Andrew shotland advanced local seo digital dealer 2015 presentation

ADVANCED
LOCAL SEO
For
AUTO DEALERS
Andrew Shotland
President
www.localseoguide.com

Advanced Local SEO Tactics Digital Dealer Conference 2015 www.localseoguide.com
2

Fun With Title Tags
3
Tracks Clicks, Average Position, CTR, Impressions

Five Elements That Drive Clicks
Low Price Brand Freshness
SpeedVolume

Low Price Titles

Volume Titles

Freshness Titles

Speed Titles

Brand Titles

Examples
• Low price: “Audis for Sale Starting at $21,000 in
Pleasanton, CA”
• Volume: “Over 50 Audis for Sale in Pleasanton, CA”
• Freshness: “Used 2015 Audis for Sale in Pleasanton, CA”
• Speed: “Audis for Sale; One Hour Financing”
• Brand: “Palace Auto Center | Audis for Sale”
http://www.siegemedia.com/title-tags

How Do You Rank Outside of Your
Physical Location?

Service Area Pages!

Make Sure Service Area Pages Have
Unique Content & Get Updated

Add Some Citations &…

Duplicate
Citations=REDRUM

Citation Troubleshooting
No Listing!
Here’s How To Find Em!
• NAP Hunter ( Free Tool! )
• Moz Local
• www.yext.com
• Search plus.google.com/local for {Name} in {City}
• Search Google for “{Name}” | “{Address}” | “{Phone#}”

Get to Know Google MapMaker
http://mapmaker.google.com

Google My Business
Support
• https://support.google.com/business/#contact=1&top
ic=4539639
• Hang up on India. Always try to get Ann Arbor!

Track Clicks From Google
My Business Pages
Google Analytics URL Builder

Track Clicks From Google
My Business Pages

Use Vanity URLs To Track
Specific Landing Pages
• www.localseoguide.com/pleasanton
• www.localseoguide.com/pleasanton-service
• www.localseoguide.com/pleasanton-financing
Add canonical tags on the dupes specifying the main page as the
canonical:
<link rel=“canonical” href=“http://www.localseoguide.com/pleasanton”

Check Google Analytics in a
Few Days
Acquisition > All Traffic > Source/Medium > Local
Business Listing

How To Make Acquiring a
Location More Expensive
• Mark the old GMB page as “Closed”
• Shutdown the old website
• Don’t acquire the old phone number
• Don’t acquire logins to all business profiles,
analytics & GWT

How To Acquire a New Location &
Not Screw Up the SEO (too much)
• Update all of your citation data first (we use a combo of Yext
& Moz Local)
• Change the biz name on the old GMB page(s). Do NOT mark
the old one as “closed”
• Either update the old site with the new business name or 301
redirect site to relevant location page on acquiring domain
• On all profiles/new site put “formerly known as” message to
capture searches for old brand
• Do not change the phone number if you can help it

Tracking Phone #s
• Make sure your tracking # has been added to all of
your citations
• Use a local area code
• On site, only display organic tracking # to visitors
who come in via organic search, using javascript
• Or display tracking # in an image

Target Service & Financing
Queries

Don’t
Let
These
Loan
Sharks
Have All
The
Local
Fun!

How To Target Service &
Financing Local Queries
• Set up Service & Finance departments as “Places
within a Place”
- Make them separate legal businesses
- Unique phone numbers
• Claim separate GMB pages for each with proper
categorization, description, etc.
• Put unique NAP on landing page for each department
• Make sure Title Tag, Description, h1 & body copy
targets geo-keywords
• Claim citation profiles for each department on top
citation sites

Google 360 Photos

Think Apple Maps Suck?

You Know What Doesn’t
Suck?
700 Million
iPhones Sold Worldwide
(and let’s not forget about
iPads, Macs & now Apple Watches)
http://ipod.about.com/od/glossary/f/how-many-iphones-sold.htm

The Default Map for Almost
Every iOS Location App

Apple Maps Biz Profile

No Photos?

A picture is worth…

Claim/Fix Your Business
https://mapsconnect.apple.com

Update Your Profile

Apple Maps Connect Tips
• Forwarded phone # cannot be verified
• Residential listings are not eligible
• No bulk or agency submission except yet
via yext.com

Apple Maps Data Suppliers
Business Listings Reviews & Photos
http://www.neustarlocaleze.biz/directory/index.as
px
http://www.mybusinesslistingmanager.com/
http://www.factual.com/data/t/places
http://www.yext.com

Listing Royally Screwed?
http://www.tomtom.com/mapshare/tools/ http://www.openstreetmap.org/

AppleMapsMarketing.com

A Little Late Night Reading…
http://searchengineland.com/10-simple-things-smb-websites-need-to-fix-before-seo-
88585
http://searchengineland.com/small-business-redesigned-website-you-wont-believe-
what-horrible-seo-thing-happened-next-212829
http://searchengineland.com/ama-common-things-big-small-businesses-get-wrong-
local-seo-214778
http://searchengineland.com/google-places-ranking-factors-the-phd-version-114839
http://searchengineland.com/the-smb-guide-to-changing-business-names-seo-128939
http://searchengineland.com/how-to-create-content-when-youd-rather-be-doing-
something-else-126622
http://searchengineland.com/5-tips-for-responding-to-negative-customer-reviews-
online-102136
http://searchengineland.com/4-tips-for-success-with-seasonal-local-seo-88601
http://applemapsmarketing.com/2014/03/how-to-use-apple-maps-connect/
www.localseoguide.com/local-seo-tools/

Thank You!
www.localseoguide.com
www.applemapsmarketing.com
andrew@localseoguide.com
Twitter: @localseoguide
+Andrew Shotland
This presentation available at
http://bit.ly/digital-dealer-local-seo

Andrew shotland advanced local seo digital dealer 2015 presentation

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