Christian Jorn, SEO and Web Expert, reveals the proper use of Google’s Developer Tools, Analytics and Webmaster Tools to ensure dealers get the maximum benefit from their premium website. Includes the secret to Remora’s sub 5% bounce rates and provides the necessary tools to make it happen for your dealership right now.

2. Santa Fe Ford, Alachua FL

6. Two Guys and a Back Rub

7. Santa Fe Ford, Alachua FL
211 cars in February 2014
All Time Record February

8. Google is Data Driven
www.youtube.com/watch?v=J5RZOU6vK4Q
Douglas Bowman, a well known graphic designer at Google, left the
company because he felt they placed too much reliance on data over
intuition when it came to visual design decisions.
“Yes, it’s true that a team at Google couldn’t decide between two blues, so
they’re testing 41 shades between each blue to see which one performs
better. I had a recent debate over whether a border should be 3, 4 or 5
pixels wide, and was asked to prove my case. I can’t operate in an
environment like that. I’ve grown tired of debating such miniscule design
decisions. There are more exciting design problems in this world to tackle.”
Regardless of whether you think acting on data or intuition is the right idea,
if you can relate to the data-driven mindset and the culture that results,
you will better understand Google. Searcher satisfaction metrics are writ-
large on Google’s radar and they will only get more refined and granular as
time goes on. For Google, their user’s behavior is everything.

9. So What Can Google Measure?
Remember that everything that happens on Google.com is monitored by Google and
effects your site’s overall trust levels and organic placements in Google search results.

10. Google Chrome is the Spider
Whether or not you install Google Analytics, Google always
has an accurate measurement of your site’s traffic, bounce
rate, user’s average time on site, average page views,
conversion rates and every significant engagement statistic.

11. Greg Linden, Internet Relic
“Google VP Marissa Mayer just spoke at the Web 2.0 Conference (2006)
and offered what Google has recently learned about load speed, user
experience, and user satisfaction. Marissa started with a story about a user
test they did. They asked a group of searchers how many search results
they wanted to see. Users asked for more than the 10 results Google
normally shows. More is more, they said.
So, Marissa ran an experiment where Google changed the number of
search results returned to 30. Surprisingly, traffic and revenue from Google
searchers in the experimental group dropped by 20%.
Why, when users had specifically asked for this, did they seem to hate it?
Marissa explained that there was an uncontrolled variable. The page with
10 results took .4 seconds to load. The page with 30 results took .9
seconds. Half a second delay caused a 20% drop in traffic. Half a second
delay killed user satisfaction.
This conclusion may be surprising -- people notice a half second delay? --
but we had a similar experience at Amazon.com. In A/B tests, we tried
delaying the page in increments of 100 milliseconds and found that even
very small delays would result in substantial and costly drops in revenue.

12. Greg Linden, Internet Relic
Being fast really matters. As Marissa said in her talk, “Users respond to
speed.” Marissa went on to describe how they rolled out a new version of
Google Maps that was lighter (in page size) and rendered much faster.
Google Maps immediately saw substantial boosts in traffic and usage.
The lesson, Marissa said, is that speed matters. People do not like to wait.
Do not make them.”
-- http://glinden.blogspot.com/2006/11/marissa-mayer-at-web-20.html

14. Source: http://www.akamai.com

15. Source: StrangeLoopNetworks, Tealeaf

16. Source: http://mobithinking.com

17. Improved Load Speeds Immediately Impact:
• Bounce Rate
• Time on Site
• Avg. Page Views
• Brand Reputation
Most importantly,
• Search Engine Results
• Engagement Levels
• User Satisfaction
• Conversions/Leads

18. Improved Load Speed Increases Sales

19. I’m not a geek, so how do I know
if my website is performing?
It’s easier than you think.
The overall user experience on the web, crawl rates
and page load speeds are important to Google so
they provide the necessary tools to fix your website.
Sounds great, how much?

20. Free-er than riding
a bald eagle naked
into the sunset.
Google Webmaster Tools, Google
Analytics and Google Developer Tools
are Powerful, Robust and Free!

21. Google Webmaster Tools
Webmaster Tools is the only way that Google communicates with you
about your site regardless if you have access to it or not. If you do not use
webmaster tools, your site may have major problems that can easily be
corrected and you’d never know it.
Google uses your webmaster tools account to communicate about any
penalties or manual actions taken against your website and even provides
recommendations for HTML and structural data improvements.
GWT also reveals crawling errors that Google encounters, all blocked URLs,
any sitemap problems and shows you how many pages are being crawled
per day, how much data they are downloading from your site and how fast.
Google uses webmaster tools to show you the top keyword searches that
drive traffic to your site and large portions of your inbound link profile.
Here is what it looks like,

24. Google Analytics

25. Google Analytics
Incredibly simply to install, Google Analytics is a full featured tracking
service that reports all user activity and categorizes all visitors into:
• Search Engine Traffic
• Visits from Referring Sites (craigslist, cars.com, autotrader, etc.)
• Direct or “Branded” Traffic
Also tracks conversions (form fills) and connects them with the traffic
source. They even report on user demographics and their geo-location.
“Sounds Great, but what
should I be looking for?”

26. Google Analytics Benchmarks
The reporting provided by Google Analytics represents an
incredibly deep rabbit hole that includes automated reporting,
custom dashboards, geo-tracking, alerts and extremely granular
data about your website visitor’s habits and demographics. At the
very least, you should be monitoring:
• Overall Traffic Levels – Depends on brand and market
• Average Visit Duration – 4.5 minutes at a minimum
• Average Page Views – 4.5 page views at a minimum
• Bounce Rate – Maximum of 9-10%
If your website traffic does not reach these minimum benchmarks,
you do not have a premium website. If your web provider refuses
to install the Google Analytics tracking code for an account that
you own, than you definitely do not have a premium website.

29. Google Developer Tool – Page Speed Insights

30. Page Speed Insights Tool
Google has been shouting the importance of website load
speed to webmasters since 2010 and has recently launched
a robust tool for non-geeks to evaluate their sites and hold
their providers accountable. The “Page Speed Insights Tool”
is simple, you just enter your domain name and press Go.
In less than one minute, the tool scores both your mobile
and desktop site between 0 and 100 and provides the
necessary fixes for your site. This way your vendor or staff
knows exactly what needs to be done and when they make
the corrections, your Page Speed score improves instantly.
You don’t have to know what all the techno babble means,
when you see the score has improved, you know that your
site has been corrected. Here is what it looks like:

32. Value Points Summary
1. Creative Use of Craigslist – Search “trade”
and filter with minimum price of $5,000.
2. Google Webmaster Tools – Google wants to
communicate, it’s important to listen and
adjust your site and linking accordingly.
3. Google Analytics Benchmarks – Hit Em.
4. Google Developer Tools – Page Speed
Insights from the Ultimate Judge. Show your
web provider or staff and tell them to fix it.
http://developers.google.com/speed/pagespeed/insights/

33. Thank You.