Win the Game of Gooleopoly

Sean V. Bradley CEO

Dealer Synergy

About Sean V. Bradley

• Automotve Sales Professional (1999)• CEO of Dealer Synergy• Trained 10,000+ Automotve Sales

Professionals• Trained over 900+ dealerships• FranklinCovey Certfed Trainer• NSA CSP• Pioneer of Video SEO• Owner of 9 Companies

About Sean V. Bradley

Author of Win The Game of Googleopoly

About Dealer Synergy

• Training and consultng for over 10 years• Two tme platnum winner of the Auto Dealer

Monthly’s Dealer’s Choice Award for “Best Internet Sales Training Company”

• Recognized as the “Best of the Best” in Automotve Internet Sales in the county by Dealix, CarsDirect and Autobytel

Situational Analysis

• NADA says the average dealer spends $64,000 per month on advertsing

• That means that the average dealer spends 640$ per car per month

Advertsing Costs

Situational Analysis

92-99% of people go online BEFORE they even step foot

into a dealership

“Be careful of distractons disguised

as opportunites.”

Conventional vs. Digital

• Conventonal – Radio, TV, Print

– Not track-able

– Not transparent

– Not quantfable

• Digital – Internet, mobile

– Track-able

– Transparent

– Quantfable

So… Where is the best place to advertse?

Conventional vs. Digital

Use Digital Advertsing to supplement and reinforce your conventonal strategy

Visibility is key

If you do not appear on the frst page of Google, then you

are essentally invisible.

ZMOTZero Moment of Truth

ZMOT

B2B ZMOT Video

Automotve ZMOT Video

Highlight ZMOT VideoVideo1

Video2

Video3

The Power Of Google

The Power Of Google

• Google receives over 1.1 billion unique visitors per month

• There are 7.046 billion people on planet Earth and 1.1 billion of them uniquely search Google monthly

• Google is the number one search engine in the world

• YouTube is the second largest search engine in the world

The Power Of Google

of transactons start with an online search

of buyers research your dealership before deciding to visit your dealership

change their mind and buy from a compettor upon seeing a negatve review

80%

20%

80%

Google Trumps AllAlgorithms

• Google updates its algorithms 500-600 tmes a year

• Algorithms favor unique content

Google Trumps AllAlgorithms

• Penguin (April 2012)– Primary focus: to catch sites practcing “black hat”

SEO tactcs or trick and cheat Google rankings in order to place higher

• Panda 4.0 (May 2014)– Primary focus: to crack down on spammers and

down-rank websites that contained too much advertsing or too litle content

Google Trumps AllAlgorithms

• Hummingbird– Named for its precision and speed. Primary focus:

giving a greater understanding of keywords and the context behind the keywords. This algorithm focuses on high quality content that frames your keyword theme. Also, it understands the words in a users search query

• Pigeon (July 2014)– There wasn’t much informaton on this update,

but it afected local search listngs and map listngs on Google

Google Page Layout

• Only 5% of people go past the frst page of Google

• 6% of people click PPC ads

• Organic results• PPC• Knowledge Graph• Maps• News

Example

The Googleopoly Strategy

Think of the Google results page as a Monopoly board. Each result is a property, and the more

propertes you own, the greater the chances are that people will land on your propertes and be

required to pay you.

The Googleopoly StrategyHow can you own Google real estate?

• You must have content that ranks on the frst page of Google

• Dominatng Google is more than having a website

• There are two types of search engine optmizaton– 1. Onsite (25%)– 2. Ofsite (75%)

The Googleopoly StrategyOnsite SEO is the optmizaton of everything on

your website• Title• Descripton• Meta-

tags/keywords• Site navigaton• Anchor text• Keyword density• Alt tags• Images• Videos

• Sitemap(s)• Video sitemap(s)• Load speed• Relevant content• Unique content• Structured data/rich

snippets• Adherence to

Google algorithms and updates

The Googleopoly StrategyOfsite SEO is the optmizaton of everything else

• Social Media• Images/Pictures• Video • Focus

sites/microsites• Maps

• Online Reputaton• Blogs• Mobile Marketng• Press Releases• Music/audio

The Googleopoly Strategy

• With one URL you will only be indexed one tme

• You want to have more than one website: Main site, used car, new car, service, afer market, etc.

• Having social sites / videos / images will help you show up more tmes on the frst page of Google

• The more frst page slots you have, the less your competton has

The Googleopoly StrategyHow to diversify your dealerships online

presence• Focus on brand / manufactures • Highlight proft centers

– New, Used, Service, Afermarket, Body Shops, etc. • Make each proft center independently visible

online

The Googleopoly Strategy

• 70% of third party leads start on search engines

• Third party providers charge $20 a lead… But in reality is costs them $9

WebsiteWhat makes a good website?

• Graphic Design• Symmetry• Calls to acton• Distnguished and

unique content• Functonality • Relevancy• Organizaton

• Title Tags• Domain• Meta-Descripton• Heading tags• Alt tags• Videos• Geo-targeted

locatons• Keywords

Website

Volunteers?