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DS & ARI Content
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Formats
Pagefooters
Inventory content contains the following two formats on one document, to be submitted as one piece for one request.
Word Count: see the official Word Count documentation
Publication Location: Bottom of Inventory Page
Header (title of the piece) uses H2; subheaders use 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 inventory page as the primary focus of the piece, with the specific purpose of providing information to promote sales.
Common topics:
Inappropriate Topics:
Tertiary subjects
Ex: Cleaning your ATV
Ex: Motorcycle maintenance
Content that could cannibalize other inventory pages' keyword content
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Word Count: see the official Word Count documentation
Publication Location: Online blogs
Meta Data: Please see the official Content Accompaniment documentation
Header (title of the piece) uses H1 (#); 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. The focus is to sell the experience, not the product.
Common topics:
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Dealer Info Pages
With custom pagesDealer Info Pages (called Custom Pages in the SEO deliverables), content writers will be creating content for informational parts of the dealership website. Instead of talking about products (like in articles and pagefooters), these pages will talk about the dealership itself. There are various types of Custom Pages listed below:
About Us
Word Count: see the official Word Count documentation
Publication Location: Online blogs: About Us Page
NO H1 - the piece should start with an intro paragraph with NO header.
Subheaders use H2s (##)
Content Focus: These pages give an overview of all the great things a given dealership offers.
For detailed instructions and examples, see Dealer Info Pages
Local
Word Count: see the official Word Count documentation
Publication Location: About Us dropdown menu
Meta Data: Please see the official Content Accompaniment documentation
Header (title of the piece) uses H1 (#); 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. The focus is to sell the experience, not the product.
Common topics:
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
ARI-Only Content
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Content Focus: Used to target customers from areas near (but not in) the physical location of their dealership
For detailed instructions and examples, see Dealer Info Pages
Parts
Word Count: see the official Word Count documentation
Publication Location: Parts Page
NO H1 - the piece should start with an intro paragraph with NO header.
Subheaders use H2s (##)
Content Focus: Acts as an introduction to the client’s parts department
For detailed instructions and examples, see Dealer Info Pages
Service
Word Count: see the official Word Count documentation
Publication Location: Service Page
NO H1 - the piece should start with an intro paragraph with NO header.
Subheaders use H2s (##)
Content Focus: Acts as an introduction to the client’s service department
For detailed instructions and examples, see Dealer Info Pages
ARI ESS Content Formats
Intros (aka Content Piece 1 or 2)
Word Count: 150 words
Publication Location: Essentials Pages or Services ESS Custom Pages
Content Piece 1 & 2 uses H1/Meta Data: Please see the official Content Accompaniment documentation
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.
Note: These were once called “Intros” and are still referred to as such in the Content History Sheet.
Product Buckets (aka Content Piece 4 or Higher
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Word Count: 2-3 sentences minimum
Publication Location: Essentials Custom Pages or Services Pages
These Content Pieces use H3s (###)
Formal introduction, conclusion, and call to action are not necessary
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 Content Formats
The following formats will only be offered with the 2022 SEO packages. These will be indicated by a 2022 [Package] label on the Trello card.
About Us Page
Word Count: 450 words
Publication Location: About Us page
Header uses H1s (#) and any necessary subheaders use H2s (##)
Content Focus: The About Us page should give a brief overview of the client’s values, history, stand-out offerings, and anything else that makes them unique. In essence, if the client were to introduce themselves, what would they say?
Note: An About Us page must come with supplemental information supplied by the client. This information can come in two forms:
An existing About Us page: if the About Us page already exists, the writer will use the existing content, clean it up and optimize it, and submit that piece for publication. They may copy and paste the original text into the new document and make adjustments as needed.
Information is supplied in the request: If the page does not already exist, the Account Manager may be able to collect information from the dealer, which will then be passed on to the writer to turn into an About Us page.
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If this information cannot be provided, the Content team will not provide content for the dealer’s About Us page. |
Service Page
Word Count: 450 words
Publication Location: Service page
Header uses H1s (#) and any necessary subheaders use H2s (##)
Content Focus: The Service page should act as an introduction to the client’s service department, including the importance of regular maintenance and service and the services the dealer offers.
Note: A Service page must come with supplemental information supplied by the client. This information can come in two forms:
An existing Service page: if the Service page already exists, the writer will use the existing content, clean it up and optimize it, and submit that piece for publication. They may copy and paste the original text into the new document and make adjustments as needed.
Information is supplied in the request: If the page does not already exist, the Account Manager may be able to collect information from the dealer, which will then be passed on to the writer to turn into an Service page.
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If this information cannot be provided, the Content team will not provide content for the dealer’s Service page. |
Parts Page
Word Count: 450 words
Publication Location: Parts page
Header uses H1s (#) and any necessary subheaders use H2s (##)
Content Focus: The Parts page should act as an introduction to the client’s parts department, including the benefits of and need for aftermarket parts and how their parts department works.
Note: A Parts page must come with supplemental information supplied by the client. This information can come in two forms:
An existing Parts page: if the Service page already exists, the writer will use the existing content, clean it up and optimize it, and submit that piece for publication. They may copy and paste the original text into the new document and make adjustments as needed.
Information is supplied in the request: If the page does not already exist, the Account Manager may be able to collect information from the dealer, which will then be passed on to the writer to turn into an Parts page.
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If this information cannot be provided, the Content team will not provide content for the dealer’s Parts page. |
Local Pages
Word Count: 450 words
Publication Location: Location-based pages
Header uses H1s (#) and any necessary subheaders use H2s (##)
Content Focus: The local page should provide a landing page that targets a specific location outside of their physical location. The content should include a basic introduction of the client, the services they offer and products they sell, and encourage readers to explore further into the site. This can include relevant details for the citizens of that particular area.
The following series of links as a guide:
- Note: A Local page request should specify where the page will be targeting. This location should be included in the H1.