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Source: SEO or PPC; What’s More Important?

SEO or PPC; What’s More Important?

Just recently, a friend of mine approached me about his dealership site and how they had a consultant (SEO guru), do an SEO analysis of his site.

He was concerned that he may be losing money on keyword selection based on the analysis. As I explained to him there is some confusion out there regarding the entire Google platform and that having a balance of both high-level SEO, and an optimized PPC campaign is the ideal. I also explained that you only get charged by clicks, not keyword choices (lol)

Let’s cover SEO first.
SEO stands for “search engine optimization” which is a practice that makes sure that your website follows all of the necessary rules of engagement to make it easy to rank as organically high on the search engine results pages (SERPs) as possible. It includes having good content in the form of copy, pictures, and video. All material should be relevant to the subject matter and have keywords and key phrases as an essential part of the site copy.  There are other technical aspects but forget those for now.  Having great SEO is the “free” way to get listed.

Offsite SEO is still a huge part of the overall SEO mix. Having other high-quality sites backlink to your website is the water that lifts the ice cube to the top of the glass so to speak. Having your dealership properly listed via all of the 300+ listing sites and the 4 main data companies (Factual, Acxiom, Infogroup and Neustar (Localeze), means that people will correctly know your company name, address, hours of operation, and telephone number. To have incorrect info strewn about the internet will definitely hurt your chances of getting highly-ranked. It will hurt your overall “Quality Score” which is essentially what Google uses to rank you in the search engine, and that’s where PPC and SEO strike their balance.

What is the “Quality Score”?
Quality Score is Google’s rating of the quality and relevance of both your keywords and PPC ads. It is used to determine your cost per click (CPC) and multiplied by your maximum bid to determine your ad rank in the ad auction process. Your Quality Score depends on multiple factors, including:

1) Your click-through rate (CTR) (PPC campaign)

2) The relevance of each keyword to its ad group (PPC campaign)

3) Landing page quality and relevance (SEO)

4) The relevance of your ad text (PPC & SEO)

5) Your historical AdWords account performance (PPC)

As you can see, there is a mix of PPC and SEO involved in optimizing a Quality Score which essentially determines where your stores website is going to show up in a typical search operation. Great SEO alone can get you on to the first page of search, but unless you are well-branded, your position may vary from near the top, to not on the page at all. The leads you get from great organic (unpaid) placement are basically free and are high quality. However, to get into the top position and get the most clicks possible, and the best clicks according to numerous studies, you have to pay for placement.

PPC guarantees a first page presence.
The cost of that presence is somewhat based on the quality of the website’s SEO execution. The ads in the pay per click campaign have to be compelling enough to get a good click through rate, but the words and phrasing used in each ad must also match those keywords and phrases (long tail search terms) on the website pages they are linked to. The better the execution and matching of verbiage in ads and on the site, the better your organic ranking, and the cheaper you clicks will be. It’s a seriously incestuous relationship. Google wants to reward you for creating a good user experience (SEO) but needs to make money so they have PPC to nudge those rankings to the top if you pay enough to rank high.
Google really has it figured out. It used to be that Google had two columns on every search results page. The left column had the organic listings (best SEO executions and/or brand names). People used to click at an 8:1 ratio favoring the organic or “free” listings over the listings in the right column which were all paid for. Google then eliminated the two column design and started putting PPC campaign ads on top of each SERP which now has only one column combining paid and free results. This cut down the ratio that favored free search results and increased Google’s click revenue.
The point is, having as much visibility as possible in any search operation is crucial. It’s termed “page dominance”. In my estimation, the companies that do both well, win. The companies that only do PPC, run inefficient, expensive campaigns. The companies that ignore PPC, are likely too budget-conscious to compete and suffer with inconsistent visibility. Those who combine Google Best Practices, and optimize both SEO as well as their PPC campaigns, dominate their competition.
I hope this helps clarify the decade-old question of how SEO and PPC affect one and other, and how using both to your advantage is the best way to the top of the mountain.

Finding Your Style- Commission Sales – Automotive Digital Marketing Professional Community

Finding Your Style – Commission Sales

I cut my teeth selling at an early age selling door to door. From delivering newspapers to Fuller Brush to Cash is Best, for which Ted Turner was a fugitive from the US holding offshore on his yacht in international waters for purporting a pyramid scheme, to selling the original wind up fire and burglar alarms for the home.
After having had my foot caught in the door many times I eventually found my way into Automobile sales. I was so excited to have this opportunity because here were people coming to me looking to buy what I had to sell.
I felt like a kid is a candy store and never looked back. This business allowed me to experience owning my own businesses but I always came back to what I always loved.
When I think of all the advice available to train a good salesperson I think of why salespeople would not all be superstars. After years of being around commissioned sales and salespeople both in and out of the Automotive industry it is apparent to me that the art of selling (and it is an art) is a talent that few people ever master.
I have seen so many techniques that salespeople use to make a sale that works very well for them but would never work for me. As a matter of fact, Some I could not even fathom how they even made so many sales with their “Style” of selling but it worked for them.
What worked for them would never work for me or you.. You can only observe and take those observations and find a “Style” that works for you and make it your own.
This “Style” for the fortunate ones something that comes naturally making selling for them almost effortless. Sales must be looked at as a challenge- the more difficult the sales is to make, the more satisfaction you get from the experience.
That challenge is something that the truly gifted crave, need and look forward to each and every day in every aspect of their lives. It is like a game of chess that is played and each move determines an eventual outcome that a true salesperson is driven to win by reading each move of the opponent before it is even made.
We are all actors on a stage in our journey through this wonderful life but only a few can mold and manipulate the parts they play.
There is and always has been a misunderstanding or maybe even a lack of respect for these truly gifted people. Only a secure, talented and gifted manager who driven to hit that next level knows that he must let these salespeople work their craft using their own “style” to make the relationship rewarding and successful.
These are the type of people that one needs to make a business truly successful. The ones who are in it not just for the money but because they are driven to succeed. Don’t settle for mediocrity. Constantly be looking for the people that will take, maintain and always be looking for that next rush that only these people get from their work.
If you have all the tools and have not found your “Style” as an owner, manager or salesperson unfortunately you probably never will. But if you know all this and never stop looking to surround yourself with these truly talented people you will have your battle plan and will eventually win the war.

The following list showcases an independently produced and ranked directory of the Top 100 Automotive Blogs selected for recommendation to visit, subscribe, join and follow them in 2013…

When the author (Ron Mays) who assembled and created the ranking for this list of the Top 100 Automotive Blogs and Networks for 2013 first contacted Ralph Paglia, we did not know what to expect. Ralph provided Ron Mays with the information he requested. When the list was announced and the below Infographic published, all of us associated with the Automotive Digital Marketing Professional Community were pleasantly surprised to see that the ADM Professional Community came in at number 10 out of 100 sites that were selected. The infographic Ron Mays and the CouponAudit team created to display this ranking of auto industry and car business networking UGC sites is available below.

Top 100 Fashion blogs to follow

An infographic by the team at CouponAudit

In above infographic, you can view the Top 100 Auto Blogs to follow in 2013. The team at CouponAudit ranked the sites shown according to quality of posts.