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Last week Google created a Tsunami of change by integrating Google Places into organic search results.  Many car dealers called me to ask what I thought these changes would have on our Automotive SEO strategies.  I was not quick to answer because I think that Google is still refining their balancing act of SEO, SEM, and Google Places.

With that said, I am actually very pleased with the course that I have set for PCG Digital Marketing clients and the design of the Automotive Advertising Network.  Both strategies draw their strengths from targeted microsite strategies.  My microsite strategies are often exact matches to common search phrases. This exact match could be a dealer’s name to improve their POD Score™.  A microsite could also be created to match a broad search phrase like “Los Angeles Dealers”, which produces the search result shown below:

In the search results shown above, you can see that an “exact match” domain with good content, links, and relevance PRECEDES the massive block of results shown in green that are enhanced by Google Places data.  You can also see the other two websites that rank above the Google Places block are not slackers at all: Automotive.com and Cars.com.  A car dealer that is listed on www.losangelesdealers.org has a strategic advantage.

Google SERP Find Exact Matches First

I’ve said this before and will repeat it again, Google always tries to present, on a search results page (SERP),  the best matching assets in its database.  Google, Yahoo, and Bing all weight exact matching domains very high as long as the websites have relevant content.  Redirected domains that are not hosted will never appear in search results so all those parked domains you may own are not helping you.  It may be time to get those parked domains on a real content publishing strategy!

When Google integrated Google Places, the normal 8-10 organic listings were changed dramatically which created a “jump ball” once again in the search marketing Olympics.  Some of you may know that I won that jump ball during the Cash For Clunkers program as well as the Toyota Recall fiasco.   Once again, I’m pleased with what I am seeing in the revised search results presented by Google.

Don’t Forget The Stars

Before I continue about changes in SERP listings, I would like to remind all car dealers that they MUST develop a comprehensive Internet Reputation Management (IRM) strategy to increase participation of their clients to posted reviews.  My recommendation is that a successful dealer should have TWICE the number of positive reviews “stars” of their nearest competitor.  That may be harder in years to come but all dealers should have a few HUNDRED reviews posted from authentic customers.

Testing Search Results Start To Show A Trend

From recent testing that I have done, websites hosted on great domain names may actually have an edge over local car dealer websites.  Take a look at the search listed below.  The websites that Google felt were best matches and NOT in Google Places were listed first.  Then the local dealers were listed.  I don’t know about you but I’m happy for Brickell Motors who is in position #1 for that broad search phrase on an exact matching microsite domain.

Once again, the TOP websites above the integrated and enhanced Google Places organic listings are two heavyweight contenders UsedCars.com and Yahoo Autos.

Broad Searches Continue To Show Trends

This trend continues as you type in even broader searches, and you can see that websites that are EXACT matching or that have high SEO inbound links on targeted keywords, appear on Google Page One.  So, in essence, Automotive SEO strategies are still in tact and dealers that have EXACT matching microsites are getting a boost.

In the example below, CarsForSale.com (in red)  is an exact search and displayed prominently. www.CarDealerSale.com (in blue)  is on page one because of optimized inbound links on this search phrase.   You can not easily see that but since I created those links, but I know that to be true.  What is interesting to note is that the Google Places listings shows just local dealers because it has determined that this search is not for any particular region.

The Future Automotive SEO

Since I am an advocate of Automotive Search Engine Optimization (SEO) strategies, you would expect me to substantiate my work but I will be the first to say that the changes with Google Places is still a dynamic event.   I’ll keep you posted on what I find and make recommendations to take advantage of opportunities I see.

One last screen capture below shows that Automotive SEO strategies that include VIDEO (green), document publishing (pink), and microsites (red) can help a local dealer increase the number of paths that bring consumers to their dealership.  In this case, Alexandria Hyundai dominates the “above the fold ” SERP listings.

Now the marriage of a well designed Adwords Campaign and Automotive SEO, that is heavenly!   We’ll discuss that at a later date as well at the 2011 Digital Marketing Strategies Conference in Napa Valley, February 1-3, 2011.   I hope to see you there.

As car dealers look to increase profits and revenue, their marketing agenda lately has focused on social media and how this communication channel can grow their business.  Social media of course is important but a proven money maker for car dealers is being ignored by many dealers as part of their digital advertising strategy.

When I am called into dealership meetings to review their online marketing strategy, rarely does a dealership ask about increasing service revenue through SEO and SEM.   Dealers seem to be content with service direct mail and email campaigns which work very well in most markets.

Over the past few months I have been working on an SEO strategy to increase the visibility of car dealers for common service searches in Google.  It is an eye opener to see just how I have been able to increase visibility for car dealers by targeting popular service keywords.

A good way to test the service visibility for any car dealer is to type in a common service for a brand that they sell in their own town.  So a BMW dealer in Virginia Beach would test their service SEO by searching Google for:

• BMW Oil Change Virginia Beach
• BMW Brakes Virginia Beach
• BMW Tires Virginia Beach

In the first case, PCG’s new Fixed Operations Microsite appears on Google Page One for Checkered Flag Auto Group ahead of all business offering a BMW Oil Change.  This added visibility for car dealers will over time, increase leads, calls and service revenue.

If you search Google Videos or YouTube videos for the Phrase “Virginia Beach Oil Change“, their service video is ranked #1.  Dealers who want to gain an edge in their markets should leverage service microsites and videos to communicate an effective message.

Dealers Becoming Price Competitive

In this challenging economy, many dealers have decided to become more price competitive for common automotive services like oil changes, tires, brakes and coolant flushes.  I wholeheartedly agree with this strategy.

If dealers have good service advisers, they can extend the dealership brand and customer service experience to owners of cars that dealers do not sell.  The service channel can be a more effective sales and lead strategy than any other channel because of the number of car owners they touch each month.  Busy dealer groups service thousands of cars a week and if they were also marketing to all car owners in their market, these numbers could grow significantly.

So I would like to cast a vote that Fixed Operations SEO and microsites be on dealership agendas for digital marketing spending.  Dealers should also create a budget to create videos for popular services that they offer which can light-up content pages.

Google rewards first responders so before your competitors take the lead for service microsites in your area, make the move.

Car dealers often ask Brian Pasch; “How many micro-sites should we implement?”

Brian addresses this question in a short video on this topic prior to the 7th Digital Dealer Conference in Nashville Tennessee. Brian Pasch will be conducting his Automotive Internet Marketing seminar on November 1, 2009 at 1:00 pm. The PCG Digital Marketing will also be in the exhibit hall as a vendor during the Conference at booth #16.

The PCG Digital Marketing has a number of microsite examples posted on www.seomicrosites.com and has a private portfolio of sites that can be reviewed during your complimentary phone consultation.