Outdoor Power Equipment

April 2017

Proudly serving the industry for which it was named for more than 50 years, Outdoor Power Equipment provides dealers who sell and service outdoor power equipment with valuable information to succeed in a competitive market.

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www.outdoorpowerequipment.com OUTDOOR POWER EQUIPMENT APRIL 2017 29 Colleen Malloy is the director of marketing at ARI Network Services. Prior to joining ARI in November 2013, Malloy served as the editor of Motorcycle and Powersports News. She is dedicated to the mission of helping dealers improve their operations through the implementation of ever- evolving best practices paired with ARI's suite of award-winning data-driven software tools and marketing services that help dealers "Sell More Stuff!" — online and in-store. ARI removes the complexity of selling and servicing new and used inventory, parts, garments and accessories for customers in the outdoor power equipment, powersports, marine, RV, automotive tire and wheel, and white goods industries. More than 22,000 equipment dealers, 195 distributors and 140 manufacturers worldwide leverage ARI's website (www.arinet. com) and eCatalog platforms to "Sell More Stuff!" Building unnecessary landing pages is another common black hat tactic. Similar to keyword stuffing, this tactic is used to pack your website full of extra content to try to match more searches. Some dealers will create landing pages with the same content for each city in the area that they serve to try to match more local searches. Just like keyword stuffing, Google knows when you're trying to pull the wool over its eyes, and you could get penalized for this tactic. If you're working with a company that helps manage your SEO, be sure to ask them what practices they use. If they're implementing black hat tactics like these to artificially boost your search rank, it's time to find a new SEO partner. If you haven't updated your SEO strategy in the past year, you may already be behind the curve. Take time to evaluate the strategies that you're using and make any needed updates to optimize your online presence for the next generation of SEO. OPE Come see us at booth #9156 GIE Expo, Oct. 19-21 If shoppers can't find you online, you will lose out on sales and leads.

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