page contents Automotive Thought Leadership: Ralph Paglia: June 2015 My title page contents

Monday, June 15, 2015

Calling Out the Vendor Who Said Links Don't Work for SEO - Automotive Digital Marketing

Calling Out the Vendor Who Said Links Don't Work for SEO... - Automotive Digital Marketing 

Calling Out the Vendor Who Said Links Don't Work for SEO...

I don't enjoy calling out vendors. It's something that I think is unprofessional in most situations. Sometimes, when a vendor is truly hurting the automotive industry, it must be done and I have to do that today.

We have a client being hounded. This other vendor has been telling them that our philosophy of using onsite and offsite content to improve the dealership's organic search traffic is old. They've said that links are dead, that they're a non-factor.
At the recent Search Marketing Expo, a panel of experts moderated by Danny Sullivan tackled the issue of organic search ranking factors. One of the biggest takeaways was that inbound links are still alive. In fact, contrary to the beliefs of some (including the vendor in question), the influence that high quality links have on rankings is actually increasing.

The funny part is that this particular vendor added "link building" to their offering recently. When we examined the links they "build" we found that they were junk links. Directories, purchased links, and spam links do not qualify as high quality, yet this is exactly what they're using.

So, my warning to dealers is this: before listening to a vendor that tells you their strategy is better, make certain to vet out what their strategies actually entail. You may be surprised to find that the ones who complain the most are the ones who do it the worst.

Thursday, June 11, 2015

Car Dealer Microsite Landing Page History

Are Automotive Microsites New?

Car dealer platform providers have the ability to offer microsites as part of a marketing strategy using their proprietary website software. From my viewpoint, most vendors in the website space do not see the need or the economics for such an offering.

Microsites marketing concepts have been around since for at least 10 years as Ralph Paglia mentioned on the Automotive Digital Marketing community. In 1999 Ralph was an early advocate of microsites and created numerous microsites while working at HAC Group. (Read History)

What makes the WordPress option interesting is that it allows for unlimited content creation and hundreds of free software enhancements. The counter argument is that car dealer platforms are just now integrating blogs and content on-the-fly so they can now compete with the content creation element of WordPress.

The rules of marketing and consumer engagement are changing. The 2009 ASMA study of 34 website platforms revealed that nine automotive website platforms have industry leading platforms for search marketing. This includes content on the fly and fully optimized inventory pages.

We will wait to see, however, if automotive website providers have the insight to create a microsite marketing model within their existing offering. The marketing data that we have collected would suggest that microsite marketing is here to stay and it is an untapped marketing opportunity for car dealers. 

Written by Brian Pasch

Ralph Paglia | President 
ADM Consulting, LLC 
2701 N. Rainbow Blvd.

Las Vegas, NV 89108

Twitter and Instagram: @RalphPaglia 

Wednesday, June 10, 2015

Yelp: Money Cannot Buy You Love! (Reputation Management) - Automotive Digital Marketing ProCom

Yelp: Money Cannot Buy You Love! (Reputation Management) - Automotive Digital Marketing 

On Yelp, Money Can Only Buy Advertising...

So. You might be wondering: If a car dealer pays Yelp to advertise…
  • Do they get a higher Yelp review rating?
  • Do they get more of their negative reviews filtered or removed?
  • Can the car dealer recommend more of their positive Yelp reviews?
No. No. And… No.

Automotive Advertisers Get Ads... Period.

There’s no amount of money a car dealer or any other business can pay to manipulate Yelp reviews or ratings... The FACTS are that Yelp doesn’t skew things in favor of advertisers or against car dealers or any other businesses that don’t pay for advertizing on Yelp.

But you don’t have to take Yelp's word for it.

An independent academic study (not commissioned or paid for by Yelp) found that advertising plays no role in how reviews are recommended on Yelp.
Or as this in-depth profile of Yelp in BuzzFeed puts it:
“Harvard Business School professor Michael Luca has co-authored a new study that effectively debunks the extortion theory.”