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Dealers United Negotiates 52% Off KPA SEO Packages

The suspense is over. Dealers now have till April 20th to decide to take the Dealers United SEO offer.

 

The selected vendor partner for Automotive SEO is KPA/TKA and dealers will have two solutions to select at a 52% discount.

 

The package features are listed below:

 

Dealers United SEO Offer

Package Details Premium Elite
Keyword Discovery & Research included included
Custom Meta Elements included included
Custom Content Creation included included
XML Sitemap Submission included included
Inventory Sitemap Submission included included
Video Site Map Submission included included
KPA Proprietary Off-Site Link Building included included
Monthly Internet Marketing Ranking Reports included included
Micro data formatting (Schema.org) included
Competition Pursuit Package included
Video Optimization Package included
Regular Content Updates included
Local Listings Optimization included
Monthly Consultation included
Retail Price $999.00  $2,499.00
DU Member Discounted Price $469.53  $1,147.53

 

Definition details can by found here: SEO Definitions

 

The Premium SEO Package is priced in the same range that companies like Dealer.com and Cobalt offer on a monthly basis, which range from $400-$600 a month.  

 

Some of the included services may overlap with some of dealer's existing digital marketing investments and of course this might mark the first time TK has had to update hundreds of websites that are not on their own website platform.

 

Do you think any website platform providers will mind sharing the stage with a company that offers a competing website product?  

I don't think so, because a dealer can give access to any "partner" they choose to help with ethical Automotive SEO strategies.  

 

What do you think?

 

 

 

 

 

Views: 724

Tags: "tka, , dealers, , , kpa, , , seo, seo, dealers united, kpa seo, seo"

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Comment by Larry Bruce on March 30, 2012 at 4:54am

My first thoughts when I look at this are:

1. 6 out of the first 8 in the Premium Package should be done as a matter of coarse by your website provider. If they haven't you need to get them on the phone and make them to it those are the responsibilities of your provider... AT NO ADDITIONAL CHARGE! 

2. I would really need someone to define custom content creation. 

3. Proprietary Off Site Link Building - that is an ominous term to me, link building with who and how? Not all links are created equal and Google continues to further diminish these link / content farms where you just buy them. 

In the Elite Package I would have the following questions and comments:

1. 3 of that 6 your website provider should be doing at no additional charge just a part of onsite SEO. 

2. Define the following: Competition Pursuit Package, Video Optimization Package, Regular Content Updates. 

Lastly and my biggest question as a dealer would have to be: Who at Dealers United did the Vetting here and what are their qualifications to understand the offering and its value? 

At first glance this may seem like a lot for a low price and it very well still could be but there is not enough information in this post to make that determination. 

Comment by J.D. Rucker on March 29, 2012 at 11:47pm

@ipitcrew

Some of these questions are for Jesse to answer but I will answer the ones that pertain to KPA SEO.

1. KPA has been working with TK for a while now and understood our operations intimately when the deal culminated last year. They brought years of experience and success in business operations and customer service and applied it to our entire package including SEO, which we have been dominant in for years.

2. When we were at SXSW, we were able to hear 1st hand about the changes and I was able to discuss the concepts with many of the top SEO minds in the nation. The best part about our proprietary system is that it has been designed based specifically on what Google has always promoted: quality over quantity. The companies that have been hurt thus far by the change are of the style that we have always avoided. In talking to Brian earlier tonight, we both agreed that neither his nor my techniques can possibly be affected by the changes as Google (and Bing) are going after the bulk spammers, not those building content-based, quality-first links like KPA and PCG.

3. We have created criteria to keep from "stepping on our own toes" by taking on direct competitors. The advantage of a small window of purchase is that we will be able to manage the expectations and avoid pitfalls between competing dealers more easily.

4. The vetting process utilized by Dealers United was the most comprehensive I have ever seen. They knew what questions to ask and were able to recognize the differences (as Brian does) between a $500 package offered by most vendors and a truly results-driven, intuitive, and proven SEO strategy that has time and time again handily outranked our less-expensive competitors. Selling this level of SEO would have never been possible at these prices without the immense buying power that Dealers United brought to the table.

5. We have been working with many other website vendors to provide their clients SEO for years. One of the things that DU did was contact dealers who were on our platform as well as dealers who were using other website platforms to test satisfaction and get first-hand feedback. We have worked with easy CMS tools and we have worked with vendors who do not have proper CMS capabilities. The former is definitely easier but we have yet to find a vendor that we couldn't work with directly. It's in their best interests to drive more traffic to their clients' sites, so the relationship can be a mutually beneficial one.

6. Jesse can answer this question directly, but I know that their vetting was intense and required absolute transparency on our part.

7. The Dealers United deal is month-to-month. We will be in constant competition to raise the bar higher every month. The target is definitely on our backs right now and I personally relish the opportunity to demonstrate why we were selected. I am confident that pound for pound, keyword for keyword, and DEFINITELY dollar for dollar, we will be able to show that Jesse and his team made the right choice. As a result, dealers who take advantage of this deal will reap tremendous search engine optimization rewards.

Everyone is absolutely encouraged to email me with any questions about how we optimize.

jrucker@tkcarsites.com

Comment by The iPitCrew Page on March 29, 2012 at 9:21pm

First let me say I love the DealersUnited concept, there are quite a few vendors now that have developed their business models from experience inthe Family Dealership Environment. Growing up in that “School of Hard Knocks” certainly gives a better understanding of what Dealerships need to be competitive, especially if they are able to get a fair shake from vendor partners.

Because I am a fan of the concept, I have been watching closely to see how it all works. However this announcement only raises questions for me.

1. Why did DealersUnited choose KPA the Environment &Safety / HR Management consultants who recently purchased TK Websites only a few months back?

2. With much-publicized Google Algorithm changes right around the corner is it the right time for an SEO initiative that includes and relies heavily on “KPA Proprietary Off-Site Link Building”?

3. How does a competition pursuit package work with 4000+ dealers or any a tight knot group of "United Dealers"

4. Understanding DealersUnited to be a group leveraging purchasing power to bring “Best In Class” and affordability together are the Premium or Elite packages really a value either at Retail or DU Member Pricing?  As Mr. Pasch points out there are similar packages offered through many, many sources at comparable or lower pricing.

5. Are other website companies actually going to give TK access to their Backend tools to make the necessary Meta Changes, add micro data formatting and other adjustments? Especially when many of these website companies have architectures that do not allow for too much flexibility in individual site customization? It becomes a nightmare during upgrades. As Mr. Gould pointed out in his response….

6. Has DU researched Dealer Satisfaction among TK site users or seen documented case studies supporting KPA/TKA SEO performance?

7. What is the DU selection process for chosen vendors because I know a few who are willing to compete and stand on performance….

Again these are simply questions, my grandfather always told me to “beware of wolves in sheep's clothing” so I always ask a lot of questions (most people raised in Tennessee do...)

I am making no judgments on the abilities of KPA/TKA or the soundness of decision by DU, my questions are for the sake of product comparison and consult to our Dealer Clients.

 

Google Algorithm Changes:

http://www.ninebyblue.com/google-optimized/?utm_source=bronto&u...

Comment by J.D. Rucker on March 29, 2012 at 9:16pm

@Eric - Thank you for the well-wishes. You are correct; most of the dealers will be those who want to improve on their SEO and are not getting the results they need from their current provider. Being that it is a month-to-month agreement, we will be expected to achieve results quickly and improve on them indefinitely. We are excited about this opportunity to flex our muscles and show Dealers United clients exactly what we can do for them

@Jesse Thank you for this opportunity. You posted your reply while I was typing my last one up. I know you're as pumped as I am about the chance to help your clients tremendously from the start.

Comment by Eric Miltsch on March 29, 2012 at 9:15pm
@Jesse - Excellent - cool to hear that you guys are being proactive & transparent with the message.

@JD - Very interested to hear more about your experiences as this plays out. The ripple effect of the disruption will probably shed new light on the vendor side of things and could very well change the way vendors present their offering. (and I'm sure that's part of Jesse's master plan)

Please keep us posted.
Comment by Jesse Biter on March 29, 2012 at 9:07pm

Thank you Eric!  And yes, I agree, this should NOT be use as an add-on to an existing plan.  We tell our dealers that same thing.  Dealers using more than one SEO company (strategy) are in for a world of hurt.

Comment by J.D. Rucker on March 29, 2012 at 9:05pm

@Brian - Thanks for the description. Regarding the vendors, we've worked with all of the major and most of the mid-ranged vendor content management systems and have been for a while. The volume isn't a concern as we have contingencies in place based upon any challenges that have arisen in the past. For example, if a CMS makes adding content challenging, we can send the files directly to the provider. We are well-prepared to handle most obstacles. There are always curveball potentials, but as with any nimble company we'll need to problem solve and adapt.

As far as other website vendors seeing us as a threat because of competing products, it comes down to honor and fair play. When we have a client that works with another website vendor on a client, we may not like it but our clients' needs supersede our desire to be the single solution. Our experience working with other vendors over the years has never shown any significant amount of push back. Thankfully, this industry is one where the vendors play fair with one another even if it's reluctantly.

@David - The beauty in the way that Dealers United has positioned their offering is that the deal must be locked in during the "deal period" but dealers have 12 months to activate it. In other words, if they have an SEO contract that doesn't end until January, 2013, they lock the deal in now and then it starts going into effect once they give us the green light when their pre-existing contract is over.

@Manny - Dealers are often forced to mix and match offerings based upon expertise. Someone who likes one web provider's website platform, our SEO, and PCGs retargeting program have the ability to make the decision that's right for them. As Brian will attest, there are several dealers with that exact makeup right now working with us on some things, PCG on others, and another vendor for something else. There are advantages to working with a single vendor offering all of the products that a dealer wants but there are also disadvantages. Dealers United is designed to help individual dealerships and small- to mid-sized dealer groups select a vendor they've researched at an unprecedented price.

Comment by Eric Miltsch on March 29, 2012 at 9:02pm
This is definitely going to be interesting.

This has the ability to be either a major disrupter or go unnoticed. I have to assume the targeted independents are those not using an SEO vendor, or those looking to make a change.

I would hope a dealer wouldn't use this as an add-on to an existing SEO plan as that would be counter-productive & maybe even damaging to a site's performance.

I do hope this works out for everyone involved - disruptions are always a neat thing to witness. Best of luck!
Comment by Jesse Biter on March 29, 2012 at 8:46pm

Brian,

Thank you for the post.  I have to admit, we only expected negative comments from those we didn't select and your comments have been nothing but complementary.  And yes, while the Platinum service is priced around the ddc and Cobalt packages, it offers so much more.  We even vetted some companies like www.SEOmoz.org that only charge $99 a month but we found that our dealers are better off keeping their SEO money vs spending it on an ineffective service.  We learned that dealers need a company that specializes in Automotive AND participates in White Hat SEO.  As you know, some of these cheap SEO services can actually hurt your ranking by not following Google's guidelines.  So yes, we are offering members a Lamborghini for the price of a Fiat.  

David,

No worries, we thought of everything!  :-)  Dealers that are in a contract can pay their deposit (1st months service) but they don't have to activate their service for up to 12 months.

Manny,

You are so correct, SEO is one of the basics all dealers need.  And yes, some dealers will have more than one vendor to complete the perfect digital package.  In this case, not one size fits all.  However, I am currious about your "math", can you explain what about the math isn't a good idea to you?  Thank you for your well wishes.

And, thank everyone for keeping us honest.  We want nothing more than to serve our dealers and level the playing field.

--Jesse Biter

Co-Founder at Dealers United

jesse@dealersunited.com

Comment by David T. Gould on March 29, 2012 at 6:16pm

Does giving "access" to any "partner" mean use of the dealer's back end tool(s) or the provider's code. I very much doubt the second option is going to happen. Noted is the deadline for taking advantage of this opportunity. If other offerings are the same, this is going to get interesting as dealers have agreements with existing providers that likely are not going to line up. 

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