How to Dominate Google with Video

Search Engine Optimization

The Importance of the Internet

B

In Demand

Extensive Information

Constantly Being Updated

Trustworthy Sources

Internet StatisticsStatistics

80% of transactions start on a search page

90% of Fleet Managers go online to search for both new and used cars

52% of people said an online video helped them decide on choosing a cars

Only .5% of all internet users search beyond the first page of search results

99.5% OF PEOPLE DON’T LOOK PAST THE TOP 10 RESULTS!

What That Means Is:

Zero Moment of Truth

B2B ZMOT Video

Automotive ZMOT Video

The Importance of Dominating

With 80% of transactions starting with an online search, it’s imperative to not only be represented on Google, but to dominate the market

90% of all media interactions are screen based

Only 20% of people click “Pay Per Click” Ads

Organic optimization is the most powerful strategy

80% of buyers research your dealership before deciding to visit your dealership

20% change their mind and buy from a competitor upon seeing a negative review

Search Page Example

Understanding the Search Page

Pay PerClick

GoogleMaps

Google+

Organic SearchResults

How to Dominate GoogleHave your store appear as often as possible on the first search page.

Ways to Saturate Google

Social Media

Photos

Online Reputation

Online Reviews

Your Website

Videos

Where Do You Start?

3rd Habit:“Put First Things First”

Be careful of distractions disguised as opportunities.

PostVideos!

What is the best thing you can do right now to make the biggest

impact?

Video StatisticsThe average buyer spends 11 hours researching – 3 hours of it watching videos and 2 hours using search engines

More than 3 billion Google searches are completed daily

Videos show up in 50% of Google searches

Video is 53x more likely to be clicked over a static text link

Sources: 2012 Veronis Suhler Stevenson & U.S. Department of Labor's Bureau of Labor Statistics

107 Hours

Consumption is Higher for Video

(+1,000%)

1,095 Hoursprintvideo

1 Minute of video is equivalent to 1.8 MILLION Words!

Video is Best Because:Text accounts for only 7% of communication

Video accounts for 55% of communication

Studies have found that people prefer watching videos to reading

Video is the easiest type of content to optimize

The Internet And Video

The Internet And Video71% of the population visits sites like YouTube in a year

28% of the population visits those sites every day!

Video And Mobile:

• That’s more than 1 billion views a day!

According to YouTube, mobile viewing makes up more than 25% of the global watch time

Video And Mobile:

User-generated content, such as YouTube videos,

accounts for

24.3% & 33.8% of viewing on tablets and

mobile phones, respectfully.

Video is the Easiest Web Content to Optimize

• Videos index higher in a search• Videos begin indexing faster than any

other web content.

Because people prefer videos, Google’s algorithms favor video content. Therefore:

How Can You Use Video Search Engine Optimization?

Treat each video as if it is an individual page

on your website.

Webpage DNA

• Titles• Content• Links• Graphics/Video• Meta Data• Keywords

Every webpage has the following elements:

So Should Your Videos!

How Can You Begin Optimizing Videos?

Suggested Video Topics:

New Cars

Used Cars

Service

Conquests

SET UP A YOUTUBE CHANNEL & STARTFILMING & POSTING VIDEOS TODAY!

Optimizing Specific Video Types

New Car Video

Target in-market buyers looking for specific models

Highlight your model’s features, advantages and capabilities

Highlight why the prospect should visit the dealership

Explain your Value Package Proposition

ExampleNew Car Searches

Jenkins Acura

• Target in-market buyers looking for specific models.

• Reduce other dealers’ inventory listings on 3rd party lead/ listing provider sites.

• Highlight your model’s features & advantages.

• Highlight why the prospect should visit your dealership.

Optimizing Specific Video Types

Used Car Video

Focus on your cars specifications. If your car has a unique feature, highlight it.

When using geotargetted terms, keep the area wide, people would be willing to drive a farther distance if you have what they want.

Include your Value Package Proposition and why they should choose your dealership to buy from

ExampleUsed Car Searches

Paragon Acura

• Most dealers’ websites don’t show up well for used search phrases.

• Used search has been dominated by 3rd party listing/lead providers that sell same lead to numerous dealers.

• PPC spend can get costly to compete for market share exposure for used search phrases.

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Optimizing Specific Video Types

ServiceVideos

Geotarget: 20% of service searches include a desired city name

Target specific repairs: wheels, maintenance, tires, parts and specials

Utilize customer testimonials

Preventative maintenance tips

Warranty updates

Service SearchesGunn Acura

• 20% service searches include desired city name.

• Big box retailers & local repair/body shops usually command this marketshare.

• Service business = traditionally high margin net profit center that needs to be promoted online where in-market service customers are actively searching.

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Optimizing Specific Video Types

ConquestVideos

Include your car’s information and then the competitor car

Highlight features that both cars include, making sure you explain why your car is superior

Focus on one, main aspect of the car and why it beats all the others

Make sure the video is informative and accurate, not just a sales pitch

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Understanding the Importanceof Conquesting

Only 20% of shoppers actually buy the first vehicle they research

73 of in-market research involves cross-shopping

Make sure to market to all people in the market for a car, not just your brand, not only someone looking for a new car or a used car– market to everyone!

ConquestOpportunity

ExampleBranding / Reputation Searches

Sons Acura

• 70% of buyers put “post purchase” experience reviews online.

• 80% of buyers research your dealership before deciding to visit your dealership.

• 20% change their mind and buy a car from your competition upon seeing “unfavorable reviews”.

BuyingA Car

SellingA Car

LeasingA Car

SafetyFamily

HybridVehicles

ElectricVehicles

Technology

Financing

Warranties

Maintenance

Driving Tips Insurance

Fuel Economy

Video Ideas

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How to Optimize a Video

• Speech recognition• Facial recognition• Image recognition

Advanced Technology:

• Compelling• Relevant• VSEO content needs to match the video

Each video must be:

• Subject/header• Description/anchor text• Meta Tags• Category Tags• Keywords• Links (names)

Video SEO Terms Must Include:

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How to Optimize a Video• Subject/header

• Unique, interesting subject line• Description/anchor text

• Unique and descriptive anchor text• Meta Tags

• Use the proper tags, don’t add too many and don’t add tags that aren’t relevant

• Category Tags• Make sure to select the right category

• Keywords• Similar to meta tags, make sure all keywords are relevant

• Links (names)• Make sure to include the entire hyperlink (not just .com at the end)

Defining Terms:

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Let’s Go Live!

@SeanVBradley267.319.6776