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.
