Opportunity Max Blog

From content marketing and social media management, to website optimization and paid search trends, the Opportunity Max blog keeps you connected to the latest happenings in the digital marketing world. Get in the know, now.

TL;DR SEO Length Guidelines for 2017: Blogs & Page Content

We began this series discussing the recommended length of your meta tags, particularly meta descriptions and titles. Today, let’s not waste any time diving into page content and blog length. Yippee!

Blog Length

Blog Post Length

More words mean more opportunities to get picked up on a search engine results page—yeah, I guess that makes sense—but the real barometer of a blog’s success is how, or rather who you’re targeting. Do you want readers to leave with a newfound set of skills or knowledge, or would you rather they skim, share, and move on?

Longer blog posts should draw in more compounded “high intent traffic,” but four shorter posts might produce more total visits in the short term, even if the clickthrough, bounce, and conversion rates aren’t anything to write home about. (One must also consider the time it takes to create a robust 1000-word post versus four 250-word posts.) Each has its perks depending on your goal, but let’s swim through some data anyway.

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State of the Self-Driving Car: Mid-2017 Report

In a year that’s been interesting, to say the least, there’s been a lot of chatter about self-driving cars. Will autonomy seep into the factory and roadways to take our jobs and swing us too far into the future for our own good? Or do the benefits of having cheaper auto insurance premiums and safer and uncongested streets outweigh the cons?

Whether you’re an optimist or a cynic on the subject, it matters not; autonomous cars are approaching faster than anyone could have imagined five years ago. With Tesla, Google, and Apple making headway, what do the other big-name automakers have cookin’? Here’s your mid-year “State of the Union” on where we’re at in the self-driving vehicle arena.

Self Driving Car

GM to Lead the American Self-Driving Market

June was the month of months for GM after announcing that they’re ready to ship out another 130 self-driving Chevrolet Bolts—a total of 180—for on-road testing. These first- and second-generation autonomous Bolts are equipped with HD cameras, cross-traffic monitoring systems, and traffic light-sensing sensors.

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Unique & Creative Keyword Research Ideas You Should Try

Having trouble with keyword research? Sometimes the status quo needs to be reworked. If you’re strapped for terms, need some fresh ideas, or are branching into a brand-new niche or vertical, these inspired keyword research tactics might serve you well. In fact, we are certain they will.

Find New Terms on Wikipedia

As the most comprehensive online resource for information, Wikipedia (as if we needed to link it) is a great place to start with keyword ideas. Let’s start by searching on Wiki for the word “burrito,” because I’m quite hungry.

Wiki Burrito

As you can see, there are a few potentially useful pages that populate (and some that aren’t helpful). We’ll go ahead and mark terms like “burrito deluxe” and “burrito bar” as potential keywords.

Heading into the main “burrito” page, we’re given tons of information about what a burrito is, where it originated, how it’s spelled, etc. Here’s where your experience comes into play—you’ll want to identify the best on-page opportunities first, then transition to other pages that are internally linked.

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What’s Google Up To? (News, Updates & Changes)

“What are we going to do tonight, Google?”
“The same thing we do every night, Man in Boxers Eating Ice Cream: try and take over the world.”

Since June, we’ve seen a whole lot of movement from Google. We’ve all heard about the $2.7B fine the EU spanked Google with, but what else is new with the still-flourishing company that’s seemingly become the Brain to our Pinky?

GMB Messaging

Photo: support.google.com

Google My Business Mobile Messaging

Our auto dealers rely on the leads they acquire online, and now Google has given them yet another way to connect to potential customers. With the new messaging feature in Google My Business, companies can chat directly with customers who access their business listing page. But how does it work?

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9 Best Sources for Digital Marketing News & Insider Info

After a long and explosively noisy Fourth of July break—thanks to the neighbors, our dogs are still hiding away in the bathtub—we’re back to the SEM grindstone, as bright-eyed and bushy-tailed as can be. Our first series of business upon returning to our desks, however, was to get caught up on all the happenings in the wonderful world of “Digital Marketing.”

Digital Marketing Sources

A lot can happen in a few days, and as famed philosopher Ferris Bueller once said: “Life moves pretty fast. If you don’t stop and look around once in a while, you could miss it.” Let’s jump right into the fray. Here are our nine favorite resources for industry news, because life moves too fast, yada yada yada….

1.) Google “The Keyword” Blog

Of course, there’s no better way to get in the know than by listening to what comes out of the horse’s mouth. If you sort through the fluff—the hay, if you’ll indulge me in my attempt to make a Dad Joke—there’s a great deal of info to be had from Google’s blog. I tend to sort through blog topics that interest me and fall in line with our industry, such as “Machine Learning,” “Made by Google,” and “Ads,” to name a few.

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Digital Marketing Stats Every Auto Dealer Should Know

1 Billion – Websites on the internet.

100 Billion – Google searches per month.

1 – Dealership site you care about. And we don’t blame you! But beating out all your competitors to the top of those billions of searches and websites is no cakewalk. As you decide how to best position your dealership for continued success, consider these digital marketing stats and how they affect you (if you aren’t sure, it’s time to speak with us).

Digital Touchpoints

80% of Shopping Touchpoints are Digital

About 24 touchpoints stand between the user’s initial car-shopping phase and a visit to your dealership lot, and 19 of them are digital. The major touchpoints include the following:

  • Google or search engine query
  • OEM website
  • Financing calculator
  • Google reviews of local dealership
  • Dealership website
  • Ads
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5 Examples of How a Dealership Should Respond to Online Reviews

We’ve already shown how important customer testimonials are for your dealership’s site—TL;DR: car shoppers are over 90% more likely to click your site if you have positive ratings—but online reviews are a two-way street. To make the most of your newfound stars, you need to invest energy into responding to complaints and compliments alike. In fact, 26% of online consumers feel that it’s essential for a local business to reply to their customers’ issues, and you don’t want to disappoint them, do you?

Replying to Online Reviews

Then why is it that over two-thirds of dealership reviews remain unanswered? Cars.com analyzed the reply rate of each state’s major dealerships, concluding that, yes, a higher rate of response correlates with higher dealer star ratings. For instance, Delaware dealers respond on average to 6 out of 10 reviews, which results in an extraordinary aggregate rating of 4.7 (out of 5). At the opposing pole are South Dakota dealerships, which reply to just 10% of reviews, resulting in a 3.9 rating. That’s inexcusable, South Dakotans!

As a digital marketing company primarily working with auto dealers, we understand how tedious this seemingly innocuous process may feel. But replying to online reviews allows you to capitalize on other dealerships’ missed opportunities—and shows potential buyers that you’re not just a lot filled with metal, rubber, and robots in tan suits. Here are the top 5 examples of how a customer-focused dealership should handle both positive and negative reviews.

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Google Search Partners: Good or Bad for Your PPC Campaigns?

Our Opportunity Max family has spent years in front of the computer screen, analyzing and optimizing hundreds and thousands of AdWords campaigns and ad groups, all to help our clients succeed in the digital marketplace. Over those years, we’ve closely followed the debate over Google’s Search Partners.

  • Are they good or bad?
  • What are the benefits?
  • Should they be optimized separately in their own campaigns or groups?

Now the verdict is in, and we’d like to shed some light on this discussion with the only data we trust—hard data.

PPC Search Partners - Good or Bad

What Are “Search Partners”?

Search Partners are primarily composed of companies that opt into Google’s program; in exchange for ad space, the companies receive a small percentage of click revenue—it’s almost like Affiliate Marketing, but on a larger scale.

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