The Dealer Playbook
The Dealer Playbook

Episode · 7 years ago

Rand Fishkin: Automotive SEO Questions, Answered

ABOUT THIS EPISODE

"You need to have a website that serves your audience"

Rand Fishkin

In the automotive industry especially we hear so much conflicting information when it comes to your websites SEO (search engine optimization) and what makes it even worse a good majority of the information dealers receive regarding SEo are just well flat out wrong. 

 

That being the case the team here at "The Dealer Playbook" wanted to deliver you REAL SEO strategies that will deliver your dealership REAL results. 

 

So for session number 21 Robert and Michael sit down with the undisputed and world renowned SEO and content marketing expert Rand Fishkin the founder of Moz a SEO/Marketing agency based out of Seattle Washington. 

 

SEO is always a hot topic for most automotive dealers and sometimes it can get overwhelming and just plain confusing. Rand breaks down advanced SEO strategies for car dealers in a language and manner that is easy for anyone to digest. 

 

It was a great honor to have a conversation with Rand Fishkin and this session is jam packed with  priceless information to kick your websites SEO to whole new levels and dominate the search engines. 

 

 

What you will learn from Rand Fishkin 

 

- What your website NEEDS to do 

 

- The truth about getting your content ranked 

 

- Identifying the right content strategy for you 

 

- The scoop on Googles latest search engine update "Pigeon" 

 

- The direction and future of online search 

 

 

 What you see above is just a taste of the wealth of awesome information SEO expert Rand Fishkin unleashed on us in this session. 

 

The DPB team certainly hopes you took as much value from this session as we did and the best part is you can listen to it again or make sure your team member in charge of your dealerships SEO checks it out. 

 

Links and resources mentioned in this session

 

Rand Fishkin's blog 

 

http://moz.com/rand/

 

Moz Blog / Whiteboard Friday Videos 

 

http://moz.com/blog

 

Moz Beginners Guide To SEO

 

http://moz.com/beginners-guide-to-seo 

 

Barnacle SEO Video That Michael Mentioned

 

http://moz.com/blog/barnacle-seo-whiteboard-friday

 

Connect With Rand On Twitter 

 

https://twitter.com/randfish 

 

Now…

 

We want to hear your questions and comments about SEO!!!

 

Sound off below in the comments section with your input, opinions and questions below and we will keep the conversation going and or get answers to all your questions. 

 

And…

 

If you took any value out of this session and you have not already make sure you get subscribed to "The Dealer Playbook" so you never miss a beat. 

 

Click here to join the family. 

 

Do us a favor leave The DPB a review on iTunes real quick it really helps us out. 

 

Click here to review DPB

 

Thank you for dialing into this session of "The Dealer Playbook" podcast. 

 

Be sure to check out some of the previous 20 sessions that are packing the heat just like this one. 

 

Thanks for the love and see you next time :)

 

 

This is the dealer playbook podcast episodetwenty one with founder of mascom, Mr Rand Fishkin. Here we go.You're dialed into the dealer playbook podcast, where it's all about winning auto dealerstrategies that deliver proven results. And now your hosts, Robert Weissman and MichaelCirillo. Hey and welcome to the dealer Playbook Podcast, episode twenty one.I'm here with my man, Robert Wiseman. How you doing, buddy? Iam doing excellent, Michael, and guess well, I'm going to goahead and steal your thunder do it. I am super excited. Yeah,today's session. I'm you know what, I'm excited, man. We were, Robert and I were just recently connected at the Internet battle plans sixteen inSeattle, and I tell you what's got back from the hotel. That wasby far one of the funniest, most entertaining and most informative events I hadthe opportunity and privilege, thanks to Jim Zigler, to present at that thatconference. But we were fun. It was so much fun. We wereright in the backyard of our guest today in Seattle, Mr Rand Fishkin,who is the founder of Mascom and you know I've I've been connected to himfor a little while, but we thought it would be so awesome today,since we're in the business of bringing real strategies for car dealers that deliver results, to bring on Rand, who is an undisputed expert, and I knowwe use that term in the car industry. There's those that don't agree with it, but I'm going to tell you what, this guy is an undisputedexpert when it comes to Seo and content marketing. So we thought, youknow, Robert and I thought it would just be so cool to have himon. And what happened, just to kind of lead into this, isa couple days ago I posted on facebook that we would be sitting down withrand and if anybody had any questions. While the response was overwhelming, wegot a ton of people who asked questions that were just so super relevant andyou're going to hear rand answer those questions for you. So absolutely tuned inbecause you are going to just hear from the Horse's mouth just a wealth ofinformation about search engine optimization. Definitely, and I'd tell you what I amreal quick. I mean everybody like Seo. To me and probably to most otherthan like Michael and some other you know, some other's. It's notthe most exciting topic, you know, for me, but it's so init's it's vital and he just presents it like he's just good, he's youknow, he's he's realed down to Earth and he just, you know,answers it in ways that you know. I took a lot, I learneda lot from this. So I know that. You know, you tuneit in, you're going to take a lot from this guy. And thenyou know the links in the show notes to all of his you know whereyou can find more of his content. I highly suggested. I mean hethis guy knows what he's talking about absolutely. So let's let's just jump right intorand Fishkin. Here we go. Is Do it and we are herewith Rand Fishkin, the founder of the...

...mascom. We are so extremely gratefulfor you, ran, for taking the time for us today. Yeah,my pleasure. Thank you for having me, Michael and Robert. Yeah, absolutely. Look, I've been following you now for probably two to three yearsin fact. You know, the first exposure I think I had to youwas at a driving sales executive summit. I listened to your keynote. Itwas so powerful, it was so engaging and that got me to look moreinto Mas. My company actually uses MOS software to help with our SEO effortshere in the car industry. But the the real first exposure I had totaking what your counsel was and seeing at work was actually the MAS beginners GuySeo. And I mean even to this day, that that that document isI feel like it's a living document. It's so powerful, it's still sorelevant. The the information and it is so actionable. And so the firstthing I just wanted to say before we get into some of the questions here, is for the dealers listening in, if you want to understand more aboutSeo, absolutely don't hesitate. Will Link to it in the show notes,the MOS beginners guy to Seo, because that is going to take your understandingof Seo to a whole new level. So, just to get into this, rand, what I did is on facebook the other day I posted,Hey, I'm sitting down with Rand Fishkin, founder of Mas Seo Guru, andwe're going to be talking about Seo. Are there any questions that you wantme to ask rand? and Boom, like within minutes people came in withtheir comments and just had a bunch of cool questions. So I thoughtmaybe we would be cool is is if we just jumped in, I askedyou a couple of those questions and then just see how it spins out fromthere. Sounds great, cool. So the first question actually comes from ladynamed Kristen Buckley. She works for a dealership our se lacy and her questionhas to do a subdomains. She says, you know, one of the thingsI keep getting conflicting information on is how a subdomain works. For example, our website is our se lacycom, but we use blog dot R seelacycom to put our content on and gain SEO juice. Some people say so, go ahead, you got something right, let's go for it. Yeah,I know that. It's funny. That was actually on the top ofmy mind when you mention the beginner's guide to Seo. Yea, we actuallyused to have that document living at guides dot mascom. HMM, prior tomoving it to you know, there was some engineering challenges and they couldn't getthe CSS right for whatever reason, on the main site and so they're like, I will put it on a subdomain. We had it therefore maybe a yearand a half or so, maybe...

...maybe two years, and it rankedfairly well, right, like it ranked, I don't know, number five orsix for Seo Guide. It was even ranking, I think, numberthirty or so for beginner's guide, like just beginners guide, no, noextra information and you know, sending some good traffic, that kind of thing. And then finally we were able to get all of our ducks in arow and move it to the regular Mascom, you know guide beginner's guides. Yeah, great, the next day, number one for Seo Guide, topten for beginners guide, number one for all these other terms like. Itwas unbelievable the effect that moving from a sub the subdomain to the main domainhad on the rankings for this document. And I've seen that again and againand again. Right, everyone I've talked to about subdomains has essentially given methe same story, which is, yeah, when we've when we finally consolidated andgot everything behind one subdomain, the results from an Seo perspective or incredible, because Google just separates things right. They treat stuff on one domain,on one subdomain, differently from another. And it's true you can get somebenefit from you know blog dot my sitcom, but you get so much more benefitfrom my Sitcom blog that you know it's worth jumping through those hoops ifyou can to get everything aligned on one domain. Cool, sounds good.So, and I mean that might be a limitation of their current web provider. Would you think like maybe, although you know a lot of the alot of the providers who say, Oh, we can't do it, we can'tdo it. They can easily do it, they just don't have,you know, the system set up to do it. It's not. It'snever very hard, right. You can. You can control this behind the firewalland it's it's a it's a relatively simplistic matter for someone who knows whatthey're doing. I'd be the only frustrating part is if you've already created aton of content is subdomain, then moving it and making all the reader actsthat can be a pain. Cool. Well, what does she say,Michael, that she got conflicting kind of information about that, didn't she mentionedsomething like some are saying that's like. What go into that? Yeah,she basically, while Rand's basically validated it here. She finished that by sayingsome people say that it will produce Seo for our site and some say thatour content needs to be on our main site, and I think that's youknow, you answer that. You didn't even have to hear the whole thing, rand and you were like Bowm, here we got. I mean wehear this all the time. I think the really frustrating part is a representativeof Google's actually did a video where he said, this was relatively recently,where he said, Oh, it doesn't matter, we'll figure it out.Who will figure it out? Which is the most frustrating kind of dishonesty?Right, because he's not completely wrong. They will figure out that the domainsare connected, right, and but they won't give it the highest benefit.Right. So, from from a perspective...

...of well, I'm trying to helpmy marketing, what's going to help my marketing the most? Moving it allto one domain, once of domains going to help. Unfortunately, you know, Google sort of like, oh, don't worry about it, don't worryabout it, and so there's lots of confusion in the market. Fair enough. This is a good segue into just my own question. I know therewere a couple of questions that I got here about content, and I meanI'm a huge content guy. That's where I've seen a lot of success andI often ask the question, you know, what would a search engine be withoutcontent? How much of a buzz word, though, do you thinkcontent is now? I almost feel like it's kind of surfaced and everyone's talkingcontent. But would you agree that contents always kind of been the the bigthing with with Seo and driving organic traffic? Yeah, absolutely. What is todaycalled content marketing something seos we're doing in one thousand nine hundred and ninetyseven all the way up through to two thousand and seven and into, I'msure we'll be doing it into two thousand and seventeen. And the thing aboutcontent being so hot right now is it presents a new challenge for folks whoare in the SEO and content marketing fields, because that landscape is getting much morecompetitive right there's far more types of marketers who are participating in the contentecosystem and the promotion of that content and trying to earn attention and awareness ofpotential customers and that that just means a much more crowded space. Right it'slike we went from, you know, driving along a freeway with one billboardto driving along a freeway with a billboard every fifth of a mile, right, and that that means that, in order to stand out from the crowd, those of us who do produce content and who rely on content for Seoand for our marketing efforts need to have something very special. We need tobe, you know, unique and uniquely valuable in order to succeed. Right. And and and I remember you talking at driving sales a couple of yearsago about the the effectiveness of organic rankings versus paid rankings, and I thinkthat really just circles back to this content topic. Because if it's there andit's relevant and it's engaging, Google's can ultimately reward you. Is that correct? If, and only if, it's also the case that you can getthe right kind of attention to that page in site. Right. So,Google is still very much a link space search engine. If you, ifyou have phenomenal content that lots of people are going to tweet and email toeach other and engage with and really enjoy and find tremendous value in, andno one's going to link to it, sorry, you're not going to performparticularly well. Okay, okay, so they're still they're still that critical linkscomponent. Okay, and so they're there. And that was going to be mynext question, because there always seems to be this debate about the relevancyof links and backlinking and internal linking and...

...all that. You're saying that no, more than ever still you need to have those links in place. That'show it's like a popularity game. I wouldn't say more than ever. Infact, I would say, weirdly, less than ever. Okay, thinksare less important and less powerful than they've ever been, and they're still incrediblypowerful and important right, if that makes any sense. So the trend blindfrom say, twelve years ago, is that, yes, you can ranktoday on less quantity of links than you could, you know, years agoand years before that. However, if, like I said, if you areproducing content and have hosting a great website that is not earning links,you still don't have you still won't have an opportunity to rank in comparison tothe folks who are earning links because they're doing that other stuff right too.Okay, so you know, links is one of the areas, one ofseveral areas, that you need to be able to, if not win,in at least competing. Okay, cool. So I mean before, I meanbefore let's let's say we're talking to, you know, a dealership. Theyknow that they need to do something different with their website to get itdialed and to get it ranking, I mean coming into it. What's thefirst thing that they should be looking at doing with their website? So Ialways, I always advise people the the top. The most important thing isto serve your customers and your potential customer as well, and that's true fordealerships, even if they're not going to perform particularly well in Seo, becauselots of people are going to search for their dealership name, they're going tohear about them through other forms of advertising, through word of mouth, they're goingto find them when searching locally. You know, series going to pointpeople to them. Whatever. You need to have a website that's going todo a great job of serving your audience. And your audience might be on amobile device, your audience might be on a desktop. Right. You'vegot to provide the experience that answers questions for them and and a lot oftimes that comes down to what do you have in stock? What's the pricinglike? How can I customize? What's it like working with you? Showme some of that social proof and testimonials. Give me a great user experience onthe site. Feel like the kind of dealership you are, whether that'sluxury or discount or midmarket, those types of things right give give the rightbrand impression. And then, secondarily, I urge folks, once you've nailedthat and you you're really serving your customer, now figure out how you're going toserve people who will help amplify your work and and those people might bebloggers, they might be journalists, they might be other dealerships, they mightbe civic associations and nonprofits and charities and local organizations, they might be individualswho bought from you, whoever it is. How are you going to serve themin such a way that they want to broadcast information about you and helpthat word of mouth and digital word of mouth spread, and a lot ofthat will turn into lay links and shares and all the kinds of things thatGoogle will countt in the rankings. Cool,...

...wow, that's super powerful and Idon't think that's something that we talked enough, about, especially in thecar industry. I mean, we do talk about the reviews aspect, wouldyou agree, Robert? But we don't talk about it and from an SEOperspective, about, you know, building your clout and having people amplify whatyou're trying to do rant for everybody. Can you tell me, just givekind of a brief example of what you mean when like finding the other peoplein the right people to amplify your work? Is that just sharing reposts or,you know, hosting some of your content or, you know, linkingback to it? Is that what you mean by amplifying? So what Imean by amplifying is the broadest definition, because lots of kinds of amplica.Amplification can turn into the right sorts of signals. Right. So if youbuild a machine, a flywheel that's earning amplification from potential influencers, you're goingto get these right kinds of signals. But you can mean a lot ofthings. So a car dealership might say, Hey, you know what, itturns out that we're really selling to a lot of five thousand and sixtyplus demographics. These folks are not they don't run blogs and websites, they'renot tweeting about us, they don't talk about us on Facebook, they're lookingat pictures are grandkids on their like. Our customers are different from the audiencethat might amplifies. You know. Who might amplify us, though, isa lot of the small businesses that we help support. And you know,one of the things that we can do is to say, Hey, weare going to be supplying trucks for this, you know, pledge drive. We'regoing to be supplying we're going to be advertising at this parade. Let'smake sure that the parade organizers have some unique reason to call us out.Hey, let's, you know, let's go find the local TV and radiostations and make sure that, in an addition to advertising with them, whichwe might already be doing, let's go and help them with some of theirnot not for profit or help them with some of their needs and see ifthat might turn into extra amplification, organic amplification, beyond the advertising we do. Who Do we have these kinds of relationships with and why will they supportus? That? That's really what I'm talking about, and it can beI don't care what the medium is. I don't care if it's a linkon their website, I don't care if it's a tweet, I don't careif it's them posting about you on Facebook, I don't care if it's them emailingor putting you in a newsletter. It will lead to the right kindsof signals eventually, right because of how the how the web works and howthat downstream model flows. Cool. That, Yep, makes sense and you knowI don't. That's a that's a good segue into a question we receivedfrom Ashley to Bor Ski. She's way up in Anchorage and and this iswhat she wrote. Rand while many seos would agree that providing regular, valuedriven unique content is the best way to attract long term organic site traffic,content marketing is definitely a more time consuming solution without guarantee of results, evenafter months of persistence. For many dealerships.

They need to see immediate revenue tomake ends meet and don't have a team in place to commit to astrong content marketing strategy. So her question is, what's the ideal balance betweenrelationship building tactics that don't seek immediate Roi versus, you know, quote unquote, quick fixes for lead generation like SEM campaigns? What, what factors doyou consider when deciding a new clients marketing mix? So my personal my personalbias is to go twenty in the direction of eighty percent long term investments thatdon't pay dividends in the first six months or a year and might take twothree years to show anything. And the reason that I bias that way isbecause I like to build long term businesses. I like to build long term businessesthat last, and I know that I am getting a head start rightthe the six months of work that I'm going to put in before seeing anyreturn will make me the one out of a hundred dealerships or businesses that's willingto do that and that earns the return on investment from that. Over theyears to come, nine out of ten dealerships are going to be like now, forget it, I can't measure it. I don't think it's going to work. I can afford to spend, you know, six months with noRoi no way man, and I I love being the outlier. I thinkit is such a beautiful thing, is to basically reject the logic that everyoneelse is using and find your own path. I think that exceptionalism, uniqueness iswhat makes for remarkable businesses and what makes for long term and lasting ones. Now that being said when I did this, you know, for Mazwhen I did our early content marketing, basically it was me blogging every nightfrom ten PM to two am. Right, I'd work from like nine to six, I'd come home, I'd have dinner with my wife and then,like ten PM, I get on my computer and I do my content,and that would be my four hour chunk every day. Right. So that'sthat's not taking any extra dollars out right. Cost nothing to write those posts andto publish them. But that publication and participation in forums and another blogcomments and then in social media, is that arose on the web. That'sreally what helped drive our marketing. And and that's a cool question because,and your answer fits perfectly, I feel like, man, I feel likethey just knew what we were going to be talking about when they asked allthese questions, because you say something and I'm like, boom, here's youknow, Tony White, who asked, when it comes to content, howoften should you be updating it and how often should you have google crawl it? And so you're sitting there, you're telling me in the beginning there werelike four our time periods. When you know everything, maybe you're a bitmore of a fanatic than, I think most when it comes to this stuff. But so, in regards to Tony's question, by the way, Iactually think it doesn't matter too much how often you decide to publish. Itcan be every night, it could be once a week, twice a week, it could be once a month,...

...it could be we're only going toput out one really amazing piece of content every quarter. That's fine. Justdecide on a relatively consistent schedule and then stick to it. Right. So, if you say, Hey, we're going to produce something remarkable every quarter, great, you better have that brainstormy meeting at the beginning quarter and howyou're going to get something out in the next, you know, two anda half months, and then launch it and then after it's launched, havethe next meeting and, you know, get that next piece of content pulling. Don't, don't let content become one of these things where you essentially say, Hey, we're going to fire and forget, we're going to launch onebig piece of content. Hey, it did work, we're out of thegame, you know, and it took it takes years to get good atthis stuff, years and years, and then I think Google crawling it.Google will crawl it, however often google chooses to crawl it. The moreyou update a piece of content, the more regularly google come back. ButI wouldn't worry too much about crawl right right once, once you get thatinitial indexation, I have not seen a huge correlation between like, Oh,we perform a lot better if google box comes back and visits a lot.I wouldn't worry too much about that. Well, wasn't the key word.I think there is. The take is, you know, remark something remarkable andat you know is it's fair to say that it's not so much youknow how often should you be do the the you know the schedule of doingit, but it's just when you're doing it. You're doing you're delivering quality. You know, if you can only deliver quality once a month, thendeliver it once a month. If you can deliver quality once a week,once a week. I mean it's that. Is that kind of like a goodis that kind of a way to look at it, just as asoften as you can produce something remarkable consistently, yes, kind of. So theother thing that I think about is leveraging your strength so you might saylike hey, you know what, I am not a hugely talented writer,I'm not a an amazing content brain stormer, but I have a few good ideas. Every once in a while I have like one great idea. Like, for example, you might say, Hey, we're a, you know, a truck dealership, and we're in the Pacific northwest, right in Seattle. I want to chart over the last decade. I'm going to get allof the weather information and I'm going to show people in Seattle neighborhoods just specificallythe hilly ones, which are the places that get like the most ice andsnow, which are the ones that, like, the different ranges of vehiclesthat we sell can handle, and I'm going to produce this one map.That's all I'm going to do from you know, whatever it is, August, two, October. But then when winter season rolls around here, everyevery new station is going to publish my map, everybody's going to be linkingto it, everyone's going to be talking about it all winter long. That'sgoing to get me the attention that I need from content and the links Ineed for Seo and all that kind of stuff. That's going to be myone effort in the next six months. I'm not a guy who can writeevery night, and that's fine, that's great. Maybe you're a guy whomakes hilarious, viral comedic videos. There's...

...actually like a weird car insurance guyhere in Seattle called Verd funk who does that. He makes ludicrous commercials,but they go viral right and they like show up on redded and get tweetedall over the place, and that's his that's his strength. So find yourstrength, marry that with the right schedule, Mary that with a form of contentthat is going to get you amplification. Don't you know. Don't feel lockedinto like, oh, I should set up a blog and then writeevery night. If that's not for you, it's not for you. Yeah,you ultimately you don't want something that's going to overwhelm you. Then you'renot going to be consistent at it and then it falls, falls apart.Totally cool. So let's move on to another topic here, which is morealong the lines of what direction you see search engines going. But I wantto kick that off with a question by a gentleman named David Johnson. Heasked Google released a significant update a few weeks back, search engine land calledit, you know, pigeon. How is this affecting local search and directoriesand is there anything there that you think would be valuable to dealerships that mightdraw some immediate attention to their business online? So pigeons had kind of a widedegree of effect, particularly on local rankings. What you know, whatwe've seen and observed is basically that in a number of cases search results thathad a lot of local packs, like essentially maps results, have reduced thatnumbers and sometimes that maps pack has fallen down further to be replaced by whatI call more of the directory type stuff. So in the restaurant vertical, youknow yelp saw a big jump up, as kind of yell results, andUrban Spoon and trip advisor and those kinds of places jumped above some ofthe local results. In a bunch of cases we have seen some continue continuedimpact on carousel. It's tough to say where their pigeon actually impacted the localCarousel, you know, the black bar at the top of the search resultsthat has all the different locations. That appears to be growing and growing andwe've also seen that pigeons seemed to change the geographic proximity calculation that Google uses. So essentially, you know you either need to be closer into the centroidof a particular town or Zip code where you're where a searcher might be searching, or in some cases it looks like it move further out. So itchanged kind of all over the place. And this is while pigeon is certainlylike an interesting update to pay attention to if you're a junkie, I thinkwhat's far more interesting if you're a marketing professional or dealership owner that kind ofthing, is what happened in your search results. Because, knowing that,oh, you know, in thirty percent of the major Metros of the USpigeon it looked like move directories above the local box. You know, localmaps results in the one box. Okay,...

...now tell me what happened in Anchorage, Alaska, right, what happened for people searching in Anchorage for,you know, Toyota dealership, because that's that's my big keyword, an anchorage. That's a different story, and so I'd heard you to kind of payattention to your own search results, which is why software, you know,that monitors this type of stuff can be really helpful obviously mas does that.I really like a company called get stat up in Vancouver that helps with that. Search matrics can help with that. Those kinds of things cool. Youknow, the thing that I would worry about a little bit with pigeon isif you've been biasing your tactics one way or the other. Right. So, if you've been wholly focused on directories and you know third party sites tosend you traffic and have them rank in the search results rather than you,you might want to invest a little bit more in your own Seo for yourwebsite and your local results. And likewise, if you've been focusing solely on yourown you might now want to go and do a bit more of thatBarnacle Seo onto other people's directories, the listing sites, because if the balancekeeps shifting. I love that and I'm going to I'm going to link toyour whiteboard Friday where you talk about Barnicle Seo because it's such a fascinating topic. What would you say? I mean kind of going along these lines,do you have any predictions for the future of search, like where, whatdirection are we headed with it? Do you think? Well, we're definitelygetting more mobile, we're getting more instant answers and we are getting more adheavy, I think, as Ad Blindness keeps hitting folks. However, thosethose things all might seem a little bit dark, right. So more adheavy means, you know, great, the the paid search ads are goingto push down the organic even more. More instant answers means people are goingto keep, you know, searching for, hey, what's the mileage per gallonfor a Prius, and Google's just going to give them the answer thatthey've scraped from someone's site rather than sending that traffic on to potentially a dealer'swebsite that might be, or Toyota's website, and that might be very frustrating becauseyou're not getting that traffic or that chance to convert that person. Andthen it's getting more mobile, which means people are much more demanding on mobile. They're much less willing to browse for longer periods of time. They don'tconvert as heavily on mobile. Right. Mobiles are really like just research thisone thing really quick and then I'm out of their experience. The positive sideof all of those is that we are talking about more web use, moresearches per searcher, more searchers overall and a wider market to reach. Soyou know, yes, there's all these kind of frustrating things going on inthe tactical sphere, but overall it's creating more opportunity. Right, if youlook at the number of searches performed today, it's twice as many searches as we'reperformed armed four years ago. Right, that's doubled. It's not like Google, even with all this instant answers and ads and everything, they haven'tpushed out half the traffic. Right.

So opportunity has grown dramatically and SEOand I think will continue to see that until the web reaches a point ofmaturity, and I think that's still at least a decade or so away.Love it. Last question for you and then we'll wind this bad boy down. Do you think Google will ever index individual facebook fan page posts the waythey're doing it with tweets? I could imagine they might. That's actually reallyfacebook's call, right, whether they choose to make those indexible and accessible,and I would my guess would be at some point facebook will make the decisionto do that because it's in their interest. Right, they can get traffic tothose pages? Why aren't they now? What's the negative? I mean,Google and facebook kind of have a little gotcha. Yeah, spat goingon right, and so facebook is kind of like we don't need google andGoogle's like facebook. The whole Worl Wie needs us. Yeah, exactly.So facebook is kind of a most into a search engine into itself. Imean, is it not well powered by bank? Go there and get youraunt. You can go on, but I mean you can go to facebook. Are People using facebook? Do you see more people using facebook that wayto get formation, that to get suggestions? Yes, yes, so I thinkpeople use facebook the way people have always used each other, as aas a social source for questions and answers and discussion and word perfect. Butthey're not using it in the way that they use Google. Right. SoGoogle is not seeing their search share. You know, they haven't seen peopleuse keyword search to be like dealerships Manhattan or miles blind for Toyota Prius.Right there, no one's using facebook in that way. You might act usingit like hey, I'm thinking about getting a hybrid, but I also needto haul stuff. Is it more cost effective if I rent a truck?Twice a year, or should I just buy one? That kind of questionyou might see on facebook. Love it makes sense. Hey, that's wherewe're going to leave it today. I think those listening, I mean ifyou are interested in Seo or even remotely interested in content or have a coolidea like rands talked about, you absolutely need to check out mascom and doa free trial of their software and then get roll on on that stuff,because I'll tell you what, even in my own business here at flex dealer, it's just been so incredibly powerful for us to dominate search engine. SoI'd encourage you to do that. Go to mascom. But Ay, rand, how can those listening in today connect with you online? Yeah, youcan find us at at mascom. If you're interested in my personal blog,that's at mascom rand, and I use twitter most heavily, so at randfish is where you'll find yeah, see, you got the blue check mark goingon over there. Man May just made one of those major player.Major player. Hey, so is that ran? Soo? Is that blogwhere they could see? I'm not that. Michael was definitely more SEO or orientedthen then I am. And what...

I like about your videos is it'slike it's Seo Talk. That doesn't nod that. I don't nod out whenI'm watching it or listening to it. Doesn't put me to sleep. It'sentertaining. Is that on your blog that they find that on the the whiteboardFriday thing? Is that found out white blog or white bag whiteboard Fridays onthe MOS blog? That's mascom blog. Okay, and will link to thatin the show notes. A highly recommend it and you know, you checkingthat out if you, you know, want to learn more from this guy. Absolutely in two last things has nothing to do with Mas but you absolutelyneed to check out the everywherest that blog. That blog is killer. And thelast thing I see they're poking out from behind you is that guitar,the Ukulele Ah. How's that for deception? Is that Your Kul little? Ijust saw the neck and I'm like yeah, Guitar, Cool Man.Thank you so much for being with us today. This is going to bean incredible episode. Will let you know when it when it posts, buteverybody absolutely go check out mascom and connect with rand on twitter at rand fish. Thanks again, rand. Thanks guys, take care. Take care. Yougot a brother. Wow, so right there. I'm trying to tellyou in the beginning that this was a great session on a very again,vital topic that to me, maybe I'm you know, I'm speaking from myself. That just isn't that doesn't like get me super pumped up, but Imean this at this session really got me pumped up. And he talks aboutit in ways that, you know, he speaks English. You know whatI mean, Michael, like sometimes these guys get caught up and they startspeaking in the the language that only other people that are, you know,real dialed into that space can understand. Yeah, I mean, you knowwhat an' and this is something that we talked about all the time and hegets it. It's that you have to know who you're speaking to, andhe could tell. I mean, the guys just so super intelligent. Hecould tell by the first question I asked, not that we're speaking to people thatdon't know what they're talking about, but genuinely about people. You know, for you listening in, those questions that were asked were from real peoplein the car industry and it just was a good temperature reading to find outwhere people are at. He knew who he was speaking to. I meanthe conversation would have gone much different if I had asked, you know,hey, what's what's the best way to build an aggressive link building strategy?And he would have I mean he would have brought some power, but justto get some actionable information from him is is so incredible. And and youwere kind of poking fun at me. I mean this is how big ofa Geek I am. You were saying that. After every question that heanswered, I'd be like yeah, cool, cool, man, cool. Andyou know what it is, because Seo, I guess I am aGeek, but SEO was so much fun. It's so cool to me and itwas just so much fun sitting down with him and having an answer thosequestions straight. Guy Has got not only...

...is this guy super, you know, gangster with Seo and all this, but his mustache and beard is epic. You know, it's all my my my fellas out there and ladies,I was Jos rocking the facial hair that this dude. This dude kills it. But in this show notes, check out this guy's hook up with themon twitter. Check out his blog. Definitely the whiteboard Friday videos are superb. One of my some of my favorites and you know Michael and Michael putme onto this guy. You know, when I first came on to theFLEX team, this wasn't exactly you know, I haven't been, you know,doubt into him for for as long as Michael and others, but I'mI'm I'm there now and I'm a fan and I'm a regular visitor to hiscontent. For sure, absolutely so do us a favor. Check out triplew dot the dealer playbookcom. Leave Your Seo questions and comments in the inthe comment section there. Also, we're going to link you up, likeRobert said, to those show notes. But do us a favor and subscribeso that you can get the latest episodes of the dealer playbook delivered right toyour inbox. And until next time, we'll catch you later. Take care.

In-Stream Audio Search

NEW

Search across all episodes within this podcast

Episodes (482)