The Dealer Playbook
The Dealer Playbook

Episode · 6 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, whatis 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 elitein and out of the automotive industry to share you, you know, actionableinformation 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 onPale. What's up man? Yeah, so you guys still getting pounded bya snow out there? Or what? That's practically spring now, all thesudden is it just like overnight? So you're getting blasted. So two weeksago 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'sa little just, you know, buckling down, trying to knock some thingsout and, you know, got my kids have been a little bit sick, so I'm like, you know, fighting off that myself. So I'myou know, yeah, you your heads down. You and I've been headsdown on some cool projects that we're going to tell everybody about shortly, nottoday, but shortly. So you got to keep listening to the show becausethere's some cool things coming down the pipe. But, you know, just wantedto do a quick show today and talk about some some Internet marketing stuffthat you need to be knowing about. You know, we're going to diveinto I don't know if you've seen this on facebook yet or not, butyou know, Google is announcing, or they've announced, that they're making sometweaks to their algorithm and and you know, Robert hit me up and he's like, you know what, man, we should, we should talk aboutthis because it's timely and well, yeah, and people are hitting me up aboutit, like clients of ours and stuff like that, and I'm notthe best one to really break it down.

You were. So I figured againin 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 aroundabout it. So I figured, you know, we could provide them withthat. You know, I had. Basically, you kind of make iteasy, can you know, to understand and consume. You know, andyou know the thing that. The thing is too. I mean it isgood because what we don't realize, right, we hear all about these Google Algorithmsand 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 Googleactually updates that those algorithms on a frequent basis. I mean they've gotteams that do nothing but update algorithm so it's not like just the announcements arewhen 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 reallycomes 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 toget 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 inpopularity and we're really at a point now where we're seeing mobile usage higher thanit's ever been. You know, it rivals, if not exceeds, whatwe're seeing happen on desktops. People want super fast access to information, butjust not any information, incredible information, engaging information, educational information, andso basically what's happening here is is and...

I'm just going to read this rateoff 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. Sotalking about, you know, search engine optimization for a minute. If youwant 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 friendlyand and you know there's something that we can link you up to in thethe show notes. It's a mobile friendly test where you can actually plug inyour url of your website or a various pages on your website to identify orhave Google basically tell you whether or not your sites mobile friendly. And there'ssomething I want to talk about there in a minute. But basically the ideais 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 tohave a very, very significant impact on search results Google on their blog theygo 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 whenyou 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 thatyou know, will basically, look, it's two thousand and fifteen. Yourwebsite needs to be mobile friendly because they want to deliver incredible information formattedfor whatever device you're on. So let me ask yourself. Sure. Allright, so when when you say that...

...for whatever device you're on, doesthat mean that if I'm searching from my iphone, does that mean I'm gettingdim just doing a google search of some sort a my Gi is? Isthe results going to be? Could they be different than what they are onmy you know, my Mac? Yeah, so, so, basically, ifI search something on my iphone, will search results be different from mydesktop versus mobile? You know, it's funny because this is something I stillsee 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 adealership overseas who, you know, is pouring a ton of money into paperclick, mobile, paper, Click. The problem is, and this is goingto answer your question, that all of his ads, no matter what,lead back to the mobile home page of his site. The reason that thisis a problem is because he can't access, or people from a mobile device can'taccess, the other pages on his site because on the mobile version ofhis site they don't exist. It's not the full page, it's not thesiffle 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, Googlewants to see that that that page exists and is form added properly on yourMac or your desktop device, your PC, whatever. But they also want tomake sure that it exists and is form added well for your tablet andfor your for your phone, for your Android, your your you know,iphone, or your blackberry, for the two of you listening in that stilluse those, you still use it. That still using a man, Ilove it, but but really the reality...

...of it is this is why Ialways recommend responsive, because you get a nice looking presentation. Well, youknow, that can be debated. It depends on who does the responsive.But you when I do it, you know you get a nice looking representationof your website no matter what device you're on. So Google is putting alot 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 APPcontent. So say you had an APP. Google's actually going to be using moreindexed information from your APP and and presenting that in search results. Theyhave something called APP indexing and and you know, I I haven't really runinto many dealers that have their own APP, but this is still something interesting becauseit shows that they are paying attention to two APPS and they're using informationindexed from APPs as a factor in ranking four signed in users that have theAPP installed. So say I downloaded ABC motors, I don't know, APPon my phone and I'm signed into it. When I conduct Google searches from mymobile device, tablet or whatever, Google is going to take into considerationthat information and present it to me higher in, you know, serper searchengine 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 ofthe day, though, the emphasis really still falls back on have a websiteor have relevant, engaging, informative, educational, whatever you want to callit. Content, whether it's in an APP, whether it's on your mobilephone, your mobile website. Google wants... make sure that you are deliveringa premium experience to your users. See, a lot of people get this wrongwhen they when they think Seo. Okay, and I see this allthe time. It makes me want to do running back flips off the wallwhile 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'slike, yeah, we want to get you ranked higher in Google, wewant to make sure your site shows up in Google, we want to makesure that you rank over the competition in Google, and the emphasis is onGoogle. But Google is sitting there saying no, you need to be makingyour 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 createdall of these algorithms and we're trying to please the Google gods. But youhave 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 wholeobjective 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 tothe 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 giveme the best sites, the sites that work. I don't go to myphone and it pops up the little site. I gotta like, you know,zoom in, the hit click things. It's just, you know, agood experience exactly. And so the real, the real, big takeawayhere for those of you listening in. What you really need to do tosit down. You need to sit down and say, Hey, is thisthe experience that my customers will want? Or, better yet, scratch that. Is this an experience that I would... into? Would I use myown mobile website and do a test? Go, go to, you know, your website on a mobile device and make sure that every page that appearson the desktop version of your site is also accessible from the mobile version ofyour site. And you know, I tell you what, these users areall 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. Ido this all the time when I go into a store. You know, just the other day I went into one of the you know, shoppingdepartment stores or whatever, and I was standing in front of a product andI pull open my phone and and go on to my phone and conduct aGoogle search and I'm standing there looking at reviews and more information about this productbefore I buy it. Well, you know, that's how consumers are usingtheir mobile device as part of the research and purchase process. And if theycan't access information, well, they're not. You know, they're not like thepeople, Robert, you talk about bringing their Max there there, youknow, Max into starbucks with the money, you know, holding it under theirarm like it's a newspaper. They don't have that luxury. So yougot to sit down and say to yourself, would I use my own mobile presenceor website? If the answer is no, well that's a good indicationthat, 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'regoing 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 executeGoogle. Tell you something's going to happen, it happens the you know what init pays for them. It pays to be this massive multibillion dollar corporationthat has no face, right. I mean, yeah, they have acall center, but how many people do you actually hear that spend two hourson the phone with Google tech support right, like it's they don't really I meanI shouldn't say they don't care,...

...but I mean for all intents andpurposes, they really don't care that your website drops in rankings because they theygo out of their way to provide all the tools and resources you need tomake 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 youryour your user in the right way. Yeah, exactly. So, soyou know what to wind this down, because that's really all I've got aboutthis, this algorithm update. The key takeaways. April twenty one. That'swhen, all you know, that's the day of reckoning that you need tomake sure your mobile house is an order. What do they do? What?What do you tell yeah, yeah, yeah, so what you need todo. First thing is what I just suggested. Sit down. WhatI 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'smine. You know, just really take an unbiased look at at yourmobile 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, butyou can basically go to this url. Will Link to it in the shownotes, where you type in a url of your you know, your homepage or are a just various pages on your site, and there's an analyzebutton. You Click it. Google will do its thing and they basically comeback and say yes, your mobile your site is mobile friendly, or no, your mobile site isn't friendly. Well, you know, at this stage ofthe game, if your site is not mobile friendly, you've got toApril twenty one to figure it out. So to get friendly. To getfriendly, man, Google wants you to get friendly. So those are thetwo things I suggest. Sit Down doing audit. Second thing, sit down, let Google do an audit, find out where you're at, and thenyou'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 triplew dot, the dealer, playbookcom...

...forward slash forty four. We're goingto link, provide the link to the mobile friendly test from Google and alsogive you some more insights into some things that you should look out for inorder 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 witha brand new guest in our next episodes. Of Stay tuned for that. Thanksfor stopping by. All right,.

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