If you understand what Google wants it makes it easier for you to optimize your website marketing (SEO & PPC) for maximum success and longevity. So what does Google want? Market share. Google market share equals money. How they go about gaining and maintaining market share is a little more complicated, so we’ll stick to the basics.
The key is the algorithm. Google’s very complex, proprietary algorithm is what generates search results and is the lynchpin to market share gains. A crude explanation for the algorithm’s function is to generate a list of web pages (or answers) to your searches (questions). The more relevant the answers are, the more likely you will use Google the next time you use a search engine. That’s the key to the whole thing. Here’s how you can use this information to improve your interactive marketing campaign.
Treat every page like the answer to one question:
Don’t be a Jack of all trades and master of none. If you try to have every page on your site rank for too many things, how can you be the best answer? Pick the question you most want to answer and be the expert.
Customize elements of each page to be unique.
There are over 40 factors on a webpage that can be customized so visitors and Google know what the page is trying to convey. Take advantage of as many as you can.
Provide a good UX (User Experience) for the visitor.
Don’t over “optimize” the page for a particular search. Make sure your content is readable, informative and insightful. Don’t create any “dead ends” assuming you have provided everything the visitor could possibly want and their only logical option left is to call or email you.
There are many, many factors that will come into play when you are developing or executing your dealership’s interactive marketing plan. Whether you are optimizing your website, developing a PPC campaign, writing content or engaging in social media, it’s best to use these three guides to craft your execution. You will ultimately create something positive that both your site visitors and Google will appreciate.
This is part of an ongoing series of insights by Gayle Rogers, Digital Director at Strong, about refining the Internet strategy at your dealership.
John Paul Strong
John Paul Strong combines his two decades of automotive marketing experience with a team of more than 140 professionals as owner and CEO of Strong Automotive.