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Jared Hamilton
From: Jared Hamilton
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Brett Stevenson

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In the latest issue of Advertising Age, Land Rover has announced it is the first national auto brand to use Twitter to promote its new models.  If you are not sure what Twitter is, it is kind of a mass network of connected people who text each other (called tweeting) to talk about things of interest to both parties.

In the article, written by Ad Age writer, Jeremy Mullman, Land Rover's ad agency, WPP-owned PR firm, Wunderman, put together the Twitter campaign and paid a Twitter network to spread the news about Land Rover.  While it is too early to tell how the campaign will turn out, the new Twitter paid network called Twittad has about 4,500 members.  To read more on the story visit:

 

http://adage.com/digital/article?article_id=136090

Paul Rushing
Brian I have a lot of respect for what you do but I am not sure the purpose of this post. Is it an attempt to confuse people or do you not really understand SEO and the importance of the long tail? The longer the tail is in a consumers search query the more targeted the traffic and the closer they are in making a buying decision. A consumer searching for the term "Certified Honda" is more likely to be researching the certified program versus a consumer searching for a "certified honda quote" of "certified honda in any city state" Long tail traffic for the right search terms geared to your clients market area will provide them with better value than ranking for narrow short term searches. On another note Google.com will never give you accurate traffic numbers and you have no idea what they discern as "negligible". Does no measurable traffic mean only 100 queries or 5? If I am a dealer in South Georgia and there only 80 searches a month for a term such as "Certified Honda Quotes South GA" you better believe I would want that traffic. That means the customer is searching for a quote for what I have to sell. You have to understand the google tool is there to not only help you but for google to also sell advertising. It is by design to encourage people to buy terms that will generate them, google, the most money and the advertiser the most traffic. Having a dealership property rank number one for "Honda Prices" is noble but really a waste of time and bandwidth unless you are trying to provide traffic for them that just bounces, bounces and bounces. A Honda Buyer in Orange County California does not want a quote from a dealership in PA or NY. Tons of traffic but worthless. For SEO keyword research it may be a good place to start but you need more tools than that in your bag to find the low hanging fruit which will provide the dealership with traffic that converts to phone calls, leads and floor traffic.... Give me a call and I will point you in the right direction.
Brian Pasch
Paul, Confuse? Never. Long tail searches are always desirable but the post was geared to help prioritize keyword targeting. For example, a well formatted page on a NJ car dealer website that is optimized for "used Honda prices" will also appear when people type in "used Honda prices NJ" because the website will have ample data and content to tell Google its a NJ dealer. Here is an example. The search term "Internet Reputation Management" is a high traffic keyword. I created an optimized page for this exact phrase about a week ago. I want to draw national attention for this phrase but local NJ businesses may convert better since they may want to deal with a local company. So, how do you accomplish both goals? This is what I did. http://www.dealer-seo.com/marketing/internet-reputation-management-services The Title and URL name does not have NJ in the tag. But if you type into Google "Internet Reputation Management NJ" the page appears on Google Page One. Google knows that the words "NJ" are on other places on the page and also on the website. So in this case, I servce both short and long tail searches. The second point was using words that people use more often should proceed words that are used less often if you want to maximize volume. For used cars, it is not uncommon for people to buy a used car in a multi-state radius. So if you can optimize easily for a wider area, and the hits are free, you'll get traction from some and others will decide the dealership is too far away. The site http://www.bmwusedcars.net is #1 in the USA for the search phrase "BMW used cars" and yes, the site gets a lot of bounces but also it draws out of state sales. Consumer in New Jersey who type that broad phrase or "BMW used cars NJ" still get the site in the #1 position. So what I'm trying to say is that a popular Broad based keyword targeted pages can be finessed with on-page content to capture long tail searches and this approach yields the best of both worlds.
Paul Rushing
Ranking for a term such as "BMW used cars" rally has little if any value as far as traffic that converts. Are you measuring click streams to see what paths surfers are taking or comparing phone logs with traffic stats to determine what your "real" money keywords are? That is the problem with using a PPC tool to estimate search traffic volume. You will find the Google tool is giving you broad term phrase matches and not actual queries. Google will look at a search term such as "used cars 3251 bmw" "used car parts bmw" "bmw used car body parts" "bmw used side cars" and lump into the total that you are seeing. Google's Adwords tool shows appox search volume for "BMW used cars" at 40,500 monthly search which will include all of the longtail searches using those terms and the non plural "car" Real Stats for the exact search term "bmw used cars" is probably more in the range of 20-30 searches per month it is all of the longtails of those terms that throws their count so high. I doubt you can show me traffic stats from a reliable source that shows substantial traffic from any source for that exact phrase. That is why I asked if you were trying to confuse people with your post. That is the problem with using a PPC tool to research SEO. It is like trying to drive finishing nails with a sledge hammer. It will get the job done but the results are less than optimal..
Brian Pasch
I think we approach things differently. The site http://www.bmwusedcars.net comes up on Google page One Nationally for: certifed BMW certified BMW cars certified preowned BMW BMW used BMW CPO certified pre owned bmw preowned cars bmw used car prices used bmw dealer used bmw car dealer These are all common ways in which people look at BMW used cars. In the last month the site has had 3,853 vistors and 25,675 page views. It has a 30% bounce rate and an average of 6.66 page views per visit. I don't think any BMW dealer would consider these broad search phrases insignificant nor the traffic it generates. People are clicking on the website every month for these terms. Cars are being sold. No bad for a micosite that was devloped 2 years ago and has been on auto-pilot since then with a few hours a maintenance a year. Now you can add NJ to any of these phrases and the site still ranks at the top of the page. If they are looking for a specific car and its not there, they won't buy it. If they find one, then they'll buy. It's all a matter of volume and the odds you match the car with a buyer. On many of these search phrases the site is surrounded by national lead collection websites that have been optimized for these terms so I'm not the only man with this strategy. The point is that when you pick a URL the "base" name should be broad and strong so that you can finesse in the long tails. This site also attract long tail local searches for: used bmw 328i nj used 328i nj 2005 bmw m3 nj but it was not designed at the time to implement a full model search. Long tail searches are very effective but when choosing your base URL, broader can be better if the domain name exists.
Paul Rushing
What those stats tell me is the research you used to determine the "relevant" keywords was flawed. A site that ranks #1 in the natural SERPs for a term that gets over 40K search results - (Your number not mine) should have traffic numbers 10 times what you quoted, based on heat map studies. While the site may work well for what you are doing and for the dealer, the post is misleading and can lead people down the wrong path in SEO research.

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