Used Cars Reynoldsburg Ohio – 1.) Site Created Completely From Flash
As with anything SEO will tell you, or almost all web designers with little knowledge of the behavior of search engine spiders, designing a site completely in an instant is a recipe for disaster. As search engines are becoming more sophisticated, game search engine optimization is becoming more complex … indeed, the process of becoming a highly ranked site has become a fairly complex task.
But at the most basic level, sites designed in flash are basically not visible to search engines. Most of the components that determine site relevance by search engine spiders lie in spiderability (ability of spiders to crawl) high-quality keyword-rich content. In the car industry, there are thousands of keywords that can be built into the website to increase visits dramatically. On the west palm coast alone, the location of my used car dealer is currently in the process of optimizing, there are hundreds of keywords related to cars that can be used to attract new traffic.
Used Cars Reynoldsburg Ohio
This means that any new content that can be built into the site, any content that contains keywords that customers might search for, is content that can be and must be seen by search engines. This is content that must be made to the web. However, if this content is served in an instant, the content will never be indexed, and therefore will not give any value to the site’s ranking. The point is:
2.) Duplicate Content
For sites that are not fully built in flash, even more unpleasant problems usually hide. Duplicate content is hated by search engines. As many people may know, many spam-rich keyword sites are generated dynamically through scripts that extract the internet for content that might be sought by the general public. With strategies designed to generate revenue through volume, large spam networks have been created (thousands of sites have been generated) by cutting or stealing content from legitimate websites. As a result, search engines approach duplicate content through a process known as canonization. That is, search engines see sites that contain duplicate content and make decisions about which sites best represent the content contained on all sites. Any website that is chosen as the most relevant for the content it contains then becomes the only site that is weighted by search engines and all other sites are truly devalued … or not registered. To illustrate how widespread this problem is, visit any dealer.com site. Then check the non-flash content, select the text string (maybe a piece of text from the section about us), and enter the text into Google or Yahoo with quotes around it. The results are astounding. Google has literally crawled thousands of pages created by dealer.com that contain exactly the same content. In fact, almost every page created by dealer.com, which is a bit search engine friendly (meaning it’s at least built in flash), is the keyword content that is owned by hundreds of pages that already exist on the internet. The point is:
Many Dealer Websites do great damage to themselves by making their only spiderable content duplicate content on dozens, hundreds, or even thousands of similar sites.
Any site that contains non-original content will very likely be subject to severe sanctions in the SERPS (search engine results page), or will be revoked from the list altogether.
3.) Hidden Sitemaps and Links
One of the main ways to show that a site will be fully indexed (all pages will be crawled and included in the SERPS) is to enter a site map on the index page or the main page that will definitely be crawled. The sitemap is basically a list of links to all pages on the site, organized in an organized manner. The inclusion of a site map is seen by many SEOs as important, and is a step taken by many dealer websites in the right direction in relation to designing sites that have the opportunity to rank well. What they did wrong in this case was the inclusion of a site map with the link a.) Hidden Behind Flash Films or b.) Hidden using CSS. Hiding text behind a flash movie is easy enough because Flash usually floats on site content when positioned correctly, and is very desirable for many designers who want to create a smooth and deep flash experience for their visitors. This is largely the goal of many dealer designers such as BZ results. Although often beautifully designed, templates made by such companies are often designed so that linking, site maps, and often rich text keywords are hidden from the human eye in an effort to lure search engine spiders to index deeper pages. This type of design trick might be a solution in the past, but it has become a big problem in the SEO world. The basic rule of thumb is that search engine spiders have a big aversion to any fraud attempts. This means that if you have hidden content on your site, whether it’s a link to another page or just text, you will be penalized in SERPS, or not registered. Search engines see hidden content in an attempt to trick search engines into thinking that a page is about something other than what is shown to visitors to that site. As you can imagine, in the eyes of search engines, this makes such sites irrelevant to all search terms. The point is:
4.) Heavy Dependence on Meta Tags
In the early days of the internet, less sophisticated techniques were needed to provide very high search results to users. When the internet becomes a place where income is considered by many to be directly related to the volume of traffic, sites that are hungry for profit start using systems in place to provide more traffic. In the past, search engines used what is known as a meta tag to determine what the site is, and therefore what type of search should be displayed. Meta tags are basically tags written in the head of an HTML document that lists keywords that are relevant to the site (as determined by the webmaster), as well as site descriptions. This information was once the main method for determining relevance in SERPS. However, due to abuse, the use of meta tags almost became obsolete. Unfortunately, many dealer websites don’t keep up with the times, and still rely on meta tags as the only way they tell search engines about their content. This is usually done with a very large list of words in the “keyword” metatag. This type of optimization can be seen by checking the source code from dealer.com, bz results, reynolds & reynolds, or the cobalt site. Even more disturbing is that the keywords in this meta tag are often the most common and therefore some of the most competitive keywords in the industry. As a poignant example, my old client site doesn’t currently contain the words “west palm beach” or “used car” in the keyword list. These keywords are the most important keywords to drive traffic to this site. Instead, dealer.com chose to include in the list of keywords every car manufacturer in the world … even though my clients rarely sell a number of these brands. In addition, for the local keywords included, there is a major spelling error that in this case is of no value to my client.
The point is:
Many Website Dealers still see meta tags as a feasible way to communicate site content, and still for many sites the only method exposure.
The use of meta tags in SEO, at best, is a slightly useful way to optimize pages, if the right keywords have been chosen, and at worst, are not at all valuable as a tool to improve search engine position or relevance.
5.) Bad Keyword Research / Choice / Optimization
As stated in my care about using meta tags, most dealer websites fail to take into account the various types of relevant keywords available and optimize only for the most competitive and least targeted terms. For sites like those that are being optimized for my clients, concentration on “long tails” is the most effective method of obtaining quality traffic. What this means in terms of keyword and SEO choices is that the most important keywords are not the keywords that get the most search and are the most competitive. That is, the most qualified keywords, and the most likely to bring in customers who buy are the longest keywords, resulting in fewer searches, but more relevant to our consumers. This means that choosing the key phrase “used cars on Florida’s west coast palm” will be far more effective in bringing customers than the term “used car,” which is arguably a very competitive phrase. In addition, optimizing keywords for words like jaguar will not be as effective in our care as, say, “the jaguar type of Florida.” Many dealer websites completely ignore the need to optimize certain key phrases, and specifically target and adjust keywords locally. The more specific and customized keywords, the better. Even though such terms will undoubtedly produce less traffic, they will be more targeted. With great effort, a large list can be compiled and can be used to generate cheaper traffic (if used in pay-per-click campaigns) and also much more effective. The point is:
Many Dealer Websites unwisely optimize keywords that are too competitive and not targeted (both in terms of attracting customers who are ready to buy and in terms of attracting local clients).
Keywords that aren’t well targeted aren’t useful. They produce high levels of exit, wasted resources and wasted money.
6.) Main Design Defects (not anticipating customer needs)
As will be notified by anyone involved in the new Web 2.0 Culture, the internet is changing. Internet users are increasingly hungry for information. They are fussy and impatient and care most about finding the information they are looking for efficiently. The days of flashing lights, rotating banners, animated gifs and tents are far behind us, and flash delivery days and hungry bandwidth animations seem to be fading too. To replace the old web is back to simplicity, back to the most important thing on the internet; information. In some ways, many website dealers have taken this sentiment to heart that they have begun to include a lot of information about individual cars on their site. In fact, this is the main selling point for my clients in their initial decision to outsource the development of their website to one of the main dealer site developers. However, when the Dealer website is largely left out, it creates sites that are very striking and look good in their efforts to attract customers, but are not prepared to anticipate what their customers really look for when they visit a website. Every click received by the dealer site is an opportunity for the site to convince customers about the trust, assistance, and value that the dealer can offer. In print and television advertisements flashy advertisements have worked well, but on the internet they have become a big change. People have learned to eliminate everything that tries hard to attract their attention. No one clicks on a popup that claims you have won $ 10,000, and people’s eyes are no longer interested or fixed on the scrolling text. Web users, as emphasized by the Web 2.0 philosophy, are more interested in well-organized information, easy to understand. We glance at the pages we read, switch windows quickly, and ignore content and information that isn’t ready. I would even say further that foreign material is not only unnecessary, but also an obstacle in helping customers find the information they are looking for.
In addition, many Dealers make the mistake of trying to reflect their real-life existence on the internet, which means that their websites are equivalent to the typical way dealers have linked customers in the past. The Dealer website cannot be a giant sticker and balloon in cyberspace. While a sign that looks hard and tricky can work well to attract customers, it doesn’t function properly on the internet anymore. The point is:
Dealers waste their customers’ time and insult their intelligence by trying to connect them on the internet in the same way as you link them to their lots.
The majority of web users are less impressed with striking designs and are more satisfied when presented with the information they are looking for in a way that is easy to understand.
7.) Little or no use of analytics
For each web marketer, the use of analytics (a measure of website usage) is very important in creating a very effective site that provides the best return on investment. In the past, analytical programs were outside the scope of small businesses or beyond the ability of certain providers to offer their clients. However, today, highly sophisticated analytical programs can be obtained with little or no cost, and many dealer site developers offer limited or even broader analytics as value-added services. For providers that offer high-quality analysis, praise, but for many people out there (like dealer.com) … analysis that is useful in making changes to sites that will really increase traffic, productivity, or ROI is very less . There are more site statistics than just clicks. Analysis of page views, exit points, conversion ratios, and more are very important for changing sites so that the most leads can be generated. Seeing a real example of this lack of analytics comes from my experience with my current client and their web analytics usage. After my own analysis of their site and the adoption of Google analytics (which far exceeded their previous size), we were able to see that their landing pages lost almost half of all new visitors. This is astonishing, not only because it means they lose half of all their traffic after loading the first page, but also with the realization that traffic can be greatly increased simply by pointing to the main inventory page. (Which makes sense considering our model of new internet consumers, who are more interested in information than others.) The point is:
Dealers lose most customers because of design errors that cannot be tracked because of bad analytics. In addition, dealers usually do not have the ability to configure their website to the extent necessary to help improve their site.
Website design is not a one-step process …. it requires a level of testing and trial and error.
8.) Illegal transfers
Another problem that interferes with the dealer website is the lack of proper transfer on the site that carries more than one domain name or there are several sub domains. As mentioned before, duplicate content damages your website list. The way search engines see it, duplicate content exists if two domain names point to the same site. So, if a site like my client: http://www.usedcarwestpalmbeach.net points to the same IP address as another domain: http://www.autoadviceoffl.com, Google will see duplicate content because it sees both domains as entities that separate. This also applies in the case of using subdomains … especially WWW. For many dealers, their site can be accessed at [http://www.dealersite.com] or dealerite.com. Google treats this as a different entity, and more often not, punishes both versions of the site for duplicate content. This needs to be fixed with a properly configured 301 redirect, which is a permanent redirect.
For Google, one of the most important measures of site relevance is the number of links pointing to that site. This applies to other search engines as well, and seems to be becoming the main measure in ranking sites on SERPS. Quality backlinks from sites that are considered “authority” by search engines are the most valuable links that can be obtained. In addition, backlinks must have anchor text (hyperlinked text) that is relevant to the keywords on the site. The famous Google Page Rank, is based on this backlinking model, and as a result has facilitated the emergence of Google as the most widely used internet search engine. Backlinks are arguably the most important aspect of SEO. Building backlinks can also be considered the MOST EXPECTED seo tactic by almost all the major players in the dealer site play. Car searches in most major cities reveal results targeted to dealer sites only on the pay-per-click side. Dealer sites almost never appear on the organic side, and those who don’t hesitate to focus their efforts on building backlinks. This is a real problem in the industry. Dealers pay thousands of dollars a month to websites that pay for traffic that they can get for free … with the right backlinks and minimal optimization techniques. The point is;
Dealers lose customers by not doing the right backlinks, thus cutting off one of the most important methods to improve rankings in organic SERPS.
Backlinks are not automatic processes, but require action plans and follow-up.
10.) URLs with Bad Formations
Creating a URL that can be easily spidered is simple if some of the main rules are followed. First and foremost, the URL must be properly formed and clearly must be connected to the right destination. Whether in lightning films or as simple hyperlinks, I am often surprised to see how often broken links exist. (This only serves to eliminate the credibility of the dealer and cause users to leave your site). More importantly for SEO purposes, however, is the use of dynamically generated URLs … which means they look like [http://www.cardealer.com/vehicle_model?id=12324213]. This URL is not search engine friendly because search engines don’t usually crawl correctly dynamically generated URLs, and if you are lucky enough to have dynamic indexed URLs, more often than not, dynamic content is disconnected, leaving you with something like: [http: //www.cardealer.com/vehicle_model]. This URL will not point to the page in question, and will cause duplicate content to be indexed if the link is crawled at all. The server that runs apache with access to mod rewrite can fix it easily, and must fix it. Correctly formed URLs that have been further optimized to contain keywords can help in site ranking, and as we have discussed, getting more pages indexed correctly means more content and more hits. The point is;
There is no reason for broken links, misformed, and SEO friendly URLs
Rewriting URLs so that they are search engine friendly is not always a difficult process and is a process that can greatly improve the site’s relevance rating.
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