EasyCare and
Motor Trend Certified
Digital Marketing
30 November
2011
1
Prepared by
Bruce Brownlee
Bruce Brownlee Company LLC
888-667-2721
www.brucebrownlee.com
2
Contents
 BBC Team for APCO
 Yearly Highlights for EasyCare Digital Marketing
 What We Operate for APCO
 Open Projects and Opportunities
 New Needs
 Today’s Topics
3
BBC Team
The First Team
The Reserve Team
 Bruce Brownlee – SEO, LPO,
Marketing Site Dev
 Dario Ruff – SEO
 Kani Cassens - SEO
 Christopher Krauskopf – SEO,
WordPress
 Devin Poole – SEO Strategist,
Site Optimizer
 Dan Hawkins – PHP Developer,
SOAP/Web Services Programmer
 Mark Dlugozima – SEO
 Greg Kuzma – Creative
 James Blakely – Web
Programmer, Usability, UI
Development
4
BBC Staff Supporting APCO
 Bruce Brownlee – SEO, analytics, usability, web
page construction, agent sites, landing pages
 Dan Hawkins – web programmer for landing
page submit handlers, Brafton content grabbers,
Brafton content display, Storyserver database
 Greg Kuzma – page design concepts, creative,
Flash video, gradients, backgrounds, hero shots
 Kani Cassens – joining to work SEO projects
5
Yearly Highlights
6
2009 Highlights
 May 2009 - First MotorTrendCertified.com built in
less than a week.
 June 2009 – First PPC Landing Pages first built and
deployed with Google Adwords campaign.
 October 2009 – New EasyCare.com designed
7
2010 Highlights
 January 2010 - New EasyCare.com live, hosted
on Windows by IT, replacing Drupal site.
 April 2010 - Mazda MEPP Landing Page to
production. Includes web leads interface, zip
code lookup, Blipstar geo-location for find a
dealer.
 August 2010 – Video CDN implemented for
EasyCare and MTC videos
 November 2010 – MTC Dealer Nomination
contest enabled
8
2011 Highlights
 EasyCare Agent Site completed – First agent is
ADG
 New web leads interface built, tested, deployed
for all landing pages and EasyCare.com
 RV Landing Page deployed as LP76 with new
web leads interface
 Car Landing Page updated as LP74
 Visistat real-time web analytics and lead
tracking installed
9
2011 Highlights, page 2
 Redesigned prototype CoVideo page deployed
 EasyCare Online wireframe site built to show
navigation
 Brafton content feed wired directly into
MotorTrendCertified.com with Storyserver
database, content grabbers, and automated
content display
 First fully-mobile friendly pages built for AutoNews
/ Auto Remarketing QR code campaign
10
2011 Highlights, page 3
 Motor Trend Certified email campaigns
 Motor Trend Certified dealer support and MTC 20
meetings
 Significant quality and functionality upgrade to
EasyCare.com Get EasyCare page
11
What We Operate for APCO
12
Online Properties
 Easycare.com
 Dealer.EasyCare.com
 EasyCare Agent Site
 LP74 – Car Micro Site and LP Database
 LP76 – RV Micro Site and LP Database
 Mazda MEPP Micro Site and LP Database
 MotorTrendCertified.com
 EasyCareCustomerCare.com
 Brafton Content Feed
13
EasyCare.com
Consumer facing web site with carefully crafted conversion paths
and calls to action, designed to appeal to multiple personality types
and buying modes.
14
Dealer.EasyCare.com
Ready for a re-work now that an idea of what’s needed has
coalesced. Was originally just a place for dealer creative to live after
leaving old site. Dealer recruiting would be the new purpose.
15
New CoVideo Page Prototype
http://dealer.easycare.com/CoVideoNewPage.aspx not yet in
production – awaiting more videos and approvals
16
EasyCare Agent Site Template
Developed for EasyCare agents. Implemented for ADG, underway
for EasyCare Midwest and Dealer Performance Group. Curran next.
17
LP 74 – Car,
Truck, SUV
The LP74 micro site offers
vehicle service contracts and
EasyCare benefits for cars,
trucks, and SUV’s.
The landing page is integrated
with the 2011-updated Web
Leads interface to connect the
call to action directly to the
database at the ECCC.
Customers often get a call
back within 10 minutes.
18
LP76 - RV
Like LP74, connected directly to the new Web Leads interface.
Serves as the target for PPC ads and content advertising focused on
RV, fifth wheel, towables, and popups.
19
Mazda MEPP
LP73 is the Mazda MEPP
landing page micro site.
First to use the Web Leads
interface. First to use the
Blipstar geo-locator for find-adealer. First to use zip code
entry with a reverse city/state
lookup to make user entry
easier.
To be transitioned to a nonMEPP generic Mazda landing
page, without official Mazda
logo.
20
MotorTrendCertified.com
A site whose purpose has shifted from presenting a credible face to
recruitment of dealers and now to driving leads to dealer web sites.
21
Nominate Your Dealer for MTC
Desktop landing page for MotorTrendCertified.com
22
Become MTC Dealer LP
Provided in both desktop and mobile versions.
23
EasyCareCustomerCare.com
A multi-page microsite built originally to receive and email submit
VSC quote requests for the ECCC.
24
Web Leads Interface
Online web leads connect instantly on submit with APCO and reach
the ECCC in one minute. Customers can get a call in 10 minutes or
less.
25
Brafton Content Feed
Programs run on MotorTrendCertified. StoryServer database is hosted
at EasyCare-Customer-Care.com.
26
Landing Page Inventory
 Twenty seven active landing pages and seven
thanks pages on five domains. Fifty eight retired
landing pages
 Desktop and mobile
 Quote requests
 Information requests
 Submit testimonials
 Become a dealer
 Find a dealer
 Nominate your dealer
See 2011-07-26 Landing Page Inventory v34.xls
27
Operations
 24x7 monitoring for web properties:
 Dealer.easycare.com
 EasyCare.com
 LP74 and LP76
 Mazda MEPP
 MotorTrendCertified.com
 EasyCareCustomerCare.com
 Car and RV PPC campaigns in Google Adwords
 Lead and close tracking
28
Operations, page 2
 MTC Nominate Your Dealer
 MTC dealer referral reporting
 Web content updates for all sites
 MTC Find a Dealer map updates and news
 Monitoring and censoring Facebook postings
 Review and report EasyCare.com testimonials
 Track and react to Google alerts
29
Operations, page 3
 Manage and operate Brafton content feed
 Assist with Brafton content posting process
 Download web server log files for GoDaddy-
hosted sites
 Review and report from Google Analytics,
including dealer referrals
 On page quality and link checking for all sites
30
Open Projects and
Opportunities
31
Hot Issues
 Horse boot ranking ahead of APCO for EasyCare
 Rip Off report on home page for EasyCare
vehicle service contracts
 MotorTrendCertified.com improvements
requested by Larry 20 July
 Support for MTC dealers
 Leads for MTC dealers
32
Horse Boots? Varies by Day
33
The 2002 Ripoff Report
It will take more high-ranking properties (other than EasyCare.com) to
bump this 2002 report, and 13 others off the home page. Ripoff
Reports are a fundraising scheme. They take money to modify or
remove reports.
34
Opportunities to Leverage
 Updated Keyword Plan and Content Plan
 SEO on page optimization for EasyCare.com
and MotorTrendCertified.com to boost traffic
and conversions. Focus on conversions, not
appearance.
 Keyword optimization and keyword linking in
Brafton content
 Link building campaigns for EasyCare.com and
MotorTrendCertified.com
 Motor Trend Certified blog with keyword linking
35
Updated Keyword Plan
36
Current Project Areas
 Brafton Content Feed
 Digital Marketing
 EasyCare.com
 Lead Gen
 Motor Trend Certified
 Reputation Management
37
Brafton Content Feed
 SEO friendly URLs for MTC
 SEO links into articles
 Automate Brafton feed to EasyCare.com
38
EasyCare Digital Marketing
 Refresh stock art inventory checks
 Cross property fact check and update
 Social media widget updates on all properties
39
EasyCare.com
 Warranty Comparison Tables Update
 Improved static 404 page
 Add a blog module
 On page and in-site SEO for entire site including
canonical tags and keyword optimization
 Rebuild dealer.easycare.com to align with plan
provided
40
Lead Gen
 Migrate Mazda MEPP page to EasyCare
branded page
 Add 2012 models to landing pages
 Test Google Website Optimizer to find headlines,
hero shots, and calls to action with enhanced
click through
 Resolve ULID close reporting
 Update RV comparison table and CTA fields
41
Motor Trend Certified
 20 July meeting changes including geo-aware
dealer flyer ads, Pure Cars search page
 Big footer with sitemap, social, RSS feed
 Single click find-a-dealer map
 Lighter site design, dealer picture train
 Lots of site SEO including new KW Plan
 Lots of content additions and updates including
dealer pages that link to dealer sites and
inventory
42
MTC Dealer Pages
To provide more measurable traffic from MotorTrendCertified.com to
dealers. Build forwards for new dealers, build backwards to cover
existing dealers. Link to dealer inventory, dealer site pages.
43
New Needs
 Reputation Management – developing more
EasyCare search results from other properties
 EasyCare.com Mobile Pages
 MotorTrendCertified.com Mobile Pages
 EasyCare.com iPhone/iPad application
 My EasyCare functionality not implemented for
EasyCare.com
 Checking contract expiration, checking payments
made, doing online renewal request was original
intention
44
Today’s Topics
45
MotorTrendCertified.com
 Home page news accordion story for Jeff Schmitt on
MotorTrendCertified.com with a picture from the
opening and a link to the Ohio dealers list. The link is
implemented in a way that it will bring up Jeff
Schmitt’s locations at the top of the list. – completed
 Jeff Schmitt image gallery page for the launch with
for the better pictures we have – completed
 Press release posts - completed
 National dealer map – art received. Work left to cut
out individual states, position dealer locations, rebuild
state popup pages. Also have new styling and art
ready for state pages.
46
EasyCare.com
 Duplicate pages when creating pages back
end of easycare.com – for Ashley Moore
 Claims paid ticker at bottom of the site (new
request)
47
Reputation Management
 Plan prepared 16 November
 First step in plan completed
 5.1 Research and Analyze Competitive and
Adverse Results
 Need to report out – keywords, links, rank, traffic
data
 Next two steps
 Tuning article and image content on
easycare.com to get image and article results to
rank
 Social media profiles tune-up using branded
keyword combinations
48
Social Media
 YouTube Channel connection to Facebook
 New question on tools to research
 Developing YouTube Channel is very important to
have as another result between EasyCare and
Ripoff Reports
49
Extra 3000 a Month
 Was envisioned as leveraging what we already
have to get more sales
 Instead of more SEO time, more construction
was covered – such as…
 Brafton Content Management System
 New Web Leads System – development, testing,
deployment
 Auto News / Auto Reseller Mobile Landing Pages
 New CoVideo page prototypes on
dealer.easycare.com
50
Brafton Recommendation
 Content does not use the keywords we
requested
 Content is of mediocre quality
 We aren’t seeing a big traffic bump from the
content
 Our time could be better spent $$$
 Tuning and linking content already received
 Tuning our landing pages for higher submit rates
 Social media linking on our best keywords
 Getting other properties like YouTube Channel to
rank
51