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:
@SeanVBradley267.319.6776