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.

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 ***

Lists That Need to be Made:

• Main Offerings with Product Types

• Product Types

• Product Types w/ Product Sub-Types

• Product Brands w/  Product Types

• Product Brands w/o Product Types

• Location Modifiers

• Intent Modifiers

• Condition Modifiers

• Common Variations of the Above

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

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.

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

  • 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.

Clean SEO Monitor and Get Ready to Create a New Account

Next, we want to make sure we’re cleaning up our current keyword lists before creating a new account and adding all the new keywords.

• Start by doing an export of all keywords currently in the account.

• If you know of any keywords that are important to the dealer to have tracked, start by grabbing those.

• For the current and next month’s focus, make sure you grab the associated keywords to be added back to the new account.

• If we have any well-performing keywords, consider keeping them if it makes sense.

• The goal is to avoid erasing any quality work while building a list based on common logic.

Import to SEO monitor and Start Grouping

When you’re uploading a keyword list, it requires you to select a group. Just type “import”. After the upload is completed, you can delete the “Import” group, and a new folder called “ungrouped” will show up. 

Create your folders:

• Using the pre-multiplication Keyword list you made, create a folder in SEO Monitor for each brand and one for each product type.

• You can also add your groups now or during the grouping process. It may be easier to do it all upfront using the above-mentioned keyword list. 

• Now you’re ready to group. 

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. 

Folders - 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.

Under each folder, you will list groups based on one of two grouping types:

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…

When in doubt, don’t guess, escalate!!