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Brian Pasch

Brian Pasch

PCG Digital Marketing
Brian Pasch is an 18 year veteran of the direct marketing industry. His career has spanned both management and technology roles. He is known for his expertise in consumer data warehousing models as well as search engine optimization.
  • Automotive SEO Strategies Impacted By Google Penguin Update
    0 comments 1,651 reads
    Posted on 2012-05-11

    You have been reading (hopefully) that on or around April 24th, Google rolled out another update to its search algorithm code named “Penguin“. This update was to enforce it’s existing terms of service guidelines regarding link quality. This update is important to car dealers who have been working hard to increase their search visibility for specific keywords.  Automotive SEO Strategies must be adjusted for Penguin compliance.

    What is ironic about this update is that since Google started, external linking strategies have been one of the core...

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  • Are You Missing A Marketing Opportunity On Your Website?
    0 comments 914 reads
    Posted on 2012-02-11

    Lately I have been digging into Google Analytics to leverage the data and insights provided by Multi-Channel Sales Funnels (MCSF).  If you ever wanted more insights into which digital investments are influencing website traffic and leads, you need to setup MCSF.  It’s free and takes about 10 minutes to setup.

    In order to use MCSF you need to setup what Google calls “goals” for your website. (Read Tutorial)  One of the four types of goals can be setup is when you visit a specific website page.  If you wanted to set a goal that counted visits to your Service Appointment page, you would you set the goal to that web page URL.

    Then you can use MCSF to see which...

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  • Great By Choice Is Perfect For Automotive Entrepreneurs
    0 comments 932 reads
    Posted on 2012-01-24

    I’ve made a commitment to read 70 books a year and one of my latest finds is “Great by Choice” written by Jim Collins.

    I actually received the book as a gift from Jane Berentson, Editor in Chief at Inc., to whom I am very grateful for the introduction of this book.

    Great by Choice  grabbed my attention in the second chapter as Collins tells readers about the two adventurers who set out to be the first people in modern history to reach the South Pole.

    ...
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  • Google Analytics Multi Channel Funnels For Car Dealers
    0 comments 1,191 reads
    Posted on 2011-11-21

    Google has made a major upgrade to the Google Analytics Interface and I will be writing a number of articles highlighting some of the most powerful features that can be leveraged by car dealers.

    If you have not taken time to work through then new interface and reports, I strongly suggest that you invest some time this month.

    For this article, you will need to expand the “Conversions” menu on Google Analytics navigation bar. (shown on right)

    Multi Channel Funnels

    Multi-Channel Sales Funnels is a feature that visually displays your TOP CONVERSION PATHS, which is one of the most important discussions you need to have in regards to your primary website.

    I wrote about Multi Channel Funnels this earlier in the year, but...

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  • Google Privacy Decisions Frustrate SEO Analysts and Car Dealers
    0 comments 1,087 reads
    Posted on 2011-10-19

    Google just made a big change in how they will track organic visits to your website.  If a consumer is logged into their Google Account and does a search in Google, and clicks on your link, you WILL NOT be told which keyword they used.

    This has a major impact in keyword optimization and web content strategies. Google will still show referral website traffic but not the keywords used in search to arrive at your site.

    Some blogs are estimating that only 10% of web surfers are logged in but I think the number has to be greater.  There are 300 million gmail users and 550,000 Android phones are activated a day so this is a big issue.

    Here is the official announcement from Google:

    As search becomes an increasingly customized experience, particularly for signed in users, we believe that protecting these personalized search results is important. As part of that effort, today the Google Search team...

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  • Correcting Problems With Your Google Places Page
    0 comments 1,402 reads
    Posted on 2011-10-14

    Google Places Update LettersIt is nothing new to say that Google Places can be a pian in the neck especially if you have multiple franchises located at the same physical address.

    PCG has been working with the industry to educate, assist, and correct Google Places pages so that they can be leveraged during the Zero Moment of Truth.   Once a dealer’s Google Places page is setup properly, they can start to use Google Adwords Express.

    Adwords Express could be the BEST PPC strategy a dealer could leverage, if the dealership has strong reviews.

    Google Places Notices Raise Concerns

    Google Places Team have...

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  • Clean Up Your Google Analytics Data For Better Decision Making
    0 comments 1,652 reads
    Posted on 2011-09-25

    Last week I posted an article to show dealers how to update Google Places to create a measurement for the number of clicks to your website you get inside of Google Analytics. (Read Part I)

    This code will help “clean-up” the visitor traffic reports that are being attributed the other sources.  This will be important in our use of data to accurately attribute vistor traffic by source.

    For most dealers, Google Places traffic is mixed into general traffic which is sloppy data since we know how important Google Places is for referral traffic.

    I have included a snapshot of the last five days of traffic to this dealer’s website once I added the tracking code.

    ...

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  • Google Places Star Counts Impact Direct Website Traffic
    3 comments 2,806 reads
    Posted on 2011-09-17

    We all know by now that at the end of July, Google changed how they calculate star counts on Google Places. (see previous post)

    Dealers that relied heavily on Dealerrater.com, Yelp.com, or CitySearch.com saw their review counts drop drastically toward the end of July.

    I have been encouraging dealers to post review on Google Places because it will increase referral traffic to their website and increase calls. Some dealers are skeptical just how important Google Places is to their overall website traffic. Others are skeptical if posting reviews directly on Google Places makes an impact.

    I finally have some direct proof that focusing your attention on customer reviews has a major impact on consumers clicking through to your website from Google Places.

    The term Zero Moment of Truth refers to...

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  • Dataium Automotive Business Intelligence Redefines CRM
    1 comments 1,909 reads
    Posted on 2011-09-12

    Dataium CRM PowerI recently attended the 2011 Ignite Dealer Summit in Minnesota and was fortunate to hear a presentation by Jason Ezell, President and Co-Founder, Dataium LLC. 

    Jason discussed the benefits that dealers can realize today from business intelligence tools based on consumer shopping behavior on the Internet.

    The level of detail of each Internet consumer varies based on Dataium’s relationship with the websites the consumer visits.  Dataium has partnered with OEM’s, dealers, social...

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  • A New Revelation For Automotive SEO
    0 comments 1,457 reads
    Posted on 2011-09-05

    PCG has a number of microsites optimized for the automotive industry on popular terms like “Automotive SEO“, “Automotive Advertising“, as well as “Automotive Social Media“. I periodically check search results based on a list of key search phrases I want to target via our own SEO strategies. We always want to practice what we preach!

    What happened today created one of those “Ah Ha” moments that I wanted to share with car dealers and our industry.

    You first have to know that Google changes the search engine results page (SERP) if you are logged into your Google account. While logged in, Google records your past activity with the goal of making sure that...

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