This is my first algorithmic journey (I studied marketing and not math for good reason) and wanted to learn how Google’s PageRank worked in 30 Minutes or Less. I work with car dealerships everyday to educate them about how the Internet works so they can maximize their Internet marketing budgets. I’ve been explaining how search works in the same way for about 2 months and needed some new shiny tools for my search toolbox.

To start, I Googled ‘google’s algorithm’ because it seemed I a good place to start to discover how Google works (good idea, huh?) and found some interesting info. First, this is how Google refers to their Search Engine:

Google’s Technology: Google searches more sites more quickly, delivering the most relevant results.

At the heart of their technology is PageRank. Pagerank is a system for ranking web pages developed by Larry Page and Sergey Brin and is what fuels Google’s search engine. Larry Page and Sergey Brin built this engine while attending Stanford. The Anatomy of a Large-Scale Hypertextual Web Search Engine is a college paper that has turned Google into a $171B company. I should have focused harder on my homework and hung out with smarter kids at school…

This is Google’s official explanation on PageRank:

PageRank Explained

PageRank relies on the uniquely democratic nature of the web by using its vast link structure as an indicator of an individual page’s value. In essence, Google interprets a link from page A to page B as a vote, by page A, for page B. But, Google looks at considerably more than the sheer volume of votes, or links a page receives; for example, it also analyzes the page that casts the vote. Votes cast by pages that are themselves “important” weigh more heavily and help to make other pages “important.” Using these and other factors, Google provides its views on pages’ relative importance.

Of course, important pages mean nothing to you if they don’t match your query. So, Google combines PageRank with sophisticated text-matching techniques to find pages that are both important and relevant to your search. Google goes far beyond the number of times a term appears on a page and examines dozens of aspects of the page’s content (and the content of the pages linking to it) to determine if it’s a good match for your query.

PageRank shouldn’t be confused with Google’s PigeonRank, which involves multiple pigeons pecking at keyboards, day-and-night to power the Internet. Now THAT’S a great idea!!!

After finding this info, I checked out Wikipedia and got their usually reliable PageRank definition and checked out a few blog postings. I don’t know who Ian Rogers is, but I liked his explanation of how Google’s Algorithm works.

TIME’S UP!!!

PageRank isn’t as complicated as I thought it was going to be. It’s basically the connections that exist between any and all websites that Google is indexing. I use Google’s ’site:’ to show the number of pages Google has indexed for any URL when I’m explaining ‘How Google Works’ to the dealerships I interact with everyday.

Another tool that I’m going to start showing when demonstrating SEO is ‘link:’. This shows what websites Google has linking back to a URL, which plays a significant role in increasing PageRank for any website. It’s necessary that the link’s pointing back to your website are useful to your website’s visitors or Google will consider it SPAM. If Google thinks your URL is doing anything to game their mighty PageRank, they can blacklist your domain name. Can you say buh-bye visitors?

If you want to make sure the company you’re talking to is offering a quality SEO product, don’t take someone’s word for it, check out what Google suggests here.

This is something I discovered this afternoon…

It looks like Google is now incorporating a vehicle search, with pull down menus, into their search results that direct consumers to their Google Base product. Once the Googles and Yahoos of the world figure out vehicle searches, the Autotrader/Cars.com automotive portal sites better watch out.

All of these searches goto vehicle details pages to give consumers the information they want instantly.  It will be interesting to see where this product goes in the future and if Google intends this to be a game changer in the automotive portal world, or simply another beta product the Googlers can play around with.

Check out the screen shots below:

I’m heading to the Digital Dealer Conference in Orlando, FL next week. This will be my first Digital Dealer conference and I’m excited to see what it is all about. I’ll try to update this blog with any info, interviews, and insight I get from the show.

Get info on the event here: http://digitaldealer-magazine.com/issues/DD_conference_2007/index.shtml 

If you’re going to be there and want to meet up, call my cell phone @ 206-334-7495.

See you in Orlando!

http://www.marketingcharts.com/interactive/adtech-survey-best-and-worst-online-tactics-budget-plans-for-2008-3512/marketing-sherpa-adtech-year-end-survey-views-emerging-tactics-2007jpg/

I think that the Top 10 Automotive Sites are of particular interest with eBay Motors, AOL Auto, and KBB finishing 1, 2, and 3.

Nothing really mindblowing…but interesting!

You can access the entire report here: http://www.us.capgemini.com/carsonline/

I find it particuarly interesting that the two factors that dealer principals tend to focus on when making a website decision (incorporating zippy/flash graphics and offline ads) are the two least important factors for consumers according to this survey.

I recommend giving your dealership’s website a checkup to make sure you are providing your potential customers the information they are looking for!!!

Mark Dubis of CarFolks.com called me yesterday afternoon to talk about his new venture, it’s progress, and where he sees it heading in the future.

I have to admit, when I first heard of the concept of CarFolks.com, I didn’t know how such a focused social network had a chance of surviving in the cluttered space of Web 2.0.  After speaking with Mark yesterday though, I think he’s onto something…

CarFolks.com is trying to bring some credibility to the average salesperson at a dealership in the same way that real estate agents are using the Internet to market themselves.  If you are in the business of providing automotive services to consumers, CarFolks is a venue where you can setup a personal profile to let the world know who you are, where you work, and what you are all about.  It’s a great way to create a microsite about yourself and a better way to market yourself in as a professional salesperson in the Automotive space.  The best part about the service is these profiles are available to any and all salespeople for FREE!!!  In less than 10 minutes, you can have a profile up and launched that will hopefully drive some traffic and customers your way in the future.

Mark forwarded me one of the first comments inputted by customers for a salesperson on CarFolks.com, check it out by following the link below:

http://www.carfolks.com/index.php?option=com_mtree&task=viewlink&link_id=17172&Itemid=50 

Here is a snippet of information that Mark forwared me regarding CarFolks.com and their $1000 spiff for the month of March:

CarFolks the first automotive focused social network is live now and offering FREE
pages to all sales staff in dealerships across the country.  Carfolks.com supports
salespeople and dealerships that are dedicated to the highest level of customer
satisfaction.  To reinforce our belief in high standards of customer service,
Carfolks is offering $1,000 to the salesperson that has the highest CF Score on the
site in the month of March.  Make sure you are registered (with your picture) and ask
your customers to submit a review of you today!

Additionally CarFolks is built to Improve Search Engine Ranking
Did you know that every salesperson and service advisor with a profile on
Carfolks.com receives FREE placement on the major search engines like Google and
Yahoo?  Your profile page is indexed on most search portals, giving you free
visibility when a local customer is searching for a dealership in your area.  Make
sure you have a link to your Website and your direct (or cell) phone number in your
about me!

I think that with enough salespeople signed up, Mark and his team could be onto an idea that could help legitimize selling cars has a profession and really allow the best and brightest in our industry to standout.  With this service being currently offered for FREE I recommend going to CarFolks.com today and creating your profile ASAP.  Who knows where it will take you!!

HAPPY SELLING!!!

In order to alleviate some of the smoke-and-mirror tricks that some vendors are pushing regarding Search Engine Optimization, I’ve decided to study up on the subject of Search Engine Optimization and share what’s real/unreal and what works/what doesn’t in order to allow each dealership to pick their new website or SEO vendor based upon facts versus what a snake oil salesperson is selling.

Most of the information you’ll find in the upcoming posts have been derived from a video training session on Lynda.com. Lynda.com is a online service that allow you to go through tutorials on technological subject matter ranging from SEO to Javascript to PHP. It’s an excellent resource because it allows you to work side-by-side with a video. Really cool stuff and I suggest you check it out if your geek side is interested.

In order to explain search engine optimization, I think it’s necessary to explain search on a very basic level

What do ESPN, Pizza Hut, Ace Hardware, 1800Flowers, and your dealership have in common? They all have a website. More importantly, they all have websites and want to be visited and found by people like you and me on the web.

How do people and consumers find your website? They use multiple channels to discover new websites to visit such as word of mouth, TV, Books, Magazines, Radio, and Billboards. In today’s online environment, search engines like Google, Yahoo!, MSN, and AOL and 100s others are for the most part how your website is discovered.

Let’s break down some of the terminology and processes of search. If I want an iPod, I go to a search engine and search for ‘ipod’. After doing this, I am faced with an an overwhelming amount of information about ipods on the first page I’m presented with. These results and information are referred to as SERPS.

SERP- Search Engine Result Pages

After performing a search for ipod, within seconds, a company or person’s website will be seen with information that the search engine has deemed relevant for the keyword or phrase searched. The search engines offer multiple areas of real estate for people to click on. The sponsored links are just that, sponsored or paid for by someone for placement. I’ll write an article later about sponsored links and Pay-Per-Click marketing, but for this post, I’m going to concentrate on SEO.

All of the area outside of the sponsored links are natural, or organic, listings. These listings are where 80% of all consumers will click to get the information they’ve requested. Natural listings are trusted by consumers and seen as an being unbiased, not tainted by advertising, or tainted by the search engines themselves. This real estate is the domain of Search Engine Optimization (SEO).

With 80% of all clicks occurring in this space, it’s understandable that positioning your dealership’s website high in these rankings is fiercely competitive because the search results page real estate is extremely valuable. Statistics and studies show that if your websites isn’t on Page 1 of a SERP, your chances of getting visited is about ZERO. People rarely go past Page 1 when they are searching online. Typically, if a searcher doesn’t find the information they are looking for on page one, they enter another search term and start the process over with a new page of SERPs. If they don’t find what they’re looking for after a few tries, they go to another search engine.

The reason that Google has gained a 60%+ market share of all searches and is the currently leader in the search industry is that they provide their searchers with the most relevant information with the fewest clicks. That’s what the search engines are all striving to do to get a bigger piece of this ever expanding market.

How do you get your dealership’s website listed higher? Search Engine Optimization!!!

I’ll go into to detail in later posts to explain how to increase your rankings, explain SEM (Search Engine Marketing), and White Hat/Black Hat SEO practices. If you’d like information in the meantime, don’t hesitate to contact me @ patrickworkman@gmail.com or @ 206.334.7495.

HAPPY SELLING!!!

I have a MySpace and Facebook account.  Everytime I hear of a new social networking opportunity, I always goto the website and sign up to see what it is all about.  The one social networking site that has offered more value to me then all the others would have to be LinkedIn though.

From LinkedIn:

LinkedIn is an online network of more than 20 million experienced professionals from around the world, representing 150 industries.

When you join, you create a profile that summarizes your professional accomplishments. Your profile helps you find and be found by former colleagues, clients, and partners. You can add more connections by inviting trusted contacts to join LinkedIn and connect to you.

Your network consists of your connections, your connections’ connections, and the people they know, linking you to thousands of qualified professionals.

Through your network you can:

• Find potential clients, service providers, subject experts, and partners who come recommended
• Be found for business opportunities
• Search for great jobs
• Discover inside connections that can help you land jobs and close deals
• Post and distribute job listings
• Find high-quality passive candidates
• Get introduced to other professionals through the people you know

I have been on LinkedIn for about a year and it has been an excellent source of sales referrals and networking opportunities.  I have been ‘LinkedIn’ to numerous clients that have had little interest or paid no consideration to Dealer.com’s products and services until they’ve joined my network and now they are either clients or will be soon.

I’m on LinkedIn daily  because everytime I introduce myself or have a conversation with someone I’ve just been introduced to, I send them an invitation to join my network.  This allows me a way to constantly stay in contact with each individual regarding of where they are working or what position they hold.  We’ve even used LinkedIn as a recruiting tool to announce job opportunities with some incredible results.

If you’re not on LinkedIn, you should be.  Click here to join and make sure you send me a request to be in your network!!!

With the NADA 2008 conference coming up in less than a month, what do you think will be the biggest and brightest innovation to come out of the show?

Will it be revolutionary new CRM products? Automated Fixed Operation Tools? Robotic sales people?

What have you seen in 2007 that will be a game changer for the retail automotive industry in 2008?

This is too funny…

In addition to offering low, low prices on everything from kitty litter to plasma TVs, Wal-Mart’s Sam’s Club is offering SEO services:

http://samsbiz.com/page/1dmiu/Online_Advertising.html