You have been reading (hopefully) that on or around April 24th, Google rolled out another update to its search algorithm code named “Penguin“. This update was to enforce it’s existing terms of service guidelines regarding link quality. This update is important to car dealers who have been working hard to increase their search visibility for specific keywords.  Automotive SEO Strategies must be adjusted for Penguin compliance.

What is ironic about this update is that since Google started, external linking strategies have been one of the core tactics to achieve page one placement for very competitive keywords.  SEO strategists now have to determine if Google thinks their links are “natural” or “unnatural“. An example of this is the footer area on a website, which you can often find the name of the website author  with a link back to their website.

If a website company builds 1,000 websites with an average of 25 pages per site, that would produce 25,000 links back to the website builder if they placed a “follow” link in the footer.  In the past, this was not considered link spam.  Now that Google flipped the switch, those links could be flagged as unnatural, especially if the Anchor Text of the link was a keyword like “California Website Company” and not the name of the company.

What Should Automotive Marketers Do Post Penguin

There are many immediate changes that need to be made in light of the Penguin updates.  Let me be clear, these changes do not imply that your SEO strategist was doing anything “wrong” in the past. Times have changed and tactics that once worked, no longer work.  It’s that simple.

So, I created a checklist of sorts to make sure that you make the changes to your strategy that will help your online search marketing strategy on Google.

1. Footer Links – If you have microsites and blogs, eliminate/update footer links that appear on all pages and that point back to your dealership website(s).  If the anchor text of the link is a keyword goal and not your business name, delete it.  If you want to have a link with your business name on all pages, make it a “no follow” link.  You do not need hundreds of links anchored on your own dealership name because most likely you already rank in the #1 position for a search on your dealership name.
2. Sidebar Links – If you are using a blog, check if you have utilized the sidebar links feature.  This will place  a list of popular links on all pages, in the sidebar column widget.  Again, if these links are designed to provide useful navigation to customers, make them “no follow”.  If they were designed to reinforce primary keywords, I would remove them.
3. Excessive Home Page Links – Some website have hidden or scrollable text regions on the home page which have dozens of links to internal and external  website pages. This is very important if you have multiple websites or microsites for your dealership.  When you look at this content area it is clear that it was created for SEO purposes.  I would suggest that the content be edited to remove to high frequency of hyperlinks and make the text more natural.
4. Review Your Content Strategy- Review your blog posts and syndicated content to make sure that the linking strategies used in the content are natural.   It is natural to mention a 2012 Honda Civic is a blog post and you link the words to your list of 2012 Honda Civic cars in stock.  Linking to specific VDP pages is also natural because the car is unique!  It is natural to link your your service page, parts page, and used car pages. Today, Penguin forces greater attention on “how” those links are created.  If you are talking about the benefits of BMW CPO cars in a blog post, you can link the words “BMW CPO Cars” to your CPO website page but don’t get too crazy and create three links in the content on text like “BMW Used Cars Cincinnati“.
5. Accelerate your Google+ Strategy – Content, Videos, and Photos can be shared on Google+ that reside on your dealership website and blogs.  The links created by Google+ are valuable and the social signals created by these posts are important.  It seems very clear that Google’s way to stop link abuse is to favor the influence of peer votes through social media websites.  So, go with the flow and get your Google+ strategy in place.
6. Invest in Twitter, Facebook, and Pinterest – Once again, you may think that getting clicks, likes, retweets, and re-posts from social media sites provide little value but the rules of organic visibility are changing.  The line between Automotive SEO and Social Media Marketing are blurring.  When you combine social media strategy with RETARGETING, the results can be insanely profitable.
7. Syndicate Your Content – Dealers should be syndicating their content.  There are many ways that dealers can establish themselves as local experts by syndicating blog content, Infographics, PDF resources,  and videos.  Networks that allow content syndication with “natural” linking can amplify the benefits of your in-house or outsourced content writers.  Video is a favored asset for syndication and the results that I have seen with dealers we coach on syndicated Video SEO is just amazing.
8. Invest in Original Content – The last few updates from Google have generally focused on quality and of course I have been an advocate or hiring in-house writers and social media advocates for years.  With Google calling the shots for 67% of the search market, maybe it is time to invest in an internal Digital Warrior.  Since video is so effective, video production skills should be part of the job description.  Having someone who can write, create videos, and engage in social media is well worth the investment!
9. Create more Internal Links – Don’t forget to link content and information within your website pages.  If you look at some of the most respected automotive websites, you will see internal links on short phrases like “Camry” or “RAM 1500″ linking to appropriate internal information.   Internal links reinforce the content investment you have made on your website.  Don’t worry that these links are not geo-targeted.  That’s the point of this entire post!  geo-targeted hyperlinks repeated over and over on your website is unnatural to Google.
10. Don’t Get Discouraged – If your website was penalized by Penguin, fix the problems and Google will see those changes over time.   If you have done a full audit and your internal and external linking investments are now natural, rankings will come back.

Is Keyword Linking Dead?

No.  Content with links that are natural can still include keyword targeted links as long as you don’t abuse the strategy and as long as the page the link points to supports that keyword goal.  For example,  if you are a Toyota dealer in Louisville, your content can include a link on the words “Toyota Dealer in Louisville” if the words are natural in the context of the article.  You will also want to diversify the keywords that are linked; do not use the same anchor text in all your blog posts.

Do you have any specific questions, feel free to drop me a line:  brian@pcgmailer.com

Brian

Brian Pasch, CEO

PCG Digital Marketing

Brian Pasch

“Latest Automotive SEO strategy package leverages search optimization, social relevance, and video marketing to capitalize on Google’s ever-changing ranking system.”

Eatontown, NJ – PCG Digital Marketing, a three-time DrivingSales.com award winning Automotive SEO and Search Engine Marketing (SEM) company, has announced it newest strategy for dealers who want to dominate their online marketplace with a package of relevant digital marketing services.

Leveraging the power of Search Engine Optimization, Social Media Engagement and Video Marketing, PCG Digital Marketing now enables dealers to capitalize on the powerful effects of all three with its newest package referred to as ‘SSV.’

The SSV Package addresses the recent changes Google has made in its search algorithm to combine the power of video and social networks with high quality optimized content.

This new digital marketing package is an evolution of their proven and award winning strategies that have stood the test of time and have helped dealers across the country have an unfair competitive advantage over their local competition.

PCG Adapts To A Changing Search Environment

Taking a hands-on and custom-tailored approach, the SSV package furthers PCG’s commitment to quality, not quantity, and aligns dealers one-on-one with their seasoned SEO strategists and digital marketing professionals. The latest strategy is also designed to not trigger concerns about “overtly” optimized website pages and content.

“Our work at PCG starts with a custom analysis of the local market” explains CEO Brian Pasch. “Every piece of content, every digital marketing campaign is tailored for each specific client. Google is no longer just rewarding websites that have keyword and linking strategies. Google is rewarding custom, relevant content and marketing strategies that adapt with Google’s constant changes. Dealers need original content and search strategies created and implemented by real people.”

PCG Digital Marketing is a DrivingSales Dealer Satisfaction Award winner taking home trophies in the top SEO and top SEM category for three years in a row. These awards are created to help dealers seek out the very best vendors in digital marketing and are voted on by the dealers themselves. They are also ranked in the Inc. 500 fastest growing private businesses list.

With Google constantly changing they way they display search results, evolving strategies, like the customized options provided by PCG Digital Marketing, is the best way to stay on top for the long run. “It takes people to integrate all of these changes and strategies, it can’t just happen with automated systems,” adds Pasch. “You need people to integrate the best strategies for video, social networking and content creation to improve search results. You need people who understand what Google is doing and how they are changing. ”

For more information on SSV, visit PCG Digital Marketing online at http://www.pcgdigitalmarketing.com/services/digital-marketing-seo/ or call Chief SEO Strategist Matthew O’Such at 732-450-8200 x3 for a one-on-one consultation.

About PCG Digital Marketing

PCG Digital Marketing is a full service digital marketing agency that serves growing businesses in all industry sectors. PCG is a leader in automotive marketing education and is nationally recognized as a leader in Search Engine Optimization (SEO) and Search Engine Marketing (SEM) as well as an award winning Internet training firm. Most recently, they were named to the Inc 500 Fastest Growing Private Companies list ranking #192 nationally and #7 in their home state of New Jersey.

For more information on their services, visit http://www.pcgdigitalmarketing.com

PCG Digital Marketing will be exhibiting at the 2012 Automotive Boot Camp, May 15-17th in Las Vegas.

In February 2012, PCG was presented with the “Top Rated SEO Provider” award from DrivingSales.com just prior to the NADA Convention.  We are honored to be recognized by the dealer community with such a  prestigious award.

This is the third year in a row that PCG has won the Dealer Satisfaction Award for SEO.  Voting  is tallied from actual dealership voters who use our products.  We congratulate the other two winning SEO companies this year as well: Dealer eProcess and eXteres.

Our Roots in Automotive SEO

Since PCG is synonymous with Automotive SEO Strategies, we were invited to interview with Dealers United for their first group offering to car dealers.  In their first dealership offering, a Groupon like model,  Dealers United will offer car dealers a Website SEO Package at a discounted price for a limited window of time.

The concept behind Dealers United is that they will be able to negotiate a better deal for single point and multi-point stores that would normally be limited to “Mega” dealer groups. Dealers have to sign-up on their website to get access to the offer.

Dealers United collects the funds directly from the dealer and pays the vendor partner, as a broker of their service.  With the promise of getting hundreds of dealers signed during a small period of time, would be attractive to any automotive vendor.  It was for me.

The vendor interview process, conducted by Steve Stauning, allowed me to present our  latest SEO offering.  Our newest Automotive SEO package, internally code named “SSV”, was outlined to Steve.  I wanted to be clear how SEO services  have evolved to address the latest changes in Google’s search algorithm.  Steve asked many great questions and the process was very engaging.

Getting On Page One Today

What has changed in Automotive SEO strategy?

The biggest change is that it takes new strategies to get sites ranked properly on Page One.  There is more manual work involved and more competition.  Dealers need more customized strategies and less cookie-cutter SEO templates. Dealers need fresh, original content and coordination of SEO strategies with their larger digital marketing goals.

Social media sites are also taking up key real estate on Google Page One and Google+ must be included in that list.  Today, any SEO strategy that ignores the impact of social media and the Google +1 button is missing the boat.  The old concepts of focusing only on META tags, links, and on-site content are not sufficient without new strategies for organic traffic generation.

Competition is also on the rise. Many dealers have hired SEO companies to optimize their websites. Large website providers like Cobalt and Dealer.com have created SEO packages as part of their core offerings.  Three years ago, the landscape was far less competitive.

Offsite link building is still important for SEO. PCG has the strongest link building strategies in the industry, but that is not enough today.  Fresh content, engaging original content, and social relevance are changing the strategies that SEO companies need to offer to deliver outstanding results.

What Is Working?

Today, traditional Automotive SEO strategies must be enhanced with tactical actions that amplify social relevance. Of course video engagement has to be part of the mix since YouTube is ranking very effectively for common automotive searches.  Video marketing and optimization is now more important than ever and first to act is often rewarded with superior placement.

The reason why we code named our latest offering “SSV” because its stands for the latest pillars of SEO success:

Search Engine Optimization + Social Relevance + Video Engagement

This formula can be interpreted that traditional SEO techniques now have to be enhanced with a social relevance strategy and a video strategy.  Video marketing can also have a significant impact to a dealers pay-per-click strategy as well.

PCG is also blessed by having hundreds of dealers participate in our Automotive SEO classes and the largest Automotive SEO Study for car dealers.  These workshops and webinars has given our team greater insights on what is working in each local market across the United States.  We apply that knowledge to refine our offerings.

PCG SEO Was Not Selected By Dealers United

We were informed this week that PCG Digital Marketing was not selected as the vendor that Dealers United would present in March as their recommended SEO partner.  We wish their chosen SEO partner  the best of success with this emerging business model.  (I’m very interested to see who that company will be!)

After thinking about the “SEO Contest” results, I think that PCG Digital Marketing, has always attracted great dealers because:

• We don’t work for their direct competitors.
• We provide a high touch service and continuing education every month.
• Our strategies are content specific for the dealership and local market.
• We are often first to market with the latest changes in Google’s search strategy for dealers.
• We offer short term contracts that can meet any dealership contract requirements.
• We practice what we preach.  Search “Automotive SEO” in Google.

The SEO Value Equation

It would have been interesting to see how we would handle 200-300 dealer sign-ups in a short period of time.  Since that will not be happening, we will continue to focus on attracting progressive dealers who want a comprehensive digital marketing strategy that includes world-class SEO expertise.   SEO is only part of the overall winning strategy for online marketing.

I like the fact that our model is to not work for every dealership, but just those that want the very best strategy and service.  Price, is probably the least important factor when you consider that SEO vendors.  It’s all about a company’s ability to achieve the dealer’s custom search marketing goals.

The amount of time any vendor of “labor intensive” services can deliver is directly related to price.  Less is not always the winning formula.  I wish the Dealers United members  best of success with their search for great SEO at a competitive price that has a strong ROI.

If your dealership is looking to implement a comprehensive digital marketing strategy that include the latest SEO strategies, take a minute to setup a call to discuss your dealership’s needs.   Schedule an appointment by calling 732.450.8200 or sending me an email:  brian@pcgdigitalmarketing.com

The winning formula with the best ROI is already here.  It’s more than SEO but you can’t exclude it from the mix!

Brian Pasch, CEO

PCG Digital Marketing

Brian Pasch

A bug in the mass directory update for car dealers has cause problems for a number of dealers that have contacted me.  This includes duplicate listings, over-written data, wrong phone numbers and website domains, and lost reviews.

Google Places Update March 2012

Help With Google Places

Here are the two links to submit problems to the Google Places team regarding your listing:

For incorrect information (or other issues) on any external listing, please visit this troubleshooter:http://www.google.com/support/places/bin/static.py?page=ts.cs&t…

For difficulties verifying a listing (either via PIN or bulk verification), please visit this troubleshooter:http://www.google.com/support/places/bin/static.py?page=ts.cs&t…

These links should help start a process of resolution, according to the Google Jumpstart Automotive Team.

The Google Places team came out to the Digital Marketing Strategies Conference in February, and we hope to have them back for the Automotive Boot Camp since the attendees go so much help from them face to face.

I have submitted my examples of issues directly with Google and I was promised that they would be forwarded to the GP team.  They have responded, so the feedback loop is working.

The Future of Google Places

Won’t it be a great day when the Google Places platform is cut-over to a stable platform that includes real-time updates?

Stay tuned, better times are ahead.  Just be patient, if you can.

Brian

Brian Pasch, CEO
PCG Consulting
732.450.8200

If you have answered No to either of the above questions, you need to dive into the Google+ pool.  Change is in the air and great opportunity is available for those who are first to act!

Google+ Influences Organic SEO Tactics

Why? Google+ content is ranking very strongly on Page One organic results.  You may even consider Google+ as your best investment for a dealership blog.

That’s right, the power of Google+ content posting with the correct formatting and strategy, may very well be much stronger than any content that you post on your dealership blog.

I have seen many examples where Google+ content is ranking on Page One for national search phrases to people connected with your Google account.  So the goal will be to connect with as MANY local consumers on Google+ as you can.

There are ways to jumpstart this connection process but I’m saving that insider secret for our customers.

Identifying Googlized Consumers

Do you have a strategy to expand your “social circles” so that Google can see who you are connected with on Twitter, LinkedIn, Facebook, Quora and of course Google+.  This applies to you and every member of your dealership staff.

I also should remind dealers on the importance of asking their customers if they have a Google account.  If you can add existing customers to your Google+ circles, you can significantly increase your LOCAL SEARCH visibility for automotive search phrases in the future.  Does that seem attractive to you?

Local search optimization aligns with your local sales goals.  If you have been late to the game in local search optimization strategies, get started with Google+.  Implement an in-store process of identifying Googlized consumers.

850,000 Reason Why Google+ Will Matter

These Googlized consumers can place a review on Google Places as well as join your Google+ community WHILE they are in your showroom.   Don’t be afraid of the IP address, use a 3G/4G iPad!

If you don’t see the opportunity, keep in mind that 850,000 Google Android mobile devices are activated PER DAY.  Each of these devices comes with a Google Gmail account.  Do you see the tsunami of influence that is coming?

Don’t confuse active consumer engagement on Google+ with opportunity.  Once you connect with a consumer with a Google account on YOUR Google+ account, it does not matter how much THEY use Google+.  You can influence their local search results even if the relationship is ONE SIDED.

Don’t miss this important opportunity.  This is a team effort so every employee should be involved in your Google+ strategy.

Brian

Brian Pasch, CEO
PCG Consulting
732.450.8200
brian@pcgmailer.com

PCG Digital Marketing congratulates the 36 US and Canadian auto dealerships honored with a 2012 Dealer of the Year Award from DealerRater.com.  This award is particularly praiseworthy since the winners are chosen based on actual customer reviews posted on DealerRater’s website.

Of the 36 US and Canadian auto dealerships recognized with an award, PCG Digital Marketing is also pleased to send congratulatory wishes to the five dealers who are also their personal clients and friends.

Those dealerships are:

• Park Ave BMW – Rochelle Park, NJ
• Hyundai of St. Augustine – St. Augustine, FL            
• Infiniti of Lisle – Lisle, IL
• Prestige Volvo – East Hanover, N.J.
• Capital Ford Lincoln – Regina, SK

According to DealerRater, the winning dealers demonstrated consistently high PowerScore ratings for customer satisfaction, placing them in the top of their class.

Reputation management has become a critical component of a dealer’s online success and recently, PCG Digital Marketing further established its importance with the auto industry’s first ZMOT study.  ZMOT, which stands for the Zero Moment of Truth, is what Google refers to the point in time where consumers explore and examine products and providers online— leveraging search and social media channels — to identify what’s most interesting to them before they ever go to the store.

PCG Digital Marketing has rallied dealers to increase their online reviews, sighting their significance as a top ZMOT influencer. With over 80% of consumers searching for cars online, a dealership’s digital ZMOT could determine whether or not a consumer ever walks into their dealership.

The team at PCG Digital Marketing congratulates the 2012 Dealer of the Year award winners for their commitment to providing an outstanding customer service and sales experience.

About DealerRater

DealerRater was founded in 2002 as the first car dealer review website worldwide. DealerRater is the world’s #1 online resource for anyone seeking third-party information on automobile dealerships.            DealerRater features more than 41,000 U.S. and Canadian car dealers, nearly 600,000 user reviews and over 1,000,000 cars for sale. DealerRater attracts more than 8 million consumers every year who visit the site to search for car dealerships, read current reviews, write their own descriptive reviews, and find car deals – all for free. Car dealers are rated on the criteria of customer service, quality of work, friendliness, price and overall experience. In addition, DealerRater offers qualified car dealers a Certified Dealer Program as a reputation management tool to help them grow their online presence and achieve higher SEO rankings across the Web. Today, more than 4,200 dealers are members of DealerRater’s Certification Program. For more information, visit www.DealerRater.com or call 800-266-9455.

About PCG Digital Marketing

PCG Digital Marketing is a full service digital marketing agency that serves growing businesses in all industry sectors.  PCG is a leader in automotive marketing education and is nationally recognized as a leader in Search Engine Optimization (SEO) and Search Engine Marketing (SEM) as well as an award winning Internet training firm. Most recently, they were named to the Inc 500 Fastest Growing Private Companies list ranking #192 nationally and #7 in their home state of New Jersey.

For more information on their services, visit http://www.pcgdigitalmarketing.com

Press Contact:

Carrie Hemphill
PCG Digital Marketing
732-450-8200 ext 2
carrie@pcgmailer.com

In order to use MCSF you need to setup what Google calls “goals” for your website. (Read Tutorial)  One of the four types of goals can be setup is when you visit a specific website page.  If you wanted to set a goal that counted visits to your Service Appointment page, you would you set the goal to that web page URL.

Then you can use MCSF to see which digital paths are influencing people to visit that page.  This insight is exactly what dealer principals have been asking for years!

Checking For Unique Thank You Pages

However, if you want to set a “goal” for when a consumer submits a lead, it gets tricky.  I’m finding that many website platforms used by car dealers have decide to move away from presenting a new “Thank You” page after a lead is submitted.

Here is an example of what I mean by NOT having a new Thank You page.  The first screen capture shows a lead form that is located on a used car Vehicle Detail Page (VDP) and I filled out the information:

Once I clicked on the Submit Message button, the page URL did not change.  The consumer is kept on the VDP and only the text in this region of the VDP is changed:

The Impact Of No Thank You Page

After much thought, I think that NOT having a Thank You Page is a mistake for two reasons.

The first reason is that you can’t get a Google Analytics “goal” when a lead is submitted.  This will prevent you from seeing which digital investments in your budget triggered a consumer to submit a lead using MCSF in Google Analytics.  There are some third party software solutions that have work arounds to this issue but not for Google Analytics.

The second reason is that dealers may be missing a great opportunity to encourage the consumer to continue engaging with their website or visit their social media sites.  Think about it for a minute.  After a lead for a new or used car is submitted, wouldn’t a targeted “Thank You” page more effective than just leaving them on the Vehicle Detail Page (VDP)?

Building a Better Thank You Page

What could be on your Thank You page is up to you but here are a few suggestions:

1. A presentation of your online reviews.  Give them a reason to buy from you.
2. Consumer video testimonials.  Their peers comments speak louder than you.
3. A list of “popular” internal website links to get them digging back in.  Specials, Incentives, Directions.
4. Links to your Social Media sites. Why not connect if they are active users of social media?

You get the idea. Why not enhance your brand advantage once they submit a lead?  I suggest that dealers reading this article put in a request to their website providers add this feature BACK into their website.

Who Has Unique Thank You Pages?

Of the more popular website providers Cobalt, Dominion Dealer Solutions, and DealerOn have unique thank you pages.  The elimination of separate Thank You pages is a result of website programming languages like Ajax, which allow only sections of a web page to be refreshed.

In the past, leads always had a Thank You page and it’s up to you to consider if you should have them back.  I am convinced that if you have an attractive Thank You page, you will increase engagement.  What do you think?

Check Your Thank You Pages

If you are fortunate to have unique Thank You Pages, please check that they are optimized to increase ADDITIONAL click traffic.  I visited two websites that had Thank You Pages and this is what I was presented with after I submitted a lead.

Two City Honda’s page simply said “Thank You.

Preston Ford included a friendly graphic and set an expectation.

Could you see how much more effective a well designed Thank You could be for the hundreds of leads that get submitted each month?  If you have a great Thank You page designed, share it with the community.

In any case, consider this challenge and opportunity to re-engage or educate your consumers who have taken the step to contact you at the First Moment of Truth (FMOT).

Brian

Brian Pasch, CEO

PCG Digital Marketing

Text PCGedu to 75674 get information on our upcoming conferences
Brian Pasch

PCG Consulting, Inc. announced the recipients of the 2012 Spotlight Awards following the 2012 NADA Convention in Las Vegas. The Spotlight Awards recognize the five best products at the Convention that fill important needs for car dealers.

The following companies/products were recognized with a Spotlight Award for excellence in innovation:

Best of Show

• Dealer.com - Display Advertising Platform

Spotlight Awards

• Dominion Dealer Solutions - Be Back Mobile App
• ADP/Cobalt - Flex Website Technology
• Phone Ninjas - PSI Coaching System
• AutoAccelerator - Mobile CRM for iPad/iPhone

In addition to receiving a 2012 Spotlight Award, Dealer.com was also given the Best of Show Award for their Display Advertising Platform. According to Brian Pasch of PCG Consulting, this new platform “will revolutionize paid search marketing for car dealers.”

The 2012 NADA Convention set new records this year with 23,000 in attendance and more than 1,000 exhibitor booths. “The automotive industry is healthy and the diversity of exhibitors and products on display this year has never been greater,” says Brian Pasch.

The Spotlight Awards are chosen by the PCG Consulting team comprised of automotive marketing and technology veterans who have come together to provide vendor neutral recommendations to car dealers. The team looks for products and services that best serve the automotive community based on a variety of criteria including technology, ease of use, capabilities and more.

Award winners receive an engraved crystal trophy to commemorate their outstanding accomplishments.  You can visit the award winner websites using the links below:

• www.dealer.com
• www.drivedominion.com
• www.cobalt.com
• www.phoneninjas.com
• www.autoacceleratorcrm.com

About PCG Consulting, Inc

PCG Consulting Inc. was formed to help dealers who need assistance in creating effective processes, measurement standards, and intelligent reporting for their business operations. The consulting team is comprised of automotive industry experts who will provide vendor-neutral recommendations for products and services that can assist dealers to increase sales and profits.

Dealers looking for a comprehensive review of their business processes, marketing budgets and strategies for 2012 should contact Kristen Chiarello at 732-450-8200 or via email at kristen.chiarello@pcgmailer.com.

This year five companies that attended the 2012 NADA Convention were selected by PCG as having outstanding products that will benefit the dealer community.

Dominion Be Back App

We are proud to announce that Dominion Dealer Solutions has won a 2012 PCG Spotlight Award for their new Be Back Mobile App.

Dealers looking to engage with smartphone users are advised to jumpstart their research on customized automotive mobile applications.

Dealers looking to increase retention post sale, which Google refers to as the Second Moment of Truth (SMOT),  will find this new Dominion mobile app a perfect opportunity to increase brand loyalty and bi-directional  communication with owners.

Dealers who ignore mobile users do so at their own peril.  Google Analytics for thousands of dealers across the United States and Canada are showing significant increases in visitor traffic from smartphone.

Summary Of Be Back App Features

Glen Garvin, Group General Manager at Dominion Dealer Solutions,  demonstrated the Be Back app at the NADA Convention and here is a summary of the benefits from this powerful dealer branded mobile application:

• Customer can book service appointment without having to call or e-mail
• Customer can enter their loan/lease information once and they will always know approximately how much above or below equity they are in the vehicle.
• Local gas station finder
• Ability to push specials to the customer’s phone especially when they have underutilized service bays
• Social media “easy find” buttons and interactions
• Ability to keep multiple cars in the App
• The “glove box” concept where all of  vehicle information (VIN#, insurance policy, etc) is stored in app.
• Service history and recommended service interval reminders.
• Completely 100% white labeled for dealership – building the dealer’s brand and loyalty

Dealers Focus on Mobile

The 2012 NADA Convention had a significant increase in vendors offering mobile solutions.  This increase parallels the exponential rise in mobile visitors to dealership websites and the adoption of smart phones by the American public.

Dealers looking to engage consumers who choose to use their mobile device as the primary source of communications will be best served by getting a demonstration on the Dominion Be Back mobile app.

For more information on this product, download the PDF Brochure or visit www.DriveDominion.com
Brian

Brian Pasch, CEO

PCG Digital Marketing

Text PCGedu to 75674 get information on our upcoming conferences
Brian Pasch

If you have never been to NADA, it can be overwhelming. Walking the exhibit hall can be exhausting.  If you can wear sneakers, bring them.

I wish  Segways were allowed to move me around the hall because vendors and dealers know the sore feet and backaches that are associated with being at a trade show for three days.

Finding The Magic Bullet at NADA

I’d like to make a suggestion to dealers who are heading to NADA to look for the next “magic bullet” to improve their sales and profits.  You may have a shopping list filled with booth numbers and VIP parties and those things are well and good.  However, the next magic bullet for your business and professional life may be something you didn’t think to add to the list.

To lead a world class life and business you need to invest in yourself first before adding more shiny objects or distractions. Regardless of your role in the dealership, true leadership requires the knowledge, passion, and energy to lead.  Do you have a limitless supply of these building blocks to success?

Your Top 2 Investments in 2012

Many of you know that I have a busy travel schedule. I would most likely be very sick today if two years ago I didn’t make the same two investments I am encouraging you to make.  The two investments are education and exercise.

Two years ago, I was inspired by Grant Cardone to read 70 books a year.  I took the challenge and have been rewarded 10X for the time I invest in reading. The knowledge, insights, and motivation I receive each week from reading is priceless.  Yet, as I meet with automotive professionals their commitment to reading is weak at best.

Need some books to start you on your way?  For industry professionals working for someone, read “Linchpin” by Seth Godin.  For business owners read “Multipliers: How the Best Leaders Make Everyone Smarter” by Liz Weisman.

Reading helps to open our eyes to the experiences and opportunities that this world offers.  Being a business owner in today’s economic and social climate is not without its challenges.  Don’t go it alone.  Leverage the insights and experience of others and I guarantee you will be rewarded by your commitment to read on a regular basis.

Creating Unlimited Energy

The second investment I would like to challenge readers is in their diet and exercise.   I can’t say that the health of automotive professionals are any worse than any other industry. Regardless,  why compare ourselves to anything less than a lifestyle that generates the energy, clarity of mind, and passion.

The commitment to “move” each day in a form exercise that works best with your schedule and physique is the best investment you can make for your career.  Healthy people are the wealthiest people in the world.  With your health and vitality your opportunities are endless.

Since we are in the people business,  consider the difference in your work if you radiated health and positive energy each day because you felt great!

So, enjoy the 2012 NADA Convention. I am sure that there will be many “things” that will help you at work but don’t forget that without an investment in yourself, your true value will be drained by your work.  Take time to re-fuel your mind, body, and spirit.   Leaders Lead….so start with yourself!

I called on my good friend Jerry Thibeau to help me with the mystery shopping part of the assessment.

In addition to the innovative Phone Ninjas process that Jerry created,  my team also made calls and lead submissions on our own.

It was an eye opener to see that a number of submissions failed basic customer service standards.

Operating With Broken Processes

Some of the leads we submitted were never responded to via an auto-responder or a personalized email.  Some leads never received a phone call.   Readers in the trenches of BDC/Internet departments may not be surprised by these findings but the dealers we worked with and their staff were very surprised that their processes were broken.

When you consider the tens of thousands of dollars invested each month to drive calls, leads, and ups to the dealership, it is amazing how few dealers have a consistent monthly process in place to mystery shop their dealership.   This could be the biggest omission in a dealership budget and most likely one of the biggest profit leaks.

Standards & Measurement Lead To Improvement

Without inspection, coaching, and benchmarks for first class performance, dealership BDC processes will never improve.  One thing a like with Phone Ninjas system is that Jerry created a Phone Skills Index (PSI) score for each Internet/BDC agent.  As the agent develops through coaching, and their PSI scores increase, a direct correlation to an increase in appointments can be seen.

Our Internet operations inspections also revealed that a CRM provider had an email server than was blacklisted, which was preventing some emails from being delivered.  How much did that cost this dealer?  Do you have a few gmail accounts that you use to test your own CRM system each month?

It is also important to recognize human behavior in regards to inspection and measurement.  Leaving this task to an internal employee most likely will not get the ideal result.  In some cases, dealer princiapls will not get the honest assessment that they truly need.  In other cases, the inspection will get postponed as more pressing tasks get pushed on the “inspectors” plate.

Can dealers afford not to listen to how their calls are being handled?  Are sales professionals following the proven sales process “script” or making things up on the fly?  Are your emails really getting delivered?

If you don’t have an independent process and measurement system in place, you may be fueling your greatest source for lost opportunities.  Plug the hole today.

Brian

Brian Pasch, CEO

PCG Digital Marketing

Text PCGedu to 75674 get information on our upcoming conferences
Brian Pasch

I’ve made a commitment to read 70 books a year and one of my latest finds is “Great by Choice” written by Jim Collins.

I actually received the book as a gift from Jane Berentson, Editor in Chief at Inc., to whom I am very grateful for the introduction of this book.

Great by Choice  grabbed my attention in the second chapter as Collins tells readers about the two adventurers who set out to be the first people in modern history to reach the South Pole.

The contrast between the two leaders of the expedition parties is what immediately made me stop an think about my business strategy.

Roald Amundsen and Robert Falcon Scott both set a bold goal, just like many entrepreneurs.  One achieved his goal and the other one was frozen to death.

Want To Create 10X Results?

Jim Collins documents business leaders that achieved what he calls “10X” results.  Collins entices readers early in chapter two with this statement:

“Let’s first look at what we did not find about 10Xers relative to their less successful comparisons.

• They’re not more creative.
• They’re not more visionary.
• They’re not more charismatic.
• They’re not more ambitious.
• They’re not more blessed by luck.
• They’re not more risk seeking.
• They’re not more heroic.
• They’re not more prone to making, big, bold moves.”

Did this list get your attention like it did mine.    How many times have you read about a successful entrepreneur and believed one of these statement applied to their reason for success?

When you read what are the shared characteristic 10Xers have, I am confident that you will be inspired to read on and complete this outstanding book in short order.

Do you want 10X results from your business?

Are you looking to greatly exceed your goals in 2012 or will you be one that perishes in the cold?   Start by taking action and order a copy today.

Brian

Brian Pasch, CEO
PCG Digital Marketing
Text PCGedu to 75674 get information on our upcoming conferences
Brian Pasch

Meet the partners of PCG Consulting at booth # 3659

PCG Consulting Inc., the new company created by PCG Digital Marketing, will debut their new products and services available to dealers at the 2012 NADA Convention February 3-6 in Las Vegas.

Dealers can meet the partners, Brian Pasch, Glenn Pasch, Marc McGurren and Ananth Godavari, at booth #3659.

PCG Consulting Inc. was formed to help dealers who need assistance in creating effective processes, measurement standards, and intelligent reporting for their business operations.  The consulting team is comprised of automotive industry experts who will provide vendor-neutral recommendations for products and services that can assist dealers to increase sales and profits.

Dealers looking for assistance in creating effective processes, measurement standards, and intelligent reporting for their business operations, BDC and Internet departments can speak to the partners of PCG Consulting at NADA.

Marc McGurren Joins PCG Consulting

Earlier this week the company released a statement to announce that Marc McGurren had signed on as a partner and will be heading up the Internet/BDC consulting team. Marc is the former Internet Director for the Jerry Durant Auto Group located in Weatherford, TX.

Most recently, Marc was featured on the cover WardsAuto Dealer Business Magazine for his strategies on being one of the top General Motors Internet dealerships in the country. He is a regular contributor and community editor for Drivingsales.com and speaker at multiple automotive conferences.

Marc has held positions in the automotive industry that range from salesperson, sales manager, finance manager, general manager, assistant service and parts director, as well has his most recent position as Internet director.

His vast knowledge of proven digital marketing strategies helped the Jerry Durant Auto Group to have the best year in 42 years and sell over 10,500 cars in 2011.

Dealers looking for a comprehensive review of their business processes, marketing budgets and strategies for 2012 should make sure to visit PCG Consulting Inc. at the 2012 NADA Convention at booth # 3659 or contact Kristen Chiarello at 732-450-8200 or via email at kristen.chiarello@pcgmailer.com.

Pasch, the highest rated Internet Trainer* in the automotive industry, will be presenting his workshop on three separate time slots during the 2012 convention.

Dealers struggle with developing a complete digital-marketing strategy because there are so many choices and too many ROI claims to validate. Dealers are looking for ways to increase visitor traffic, leads, phone calls, and profits but it’s not easy sifting through the hype.

In his workshop, attendees will learn ten effective digital-marketing strategies that they can implement in their dealership in 2012. The session will cover hot topics that are top-of-mind for dealers including the latest changes in Google that impact social media, marketing, and online reputation.

Brian Pasch NADA Workshop Schedule

• Friday, February 3 • 12:15 pm – 1:30 pm • Room N119-120
• Friday, February 3 • 3:45 pm – 5:00 pm •  Room S220
• Monday, February 6 • 8:30 am – 9:45 am • Room S224

PCG Digital Marketing will also be in the NADA Convention Exhibit hall at Booth Number 3659 during the convention. Dealers looking to develop a comprehensive digital strategy fir their dealership should stop by and speak with the PCG team.

DMSC Prior to NADA

Brian Pasch will be joining industry leaders prior to the 2012 NADA Convention at the Digital Marketing Strategies Conference (DMSC) in Las Vegas at the Monte Carlo hotel.  The DMSC Conference runs from February 1-3rd and additional information can be found at: http://www.digitalmarketingstrategies.org

* Ranking based on automotive dealership owners and employees reviews on DrivingSales.com; the leading resource for vendor reviews for car dealers.

To celebrate the company’s success and the completion of their new headquarters, PCG is holding an open house celebration party for clients, friends, family and staff.

The event details are as follows:

Where: PCG Digital Marketing headquarters; 446 Route 35 South Building C, Eatontown, NJ 07724

When: January 14, 2012 at 6:00pm

Brian Pasch, CEO of PCG Digital Marketing issued a public invitation on YouTube:

Guests of the event can meet the PCG team and hear about exciting developments in the future of digital marketing.  Drinks and hors d’oeuvres will be served.

To confirm attendance, please call Carrie Hemphill at 732-450-8200 ext 2.

Today I received an email from Amex outlining the Facebook 3x Advertising promotion which you can read below or visit their website page.

Many dealers are testing Facebook advertising so if you have been having success with Facebook, take a minute to share your results with the DrivingSales Community.

Brian

Brian Pasch, CEO
PCG Digital Marketing
Text PCGedu to 75674 get information on our upcoming conferences
Brian Pasch

As I travel the country consulting with dealers, it is clear they are looking to develop a more accurate ROI for all their traditional and digital investments.   Dealers want to see which investments are influencing conversion during the Zero Moment of Truth.

Running a dealership by gut feelings are no longer working to increase market share and profits.  The tools are now available to get a much clearer picture on consumer behavior, so my question is: “Are you ready to take your marketing strategy to the next level?”

New Tools To Help Dealers

In 2011 I wrote about the advances that Google Analytics have made and how Google is bringing innovation to business intelligence tools.  I have also highlighted the technology and innovation from Dataium which is giving the automotive industry a new way of looking at car shopping behaviors.

Related to this trend will be advances in Automotive CRM platforms that will infuse business process with consumer shopping data and website behavior to create better sales and communication processes.

Look out for some products that will be introduced at the 2012 NADA Convention and the 2012 Digital Marketing Strategies Conference.

Google Analytics Webinars and Multi Channel Sales Funnels

To help dealers move toward a deeper understanding of their own website analytics and what that data can say about their marketing investments, I am sponsoring a new webinar series.

The first three webinars will focus on Google Multi Channel Sales Funnels which is a new feature in Google Analytics.  The first webinar is scheduled for February 13, 2012 and space is limited.

Take a minute to watch this summary of Google Analytics and Multi Channel Sales Funnels:

Join The Webinar Series

The Google Analytics webinars will start on February 13, 2012 and registration will be limited.  Here are the steps to get into the free webinar series:

1. To join you must first have permission to login and setup Google Analytics from your dealership.
2. Then go to www.AutomotiveSEOStudy.com and join the community.
3. Once your membership has been accepted, complete your user profile with a photo.
4. Join the Multi Channel Sales Funnels Group, by clicking on this link.
5. Mark your calendars for the three webinar dates.
6. You will receive a link the day before each webinar to register and join the session.

The Automotive SEO Community website will be a support system for members who participate in the webinars.  The website community also has a wealth of data and information from previous webinars and training programs that we have offered on Search Engine Optimization (SEO).

Please pass the word while registration is open.  Dealers participating in the webinars must have access to Google Analytics.

Brian Pasch, CEO
PCG Digital Marketing
Text PCGedu to 75674 get information on our upcoming conferences
Brian Pasch

If you have not taken time to work through then new interface and reports, I strongly suggest that you invest some time this month.

For this article, you will need to expand the “Conversions” menu on Google Analytics navigation bar. (shown on right)

Multi Channel Funnels

Multi-Channel Sales Funnels is a feature that visually displays your TOP CONVERSION PATHS, which is one of the most important discussions you need to have in regards to your primary website.

I wrote about Multi Channel Funnels this earlier in the year, but the new interface finally makes it easier to use and report on this feature for the average user.

Google will show you a snapshot of shopping behavior that leads up to a lead being submitted which they call “Assisted Conversion”.  See the description Google provides below:

You need to setup a conversion “goal” in analytics to have the report accurately reflect what you consider a conversion. You can setup a conversion goal for new car leads, used car leads, service leads, parts leads IF your website provider has the ability to differentiate form submissions by page source.

Of course, a conversion does not have to just be a lead, it could be having a video watched or a coupon being downloaded, so you can get very creative.

Channel Groupings

Google has setup some Basic Channel Groupings for users of Google Analytics which can be customized for the Automotive business.  I clicked on “Channel Groupings” from the menu under Multi-Channel Funnels, and used the “Copy Basic Channel Grouping Template” to create a customized automotive rules.

I called this Channel Grouping “Automotive Sales Channels“.  Once the group was created, I started to create sales channel rules that apply to car dealers.

For example, you can add a new rule called “3rd Party Classifieds” to track consumer activity on Autotrader.com, Cars.com, EveryCarLiosted.com, GetAuto.com and Craigslist.org.

The purpose of these channels is to see how consumers behavior during the Zero Moment of Truth before they submit a lead.  This will give dealers INSIGHTS into which websites consumers visited prior to visiting your website, as well as the PATTERN of their behavior.

The data will document how some consumers move back and forth between ZMOT influences and your website a number a times before submitting a lead.

Creating a Custom Rule

To Create a Custom Rule, you can copy what Google has already setup for other websites.  For example, when you look at the rules in the Social Network Channel, you can see that one of the dozens of websites listed in the channel rule is Facebook.

You can copy the syntax of what Google calls a “Matching Regular Expression” for any website.

So I created a number of entries for popular third party classified websites, and of course the list is bigger, so go at it!

This rule will allow be to see the “paths” that consumers took prior to submitting a lead or just visiting my website.  This is the start of adding CLARITY to dealers who are tired of not knowing which websites are INFLUENCING consumers during the Zero Moment of Truth. (ZMOT).

Seeing The Assisted Conversion Path

Once this is setup, you can start to see consumer behavior as it relates to your website traffic, as shown below:

Of course, you can really create as many channels and rules that you want to better document your digital marketing strategy.  So if you want to break out your “microsites” from organic traffic, you can easily do that by creating a rule called “Microsites”.

Better Visibility into Automotive ZMOT

The takeaway from this post is that for the first time Google is making it EASIER to see which investments in the Zero Moment of Truth are contributing to conversions.

Now, that is exactly what car dealers have been asking for; which online investments are helping to driving traffic and sales via my website.  This upgrade along with data tools from Dataium, which I previously wrote about, will be dramatically impacting advertyising investments and BDC strategies in the years to come.

Dealers can start using the new features in Google Analytics to create effective digital marketing investments driven by data and not a gut reaction or a smooth sales professional.

Brian

Brian Pasch, CEO

PCG Digital Marketing

Text PCGedu to 75674 get information on our upcoming conferences

Brian Pasch

I had the opportunity to moderate the webinar and the dealer response was very strong so this product is striking a nerve in our industry.

Over 142 people registered for the webinar and the attendees were very engaged with feedback and questions.  The webinar ran for about 80 minutes, 20 minutes longer than the scheduled time!

Dataium is set to revolutionize the way in which we operate our BDC or Internet departments.  

Dataium’s cloud intelligence data will enrich chat sessions, website leads, and even phone calls with consumer shopping behavior.  The data that Dataium provides will allow dealers to better guide the conversation towards the consumer’s perceived needs based on their actions online.

• Imagine the power of knowing what cars and websites a consumer visited prior to submitting a lead on your website.
• Imagine being notified that a lead that your BDC marked as “dead” is now back in the marketplace and showing strong buyer signals.
• Imagine being able to know demand by model one month in advance so you can properly merchandize and purchase your inventory.
• Imagine how your can merchandize your cars based on viewing demand on other dealer websites in your marketplace.

The business rules and actions that CRM companies will be able to build off of this data will be endless.   A number of CRM companies are already working with Dataium so look for announcements in the coming months.

Dataium has the support of many technology platforms as well as at least 5 OEM’s.  The list of companies that will be integrating their API to tap this rich dataset will be growing rapidly.

For many dealers, ther OEM required websites will include Dataium software which will allow the OEM’s to better run their manufacturing plants, sales strategy, and operations.

Watch The Dataium Webinar

We recorded the Dataium webinar because a number of folks could not attend, no surprise in this industry.  Day to day demands and “fires” need to be put out quickly, but we got everyone covered with the recording.  The link is provided below and I encourage all reads to watch the video.

Free Dataium Software for PCG Clients and Friends

Most importantly, we have secured the Dataium base monitoring and reporting tool for no charge for PCG clients and community friends.  To secure the software without charge, you need to follow these steps.

1. Go to the Data Registration Page;  Sign-Up Page  (example above)
2. Use promo code:  PCGWEB
3. Install code on your website
4. You are all set to go and data will start to collect

Watch The Dataium Webinar Video

If you could not attend the webinar, here it is.

So enjoy the video and if you have questions, reach out to Jason Ezell at: jason@dataium.com

Please keep in mind that we will be conducting a workshop at the 2012 Digital Marketing Strategies Conference on how to use the Dataium Visicogn software and reporting data.

Jason Ezell and Christy Roman will be showing dealers how Dataium reports can impact your sales and marketing strategy.  They will be sharing case studies from dealers that have been on Dataium for a number of months.

This will be a great opportunity to learn how to use Dataium cloud intelligence to improve your digital marketing strategy. See you in Vegas!

Brian

Brian Pasch, CEO

PCG Digital Marketing

Text PCGedu to 75674 get information on our upcoming conferences

Brian Pasch

However, many of you still do not have a Plus 1 button on your website. You need to be relevant, recommended, and found, and the Google Plus One button will help.

Just What does Plus One do?

It shows the people in your Google network that you like a piece of content and/or trust a certain site. The recommendations influence the ranking of results for you or your extended network, causing listings to potentially be moved to page one, based on your social connections, and altering the look of results by showing an aggregated number of +1s from all people in your network.

Don’t be left out. Google is quickly moving toward Social Search, and Plus 1 is a major factor.

Why Add Plus One Button to Your Site if it Already Appears in Search?

Simple, it does not always appear. Often when a listing is conjoined with a Google Map no Plus One button will be shown. Maybe I can suggest that the Google Places team sit with the Google Plus One team and take a look.

No button in search, no ability to Plus One. So, if you don’t have one get one now. Then make certain you have a completed Google profile, get connected, and begin to Plus One.

Let me know what you discover in the world of Plus One, and your theories behind the elusive Plus One button in search.

Kristen Chiarello is a Project Manager/SEO Strategist at PCG Digital Marketing, and has been in the Marketing, SEO, SEM and Content Creation fields for many years.

This is actually a common question that I get asked when I visit new dealers or speak at 20 Group meetings.  There is no simple answer to this question and it may not even be a relevant discussion.

Running a car dealership is not a sprint but a marathon despite the 30 day time clock that employees are measured by.

With that in mind, with the proper “training” and “patience” any dealer can win this business marathon.

I have witnessed impressive turn-arounds in 3-6 months because the dealer principal was behind the decision to change, adapt, and dominate their market once again. Old dogs can learn new tricks despite the familiar adage.

The Internet is a great equalizer. A single point store can actually have a more efficient advertising and marketing strategy if the right processes are created. Success starts at the top, so the dealer principal and General Manager’s “buy in” are key to leading their market in a ZMOT world.

SELECTING THE RIGHT COACH

Each dealership has their unique challenges and selecting the right coach will make all the difference in the world. It is ironic that for as big as the automotive retail industry is that there are not enough qualified trainers to assist dealers with the ever changing demands of the marketplace.

For some dealers, they have the right structure and processes in place but their marketing and advertising strategy is not aligned with today’s online shopping patterns. This is a much easier resolution to get a dealership back in the competitive race.

In other dealerships, the structure and processes are broken. In these cases, all monthly advertising and marketing investments are negatively impacted. This is more common than most dealers and 20 Group leaders would like to admit.

Solutions for these dealers can include hiring new personnel or creating in-store training programs. Progress can be made with realistic timelines, a clear commitment from the executive team, and a financial investment that reflects the urgency of the current needs.

But dealers only know what they know. Case in point, over 50% of car dealers have not properly claimed, optimized, and merchandized their Google Places listing. Google Places is the best free source of referral traffic and brand differentiation for car dealers yet few are leveraging it to influence consumers during the Zero Moment of Truth (ZMOT).

GET A PROPER THIRD PARTY REVIEW

So, instead of worrying how far behind you are, it is best to get an honest third party assessment of your operations and marketing strategy. Dealers are comfortable with hiring third party companies to mystery shop their phone banks and Internet BDC processes. However, few dealers have had the courage to allow someone to audit their end to end business processes.

As PCG Digital Marketing increasingly is being hired for systemic audits for dealers, the opportunities that are uncovered are really breathtaking. Meaning, that new insights and strategies are discussed and implemented rather quickly to increase their bottom line numbers. Improvement can be seen in 30, 60, and 90 days. That is just the start.

One of the common outcomes that these audits produce are a new set of reports that allow dealers to monitor, measure, and benchmark their Internet investments and processes. That is the “holy grail” for dealer principals that can measure most all business units except for their digital investments.

So, before you start worrying how far you “may” be behind, I recommend that you make sure that you have your house in order and that you have the ability to accelerate past your competitors. get the structure, process, and strategy in place, then worry about being #1 in your market.

Brian Pasch, CEO
PCG Digital Marketing
Text PCGedu to 75674 get information on our upcoming conferences

This has a major impact in keyword optimization and web content strategies. Google will still show referral website traffic but not the keywords used in search to arrive at your site.

Some blogs are estimating that only 10% of web surfers are logged in but I think the number has to be greater. There are 300 million gmail users and 550,000 Android phones are activated a day so this is a big issue.

Here is the official announcement from Google:

As search becomes an increasingly customized experience, particularly for signed in users, we believe that protecting these personalized search results is important. As part of that effort, today the Google Search team announced that SSL Search on https://www.google.com will become the default experience for signed in users on Google.com (see the Official Google Blog post to learn more).

Protecting user privacy is important to us, and we want to take this opportunity to explain what the Google Analytics team is doing to help you continue measuring your website effectively in light of these changes.

How will this change impact Google Analytics users?

When a signed in user visits your site from an organic Google search, all web analytics services, including Google Analytics, will continue to recognize the visit as Google “organic” search, but will no longer report the query terms that the user searched on to reach your site.

Keep in mind that the change will affect only a minority of your traffic. You will continue to see aggregate query data with no change, including visits from users who aren’t signed in and visits from Google “cpc”.

What is Google Analytics doing about it?

We are still measuring all SEO traffic. You will still be able to see your conversion rates, segmentations, and more.

To help you better identify the signed in user organic search visits, we created the token “(not provided)” within Organic Search Traffic Keyword reporting. You will continue to see referrals without any change; only the queries for signed in user visits will be affected. Note that “cpc” paid search data is not affected.

Our team continues to explore ways that we can surface relevant information, like search query data, to help you measure the effectiveness of your website and marketing efforts, and as always, we welcome any feedback or comments that you have.

Thank you for continuing to help us improve Google Analytics.

What do you have to say about this change? This is another example of why dealers need to keep connected with changes in Google because it seems like MANY things are changing on a regular basis.

I setup a text alert system when Google makes changes that will significantly impact your dealership. To signup, just text: PCGTIPS to 75674

Of course, this is also a reminder why you need to attend 2012 DMSC in February. You can save $300 if you register this month. Details are at: http://www.digitalmarketingstrategies.org

Brian Pasch, CEO
PCG Digital Marketing
Text PCGedu to 75674 get information on our upcoming conferences
Brian Pasch