The Dealer Playbook
The Dealer Playbook

Episode · 7 years ago

How to Prepare for Google's Upcoming Algorithm Update


Welcome and thank you so much for checking out “The Dealer Playbook” Podcast session 44! 

In this quick session Michael Cirillo and Robert Wiesman are flying solo and are discussing the latest major algorithm update from Google. 

It is not a secret that when it comes to search engines online Google is the boss! Everyone uses Google and they are by far the undisputed champion of online search. 

Starting April 21st 2015 Google will be expanding their use of mobile friendliness as a ranking signal. Google says the change will affect mobile searches in all languages worldwide and have a big impact in their search results. 

With the surge of web traffic that is coming from a mobile device, Google will make it easier to get relevant, high quality search results that are fully optimized for the particular device you are on. 

So what does this mean for your website if you are a auto dealer or even a car pro with his or her own site? 

Here is a quick preview of what you can expect to learn more about in this session:

- How does this Google update affect your dealer site. 

- How to audit your sites mobile experience.

- What exactly Google is looking for and recommends. 

That and more in this short but yet value packed session of “The Dealer Playbook”. 

Make sure to check out Googles recommendations for a smart phone - optimized site here.

 If you want to read from Google even more about the new update you can check that out here.

 You Know The Drill, Now It's Your Turn

The whole team at DPB can not thank you enough for all the support and love you have been giving us.

Whether you loved it, hated it, want more of it, or want something different , we want to hear your voice.

Sound off below with your thoughts, opinions, suggestions, questions, etc. and lets keep this conversation going.

See you next time ;)

Connect With Team DPB

Connect with The Dealer Playbook on Facebook here.

Check out Michael Cirillo's blog here.

Check out Robert Wiesman's blog here.

Connect with Michael Cirillo on Twitter here.

Connect with Robert Wiesman on Twitter here.



You're listening to the dealer playbook podcast, session forty four. Let's do this. You're dialed into the dealer playbook podcast, where it's all about winning auto dealer strategies that deliver proven results. And now your hosts, Robert Weissman and Michael Cirillo, all right, what is going on? Makes so much for stop them by the dealer playbook podcast, where every single week we're sitting down with the WHO's who, the elite in and out of the automotive industry to share you, you know, actionable information that will give your dealership or your career in automotive sales massive results. My name is Michael Cerrillo. I'm joined with Robert Wiseman. It's going on Pale. What's up man? Yeah, so you guys still getting pounded by a snow out there? Or what? That's practically spring now, all the sudden is it just like overnight? So you're getting blasted. So two weeks ago you're getting hammered and now and now it's spring, without a doubt, man, but that's just how it goes out here, man, east coast. It's been like spring on the West Coast here for quite some time. So yeah, so what you got going on? What's new and exciting? I feel like I haven't talked to you in a week, sable. That's a little just, you know, buckling down, trying to knock some things out and, you know, got my kids have been a little bit sick, so I'm like, you know, fighting off that myself. So I'm you know, yeah, you your heads down. You and I've been heads down on some cool projects that we're going to tell everybody about shortly, not today, but shortly. So you got to keep listening to the show because there's some cool things coming down the pipe. But, you know, just wanted to do a quick show today and talk about some some Internet marketing stuff that you need to be knowing about. You know, we're going to dive into I don't know if you've seen this on facebook yet or not, but you know, Google is announcing, or they've announced, that they're making some tweaks to their algorithm and and you know, Robert hit me up and he's like, you know what, man, we should, we should talk about this because it's timely and well, yeah, and people are hitting me up about it, like clients of ours and stuff like that, and I'm not the best one to really break it down.

You were. So I figured again in practicing what we preach, if people are asking us directly about it, you know me directly, they're certainly asking the search engine or asking around about it. So I figured, you know, we could provide them with that. You know, I had. Basically, you kind of make it easy, can you know, to understand and consume. You know, and you know the thing that. The thing is too. I mean it is good because what we don't realize, right, we hear all about these Google Algorithms and we spout off their names and give them cute little bird names, pigeon, humming bird and this and that. But what you don't realize is Google actually updates that those algorithms on a frequent basis. I mean they've got teams that do nothing but update algorithm so it's not like just the announcements are when they're they're updating these algorithms. They're doing them, you know, weekly, monthly, tweaking them and all those sorts of things, and it really comes back to Google's primary objective, which is to create a better web. Right, I mean back when you know seargay brand and and Larry Page started. Google formed Google. They wanted to create a better way for people to get connected to information, and really that's the whole concept behind these algorithms. So Google's announced, you know, this is straight off Google's webmaster central blog. They're talking about how we will be finding more mobile friendly search results. Well, you know, we've talked a lot about how mobile is increasing in popularity and we're really at a point now where we're seeing mobile usage higher than it's ever been. You know, it rivals, if not exceeds, what we're seeing happen on desktops. People want super fast access to information, but just not any information, incredible information, engaging information, educational information, and so basically what's happening here is is and...

I'm just going to read this rate off the website because it's worded perfectly. They basically say, you know, starting April twenty one, that's, you know, two thousand and fifteen, we will be expanding our use of mobile friendliness as a ranking signal. So talking about, you know, search engine optimization for a minute. If you want your website to rank, you know, more frequently and for relevant search terms, you need to make sure that your mobile site is well mobile friendly and and you know there's something that we can link you up to in the the show notes. It's a mobile friendly test where you can actually plug in your url of your website or a various pages on your website to identify or have Google basically tell you whether or not your sites mobile friendly. And there's something I want to talk about there in a minute. But basically the idea is that this is going to change or affect mobile searches in all languages worldwide. That's relevant because you know, if you have different languages on your website, that's an important thing for you to look at it and it's going to have a very, very significant impact on search results Google on their blog they go on to say consequently, users will find it easier to get relevant, high quality search results that are optimized for their device. So you know when you look at Google's content, what they're trying to achieve their you know, we've talked in previous episodes about adaptive versus responsive versus, you know, hybrid, mobile, dedicated websites. We've talked about how Google's preferred format is responsive, but this goes a little bit more. They just want to make sure that you know, will basically, look, it's two thousand and fifteen. Your website needs to be mobile friendly because they want to deliver incredible information formatted for whatever device you're on. So let me ask yourself. Sure. All right, so when when you say that...

...for whatever device you're on, does that mean that if I'm searching from my iphone, does that mean I'm getting dim just doing a google search of some sort a my Gi is? Is the results going to be? Could they be different than what they are on my you know, my Mac? Yeah, so, so, basically, if I search something on my iphone, will search results be different from my desktop versus mobile? You know, it's funny because this is something I still see and it's like the freakin plague of mobile friendliness, and that is, you know, while we've just run into a situation, we're working with a dealership overseas who, you know, is pouring a ton of money into paperclick, mobile, paper, Click. The problem is, and this is going to answer your question, that all of his ads, no matter what, lead back to the mobile home page of his site. The reason that this is a problem is because he can't access, or people from a mobile device can't access, the other pages on his site because on the mobile version of his site they don't exist. It's not the full page, it's not the siffle pace site. So so what Google's looking for is, you know, let's let's use, you know, triple W, dot ABC, motorscom forward, slash, used cars, Long Island or whatever they you know, Google wants to see that that that page exists and is form added properly on your Mac or your desktop device, your PC, whatever. But they also want to make sure that it exists and is form added well for your tablet and for your for your phone, for your Android, your your you know, iphone, or your blackberry, for the two of you listening in that still use those, you still use it. That still using a man, I love it, but but really the reality...

...of it is this is why I always recommend responsive, because you get a nice looking presentation. Well, you know, that can be debated. It depends on who does the responsive. But you when I do it, you know you get a nice looking representation of your website no matter what device you're on. So Google is putting a lot of emphasis there and they are saying yes, as a matter of fact, coming April twenty one, with the updates were putting into our algorithms. This is going to be a larger ranking factor than it ever has been. Now there's there's a second part to this and it has to do with APP content. So say you had an APP. Google's actually going to be using more indexed information from your APP and and presenting that in search results. They have something called APP indexing and and you know, I I haven't really run into many dealers that have their own APP, but this is still something interesting because it shows that they are paying attention to two APPS and they're using information indexed from APPs as a factor in ranking four signed in users that have the APP installed. So say I downloaded ABC motors, I don't know, APP on my phone and I'm signed into it. When I conduct Google searches from my mobile device, tablet or whatever, Google is going to take into consideration that information and present it to me higher in, you know, serper search engine results pages, over other less relevant information. That's see, yeah, that's a new one. That's a new one. So at the end of the day, though, the emphasis really still falls back on have a website or have relevant, engaging, informative, educational, whatever you want to call it. Content, whether it's in an APP, whether it's on your mobile phone, your mobile website. Google wants... make sure that you are delivering a premium experience to your users. See, a lot of people get this wrong when they when they think Seo. Okay, and I see this all the time. It makes me want to do running back flips off the wall while chewing on Tinfoil. Okay, yeah, that's how much I hate it, because you can do that. Yeah, yeah, well, you know, back back in my three Ninjas days. Yeah, no, so, so. I mean the thing is, when we talk about Seo, it's like, yeah, we want to get you ranked higher in Google, we want to make sure your site shows up in Google, we want to make sure that you rank over the competition in Google, and the emphasis is on Google. But Google is sitting there saying no, you need to be making your website better for the people that will use your website. You See, and and so we get mistaken and we think, wait, while Google's created all of these algorithms and we're trying to please the Google gods. But you have to understand that Google is trying to ease the user who uses the web. That and that goes back to the first thing I said. Google's whole objective is to produce or present or provide a better you know, they web, they variant. They want to provide the best result for whatever relevant to the search that I typed in and exactly. You know, they want it. They would give that's what's going to keep me coming back. They give me the best sites, the sites that work. I don't go to my phone and it pops up the little site. I gotta like, you know, zoom in, the hit click things. It's just, you know, a good experience exactly. And so the real, the real, big takeaway here for those of you listening in. What you really need to do to sit down. You need to sit down and say, Hey, is this the experience that my customers will want? Or, better yet, scratch that. Is this an experience that I would... into? Would I use my own mobile website and do a test? Go, go to, you know, your website on a mobile device and make sure that every page that appears on the desktop version of your site is also accessible from the mobile version of your site. And you know, I tell you what, these users are all over the place. They're in the middle of you know, you know, they're standing on your lot right now. They're looking for more information. I do this all the time when I go into a store. You know, just the other day I went into one of the you know, shopping department stores or whatever, and I was standing in front of a product and I pull open my phone and and go on to my phone and conduct a Google search and I'm standing there looking at reviews and more information about this product before I buy it. Well, you know, that's how consumers are using their mobile device as part of the research and purchase process. And if they can't access information, well, they're not. You know, they're not like the people, Robert, you talk about bringing their Max there there, you know, Max into starbucks with the money, you know, holding it under their arm like it's a newspaper. They don't have that luxury. So you got to sit down and say to yourself, would I use my own mobile presence or website? If the answer is no, well that's a good indication that, hey, you need to start picking up your socks because guess what, come April twenty one one this algorithm rolls out, you're going to you're going to start dropping in ranking. That's that's the sad fact of the matter. Yeah, they don't. They don't just blow smoke either. They execute Google. Tell you something's going to happen, it happens the you know what in it pays for them. It pays to be this massive multibillion dollar corporation that has no face, right. I mean, yeah, they have a call center, but how many people do you actually hear that spend two hours on the phone with Google tech support right, like it's they don't really I mean I shouldn't say they don't care,...

...but I mean for all intents and purposes, they really don't care that your website drops in rankings because they they go out of their way to provide all the tools and resources you need to make sure that that you know you're safe and if you drop in ranching, you drop in ranking because you're not doing something right that's going to service your your your user in the right way. Yeah, exactly. So, so you know what to wind this down, because that's really all I've got about this, this algorithm update. The key takeaways. April twenty one. That's when, all you know, that's the day of reckoning that you need to make sure your mobile house is an order. What do they do? What? What do you tell yeah, yeah, yeah, so what you need to do. First thing is what I just suggested. Sit down. What I use my own mobile site? If the answers know, and you know, don't be like well, you know, of course I'd use it, it's mine. You know, just really take an unbiased look at at your mobile offering and say, would I, as a consumer, use this? The second thing you can do is go to a website that Google has. It's their mobile friendly test and I talked about it a bit earlier, but you can basically go to this url. Will Link to it in the show notes, where you type in a url of your you know, your home page or are a just various pages on your site, and there's an analyze button. You Click it. Google will do its thing and they basically come back and say yes, your mobile your site is mobile friendly, or no, your mobile site isn't friendly. Well, you know, at this stage of the game, if your site is not mobile friendly, you've got to April twenty one to figure it out. So to get friendly. To get friendly, man, Google wants you to get friendly. So those are the two things I suggest. Sit Down doing audit. Second thing, sit down, let Google do an audit, find out where you're at, and then you've got till April twenty one to make it right. That's that. So, if you want to get more information, check out our show notes at triple w dot, the dealer, playbookcom...

...forward slash forty four. We're going to link, provide the link to the mobile friendly test from Google and also give you some more insights into some things that you should look out for in order to make sure that your site is producing the best results as possible. But we want you to check that a get out again triple w dot, the deal with Playbookcom for forty four. That's all I got for you. This is a short one this week, but we'll be back at you with a brand new guest in our next episodes. Of Stay tuned for that. Thanks for stopping by. All right,.

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