I remember sitting down for Thanksgiving in and listening to my uncle tell my father about his car-buying experience the week before. He described in great detail about how he played coy for a while, letting the salesperson lead the conversation up until the point when it came down to money. The back and forth, the getting up and trying to walk out, the manager chasing him into the parking lot, the cut price, the regretful looks of the manager and his salesperson, culminating in the glorious and triumphant results at the end of the sale when he drove off with what he considered a steal.

The two discussed every nuance, every scowl and head shake. They made it sound... fun.

My first car-buying experience didn't go as well. By that time, there was already information available on this new thing called "the internet" that gave me insight into the numbers. I was instantly despised and practically tossed out of two dealerships before finally buying a car. I was lectured by the sales manager and the sales person about how invoice and holdback pricing on the internet was either going to be outlawed or the car business wasn't going to survive.

They were wrong on both counts. Now, the internet is a tool for both buyers and sellers. The market has been normalized so that most car deals are fair for both to some extent. Despite all of the knowledge out there on both sides, the negotiation phase is still something apparently loathed by most buyers.

This infographic by KBB shows information about this and other aspects of the buying process. It's interesting information that can be used to make the car-buying experience easier on both sides of the table. Click to enlarge.

One of the hottest forms of automotive advertising is video banners. Today, the automotive industry is smack-dab in the middle (as you can see from the infographic below) and is used as a reference point for other industries.

Manufacturers are doing a tremendous job of using it, but very few non-TK dealers are even exploring it. There is, of course, no reason for this based upon the sheer affordability and traffic-driving prowess that video ads have, but with none of the bigger vendors talking about it or even exploring it, it's relatively new to most.

This graphic breaks down one of the major flaws with the service - click through. Unlike standard banner ads, this engaging form of advertising has ancillary benefits that go beyond branding. Messages are often heard and seen even if the direct click is never made. There are direct correlations that can be made between the number of impressions a dealer gets on their ad and the number of searches that are made for that dealership by name. People click, yes, but often they simply go back to Google and look for the dealership or type them in directly. The results can be astounding and unexpectedly predictable even if the click-thru rates are not.

In the end, it should always come down to conversions. For a medium that is so widely used in most industries, it's shame that more dealers and vendors aren't exploring it.

Click to enlarge.

Infographic by: Wistia

To commemorate our 50th referral from DrivingSales, we are giving away free SEO to up to 20 Driving Sales readers, no strings attached. Tell us the keyword and the domain and we'll get you ranked higher on Google for that keyword.

That's it. No fine print. Just a "thank you" to DrivingSales readers for being the biggest referrer to our sites of all the automotive social networks. With stores 44-50 coming in the form of an active member of Driving Sales signing their group with us, we hit the 50 mark faster than expected.

Visit TK Automotive Search Engine Optimization Freebie to claim your free keyword. The only "catch" is that we ask you to 'like' our Facebook page. Otherwise, you owe us nothing. Pick a keyword and we'll drive links to your site from our proprietary network. We won't have to make edits to your site at all. Pick the keyword and watch your dealership move up in Google. Simple stuff.

Thanks guys and keep the community active and engaged!

A few months ago, Google updated its SEO Starter Guide. Already the guide has been translated into 40 languages and has helped countless website owners and webmasters gain basic knowledge about search engine optimization and website usability. Now, in its latest iteration, the guide is packed with even more helpful information that should not be missed.

What is the SEO Starter Guide?

For years, webmasters always asked representatives of Google in forums and at conferences, “What are some simple ways that I can improve my website's performance in Google?" With so much information (and disinformation) on the Web regarding search engine optimization, Google realized that it could be intimidating for those just starting out on the Web.

That’s what led to the creation of the “Search Engine Optimization Starter Guide”, which covers numerous topics and areas that webmasters should consider optimizing. Google also included illustrations and simple language to ensure topics were explained sufficiently, without causing confusion.

Two years later, the updated version improves upon the original guide in several ways. First, Google added a glossary to define the terms used in the guide. There are also more examples to explain the topics covered. Google also included a section on how to optimize your website for mobile devices, which is becoming increasingly more important and relevant. And best of all, the guide doesn’t just cover what you should do; it also explains what you shouldn’t do.

Why would Google encourage SEO?

SEO often gets a bad reputation. For the most part, that negative perception is grossly unfair, but it begs the question, ‘why would Google want to promote SEO?’

The simple answer is that SEO is good for your website, your customers, and even for Google. Having descriptive title tags, appropriately named images, simple-to-understand URLs , informative on-site content, etc., helps Google understand what your website is all about – and subsequently influences rankings. These elements also have the added benefit of improving the usability of your website. And, providing users with what they are searching for means you’ll have a better chance of turning these users into customers.

I need more help with my SEO

If you haven’t already checked it out, you can download the new version of the guide here [PDF]. The guide is an excellent starting point for anyone in need of a little background on SEO and related terminology. But for those that need even more help beyond the basics, the experts at TK Carsites are always available to help.

* * *

This article was written by David Lux and originally appeared on Google SEO 101.

David Lux serves as Content Manager at TK Carsites. His expertise in content development helps support our industry-leading SEO and link building efforts.

Many people often ask “How do I get more people to look at my inventory and how do I then get those people to convert?” Well, the answer, while simple, does involve a dealer’s embrace of the technology available today. If you’re looking for ways to minimize aged inventory and maximize gross, then exploring ways of getting the most out of your online inventory is the obvious answer.

When doing so, you have to remember the results of a recent study conducted by CarGurus that states, “New car shoppers prefer visual material such as photos and video over textual material by a margin of two to one.” The study also found that new car shoppers spend the majority of their time (62%, or nearly two-thirds of pages viewed) looking at photos and videos versus more traditional forms of online auto research such as specifications, reviews and pricing.

Your inventory must be easy to find by the search engine spiders or crawlers so you must incorporate search engine friendly URL structure to your on line inventory. Make sure to use city and regional URLs in your descriptions so they are easily found by the searches. Another important factor to think about is to use unique and varied descriptions. Get creative! Do not ever have duplicate listings of the same car! This does not look good in the eyes of the major search engine companies. You also want to make sure to use content which engages the potential customer into delving deeper into your listing. You want to do everything you can in the few lines of text beneath the listing to engage the customer and pique their curiosity to the point of clicking on the link itself. The more creative you get, the higher your traffic and conversions will be.

Well written descriptions are of utmost importance when presenting your inventory as well. Be as descriptive as possible and make sure to point out the highlights and attributes that make YOUR vehicle the one the customer absolutely has to have.

Specials are the second most visited spot on a dealership website with the inventory itself being first. If you are not updating your specials you are missing the boat in a major way. People WILL leave your site if they click on your specials tab and find a blank page that says “no specials at this time, please check back”. If you think for a second they will check back I have a bridge in Brooklyn to sell you. Consumers feel they are being overcharged if a car store does not have a “deal” to offer. The reputation of the car dealer has had its kinks in the past, here is your chance to change that.

Having an E-Price or Internet Price is also a very valuable item in your inventory listings. A special “on-line price” will go a long way with consumers who automatically get your best price first and don’t have to get themselves in the haggle mindset. People are in a hurry and want to compare your inventory to someone else’s, so give them what they are looking for right away without making it difficult to find. This goes for the inventory and specials as well. Make them highly visible and prevalent throughout the site.

This article wouldn’t be complete without mentioning calls to action. Give as many chances for a customer to be able to contact you by phone, email, etc. as possible so you don’t lose the prospect. Focus on calls to action on every page, every vehicle listing, and every special…everywhere. It is a must! Don’t make them search for a reason to contact you. Instead, make it easy for them to stay on your site.

Customized promotions are always a smart idea and the upcoming holidays are the perfect time to capitalize. Skew your online specials to the holidays and make sure you set start and end dates on each one you build. Don’t let your specials rot on the vine, keep them fresh!

Another great tip is to use landing pages for each of your new vehicle models. You can have these built relatively inexpensively and most good websites come with them as a low cost add-on. This technology optimizes each listing and gives you even more chances to capture a lead through SEO and creative placement of your dealerships inventory.

Make sure your inventory is indexed, meaning each car has its own unique URL. This, as mentioned at the beginning of this text, will bring much more traffic to your inventory and allow you to own the first pages of Google, Yahoo and Bing. When indexing is done correctly, you will no longer have “car not found” (or even worse – an error code) displayed when you sell a car. It will remain listed with comparable vehicles and will take your prospect directly to your inventory page through that listing. Not all Inventory indexing is the same but when done properly it is a highly effective and imperative path to success.

Furthermore, there are many other tactics you can employ to make the very most of every single inventory listing. Other products to consider may include: Pay Per Click campaigns (for timely promotions, “this just in” types of new car listings, movement of the physical dealer location, limited time offers and sales events), Mobile websites (to show inventory to customers on the go), and targeted microsites (to highlight specialty vehicles, special financing, etc.) to name a few.

Improving your online inventory listings and maximizing their potential on the search engines will enable you to sell your cars quicker and turn a healthier profit. It really is that simple.

* * *

This article was written by Andrew Fidelman and originally appeared at Tips to Maximize Your Online Inventory.

The future of blogging will make more of a transition from a personal aspect to a business oriented platform which will assist businesses with personalizing themselves. Blogging is still and will continue to be an integral part of Social Media. Although people love the quick characters of Twitter and the paragraphs on Facebook, they still seek and yearn for more places to connect and articles that help them relate to the Online communities they have chosen.

I think businesses will capitalize on this knowledge as more Industries jump aboard the Social Media train. In the future, more blogs will be seen on websites and act as a side-kick or personality of the business. Blogs will also be a great forum to share their other online participation from YouTube videos and photos that will enhance their online presence.

Businesses and blogging in the future will go hand-in-hand as means to suffice their communities demands of having the ability to communicate and connect. The continuing strength will propel businesses into the blogging sphere to ensure their communities are being supplied with ample locations of engagement.

Yes, many people have taken to blogging and differentiating between who is what and what is credible anymore has become null. However, that is a part of the transformation of what blogging was, to what it is becoming - which is - switching from dominating writers to hoping they get readers to dominating readers hoping that there are writers.

Our society is always looking for ways to connect and blogging can be a great outlet to do this. That is why the future of blogging is bright for businesses and in the continuation of the reason social media was formed - allowing people to engage with people. This is just another example of why businesses will utilize blogging as a way to increase their SEO, improve their online reputation, and maintain their presence while personalizing their business and connecting with their consumers through blogging. This is the future of blogging which has already begun today and will seep well into our tomorrows.

* * *

This article was written by Erin Ryan and originally appeared at TK Carsites.

As we prepare to launch our new search, social, and website platform, "TK Connect", we're pleased to offer the readers of Driving Sales the first opportunity to use the platform.

Take it for a test drive, build some assets that can generate leads, and let us know how we can make it better.

No cost. No obligation. Nothing.

All we want is feedback from dealers to help us make improvements before we launch publicly.

The web and SEO assets you create are yours to keep and can help you to improve your dealership marketing dramatically. It's our "thank you" for helping us take the most cutting-edge marketing platform to hit the automotive industry and make it even better thanks to your input.

As a "stealth" beta launch we are keeping it closed to the first 20 dealers who sign up. Use the Promo Code "TKDSES" to get going. We'll email you your credentials and then it's off to the races.

Click Dealer Marketing Strategy to get your invite.

It's a question we often ask our dealers and something that we now ask the Driving Sales community. What's next?

There was a time when having a website meant little more than putting up an online billboard that said, "Here's where we are. Here's our number. Call or come by and let's talk." Now, the Internet is viewed by most dealers as the most important venue for delivering the message, grabbing the leads, and starting the sales process.

We now see robust websites with lots of tools, tons of pages, loads of inventory, and plenty of content. Search engine optimization and pay-per-click marketing are important aspects for driving traffic. Social media has emerged as a tool for retaining customers as well as finding new ones.

Microsites have been around for a while but are really starting to become an important part of most dealers' marketing strategies. Goal-specific landing pages flood the web. Portals, hub sites, splash pages... all getting more attention.

So, what's next? Is it QR Codes? A lot of hype is surrounding them, but are they really the next big thing or a passing fad? Many dealers have mobile sites, but is there something more to mobile that is on the horizon, being used by cutting edge dealers today? Is social media continuing to grow in popularity to the point that we need a more comprehensive presence on Facebook, Twitter, YouTube, and blogs?

Inventory posting services are becoming more innovative. So, too, are lead-vendors themselves, finding new ways to get more leads. Reputation management has been in buzz for a while, but what about reputation marketing (something we have up our sleeves)?

With so many "emerging" technologies and venues, we would love to know what YOU think is next. It could be one thing or many. It doesn't have to be new - search engine optimization, for example, has entered into a new phase with more dramatic changes to search than we've seen in a couple of years.

For the better of all of the savvy dealers in this amazing community, we encourage dealers, vendors, and industry professionals alike to chime in.

What's next?

Those who use Facebook are there to interact with friends, find interesting content or breaking news, and generally get away from the drudge of day-to-day work and life. As a result, many who use sales as the backbone of their business, such as car dealers, find it challenging to get into the groove with how Facebook can be effective as a sales tool.

This Infographic by our friends at GetSatisfaction takes a look at the "sales funnel" and how it can be applied in Facebook. Despite common belief, Facebook is not an empty portal where everything gets lost in the black hole of lolcats and pictures of little Timmy sliding into 3rd base. It can be an extremely effective tool for taking people down the path towards the eventual sale.

Click to enlarge.

Over the last 4 years, we've seen the automotive industry change faster than any other. Even technology has enjoyed a more steady pace through innovations and mindset than the automotive industry from top to bottom. The way we sell, the way we market, and the way we do every aspect of business has transformed in so many ways that it's often hard to keep track of what's working and what's not.

Now, in 2011, one thing is emerging as a theme that tells the tale of success. Dealers are taking charge of their marketing in ways they haven't in the past. The game is much more complicated than it used to be. The Internet has forced business owners in nearly every industry to adjust. The car business has seen the most dramatic adjustments of them all.

Why It's You

The hands-off approach to marketing has, for many (including the savvy dealers on Driving Sales), gone away. Today, those wanting to be the best of the best don't simply contract with vendors and let it ride. They are tracking, monitoring, and getting involved with strategy in ways that are unprecedented. At TK Carsites, we're seeing this dramatic change just by the sheer bulk of people who watch our webinars on Wednesdays.

More dealers are joining every week. Those who have been to past webinars continue to come. It's a testament to the fact that "hands-off" is out the door. Our webinars are tutorial in nature. They aren't meant to pitch products or tease the possibilities. They are completely hands-on, teaching dealers best practices to use in social media, SEO, and general sales through websites and on the floor.

I was skeptical at first. When we launched a year ago I thought that it would certainly fizzle out once dealers realized the work involved in taking control of their Internet marketing. The exact opposite has happened, and I'm pleased to see it.

Conferences

As more dealers desire to learn to take control, they are attending the various conferences. Innovative Dealer Summit is on Wednesday in Colorado and if it's even half as strong as it was last year, it's worth a look. We will be broadcasting our presentation live on Ustream (details will be posted on the TK Carsites blog) at 10am Pacific Wednesday.

The Automotive Marketing Boot Camp next month and Driving Sales Executive Summit in October are must-attends for dealers really looking to take it to the next level. Again, hands-on training is the key to both.

Are you there yet? Are you ready to be more hands-on with your marketing? Are you hiring the right people, the right vendors, and taking advantage of the many tools out there?

Are you ready?