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To Micro-site or not to Micro-site?
- Thread starter Alex Snyder
- Start date
James -
You say ..."By delivering the consumer directly to the page they asked for..."
Gotta ask...where are you seeing that people are asking (Googling) for "2008 Chevy Tahoe Cincinnati?"
You say ..."By delivering the consumer directly to the page they asked for..."
Gotta ask...where are you seeing that people are asking (Googling) for "2008 Chevy Tahoe Cincinnati?"
Eric,
I was just using that term as an example, but the point was more on where you deliver someone who does search specific terms like that. By taking the comsumer to a "tahoe" specific page we are increasing the chance of converting the customer into a lead (same concept as a microsite), but at the same time giving them the freedom to browse your entire site. I wouldn't expect terms like that to give a dealer an avalanche of traffic, but I sure don't want to ignore the fact that people are typing longer search queries, and if presented with what they ask for with one click, then the odds of them converting go up dramatically. Our CTO just returned from the Goolge Auto Exec conference, and Google now says that the average search term is 4 words. So things are trending towards people typing exactly what they want.
A great non auto example is:
Google - spiderman dvd
The first organic link is Amazon. Do you go to the homepage or directly to the dvd?
I was just using that term as an example, but the point was more on where you deliver someone who does search specific terms like that. By taking the comsumer to a "tahoe" specific page we are increasing the chance of converting the customer into a lead (same concept as a microsite), but at the same time giving them the freedom to browse your entire site. I wouldn't expect terms like that to give a dealer an avalanche of traffic, but I sure don't want to ignore the fact that people are typing longer search queries, and if presented with what they ask for with one click, then the odds of them converting go up dramatically. Our CTO just returned from the Goolge Auto Exec conference, and Google now says that the average search term is 4 words. So things are trending towards people typing exactly what they want.
A great non auto example is:
Google - spiderman dvd
The first organic link is Amazon. Do you go to the homepage or directly to the dvd?
Eric,
I was just using that term as an example, but the point was more on where you deliver someone who does search specific terms like that. By taking the comsumer to a "tahoe" specific page we are increasing the chance of converting the customer into a lead (same concept as a microsite), but at the same time giving them the freedom to browse your entire site. I wouldn't expect terms like that to give a dealer an avalanche of traffic, but I sure don't want to ignore the fact that people are typing longer search queries, and if presented with what they ask for with one click, then the odds of them converting go up dramatically. Our CTO just returned from the Goolge Auto Exec conference, and Google now says that the average search term is 4 words. So things are trending towards people typing exactly what they want.
A great non auto example is:
Google - spiderman dvd
The first organic link is Amazon. Do you go to the homepage or directly to the dvd?
James Kovacs
ClickMotive
www.clickmotive.com
I was just using that term as an example, but the point was more on where you deliver someone who does search specific terms like that. By taking the comsumer to a "tahoe" specific page we are increasing the chance of converting the customer into a lead (same concept as a microsite), but at the same time giving them the freedom to browse your entire site. I wouldn't expect terms like that to give a dealer an avalanche of traffic, but I sure don't want to ignore the fact that people are typing longer search queries, and if presented with what they ask for with one click, then the odds of them converting go up dramatically. Our CTO just returned from the Goolge Auto Exec conference, and Google now says that the average search term is 4 words. So things are trending towards people typing exactly what they want.
A great non auto example is:
Google - spiderman dvd
The first organic link is Amazon. Do you go to the homepage or directly to the dvd?
James Kovacs
ClickMotive
www.clickmotive.com
James -
I understand the concept of driving visitors to pages w/content related to their search terms.
However, using a search phrase that isn't a real word example of user behavior as a reference point to your "proven success" may be confusing to dealers who may not be familiar w/this concept.
I've heard so many dealers tell me about how unsatisfied they are with the results their vendors deliver - if automotive vendors want to earn, and retain, more business - they need to explain things in easy to understand language, show case studies and service the hell out of their customers.
If you haven't seen them, check out Ralph P's presentation decks & case studies. (It'll take you the entire month of May, but it'll be worth it)
Eric
I understand the concept of driving visitors to pages w/content related to their search terms.
However, using a search phrase that isn't a real word example of user behavior as a reference point to your "proven success" may be confusing to dealers who may not be familiar w/this concept.
I've heard so many dealers tell me about how unsatisfied they are with the results their vendors deliver - if automotive vendors want to earn, and retain, more business - they need to explain things in easy to understand language, show case studies and service the hell out of their customers.
If you haven't seen them, check out Ralph P's presentation decks & case studies. (It'll take you the entire month of May, but it'll be worth it)
Eric
Eric writes:
"...Gotta ask...where are you seeing that people are asking (Googling) for "2008 Chevy Tahoe Cincinnati?"..."
May I suggest:
www.google.com
www.google.com
Eric's in my back yard, Oh the pain I suffer to be a good DR citizen.
Joe
"...Gotta ask...where are you seeing that people are asking (Googling) for "2008 Chevy Tahoe Cincinnati?"..."
May I suggest:
Analytics Tools & Solutions for Your Business - Google Analytics
Google Analytics gives you the tools you need to better understand your customers. You can then use those business insights to take action, such as improving your website, creating tailored audience lists, and more.
www.google.com
Google Marketing Platform - Unified Advertising and Analytics
Introducing Google Marketing Platform, a unified marketing and analytics platform for smarter marketing measurement and better results.
www.google.com
Eric's in my back yard, Oh the pain I suffer to be a good DR citizen.
Joe
Hey Joe
Thx..however, I was trying to drill down further as to where James was getting his info from...
Tone is always a difficult thing to gauge in the written word - but there was a sublte amount of dry sarcasm in my post to James.
Eric
Thx..however, I was trying to drill down further as to where James was getting his info from...
Tone is always a difficult thing to gauge in the written word - but there was a sublte amount of dry sarcasm in my post to James.
Eric
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Alex excellent post...
Wow micro sites for SEO/SERP... hmm that is a new one for me. Someone point out a micro site that ranks well for any good keyword on any SERP. 4 word keywords don't count.
If you are doing PPC sure special finance micro site makes sense... but why bother... when you can do sub domains (taken as separate sites anyhow). Keeps the brand and less chancing of dupe penalty.
I'm always for sites with personalized URL. So if you are doing a postcard get a personalized URL for each recepient but don't get a micro site to go along with it... single page... site is not really worth it.
Why pay for static micro site... host it on Google for free...
Jeff... ahaha... I am the KING of MicroMedia websites!!
Wow micro sites for SEO/SERP... hmm that is a new one for me. Someone point out a micro site that ranks well for any good keyword on any SERP. 4 word keywords don't count.
If you are doing PPC sure special finance micro site makes sense... but why bother... when you can do sub domains (taken as separate sites anyhow). Keeps the brand and less chancing of dupe penalty.
I'm always for sites with personalized URL. So if you are doing a postcard get a personalized URL for each recepient but don't get a micro site to go along with it... single page... site is not really worth it.
Why pay for static micro site... host it on Google for free...
Jeff... ahaha... I am the KING of MicroMedia websites!!
Umer writes:
>>Wow micro sites for SEO/SERP... hmm that is a new one for me. Someone point out a micro site that ranks well for any good keyword on any SERP. 4 word keywords don't count.
>>Wow micro sites for SEO/SERP... hmm that is a new one for me. Someone point out a micro site that ranks well for any good keyword on any SERP. 4 word keywords don't count.
✨ AI Highlights
Dealers and vendors debate whether microsites deliver enough ROI to justify the effort, with the original poster skeptical and others noting low conversion rates compared to well-optimized main dealership sites. The core insight is that a flexible CMS on your primary website often outperforms a sprawl of microsites, and by 2011 the conversation had shifted further as OEM restrictions on domains made microsite strategies increasingly impractical. The thread also surfaces a recurring frustration: dealer website vendors are too rigid to support targeted marketing campaigns, leaving dealers to seek custom-built solutions.
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