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search engine optimization (8)

How to Increase YouTube Video Views

Have you ever wanted to increase the number of views on your YouTube videos? Of course you have! Who wouldn’t? But when there are over 100 hours of video uploaded to YouTube every minute, it can be hard to get yours at the top of the list.

There are a ton of factors that increase the number of views on your YouTube video rank. On this week’s Hard Facts, Samantha gives you 11 things you should adjust in order to optimize your SEO.

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How mobile has changed the way we search, based on 10+ years of eye-tracking studies

How has the rise of mobile changed the way people view Google SERPs? Contributor Kristi Kellogg summarizes a session from SMX East in which Mediative's Chris Pinkerton discusses the results of eye-tracking studies.

Chris Pinkerton, the vice president of business development at Mediative, has been tracking the ways viewers look at the Google search engine results page (SERP) since 2003. In that time, Mediative’s eye-tracking studies have revealed major shifts in the way users consume the SERP.

At SMX East 2016, he explored the ways the proliferation of mobile devices have deeply impacted user search behavior on both mobile and desktop searches.

Pinkerton asserts that search activity, psychologically speaking, is mindless activity. It’s mindless because of the habits that form with the devices we use.

Chris Pinkerton

Habits are a very powerful thing to start to understand. Developing a habit of consuming information on a desktop in a certain way changes the way you consume content.

Looking back at 2003, Google became the dominant search engine because it drove people to find information faster than its competitors. That created habitual behavior — people found content the fastest on Google and kept coming back.

(As an aside, Bing has implemented programs to pay people for their search behavior in an attempt to break these deeply ingrained habits and introduce a new behavior.)

In 2005, there was a Golden Triangle pattern when it came to eyeballs on the Google SERP. But in 2016, this pattern is vastly different (see below), due in large part to mobile. It’s changed the way people consume the SERP and the speed at which they consume it. Users spot-scan and find what is contextually relevant for them.

Mobile devices have habitually conditioned searchers to scan vertically more than horizontally. This has translated to desktop search as well. People are viewing more search listings during a single session but are spending less time viewing each one.

Users are looking the front end of search listings, so make sure your main message comes first. While it used to take a user 2.6 seconds to consume a SERP, that time has been cut in half, to 1.3 seconds, Pinkerton said.

Regardless of mobile’s impact, the No. 1 organic listing captures the most click activity, regardless of what new elements are presented. However, it takes 87 percent longer for the No. 1 organic listing to be first seen on a mobile device vs. desktop, he said.

Statistics that will impact your digital marketing strategy

Knowledge Graph

  • With a Knowledge Graph panel on the SERP, almost 22 percent fewer clicks went to the top No. 1 organic listing.
  • 93% of searchers look at the Knowledge Graph panel.
  • 49% of searchers click on the Knowledge Graph panel.

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MKTg Robot @themktgrobot

19% of mobile SERP clicks on average went to the top 2 sponsored ads, compared to 15% on desktop. #smx #sem @Mediative

3:58 PM - 28 Sep 2016

Local listings and map

  • 47% more clicks on the map and local listing occur when positioned above the organic listings.
  • 10% of clicks on local listing on average.
  • 51% more searchers view the local listings and map when positioned above the organic listings.

Star ratings

  • Listings with star ratings capture 24% of page clicks on average.

Sponsored listings

  • Top sponsored listings are viewed after 0.36 seconds on average.
  • 2% of clicks on the top two sponsored listings on mobile vs. 14.5% on desktop.
  • The top organic listing gets 10% fewer clicks when three sponsored listings are present vs. one sponsored listing.

Organic listings

  • Top organic listings capture the most search activity (33.2%).
  • 5% of searchers on average look at the top organic listing.
  • 57% of clicks go to the top four organic listings on average.
  • Only 7.4% of the clicks that occur are below the fourth organic listing on mobile vs. 16% on desktop.

Read Mediative’s full eye-tracking report (registration required). See how user behavior has changed in just the last two years with my reports from SMX East 2014 and 2015.

Source : 

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"Win The Game Of Googleopoly" Book Available For Pre-Order On Amazon & Barnes And Noble Now


Rank higher in search results with this guide to SEO and content building supremacy

Google is not only the number one search engine in the world, it is also the number one website in the world. Only 5 percent of site visitors search past the first page of Google, so if you're not in those top ten results, you are essentially invisible. Winning the Game of Googleopoly is the ultimate roadmap to Page One Domination. The POD strategy is what gets you on that super-critical first page of Google results by increasing your page views. You'll learn how to shape your online presence for Search Engine Optimization, effectively speaking Google's language to become one of the top results returned for relevant queries. This invaluable resource provides a plan that is universal to any business in any industry, and provides expert guidance on tailoring the strategy to best suit your organization. Coverage includes an explanation of the mechanics of a search, and how to tie your website, paid ads, online reputation, social media, content, images, and video into a winning SEO strategy that pushes you to the front of the line.

The Page One Domination strategy incorporates all the ways in which you can beef up your Internet presence and online reputation. This book is a clear, straightforward guide that will knock down the silos of the Internet and teach you exactly how to integrate all aspects of content creation into a synergistic, SEO strategy.

  • Understand how search engines return results
  • Design an effective, all-encompassing SEO strategy
  • Create the content that gets page views and improves rank
  • Optimize social media and video as part of an overall SEO plan

The rules of SEO are always changing, and following outdated rules can actually work against you, burying you at the bottom of the pile. This book will spark a paradigm shift in how you think about SEO and gives you the tools you need to craft a strategy tailored to your specific market. To be successful, you need to be on page one of Google, andWinning the Game of Googleopoly can show you how to get there.

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Sean V. Bradley, CEO of Dealer Synergy, hosted a great workshop about using online videos to improve your marketing campaigns. In this video, he answers the question of whether or not you should use multiple YouTube channels. 

Sean Bradley on Having Multiple YouTube Channels from PERQ on Vimeo.

Use Different Video Engines for Your Dealership

The first thing Sean recommends is not using multiple YouTube channels. Instead, he recommends using multiple video engines, like MetacafeVimeo, or any other video website to diversify your video platforms. He emphasizes the point that if you’re going to utilize YouTube for your videos, you should only have one channel. By having only one YouTube channel, and consistently uploading relevant videos, you will label yourself as a valuable contributor to the video platform.

Only One YouTube Channel

The old adage, “More is better,” certainly does not apply to online video marketing. It would be easy to think that by having multiple channels you will reach more consumers and make more money, but that simply isn’t true. Instead, focus on developing a single channel that’s valuable and appealing to consumers. The more videos you upload to that one channel and the more views those videos receive, the more the overall value of your channel will increase.

Be Relevant

The best way to be impactful with your YouTube channel is to be relevant. Don’t spam the Internet with useless videos—make videos that appeal to your consumers. As with a blog, if you intend to use YouTube for your marketing campaign, you need to be consistent. Upload videos that interest consumers on a regular basis. Also, try to get as many views and as many subscribers as possible. If your videos are relevant to your consumers, you won’t need to spend outrageous amounts of money making or advertising the video.

Check out this blog about how top 100 brands use YouTube for marketing.

To learn more about Sean and Dealer Synergy, check out his website or his YouTube channel. For more tips and tricks from the best and brightest in the auto industry, download our ultimate recap of NADA 2014 here.

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Why Long Tail Search Will Change Automotive SEO and Paid Search Forever

October 5, 2013

In SEO or paid search, long tail keywords are the key to gaining more traffic and more sales. This has become even more important with Google’s new Hummingbird algorithm update, signaling huge new opportunity in search engine optimization. This is an important automotive aftermarket trend for 2013 and beyond, if you sell online.

long tail SEO, paid search PPC resultsAuto SEO and long tail search keywords defined

First, let’s define what long tail searches are and why they’re important for automotive SEO and paid search, especially in the aftermarket.

Long tail keywords are phrases used in search using three or more words, such as “Audi performance parts” or “Acura Integra GSR turbo kits.” Long tail search keyword terms and phrases are important because they make up as much as 70% of all searches according to Moz.

Long tail search terms are the opposite of “head” search terms, or the one- and two-word search terms that are most commonly used. Head terms are estimated to account for around 19% of all searches, leaving the rest of the two-word search terms in the “chunky middle.”

As of a couple of years ago, Google reported about 1 out of 6 searches were new and had never been seen before. Considering the trillions of searches done every year, it is astonishing there is such a wide variety of searches…but you’ll see why there are so many a little farther down this page.

How long tail search is used by automotive aftermarket shoppers

Now that we know about 70% of searches are for long tail keyword phrases let’s dig into how automotive parts and accessory shoppers use these phrases. Long tail searches can be divided into two groups: pre-purchase and post-purchase.

Pre-purchase long tail searches show purchase intent and are used by consumers when making buying decisions: “turbo kits for Acura Integra” or “Audi A4 suspension upgrade.” These searches are looking for reviews, specifications, recommendations, prices, availability, and technical information.

Post-purchase long tail searches are done after the consumer bought a part, or after the decision has been made on what or where to purchase: “install Integra turbo kit B18B” or “installing Bilstein PSS10.” These searches are more technical in nature and are looking for how-to instructions, videos, or reviews.

Why long tail automotive search terms are important for paid search and SEO

Automotive parts and accessory shoppers are increasingly using long tail search terms and we’ll explain that trend at the bottom of the page. The main point about long tail search is, because it is increasing, many online retailers are missing out on their share of these long tail searches which instead send consumers to discussion web sites, magazine web sites, or to YouTube.

There are two reasons for this missed opportunity. One is because many online retailers  do not have their paid search campaigns optimized to capture these long tail searches. The other, in the case of organic search, is they do not have their websites structured with correct search engine optimization (SEO) to show up for these search results.

Many pre-purchase searches, where shoppers are looking for technical information, or are using verbs like “buy” and “purchase,” or use very specific combinations of year/make/model, take shoppers to enthusiast discussion sites. Many shoppers want to end up on discussion sites anyway but online retailers can get more traffic by showing up for some of these long tail searches.

This why it is so important to understand the concept of year/make/model, or automotive part types, in automotive paid search and SEO. It’s also (…shameless plug since we’re experts at this…) why campaigns set up by agencies outside the automotive aftermarket are often ineffective.

Post-purchase long tail searches end up at YouTube, magazine web sites, or sites where enthusiasts have posted a lot of installation-related content like videos or photos. Here again, online retailers can get more traffic after the sale by optimizing for these searches, where there’s an opportunity to sell related parts.

Long tail search trend explained

Google and automotive social media trends

Google recently rolled out Hummingbird, the first major complete replacement of their search algorithms since Caffeine in 2001.

Google recently announced their new Hummingbird algorithm, designed to produce better results for “semantic search,” which tries to understand searcher intent and the contextual meaning of search terms. You can see an example of this today by searching for “Chinese restaurant” on your phone and computer at the same time and looking at Google’s autocomplete phrases. Google’s suggestions for your search on your computer might include “Chinese restaurant near me” while suggestions on your phone might include suggestions for your city or surrounding cities since mobile searchers are probably on their way to a restaurant.

Google is obviously working hard to not only improve search results for us, but they’re anticipating the future increase in verbal searches from mobile devices and cars, spoken in natural language. As natural language and verbal search increases in the future, consumers will increase their use of long tail search phrases making this a more important trend in 2013 and beyond (and natural language search is a big reason why around 1 out of 6 searches have never been seen before).

Long tail searches produce more conversions: true or false

Many blogs on the Internet show a correlation between long tail search visits and higher conversion rates. Is the correlation true?

The answer is yes and no. It isn’t unusual to have lower conversions and higher bounce rates for long tail searches, if your site is not structured to take full advantage of these long tail visits. If you strategically plan with your digital marketing agency how shoppers should find your site today and in the coming years, and combine that with appropriate site content, you should be rewarded with an increase in qualified traffic as well as higher conversion rates and more sales.

It is important that you analyze your own site statistics to see if you are getting higher conversions for long tail search traffic. If you’re looking at long tail traffic from AdWords, make sure you know if you’re including your own brand term in your analysis and if your brand is one, two, or more words on its own, that will skew your analysis.


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