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Defining Kickbacks

A kickback occurs when a content writer is unable to complete the content request with the information provided and needs additional information from the rep.

How it Works:

  1. The content writer encounters a content request they cannot complete.

  2. The content writer sends the content request back to the SEO rep and explains what they need from the rep in order to complete the request..

  3. The SEO rep must add the requested information, then send the content request back to the content team.

  4. Then, the content team can complete the request and send it on down the pipeline.

Overview of Kickbacks

IS a Kickback

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titleThe FWD is Missing in the Request

Please tag Maria Leyva and Daniel Pina.

Gabe has been fixing these; he’s the general manager of the Juniper team, but Daniel would like to be tagged instead of Gabe.

IS NOT a Kickback

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titleChallenging, but Doable, Content Requests

For example:

  • A pagefooter about a niche boat manufacturer with limited information on their website (making it more time-consuming to hit required word count)

  • An article keyword that has already been covered for the dealer with no remaining Rewrite Index topics left (making it more time-consuming since it requires coming up with a new article topic, researching the topic, and then writing about the topic).

  • An article about motorcycle routes near the dealership’s city (making it more time-consuming given the original research needed to create this topic).

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titleDealer Info is Missing in the OF Chatter

As of Summer 2024, Lyra is handling the Dealer Info updates instead of the SEO reps.

If you encounter a dealer whose OF Chatter is blank, leave a comment tagging Lyra (Madison Garner in Salesforce). You can leave a comment in the Content Request or in the OF Chatter, whichever is more convenient for you.

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titleOEM Articles

OEM articles are article topics about an “Original Equipment Manufacturer”, also known as a specific brand. For example, an article request about Forest River RVs or Harley-Davidson Touring Motorcycles.

Currently, Reina is exploring AI capacity to complete OEM article requests. OEM articles offer great value to the dealer, but are time-consuming and energy-consuming for the content team to research and write.

You DO NOT need to tackle an OEM article request. Instead, assign it to Reina so she can use it as part of her AI Test Pilot program.

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titleWhat is not a Kickback?

A kickback is NOT:

  • A content request that is challenging, but doable.

    • For example:

      • A pagefooter about a niche boat manufacturer with limited information on their website.

      • An article about a specific type of RV that’s been covered already for that dealer.

      • An article about motorcycle routes near the dealership’s city.

  • A content request that may not providing optimal customer service for the dealer. It is the job of the rep, not the writer, to pick strategic requests.

    • For example:

      • A motorcycle pagefooter, but the dealer already has a recent motorcycle pagefooter published on the requested landing page.

      • A niche RV brand pagefooter when the dealer still lacks the generic RV pagefooter.

      • A niche article on a specific type of boat when the dealer still lacks articles on boats in general

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titleWhat does the term "Duplicate Request" mean?

“Duplicate Request” is a phrase historically used by the Content Team. It refers to a rep request for something the dealer already has. For example, the dealer already has a Forest River RV pagefooter published on their website and located in their Google Docs folder, but the rep requests another Forest River RV pagefooter.

Previously, Content Team would make this a kickback and label it as a “duplicate request”. That’s because the dealer should be getting unique content each month and it’s not advantageous to replace pagefooters that were written recently and lack any errors.

But because this is a customer service issue, rather than an issue preventing the content writers from being able to complete the request, the SEO leadership team (Grant, Reina, Ned, Lyra, Katy, Katie, etc) decided July 2024 to retire this kickback option. This is to avoid bogging down the already-stretched thin teams with fixing a request that can be completed as-is.