sure you like the car) to the urban legend (make sure you buy the c…

Texting for Business Landlines - Wait, you can text landlines?

Texting for Business Landlines - Wait, you can text landlines?

I understand that there are many texting platforms but not all texting is created equal. Often dealerships have found trouble with providing one number to …

Tech-Pocalypse Now!

Tech-Pocalypse Now!

There’s a shortage of technicians most dealerships are experiencing, and the drought has no end in sight. Unwittingly, well-trained technicians n…

Making the Sale by Communicating with Your Customers

Making the Sale by Communicating with Your Customers

You may see and talk to dozens of customers on any given day and while most of them are at your dealership to purchase a car (some may just be browsing), o…

Automotive SEO: Preparing for the Yahoo/Bing Move

Bing and Yahoo vs GoogleAs most know now, Yahoo! will be changing their search interface to Bing in the coming months. It can theoretically happen by the end of August, though most say it won't happen until late October and there is still a chance that it will have to be pushed off to next year if the transition isn't smooth.

The implications to both paid and organic search are tremendous as many companies focus only on Google for their SEO efforts and only do pay-per-click through Google Adwords. With projections for the new, combined search of Yahoo!, Bing, and their partners ranging from 28%-39% of total search, it is no longer something that anyone can afford to ignore.

Below are some findings that we've made over the last year that have helped our dealers stay on top of Bing. Use them wisely - ignoring "the other search engines" in the coming months would be a big mistake.

SEO for Bing/Yahoo

Like Google, the current Bing algorithm gives heavy preference to links. The difference seems to be in the weight of low-value links versus high-value links. Google has a tendency to give at least a little weight to more common links such as directories and obscure social bookmarks while Bing focuses on higher-value blog, strong social media sites, and general web properties. This could be by design or it may be a side-effect of having a less-frequented directory.

In other words, the combined search traffic of Yahoo! and Bing may shift this closer to Google's bulk style once the overall search traffic increases for the Bing platform after the Yahoo! integration. Then again, it may not.

An example of this is in the search for "Automotive Social Media". The #3 website on Bing, Hasai, is ranked #39 on Google. There is only 1 link pointing to with the anchor text "Automotive Social Media" but it was a high-value, high-PageRank link and by itself propelled the site (which really has little to do with automotive social media other than 1 article) to the top on Bing.

  • Takeaway 1: Links from aged, authoritative blogs and major social media sites such as Digg, Reddit, and Tumblr hold more weight in Bing than in Google (even though Google LOVES these links as well)

Google is very quick at indexing pages. When they officially launched Google Caffeine earlier this year, the effects were instantly felt and measurable. Pages that may have taken days to index were being found in hours (even minutes) and the spiders seem to crawl more often when a page is updated regularly.

Bing's algorithm gives less weight to fresh content but takes the value of the content more into account. It favors proper saturation of keywords using "natural speak" and seems to pay no attention whatsoever to meta-descriptions or meta-keywords for ranking purposes.

  • Takeaway 2: Content is still extremely important for Bing, but updating the same pages seems less important than adding new ones.

URL structure and the presence of keywords in the domain, sub-directory, or sub-domain name has always been important to Google, but it appears even more relevant to Bing. Searching for "Automotive Website Design" shows that #2 on Bing is

We couldn't find this website on Google at all going back several pages.

  • Takeaway 3: Include keywords in your URLs whenever possible.

PPC for Bing/Yahoo!

This part is easy. IF you are using PPC as part of your marketing strategy and IF you have the available budget, you should be ready to include Yahoo! and Bing in your budget.

On the other hand, if you have a low budget for PPC, you may want to consider SWITCHING from Google to Yahoo! and Bing. The cost per click will be lower on them and the exposure, while still only around half of Google, will be something that you can get more bang for your buck if you do it right.

Regardless, you should always consider PPC as a supplement to strong SEO and maps listings, not a replacement.

Feel free to contact us if you have any questions about this. I hope it helped.

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