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There are many passionate dealership employees that attend conferences, read books, develop a strategy, and them implement it perfectly.  One such shining star in Rob Fontano from John Marazzi Nissan.

There have been many articles on this community website about Automotive SEO but few have been focused on Conquest Marketing using Search Engine Optimization strategies.

Rob Fontano is one of the few people who could be called The King of Conquest Marketing.  Rob has published hundreds of videos that are optimized on competing brands in his local market.

Ft Myers Toyota Camry

Need an example?  Go to Google and type in “Ft Myers Toyota Camry” and this is what you will see:

You will see that there is a local Toyota dealer in Ft Myers and right under their website are two videos that challenge consumers to consider purchasing a Nissan Altima instead of the Toyota Camry.  Are people clicking on this video?  See the view counter on the first video:

Toyota Camry Naples

How about in John Marazzi Nissan’s own home town of Naples Florida.  Yes, there is a Toyota Dealer in Naples and they are not getting a break.  Type into Google: “Toyota Camry Naples” and you will see:

Take a minute to watch this video on www.metacafe.com. (Watch Video)  Rob does a great job of talking to the consumer and the videos are being watched!   This one video on MetaCafe was watched over 800 times. Videos are just one way to implement a conquest search marketing strategy but Rob does an outstanding job with video.

Join Rob’s Video Marketing Workshop

If you have not started a conquest marketing strategy, consider implementing one since with SEO it is very low cost.  If you would like to learn more about Rob’s strategy, he will be conducting a 2 hour technology workshop at the Automotive Marketing Boot Camp, April 16-18th in Orlando.  The workshop is sponsored by automotive video experts Car-Mercial.

Rob will be candidly sharing his strategy, process, and the results of his video marketing investments.  I’m really looking forward to his workshop.  Listen to what Rob has to say about his workshop:

If you haven’t noticed lately, Google search results are showing less car dealer video “thumbnails” that are optimized for year, make and model. Last year, it was easy to load into YouTube a video with the title “2010 Toyota Sienna Chicago” and have the “thumbnail” it show up in the organic search results when consumers searched that “phrase” as long as the video was loaded with optimized description and tags.

Today, if you do a year, make and model search and add your local PMA towns, you will be hard to find a video “thumbnail” come up very often.  This is because Google has changed their algorithm about showing videos “thumbnails” in organic search results.   What you are more likely to see if just the text link to YouTube which blends in with the other links to text pages.

Why Are Thumbnail Views Being Reduced?

Video “thumbnails” and images have a much higher click through rate when compared to a text link.  The video thumbnails were hurting Google Adwords clicks and revenue so they turned the dial down on when thumbnails are presented in Google organic search results. 

We may very soon see a public version of paid videos as part of Google Adwords campaign so that dealer videos can be included in search results for a PPC fee.

In the meantime, the entire buzz about car video “thumbnails” showing up regularly in Google organic search results and selling cars should be understood in the context of this visible change.   This means that videos will have less click-through rates and will in turn drive less traffic to your video channel or websites.

Consumers do spend a lot of time inside of YouTube and so I’m not minimizing video as a part of a car dealer digital marketing strategy, I just want there to be an awareness of a shift that is underway.  If a consumer searches within YouTube, dealer videos will appear. 

Videos Are Important For Digital Marketing

Videos are also an important way of increasing conversion when video is added to a dealer website.   In 2010, the dealers that increase their website conversion will be using video testimonials and video marketing on their websites. It is my opinion that your landing pages for service, finance, used cars, new cars, warranty and parts should all have a welcome video with a call to action that defines why a consumer should do business with the dealer.

The change in frequency by which thumbnails are shown, presents a game changing strategy in organic search marketing for car dealers and something to watch in the coming months.

Brian Pasch, CEO
PCG Digital Marketing
732-450-8200

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