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Description

This outline lays out the basic structure of the new hire training modules. This ensures that all steps of the new hire training process are included in order to serve as a model for the training module format.

Items that are followed by (question) are questionable additions that can be removed if not necessary to the modules.

Key Team Member Approval

  • Senior rep review/provide feedback.
  • Katie Hill review/provide feedback.
  • Grant Gooch and Lance Shroyer review/provide feedback.

Outline

 Module: Joining the team

  • Tools setup/getting access/permissions (Google Chrome, Extensions, Grammarly, Passwordstate, Bonusly, ADP, RingCentral, SEOMonitor, NinjaCat, secondary Chrome profiles, CRM, Trello, VPN/Acrulix, Confluence, and Notepad++ (DS-specific))

  • Meeting key people (Trainer, leadership)

 Module: New Hire Setup

  • Share Folders

  • Welcome Email

  • Setting up Outlook and Teams (signatures, etc)

  • How to use our tools (Office, Google, etc)

  • Remote working best practices and etiquette

  • SEO news outlets (search engine land, search engine journal, moz, etc)

 Module: What is SEO?

  • How Google works

  • Fundamentals of SEO

 Module: How to Use Keywords

  • External resources:

    • Keyword research basics

      • What are keywords?

        • What is keyword research?

        • Why do keyword research?

        • How to do keyword research?

        • When to do keyword research?

        • Who is keyword research aimed at?

    • How to find valuable keywords

      • Fat-head vs long-tailed keywords

      • Intro to our keyword research tools:

        • Google Keyword Planner

        • SEOmonitor

        • Google Search Console

    • How to analyze

      • Search volume behind keywords

      • Relevance to dealership

      • Competition levels (how many other competitors are tracking the same keywords)

    • How to use

      • Pillar vs Cluster content

        • Definitions of “Pillar” and “Cluster” content

        • When to use broad vs specific keywords

      • Latent Semantic Indexing (LSI)

        • What is LSI?

        • How search engines interpret LSI keywords

      • On-page usage

        • What is a primary/focus keyword?

        • Selecting a primary keyword for a page

        • What on-page elements need the primary keyword

      • Keyword spamming

        • What is it?

        • How it hurts SEO value

    • Keyword cannibalization

      • What is keyword cannibalization?

      • How can it hurt SEO value?

      • How can you avoid it?

  • Internal resources

    • Utilizing our tools

      • Identifying keywords in Google Keyword Planner

        • Building an initial keyword list

      • Using SEOmonitor

        • How to perform keyword research in SEOmonitor

        • Monitoring your keyword list

        • Keyword list maintenance/optimization

      • Identifying keywords in Google Search Console (GSC)

        • Navigating GSC to reach queries

        • Understanding clicks and impressions

        • What’s in GSC vs what’s actually on-site comparison

    • Keyword research, list building, and maintenance

      • Importance of proper research and list maintenance

      • Impact that it can have

    • Keyword cannibalization guide

    • Understanding what pages are ranking for which keywords

 Module: On-Site Optimization

  • On-page elements

    • H1s

    • Metadata

    • Header/Footer

    • Images/Banners

  • Keyword density and semantic optimization (aka don’t spam)

  • How to optimize top-level pages and SRPs

 Module: Internal Link Structure

  • Link structure types

  • Page linking (mobile-friendly buttons)

  • DS- and ARI-specific structures

    • Selecting canonical ILPs

    • GSC - how to request indexing for pages

  • Module: Client Sheets

  • Relevant client sheet tabs

    • Introduce client info tab, WDI tab, content history tab

 Module: Trello Process

  • Content Staging board

  • Content request process

    • Fill out template

    • Reference content history tab

    • Submit to appropriate Trello columns

  • QA board

    • Fulfilling QA corrections

  • YouTube board (question)

    • Requesting YT focuses

 Module: Campaign Plan Creation

  • Formulating 7-month plan

  • Evaluating client priorities

  • Referencing inventory sizes

  • Keywords/search interest

  • Seasonal/regional/historical search trends

 Module: Campaign Plan Maintenance

  • Client requests/updates

  • Identifying topics for 7th month

  • Identifying related content topics (blogs)

 Module: First Month Optimization

  • First Month Client Guide

  • First Month Client Work

    • FTP navigation (question) (DS-specific)

  • First Month Trello Board (check set up)

 Module: Data Analysis

  • Tools (GA, GSC, GTM, Yext (question), SEOmonitor (SEOmon - analyzing keyword data)

  • Using data to formulate campaign plans and strategize optimization

 Module: Reporting

  • NinjaCat Introduction

  • What metrics are included in the reports?

  • Formatting the client sheet (WDI tab)

  • Client call overview