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Keyword Research and List Building

Why It's Important

• Allows us to drive customer campaigns with a data-driven approach.

  • Identify what keywords your audience is actually using to find your products

  • Find keywords where performance just needs a little push

• Ensures we are selecting the best work possible for our clients.

• It helps us find competitive keyword opportunities to try to rank. 

• It drives our reporting - Makes ROI Conversations easier

  • Having a well-maintained keyword list ensures what we track and ultimately report on aligns with what is on the site and therefore, our performance metrics get a boost.

• It helps organize your campaign plan into a clear path forward

• Makes client transition less painful - Everyone should have a clear idea of what has been worked on and what’s next. 

Impact

• Selecting work takes less time and the work will be more impactful to the campaign. 

• Reporting will have fewer steps, freeing up Juniper to work on other tasks, which helps ensure we meet reporting deadlines

• Reduces the amount of time updating campaign plans

• Drives better results for our customers

Build Your Seed Lists

Based on the information you find on the website, this process will change slightly. You will primarily use the all-inventory page and the filters to determine what types of inventory each dealer offers. That will be used to build our keyword list.

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LIST 1 - Main Offering (Non-Product): Start by making a list of offerings based on information on the homepage. Examples: RV Financing, Motorcycle Financing, RV Service, RV Parts, etc…

• You will also want to check out their page footer links to determine what some of the most important pages for the dealer are, for example, if they link to their used inventory, they likely care about it quite a bit. This can help inform your list by giving you more topics to add.

• Repeat for all their main offerings, so if they are a multi-product dealer you would repeat the list for each major category. Such as ATVs, RVs, Boats, Scooters, Etc

** Using a loose 10% rule to determine what inventory you should include in your lists. You can achieve this by navigating to the all inventory page, removing any filters, and grabbing the whole number of units they have in their inventory, and multiplying the number by (.1).

LIST 2 - Condition Modifiers: List out the types of product conditions they offer such as “New”, “Used”, “Pre-Owned”, etc…

LIST 3 - Inventory Product Types: List out all the product types a dealer offers that exceed the 10% rule. Examples: 

LIST 4 - Product Type Subcategories: Within each product type, you will want to list all the products types with their subcategory, such as “Youth UTV” or “Super Sport Street Bike”

LIST 5 - Brands with Product: You will then want to list out all the brands they offer and the type of product each brand is associated with. For example, we don’t want to track “Polaris” we would want to track “Polaris Side x Side” and “Polaris ATV” instead.

LIST 6 - Brands w/o product: Just list all brands offered that meet the 10% rule. 

LIST 7 - Location Modifiers: List out the target location by city, city/state, state, and state abbreviation. Examples: “Mesa”, “Mesa AZ”, “Arizona”, “AZ”

LIST 8 - Intent Modifiers: List out intent keyword modifiers such as “for sale”, “Buy” “for rent”, “sales”, “near me”, “dealer”, “dealership”, “specials”, etc…

• You do not want to include anything the dealer doesn’t offer. If they don’t do rental, don’t include it. 

** If there are common variations of terms such as: “Harley Motorcycles” and “Harley Bikes”, add as many as you can think of ***

*** Save these lists. It will serve as a mapping of all the groups and folders you will need to create in AccuRanker. 

Multiply Your Keyword Lists

As you are multiplying the terms given the rules below, add your results to a spreadsheet for storage until we get into the keyword planner.

Select the appropriate vertical below.

Use Keyword Planner to Sort and Remove Keywords

You will take your initial keyword list pre-multiply and the additions from multiplication to a spreadsheet and add them to Keyword Planner to get the traffic volume and determine the correct location to target in SEO Monitor.

• Navigate to the keyword planner tool. 

• Select an inactive account, and click “Get search volume and forecasts

• Paste your keyword list

• From here, you will be able to select a location to target.

  • SEARCH VOLUME TARGET = Minimum 1,500 Average Monthly for entire keyword list (not per keyword)

  • Select the most narrow target first, like the city or township where the dealer is located. 

  • If not enough search volume exists for your seed list you will need to expand the target area to either the next closest city or even the state. If a dealer has multiple locations in a state, start with the state. 

• Once you have found the location Goldilocks zone for search volume you will want to do an export into Google Sheets and eliminate anything that has little to no search volume by sorting by volume and deleting the bottom of the list.

Import to AccuRanker and Start Tagging

Once you have a full list of qualified keywords from keyword planner, you will need to add those keywords to AccuRanker and start tagging them into groups.

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Add Keywords

1. Log into Accuranker and locate the correct domain by making use of the search bar in the top-left corner of side navigation.

2. Once the domain specific dashboard loads, you will see an orange “+ Add keywords” button near the top left of the dashboard. Click it.

3. You will paste your keyword list into the keywords field on the top-left of the popup.

4. Ensure your Search Engine, Locale, and Location setting are all correct

5. For now, it should be:

   1. US or Canada depending on location

   2. Mobile Google as the search engine

   3. Locations should match the target locations from the intake.

6. Click “Add Keywords” in the bottom right

7. It will reload and you’re ready to move on to grouping.

How to Group

How we group keywords relates directly back to the pages on the site. In your inventory catalog, you will have product type pages and brand pages, and then under each of those, you will have further breakdowns depending on dealer inventory. The simple rule to ensure you’re putting a keyword in the correct group is “One Group, One Page”. Having one group for each page on the site helps the Juniper and content teams to know what keywords should be included in the content or on reporting.

We will make use of Accuranker’s tagging function to replicate our grouping from SEOmonitor 

Tags- One each for all brands and product types. It allows you to see stats for the whole brand or the whole product type in a roll-up report.

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Tagging Guide

1. Navigate to the correct domain

2. Click the “Keywords” tab in the main navigation

3. You can now use the filter search bar at the top of the page to search for keywords

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4. After searching for the keywords you want to group, you can select the keywords you want to add tags to by clicking the checkbox for each keyword row in the site

5. Once you have selected keyword you want to tag, you will see new options above the table. Click the one that says “✏️ Edit” and then select “Add tags” from the drop-down.

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6. Type the name of the tag and click “Add tags”. Name should be the same as folder names used to be.

Grouping Examples

You will create tags for the following:

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Product Types:

• General Product Type Terms

• Product Type With Product Subtypes

Brands:

• General Brand Terms

• A brand with Product Type

Example Structure: 

• Polaris

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

  • Polaris ATV: “Polaris ATV Mesa”, “Polaris ATV For Sale”, etc…

• Can-Am

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

  • Can-Am Utility Vehicles: “Can-Am Utility Vehicle Mesa”, “Can-Am Utility Vehicle For Sale”, etc…

• ATVs

  • General ATV: “ATVs For Sale”, “ATVs AZ”, etc…

  • Sport ATVs: “Sport ATV For Sale”, “Sport ATV Dealer”, etc…

• Boats

  • General Boats: “Boats For Sale”, “Boat Dealership”, etc…

  • Pontoon Boats: “Pontoon Boats”, “Pontoon Boats For Sale Mesa”, etc…

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Product Types:

• Groups for each product type

  • General Terms

  • Used

Brands:

• General Brand Term Groups

• Product Brand Groups

Example Structure: 

• RVs

  • General RV: “RV Dealer”, “RV Sales”, etc..

  • Used RV: “Used RV Dealer”, “ Used RV Sales”, etc..

• Travel Trailers

  • General Travel Trailers: “Travel Trailer Dealer”, “Travel Trailer Sales”, etc..

• Forest River

  • General Forest River: “Forest River RVs For Sale”, “Forest River RVs AZ”, etc…

  • Forest River No Boundaries: “Forest River No Boundaries For Sale”, “No Boundaries Dealer”, etc…

• Jayco

  • Jayco RVs: “Jayco RVs For Sale”, “Jayco RV Dealership”, etc…

  • Jayco Jay Flight: “Jayco Jay Flight RV”, “Jay Flight For Sale Mesa”, etc…

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Product Types:

• General Product Type Terms

• Product Type With Product Subtypes

Brands:

• General Brand Terms

• A brand with Product Type

Example Structure: 

• ECHO

  • General ECHO: “ECHO Dealer”, “ECHO Sales”, etc..

  • ECHO Commerical Chainsaws: “ECHO Commerical Chainsaws Mesa”, “ECHO Commerical Chainsaws For Sale”, etc…

• Kohler Engine

  • General Kohler Engine: “Kohler Engine Dealer”, “Kohler Engine Sales”, etc..

  • Kohler Engine Commerical Engines: “Kohler Engine Commerical Engines Mesa”, “Kohler Engines For Sale”, etc…

• Commercial Lawn Mowers

  • General Commercial Lawn Mowers: “Commercial Lawn Mowers For Sale”, “Commercial Lawn Mowers AZ”, etc…

  • FrontMount Commercial Lawn Mowers: “FrontMount Commercial Lawn Mowers For Sale”, “FrontMount Mowers Dealer”, etc…

Build 7-Month SEO Campaign Plan

Having a 7-month plan is valuable for several reasons, both from a client’s perspective and the SEO rep’s.

The 7-month plan lets us be transparent with our clients about what they can expect at the beginning of their SEO campaign. It allows them to see each month laid out which allows us to have a conversation with them to ensure our proposed focuses align with their marketing goals, consumer trends, and business needs. 

As an SEO rep, having each month’s focus already selected allows you to spend more time each month performing more detailed research and maintenance to ensure that the SEO campaign you create is structured in a way that best serves the client. 

Procedure

To choose a focus for months 3-7 we will utilize intake call notes from the account manager, look at the inventory the dealer carries, research search trends, and look at search volume in the dealer’s target areas. Creating a strong initial keyword list is important so we have valuable keywords to show for each month. Use tools like Google Trends and the Keyword Planner Tool (open in SEO Chrome) to help find high-value keywords for each of your proposed focuses.

Things to keep in mind when selecting each month’s focus:

• Seasonality:  What are people searching for now? What will they search for 6 months from now? Seasonal topics should be optimized 3 months prior to their peak search season to give Google enough time to start ranking them higher before people start searching for them.

• Industry competition: How competitive is their region for their industry? Do they have a lot of competing dealers near them or are they the only business in the area?

• Demographics: Who is their target audience? What would be their motivation to visit a site?

• Local Vernacular: How do people search for things in their area? Do they call it a UTV or Four Wheeler? Are they searching for Vancouver, Canada or Greater Vancouver Area?

• What potential roadblocks are there? Perhaps on their intake the dealer said they’re going to carry a new brand, but they’re not sure when they’ll get inventory uploaded to the site.

• Website Structure: With a new site you have a blank canvas. Based on the inventory the dealer has, what is the optimal site structure that will make the most sense?

Intake Notes & Dealer Inventory

From the intake notes, you should be able to tell which manufacturers, vehicle types, and categories are most important to your client. Looking at the dealer’s All Inventory page, see which vehicle types, categories, and manufacturers they have the most amount of inventory of—this will help you prioritize which pages you will create first.

Google Trends

Using Google Trends you’ll be able to see what the popular search trends in your dealer’s area have been over the past 5 years. Look at search trends for their top manufacturers, vehicle types, and categories.

Think about seasonality when creating your 7-month plan. What is going to be important for your client in 6 months? What will have a lot of searches in 6 months? Consider creating those pages first so they have plenty of time to be crawled and indexed by search engines.

Keyword Planner Tool

The Keyword Planner Tool is useful for checking the average search volume and competition for keywords in a target location. Use this tool to find and select keywords relevant to your 7-month plan to track in SEO Monitor.

Content & YouTube

Content

• Requesting content for your client varies from new to old packages. For new packages, content begins in the very first month of the client’s SEO campaign. In the old packages, content begins in the third month of the SEO campaign. Be sure that your campaign accounts for the correct package and content type in order for all deliverables of a client’s SEO package to be fulfilled.

• Refer to the Content Request SOP for more info:

  • /wiki/spaces/DMSRV/pages/3941793816

YouTube

• For old package clients, depending on the type of SEO package, YouTube videos begin in the third month of the client’s SEO campaign.

Third-Seventh Months

The campaign plan presents to the client each month’s proposed focus. These focuses should be based on the research done above. Each month, the account manager should check in with the client to make sure the proposed focus aligns with their needs and goals.

Understand that these focuses are not set in stone. Clients know their business and trends better than anyone. Have a conversation with them to make sure your SEO strategy complements their business. If they’re getting a new brand in or they get a lot of traffic for a specific vehicle type in a particular month be ready to change your proposal to reflect their needs.

After running through each of these tasks, you will have a filled out 7-month SEO campaign plan.

Focus Justification

Why

Justifying why you’re doing something is just as important as actually doing the thing in the digital marketing space. We say we make data backed decisions, but are we really? Following this guide will give you a standard analysis tool set and formatting guide to ensure we are providing data backed proposals.

Impact

This will alleviate some unnecessary communication back and forth from CS and Content. If they can clearly see the reason we chose a piece of work it will give CS the confidence to speak to it on reporting calls and give the content team piece of mind that they can trust the rep’s decision.

Plan

This table will break down each stat and explain how to make use of each factor. There are many complex relationships between each of these stats but I will focus on the most basic for now.

Formatting

Now we need to take a look at what goes in the box on the Fufillment Work Done Record.

Main Statement

• We want to write something that incorporates the above stats into a quick and easy to digest snippet.

• Some solid examples include:

  • ** Dealer Request **

    • "Class A Motorhomes" feature a monthly search volume of 25K, a ranking on the second page of search results, a CTR of 3%, and high inventory levels. The competition mainly consists of small to medium-sized retailers.

  • "Adventure Motorcycles" have a 10K monthly search volume, account for 10% of the inventory, and are currently ranked on the third page. The SERP features competition from medium-sized brands.

  • "Side-by-Side ATVs" are supported by a 15K monthly search volume, represent 20% of the overall inventory, and have an average CTR of 2.5%. They currently rank just outside the top 5 positions amongst a variety of competitors.

  • "Luxury RVs" are identified with a 30K monthly search volume, make up 25% of the total stock, and have a CTR of 1.8%. They are positioned on the lower first page in a field of relatively weak competition.

  • "Trail Motorcycles" see an 18K monthly search volume, comprise 12% of inventory, and have a 5% CTR. Their current ranking is on the second page, facing moderate competition.

  • "Electric Scooters" noted for a 22K monthly search volume, make up 18% of the total inventory, and struggle with a 1.2% CTR. They hold a position within the top 10 search results, facing competition from small to medium brands.

  • "RV Solar Panel Kits" are highlighted by a 20K monthly search volume, 20% inventory level, and a 2.3% CTR. They have a first-page ranking amidst a competitive but navigable market environment.

  • "Waterproof Riding Gear" is calculated with a 17K search volume per month, holding 15% of inventory, and a CTR of 2%. They are just shy of the top 5 rankings, competing against a mix of niche and large-scale competitors.

Fulfillment Work Done (FWD) Campaign Plan & Content Fields

Part 1 of the FWD Record:

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The WD-# and Account are automatically created and filled in when you add a new line through the account level. (*NOTE: If you add new lines through an individual report you created, you must add the account yourself or the record will be orphaned.)

Status:

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Completed for published work and be sure to update the “Completed Date”

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Planned for future months

Report Date: Start with the 1st of the month and all deliverables for the month should have an ascending date. (Example: 1/1/2024, 1/2/2024, 1/3/2024)

Content Type: Pick from the drop-down the type that most accurately represents the work for the month.

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Content Focus: The topic for the content type you just selected.

Content Link: Where the URL for the completed page or content piece will go before reporting. (ONLY fill out when the content is live on the site)

Part 2 of the FWD Record: Content Fields

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Justification: This is why you’ve selected this focus. (*This is required for ALL FWD records, not just the content foci.) - /wiki/spaces/DMSRV/pages/4823089233

Content Notes: These are notes related to the focus that you have for the writer. This is also where ARI H2s & Custom Page information will be placed.

Secondary Keywords: This is optional. These are high-ranking keywords from AccuRanker that you would like the content team to include in the piece.

Resources: This is an optional field to share any outside resources or pieces from the Rewrite Index with the content team.

Destination URL: The URL for where the content should be posted. This must be filled out for any page that exists on the site. If the page doesn’t exist yet (Example: Local Page), you may leave the field blank.

Completed Piece URL: This is where the content team will put the link to their completed draft.

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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

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1. Navigate to the “Keywords” tab.

2. Filter and select keywords for a group.

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3. Click “✏️ Edit” > “Add Tags.”

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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.

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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

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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.

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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!

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