Digital Optimizati

on2015

Lawrence Kia By: Anne Kelley

Lawrence Kia: SEO • Currently, Lawrence Kia is

not competing with otherdealerships in the Kansas City area.

What I can do: SEOMake Lawrencekia.com rank on Kansas City terms.• I can grow organic traffic between 556 - 1113 visits 10% - 20% a month 90 days after

optimization is live.• With recent access to the SEO elements of the Lawrencekia.com website, I will optimize the

site to target increased traffic from Kansas City terms.• Write custom copy for main pages on the site and write weekly blog posts at a 500-100K word

length. Customer’s want valuable, shareable content with images, videos and resources. • Leverage third party review resources to showcase the quality of service.• Optimize vendor dealership descriptions to target Kansas City terms; Cars.com, Autotrader,

Edmunds, DealerRater etc.• Build seasonal sales pages that will change yearly based on the promotions. The page will be

the same each year, but the content on the page will change. • Monitor site using Google’s Search Console and Google Analytics. Fix Google indexing errors.• Optimize social media properties to target Kansas City terms.• Deliver monthly ranking reports and weekly status reports.

Lawrence Kia: Tracking• Currently LawrenceKia.com is not set-up to track leads from

different lead channel sources.

What I can do: Tracking• Updating the website code to isolate these channels and show

leads per channel. This supports optimizing channels for better lead generation.

X amount of website leads

X amount of website leads

X amount of website leads

Lawrence Kia :Paid Search• Currently Lawrencekia.com is not advertising on the search engines.

What I can do: Paid Search• Even with a #1 organic ranking, paid ads provide a 50% increase in

traffic to a website. (searchengineland 2014)

• Increase traffic to site by 2K a month.• By adding an Adwords campaign, we can increase traffic and leads to the website.• Budget will be locked down and fixed. We will optimize the budget using

dayparting.

Lawrence Kia: Social Media: Google+● Currently Lawrence Kia’s

has a Google+● Additionally there are local

reviews.

What I can do: Social Media: Google+● Update the Google+ page

to have a custom background and a logo.

● Optimize the about us for Kansas City terms.

● Add a section to the site promoting reviews and showing customers how to give testimonials.

Lawrence Kia: Social Media: Twitter ● Currently Lawrence

Kia’s Twitter profile is used to distribute information.

● Ratio of Following to Followers is too high.

● No value proposition in the image.

● Description is not optimized

What I can do: Social Media: Twitter • Twitter has introduced

Twitter Cards, which allow users become leads and acquire opt-in email address

Instead of this:

• We get this:

• I will optimize the images and the content on the profile

Lawrence Kia: Social Media: Pinterest● Currently there is an

old Lawrence Kia account created by Ryan Selleck.

What I can do: Social Media: Pinterest● Consumers are using Google

images and social media networks i.e. Pinterest to shop.

● Pinterest is important for brand authority in the search engines.

● In July Pinterest launched a Buy It feature. Allowing users to add a product to the cart on the merchant website.

● I can create an account and curate Kia content and Lawrencekia.com content.

Lawrence Kia: Social Media: Youtube● Currently the Youtube

channel has one video.● Missing a value

proposition in the image.

● The About section needs to be optimized for the search engines.

What I can do: Social Media: Youtube● Optimize the Youtube channel by adding videos from dealer.com.

Videos descriptions will be optimized and have links to Lawrencekia.com.

● Update the main channel graphic to include value propositions.

● Optimize the About section to target Kansas City Kia terms.

● Build Playlist by Kia Models, modified kias, seasonal maintenance.● Monetize the videos so we are able to receive a commission on

ads show in our video (optional).

Lawrence Kia: Social Media: Instagram & Vine● Currently there is no Instagram

or Vine presence for Lawrencekia.com

What I can do: Social Media: Instagram & Vine• I can build out a Lawrence

Kia Instagram page and curate content from the web. I will verify the account and optimize for Kansas City terms.

• More research needs to be done on Vine.co. We can take videos inside vehicles and embed in the blog. We will tag #kiasportage, #kiasoul #carsforsale etc.

Timeline click to open in a browser

How I will be measured• Organic traffic baseline is established with a full month of August. I can grow organic

traffic between 556 - 1113 visits 10% - 20% a month 90 days after optimization is live.• I can increase monthly traffic to the website by 2,000 visitors a month using AdWords.• I can increase social website traffic 48 - 80 visits 300% - 500% a month 60 days after

social networks are optimized and launched.

How I will be measured: Assumptions• Organic traffic baseline is established with a full month of August. I can grow organic

traffic between 556 - 1113 visits 10% - 20% a month 90 days after optimization is live.

• I can increase social website traffic 48 - 80 visits 300% - 500% a month 60 days after social networks are optimized and launched.

• 75% of my time is spent on SEO and content for the website.

• Seasonality is not included in the percentage; the natural decline in website traffic during the fall and winter months needs to be taken into account.

• I am not the search engines, if a big update happens within the next 90 days this “may” affect the organic search rankings.

Closing• I know, with some attention to details and quality content on

Lawrencekia.com, I can generate more leads and sales.

• Annual lead generation plans are needed to support the continuously changing digital/internet landscape.

• Weekly updates will be delivered to give insight into deliverables executed and if there are any unforeseen issues.

• Quarterly updates will be delivered comparing baseline stats from this presentation to current traffic and lead stats.