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The following is the content fulfillment process for the SEO Content Team. Content writers must be familiar with the process in order to complete their daily work. Last updated March 2022.

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titlePackaging Expectations

Old SEO Packages

Package Type

Number of Content Pieces Expected per Month

Available Content Formats

Gold

1

Pagefooters, Articles

Platinum

2

Pagefooters, Articles

SEO Essentials Basic

1

Articles, Content Pieces

SEO Essentials Pro

2

Articles, Content Pieces

Pro

Up to 1

Pagefooters, Articles

Premium

Up to 2

Pagefooters, Articles

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titleFormatting guidelines

Pagefooters:

  • Word Count: 250 words

  • Publication Location: Bottom of inventory list page (ILP)

  • Header uses H2s (##) and subheader uses H3s (###)

  • Client name, physical location, and target locations must be mentioned once (commonly done in intro and/or conclusion)

  • Content Focus: Pagefooters use the product on the ILP as the primary focus of the piece. 

  • Common topics: 

    • Manufacturer History

    • Product Buying Guide

    • Product Benefits

    • Model Breakdowns

    • Product Types

  •  Inappropriate Topics:

    • Cleaning your product

    • Product maintenance tips

    • Content that won’t hit the word count

    • Content that could cannibalize future ILPs

Articles:

  • Word Count: 450 words (Except ARI silver clients: these should be 200-300 words)

  • Publication Location: Online blogs

  • Header uses H1s (#) and subheaders use H2s (##)

  • Client name, physical location, and target locations must be mentioned once (commonly done in intro and/or conclusion)

  • Content Focus: Articles apply a product to a tertiary topic, though some pagefooter topics can be applied to articles.

  • Common topics:

    • Maintenance tips

    • Buying guides

    • Comparison articles

    • Safety tips

    • Lifestyle tips

    • Travel guides

  • Inappropriate topics

    • Any topic the writer deems informatively insufficient, topically inappropriate, or otherwise unfit to become an article.

      • Common example: Requesting a topic that is out of season

Content Piece 1 & 2

  • Word Count: 150 words

  • Publication Location: Essentials Pages or Services Pages

  • Content Piece 1 & 2 uses H2s (##)

  • Content Focus: These Content Pieces serve as an introduction to a particular product, providing engaging context, an explanation of what the product is and does, and who benefits, along with any other relevant topics to present the product.

  • Example

  • Note: These were once called “Intros” and are still referred to as such in the Content History Sheet.

Content Piece 4 or Higher

  • Word Count: 2-3 sentences each

  • Publication Location: Essentials Pages or Services Pages

  • These Content Pieces use H3s (###)

  • Content Focus: These Content Pieces often take a larger focus and break it down by model, type, etc. Each one must be described succinctly and engagingly to encourage shoppers to explore further.

  • Common Topics:

    • Note: These were once called “product buckets” and are still referred to as such in the Content History Sheet

    2022 SEO Packages

    Package Type

    Number of Content Pieces Expected per Month

    Available Content Formats

    Silver

    1

    About Us page, Service page, Parts page, Inventory Content, Articles

    Gold

    2

    About Us page, Service page, Parts page, 2 Local pages, Inventory Content, Articles

    Platinum

    2

    About Us page, Service page, Parts page, 4 Local pages, Inventory Content, Articles

    Expand
    titleFormatting guidelines

    For a breakdown of each content format, refer to the Content Format Breakdown page.

    ARI SEO Content Fulfillment Process 2022

    ...

    Info

    Note on Priority 4: Content writers have a responsibility to their own work, but they also have a responsibility to the team’s work. If time allows, writers should offer to help other writers complete their workload. What each writer has time to take on in addition to their own work is up to the individual writer’s judgment.

    A Note About the 2022 SEO Packages

    Starting in September 2022, the LeadVenture Sales team will begin selling new 2022 SEO packages. The fulfillment process will largely stay the same in it’s setup. The distinct differences have been listed below. They are also articulated in other forms of documentation. All questions should be directed to the Content Team Lead.

    • All clients signed with the 2022 packages will be labeled with a “2022 [Package]” label.

    • The clients who sign up for the following packages will receive the following number of pieces each month:

      • Silver - 1

      • Gold - 2

      • No change for Platinum clients

    • Silver, Gold, and Platinum clients will receive content for their About Us, Parts, and Service pages when supplementary information is made available.

    • Gold and Platinum clients will receive content Local Pages, 2 and 4 respectively.

    • All content submissions will include a Title Tag and Meta Description, including Inventory Content.

    Clients on the old packages will remain on the old packages until otherwise noted.

    Filling Content

    After choosing a request to work on, writers will fill the request to the best of their abilities. Writers should draw on their own compositional capabilities, as well as use information provided by the team.

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    titlePagefooter Template

    When submitting a pagefooter, the writer will only be required to fill out the top portion of the template above the solid line. Writers are expected to provide:

    Complete - Month (Request Month) #/# (Batch Number)
    Title: (Title of Piece as it appears in the content)
    Content Type: (Content Format)
    Link to Content: (Link to Original Google Doc)

    Example:

    Complete - April 1/2
    Title: Your Guide to Toro® Walk-Behind Mowers
    Content Type: Pagefooter
    Link to Content: https://docs.google.com/document/d/1YiLIGgusMw_Z9Yl_gZ6B0FPGbdc2aZzE_zTOFHIT0MQ/edit?usp=sharing

    Expand
    titleEssentials Content and Article Template

    When submitting Essentials content or an article, the writer must fill out the entire template. Writers are expected to provide:

    Complete - Month (Request Month) #/# (Batch Number)
    Title: (Title of Piece as it appears in the content)
    Content Type: (Content Format)
    Link to Content: (Link to Original Google Doc)

    Essentials and Articles Only
    Title Tag: (A relevant, SEO-optimized title tag)
    H1: (The H1 for the page, either separate from the piece or the H1 used in the piece; Note: in the case of content pieces, the H1 must take the form of “[Keyword Product] for Sale”)
    Meta Description: (A relevant, SEO-optimized meta description)

    Example:

    Complete - April 2/2
    Title: Tips for Getting a Good Night’s Sleep with a CPAP Machine
    Content Type: Article
    Link to Content: https://docs.google.com/document/d/1aLNP_JuBAcncjji06j_d_xopgGFU79Pv3OU-Z7pAk6k/edit?usp=sharing

    Articles Only
    Title Tag: CPAP Sleeping Tips | Medical Supply Co. | CPAPs for Sale
    H1: Title: Tips for Getting a Good Night’s Sleep with a CPAP Machine
    Meta Description: Let us help you get a good night’s sleep with your CPAP machine!

    ...

    Expand
    titleContent History Sheet

    The Content History Sheet in each client sheet is designed to keep an inventory of all content that has been written for one client by the content writers. Each completed piece must be entered into the sheet with the following information:

    Document Title w/ link to Original Document

    Primary Keyword Group

    Important Keywords & Variations (if any)

    Article or PF?

    Content Category (N/A for PFs)

    • Enter the document title as it’s written in the title of the Google Doc, not the H1 or H2.

    • Link the Google Doc in the cell.

    • Note: Many sheets will say “H1/H2 w/ link to Original Document.” This was a previous standard that the team no longer follows. Use the updated standard.

    The primary keyword or keyword phrase the piece is centered around.

    Any notable keyword variants that may not be obvious based on the primary keyword group.

    Example: A piece about used tractors in which a John Deere keyword variant was requested.

    The content format (including Content Pieces when appropriate).

    For articles, include the content category indicated in the final submission.

    For Pagefooters and Content Pieces, use “N/A.”

    For new clients, if not already linked, all writers must also provide the link to the Google Drive folder in cell “G2” and the link to the Trello card in cell “G3.”

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    titleContent Monthly Tracker

    Daily work is tracked using the Content Monthly Trackers. Writers much indicate the number of each content formats they completed and add to the total word count for the day, as well as check off the corresponding checkbox for the client for which content was just written. For more information, check the Content Monthly Trackers Guide (coming soon).

    ARI Content QA Board

    Link to Board

    Content is sent to the QA board where a QA specialist may choose to ready through the piece to check for small errors, or notify the writer of major revisions.

    ...

    ARI Content Posting Board

    Link to Board

    QA sends all content to the Posting Board where the Juniper team will eventually publish the piece to the client's website. This is also where the team manages content that must be screened by the client ahead of time. More details can be found on the Dealer Approval Process page.