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Keyword Research and List Building

Why It’s Important

Keyword research and list building are fundamental to driving impactful SEO campaigns. Here’s why it matters:

1. Customer Focus: Identify the exact keywords your audience uses to find your products or services.

2. Performance Optimization: Pinpoint keywords that need just a little push to rank higher.

3. Strategic Targeting: Find competitive keyword opportunities to gain an edge.

4. Data-Driven Campaigns: Align work selection with the best opportunities for your client.

5. Enhanced Reporting: Boost performance metrics and make ROI conversations more effective.

6. Campaign Clarity: Organize the campaign into a clear, actionable plan.

7. Seamless Client Transitions: Ensure everyone understands what has been done and what’s next.

Impact

• Reduces time spent selecting work, allowing for more impactful campaigns.

• Streamlines reporting, giving Juniper and other team members more bandwidth for critical tasks.

• Minimizes updates to campaign plans by setting clear directions early.

• Delivers stronger results for clients.

Building Your Seed Lists

Use the dealer’s website to gather information, focusing primarily on the All Inventory page and filters to identify inventory types. These steps will help you build a robust keyword list:

Seed Lists

1. List 1 - Main Offerings (Non-Product):

• Identify offerings on the homepage (e.g., RV Financing, Motorcycle Service, RV Parts).

• Check the footer for links to important pages (e.g., Used Inventory).

2. List 2 - Condition Modifiers:

• Add product conditions like “New,” “Used,” or “Pre-Owned.”

3. List 3 - Inventory Product Types:

• List all product types exceeding 10% of the dealer’s inventory (e.g., ATVs, RVs, Boats).

4. List 4 - Product Type Subcategories:

• Break down product types into subcategories (e.g., “Youth UTV,” “Super Sport Street Bike”).

5. List 5 - Brands with Products:

• Associate brands with their product types (e.g., “Polaris ATV,” “Yamaha UTV”).

6. List 6 - Brands without Products:

• List all brands that meet the 10% rule, even if no specific product is mentioned.

7. List 7 - Location Modifiers:

• Include target locations (e.g., “Mesa,” “Mesa AZ,” “Arizona,” “AZ”).

8. List 8 - Intent Modifiers:

• Add intent-based terms (e.g., “For Sale,” “Buy,” “Near Me,” “Dealer”).

Pro Tips

• Use Variations: Include common variations (e.g., “Harley Motorcycles” and “Harley Bikes”).

• Stick to Offerings: Don’t include terms for products or services the dealer doesn’t offer.

Multiplying Your Keyword Lists

Expand your seed lists using multiplication rules and store results in a spreadsheet for later refinement in Keyword Planner.

Multiplication Rules

1. Offerings List + Location Modifiers + Blank

2. Condition Modifiers + Product Types (Singular) + Intent Modifiers

3. Product Types (Plural) + “For Sale” + Location Modifiers + Blank

4. “Buy” + Product Types (Plural) + Location Modifiers + Blank

5. Product Brands + “Sales,” “Dealer,” “Dealership”

6. Product Brands with Product Types + “For Sale” + Location Modifiers + Blank

Example Multiplications

• “Polaris ATV” + “For Sale” + “Mesa AZ”

• “RV Dealer” + “Arizona”

• “Used RVs” + “For Sale” + “Mesa”

Refining Your Keyword List

Using Keyword Planner

1. Navigate to Keyword Planner and select “Get search volume and forecasts.”

2. Paste your multiplied keyword list.

3. Select a location to target:

• Start with the most narrow location (e.g., city).

• Expand to a larger area (e.g., state) if search volume is too low.

4. Export results to Google Sheets and sort by search volume.

5. Eliminate low-volume keywords.

Target: Aim for a minimum of 1,500 average monthly searches across the entire list.

Importing to AccuRanker and Grouping Keywords

Import Keywords

1. Log in to AccuRanker and locate the domain.

2. Click “+ Add Keywords” and paste your list.

3. Set the following:

• Search Engine: Mobile Google.

• Locale: US or Canada.

• Location: Match the client’s target location.

4. Click “Add Keywords.”

How to Group Keywords

• One Group, One Page Rule: Each keyword group should correspond to one page on the site.

• Use tags for organization:

• Tags: Create one for each product type and brand.

• Roll-Up Reports: Tags allow you to see stats for entire groups (e.g., all Polaris products).

Tagging Guide

1. Navigate to the “Keywords” tab.

2. Filter and select keywords for a group.

3. Click “✏️ Edit” > “Add Tags.”

4. Use consistent naming conventions for tags.

Grouping Examples

Structure for Product Types

1. General Terms: “ATVs For Sale,” “ATVs AZ.”

2. Subtypes: “Sport ATV Dealer,” “Utility ATV For Sale.”

Structure for Brands

1. General Brand Terms: “Polaris Dealer,” “Polaris Sales.”

2. Brand with Product Types: “Polaris ATV Mesa,” “Polaris UTV For Sale.”

Example Breakdown

• Polaris

• General: “Polaris Dealer,” “Polaris Sales.”

• ATVs: “Polaris ATV Mesa,” “Polaris ATV For Sale.”

• Can-Am

• General: “Can-Am Dealer,” “Can-Am Sales.”

• UTVs: “Can-Am UTV Mesa,” “Can-Am UTV For Sale.”

Final Steps

• Save all lists as they map directly to folders in AccuRanker.

• Tag and group keywords for easier collaboration and reporting.

7-Month SEO Campaign Plan

Having a 7-month plan is invaluable for both the client and the SEO rep. It sets clear expectations, fosters transparency, and aligns efforts with marketing goals and consumer behavior.

Why a 7-Month Plan?

• For Clients: Transparency is key. A well-documented plan lets clients know what to expect each month and ensures their goals align with the SEO strategy. This fosters trust and collaboration.

• For SEO Reps: Predefined monthly focuses free up time for detailed research and execution, leading to more impactful campaigns.

Procedure for Building a 7-Month Plan

The first two months of a campaign focus on foundational elements like intake call notes, inventory assessment, and establishing a strong keyword list. For months 3–7, monthly focuses are built using:

• Intake Call Notes: Insights from account managers about client goals and priorities.

• Dealer Inventory: Prioritize high-stock items or categories.

• Search Trends: Use tools like Google Trends and Keyword Planner to identify timely and valuable keywords.

Factors to Consider

1. Seasonality: Plan for what customers will be searching 3–6 months in advance to give Google time to rank the pages.

2. Industry Competition: Gauge the competitiveness of the client’s region and industry. More competition may require more in-depth content.

3. Demographics: Who is their target audience? Tailor content to their motivations.

4. Local Vernacular: Consider how people search in the client’s region (e.g., “ATV” vs. “Four-Wheeler”).

5. Potential Roadblocks: Be prepared to adjust if the client’s inventory or priorities change unexpectedly.

6. Website Structure: For new websites, build a structure that supports the dealer’s inventory and user navigation.

Tools and Strategies

1. Intake Notes & Dealer Inventory

• Look at the intake notes to identify key manufacturers, vehicle types, and categories.

• On the dealer’s inventory page, prioritize optimization for categories with the most inventory.

2. Google Trends

• Analyze 5-year trends for manufacturers, vehicle types, and categories specific to the client’s area.

• Anticipate future needs: What will customers search for in 6 months? Optimize for those terms now.

3. Keyword Planner Tool

• Find average search volume and competition for keywords relevant to the client’s area.

• Select keywords that are aligned with seasonal trends and the client’s goals.

Focus Justification

Why It Matters

• Justifying your choices ensures clients understand the reasoning behind your strategy. It also minimizes unnecessary communication and empowers account managers to speak confidently on reporting calls.

How to Justify Focus

Include data-backed insights for each focus:

1. Search Volume: High-volume keywords are ideal for driving traffic.

2. Inventory Count: Prioritize pages with significant inventory.

3. Current Ranking: Target keywords already ranking on the first or second page for quick wins.

4. CTR (Click-Through Rate): Optimize for keywords with low CTR to improve relevance and link attractiveness.

5. Competition Summary: Evaluate whether you can outrank current competitors.

6. Seasonality Summary: Explain the timing in relation to seasonal trends.

Focus Justification Factors

Fulfilling the Plan

Formatting for FWD Record

1. Status: Mark as “Blank” (previous months), “Planned” (future work), or “Completed” (published work).

2. Report Date: Use ascending dates for deliverables within the same month.

3. Content Type: Select the content type from the dropdown.

4. Content Focus: Specify the topic.

5. Content Link: Add the URL once content is live.

Justification

Write a concise statement explaining the focus using factors like search volume, inventory count, CTR, and competition. Example:

• Dealer Request: “Adventure Motorcycles” have a monthly search volume of 10K, account for 10% of the dealer’s inventory, and rank on the third page. The SERP features medium competition, making it an opportunity for growth.

This version keeps the original tone but improves readability and structure. Let me know if you’d like to refine anything further!

First Month SEO Checklist

The first month of SEO is crucial for laying the foundation of a client’s campaign. This guide outlines the tasks for SEO representatives, ensuring all work is properly completed and submitted to the QA team.

Brand-Specific Tasks:

• Dealer Spike (DS Only): Tasks exclusive to Dealer Spike are labeled.

• ARI-Specific (ARI Only): Tasks exclusive to ARI are labeled.

• General Tasks: Apply to both brands unless otherwise noted.

Fulfillment Work Done URLs

Homepage Reporting:

• Add the Homepage URL as the Work Done URL for the first month to cover the work included in this guide.

• Even though multiple pages will be worked on, only the homepage is reported to keep the report clean and organized.

First Inventory Header:

• In addition to the homepage URL, all new package’s inventory headers start in month one, meaning you should have at least one header included in the Work Done.

Dealer Spike-Specific Tasks

Showroom Links (DS Only)

• By default, showroom pages include “New Inventory” (--xNewInventory) and “Used Inventory” (--xPreOwnedInventory) buttons.

• Update these links to avoid duplicate URLs on the website. Follow the guide to ensure proper configuration.

Homepage Optimization Tasks

Homepage Paragraphs

Review and optimize the homepage content as follows:

1. Proofreading:

• Correct spelling, grammar, and typos.

• Verify dealer names and locations are accurate.

2. Trademarks:

• Add or remove trademarks as necessary.

3. Inventory Lists:

• Shorten long lists of brands or inventory types to four items or fewer.

• Use phrasing like “and more” to indicate additional options.

4. Hyperlinks:

• Limit hyperlinks to 3–4 total.

• De-link any hyperlink if a button on the homepage serves the same purpose, unless justified by research.

• Focus on relevant, conversion-oriented links like:

• About Us

• Contact

• Maps & Hours

• Finance

• Top-Level Inventory Pages

• Pages critical to the dealer’s SEO campaign (use research and judgment).

Pages to Optimize in the First Month

Focus on optimizing these pages (H1, Meta Title, Meta Description, unless otherwise noted):

1. Homepage:

• Paragraphs, title, and description (see instructions above).

2. Top-Level Inventory Pages:

• All, New, and Used inventory pages.

• If these pages are linked on the homepage or dropdown menu, they must be optimized or hidden/removed.

• ARI Note: To remove the “All” page from a dropdown without altering menu structure, rename the “New Inventory” option to “Inventory” but keep the New Inventory URL.

3. Showroom Pages:

• Dealer Spike: Optimize New/Used inventory buttons on showroom pages.

• ARI: Optimize the title and description of the All New Models showroom page.

4. Essential Business Pages:

• About Us

• Parts

• Service

• Maps & Hours

• Reviews/Testimonial pages (titles and descriptions only).

• Review Us page (if present; title and description only).

• Trade-In page (title and description only).

• Schedule a Test Ride/Demo page (if present; title and description only).

Pages Not Required for Optimization in Month 1

Unless explicitly requested by the client, the following pages can be deferred to later months:

1. Additional Services:

• Rentals, motorcycle classes, winterization, RV storage, marine/boat docking, apparel, etc.

2. Manufacturer Promotions:

• Temporary promotions or offers.

3. Secondary Inventory Pages:

• Manufacturer-specific, vehicle-type-specific, or other subpages under inventory.

4. Other General Pages:

• Financing, Contact Us, Newsletter, Staff, Events/Calendar, Photos, Careers/Employment.

• Service Request and Parts Request forms.

• Get a Quote.

• Links/Resources.

5. ARI-Specific:

• Old custom pages created by DigMs.

Additional Notes

• Keep the campaign clean and focused on high-priority pages during the first month.

• For any exceptions or unique dealer requests, consult your QA team to ensure proper implementation.