Notifications & Messages

Jared Hamilton
From: Jared Hamilton
Hey - It’s time to join the thousands of other dealer professionals on DrivingSales. Create an account so you can get full access to the articles, discussions and people that are shaping the future of the automotive industry.
×
Allan Bird

Allan Bird Owner

Exclusive Blog Posts

5 Benefits of Using Google AdWords Click-to-Message Ad Extensions

5 Benefits of Using Google AdWords Click-to-Message Ad Extensions

Looking for a new way to win over people more likely to send a text message than to call? Set up this free message extension for your text ads on the Googl…

Must-See NADA 100 Expo Displays for Fixed Ops

Must-See NADA 100 Expo Displays for Fixed Ops

New Orleans is ramping up for the 100th anniversary of NADA, and the convention promises to be outstanding. You’ll be entertained at the NADA100 Carn…

Why Social Media Marketers Won’t Replace Your Sales Team

Why Social Media Marketers Won’t Replace Your Sales Team

Social media is changing the marketing profession in remarkable ways. According to the Public Relations Society of America (PRSA), the social media analyti…

How To Find A Reliable Auto Body Repair Shop

How To Find A Reliable Auto Body Repair Shop

Finding a reliable and professional auto body repair shop is not as easy as it sounds. Unfortunately not every mechanic or auto repair shop will have your …

The Gap In Email Success - Part 3

The Gap In Email Success - Part 3

Yes Lifecycle Marketing recently released a study about gaps in email marketing. Check out the other parts of the series here: Part 1, Part 2. &n…

Image representing Google as depicted in Crunc...Image via CrunchBase

by Allan Bird 10/16/2008

I attended one of the most enlightening Webinars yesterday, put on by Automotive News. It featured a presentation by Avinash Kaushik, an analytics evangelist for Google. He discussed what he described as the "Head and Long Tail Concept" which basically showed how most sites simply concentrate on the main keywords, such as the OEM Brand or Dealerships name etc as a way for customers to find them. While this is very necessary it only scratches the surface of what is available out there. The great differentiator is to invest some time in finding out who your demographic is and going after them with keywords that are of interest to that particular clientele. He also spoke of learning what is actually happening when people come to your website. Yes leads and sales are important, but what is working and not working on your site is worth it's weight in gold to a company. If people are concentrating on a particular element, why not highlight that and make it easier for them to find. An example may mean that some information on the 3rd page of your site is the trigger that gets someone to submit a lead, or make an appointment, or fill out a credit app. Get that content on the first page of your site.

Who comes back to your site again and again and what do they do when they get there?

Do you know ?

Yet there are tools available to tell you exactly that.

Dealers spend 90% of their money on the "head" and not the tail. Why not learn more about your customers and spread out the investment, in fact reduce the dollars spent and drive a higher number of customers to your site by purchasing less popular keywords that attract more people? Seems like a winner to me.

Another concept that got my attention was that most website content is decided in the end by the "Hippo" in the company or the Higest Paid Person's Opinion, who may or may not have a clue. It is hard to buck that person though as they generally sign the paychecks. Again you can quickly test out an idea by posting differnet types of content and then measuring the results to prove or disprove an opinion quickly and scientifically rather than emotionally.


Related articles by Zemanta
Reblog this post [with Zemanta]

 Unlock all of the community & features  Join Now