DrivingSales Keynote by Britney Muller

1. Leverage the Future of Automotive Search
Britney Muller – Senior SEO Scien2st

4. 3 Months ago…

5. Last week

7. ☐ The current state (automotive experience & search)
☐ Search’s role in the automotive journey
☐ The future of search
☐ How you can prepare for the future

8. Source: Internet Live Statistics, 2018
SEARCHES ARE PERFORMED ON
GOOGLE EVERY DAY
3.5 BILLION

9. MOBILE
55%OF SEARCHES
WORLDWIDE ARE
Best pizza
Source: StatCounter, 2018 (includes mobile and tablet)

10. STORE VISIT
WITHIN A DAY
50%OF LOCAL-MOBILE
SEARCHES LEAD TO A
Source: Google, Understanding Consumer Search Behavior

11. Google is King of search
2015 2016 2017 2018
Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb
Google
search
Google
images
Google Maps
YouTube
Bing
Yahoo!

12. SEO reigns supreme
46%of clicks
SEO
4% of clicks
Google Adwords (SEM)
50%
don’t click
4%
46%
50%
Moz Study

13. SEO
drives
more clicks
than paid
11x

16. LEARN TO
SEE THE
SERP
(Search Engine Results Page)

17. Featured Snippet:
People Also Ask
Boxes:

18. Knowledge Graph:

19. The car buying experience has changed

25. mobile
device
60%
Over
Source: Google, 2017 (U.S. only)
dealership near me
of all automotive
searches come
from a

27. ☑ The current state (automotive experience & search)
☐ Search’s role in the automotive journey
☐ The future of search
☐ How you can prepare for the future

28. Source: https://www.thinkwithgoogle.com/consumer-insights/consumer-car-buying-process-reveals-auto-marketing-opportunities/

29. Source: https://www.thinkwithgoogle.com/consumer-insights/consumer-car-buying-process-reveals-auto-marketing-opportunities/

30. Source: https://www.thinkwithgoogle.com/consumer-insights/consumer-car-buying-process-reveals-auto-marketing-opportunities/

31. Source: https://www.thinkwithgoogle.com/consumer-insights/consumer-car-buying-process-reveals-auto-marketing-opportunities/

32. Source: https://www.thinkwithgoogle.com/consumer-insights/consumer-car-buying-process-reveals-auto-marketing-opportunities/

33. Source: https://www.thinkwithgoogle.com/consumer-insights/consumer-car-buying-process-reveals-auto-marketing-opportunities/

34. Source: https://www.thinkwithgoogle.com/consumer-insights/consumer-car-buying-process-reveals-auto-marketing-opportunities/

35. ☑ The current state (automotive experience & search)
☑ Search’s role in the automotive journey
☐ The future of search
☐ How you can prepare for the future

36. Search Is Complex

38. Friction
Personalization

42. Google is trying to disambiguate your search

43. Google is trying to disambiguate your search

44. Google is developing
the interactive
transaction layer
between customers
and your business.
... ...

45. Expect Google to continue getting up in
your business!

54. Leverage search data trends

55. Dealership searches are on the rise

56. Kelley Blue Book searches are falling

57. ‘Trade in’ searches are on the rise (and peak every July)

58. ‘Cheap car’ searches spike every July

59. ‘Car for sale’ spike every Feb (after taxes?)

60. ☑ The current state (automotive experience & search)
☑ Search’s role in the automotive journey
☑ The future of search
☐ How you can prepare for the future

62. Moz Keyword Explorer

63. Moz Keyword Explorer

66. Google Suggest

67. Google Suggest

68. Google Suggest

69. Read the SERPs & don’t go after keywords like this:
Answer box:

70. Speed! –Ranking factor since July ‘19

84. Local SEO:

86. Table Stakes

87. Prominence: Cita.ons
A "business citation" or
"business listing" is a web-
based reference to a local
business' "NAP" (name,
address, phone number)
on a localized platform
(Yelp, Acxiom, YP,
Infogroup, Localeze, etc.).
[place image]

106. Organic Results:

107. Target keywords with link intent

108. “keyword” + facts/statistics
Target keywords with link intent
People naturally want to link to facts/statistics content

109. Sponsor Local Events (or Sports Teams)

111. Leverage videos

116. Automatic 301 Redirects
searchwilderness.com/mozcon-2019

118. Resources

119. 1 Page SEO Cheat Sheet
http://bit.ly/bg-seo

122. Beginner’s Guide to SEO
Portent’s Developer’s SEO Guide
Google Dealer Guidebook Best Practices
Google’s Auto UX Playbook
Five auto shopping moments every brand must own
Car buying research data
Consumer car buying process reveals automotive opportunities
2018 Car Buying Journey Study
Lighthouse Speed Testing Tool
Resources
Moshe Ma-yafit @napo789
+Big thanks to:

124. Thank you!
@BritneyMuller
britney@moz.com