About the Packages
With the new SEO packages, content writers will be creating content for other parts of the dealership website. Instead of talking about the products sold (like in articles and pagefooters), these pages will talk about the dealership itself.
Format
Word Count: 450 words.
Keywords: Keywords will be provided by the rep in the Trello comment.
Be sure to include target keywords throughout the piece, including headers.
Be sure to include target location(s) throughout the piece, including headers.
Writers do not need to include every single keyword provided in a rep’s list. Instead, they should use them as guidelines that help Google understand the overall focus of the piece.
Hashtags: # for the H1, ## for H2s (mirroring articles)
Writing Style: Same as articles and pagefooters. Focus on a friendly, conversational tone.
Document Name: Normal format for DS and ARI except:
Instead of the vertical, use the type of page that it is: Parts / Service / About / Local - City, Abbreviated state (or City, Abbreviated province)
Instead of (Article) or (PF), use (Dealer Content)
Using Existing Dealer Content
There may be phrases, sentences, or paragraphs of a dealership page that we want to keep as-is.
DO use parts of dealer content if it’s well-written and unique. There’s no need to rewrite it just for the sake of rewriting it.
DO NOT use dealer content if it’s poorly written or clearly templated from a marketing agency.
There may also be formatting aspects that we want to keep:
Option 1: Keep the formatting and keep the text.
You may only need to add content above or below the dealer’s existing section.
For example, this service page has a section with images and maintenance tips. The dealer still needed text with information about their service department, which was added to the top of the existing content resulting in this page.
Option 2: Keep the formatting, but rewrite the text.
You may need to rewrite the content while keeping the original format.
For example, this “About” page contains a great structure, but the content itself could be improved for readability as well as keyword usage, resulting in this page.
If you want to maintain a part of the dealership’s formatting, be sure to leave a clear note to Juniper in the Trello card. You can leave a note in the Google Doc itself as well and elaborate as-needed there.
Submitting the Content
Use this resource when writing title tags and meta descriptions
Kickback Qualifications
For Parts and Service Pages: The dealer MUST already have an existing page on the subject with information on it or the rep MUST provide supplemental information from the dealer. In other words, there needs to be available information for the content team to work with.
Parts Department Page
About These Pages
The Parts page should act as an introduction to the client’s parts department, which is where customers go to:
Get advice on which parts to buy that best suit their budget and their given make/model.
Buy the needed parts.
Have the dealership to order any out-of-stock parts on their behalf.
Note: If the customer wants the part to be installed by the dealership, this is handled by a separate department - the service department.
Parts are commonly needed when:
A part breaks and needs to be repaired (such as broken trailer brakes).
A part is too old and needs to be replaced according to the manufacturer’s recommended timeline (such as tires that are too old).
A part is used for a customization (such as heated motorcycle grips).
Examples of Parts Pages
The Format of Parts Pages
H1 unnecessary - provided by the SEO reps and already onsite
Introduction paragraph describing the business and stating that they offer these parts in the primary location (where the dealer is physically located) and near the secondary locations (the target locations near the dealer’s location).
If there are any product-specific keywords (such as travel trailer, fifth wheel, motorhome) or OEM-specific keywords (such as Forest River, Keystone RV, Dutchmen) mentioned by the rep on the Trello card, be sure to include those here as well.
The following is a recommendation of sections to include. You do not need to copy the headers word-for-word. Instead, think of them as a guideline for how to format the different aspects of the parts department.
You can also choose to format these pieces however you want as long as they:
Cover the needed information about the parts department.
Meet the 450-word count.
Have the primary keyword and any secondary keywords used throughout the piece in a way that Google will recognize those as the keywords.
Have the target location mentioned in at least one header and at least once paragraph (in addition to the introduction and conclusion paragraph)
## Get Help Picking (Target Keyword) Parts
Talk about the perks of having industry experts help you find the best parts for your needs and budget.
* To increase word count, consider talking about the cases when a new part may be needed *
## Get Access to (Target Keyword) Parts
Talk about the inventory of parts that the dealership maintains.
If the dealer mentions maintaining supplier relationships, the ability to order parts on a customer’s behalf, and/or any specific parts (such as motorcycle windshields or ATV brakes) mention that here as well.
* To increase word count, consider talking about when to order parts on your own versus going through a parts department *
## Get Original Equipment Manufacturer (OEM) Parts
Talk about the advantage of using OEM parts rather than aftermarket parts.
If there are any OEM keywords included in the content request, mention those here
* To increase word count, consider talking about the difference between OEM and aftermarket parts*
## Get Help Customizing Your (Target Keyword)
If the dealer’s website mentions parts for upgrading or customizing a product, such as adding a windshield to a motorcycle, mention those here.
## Get Help Installing Your (Target Keyword) Parts
If the dealer has a service department, you can encourage the reader to let them install the parts on their behalf.
* To increase word count, consider talking about the advantages of letting a dealership install the part for you *
## Miscellaneous
If there is anything else related to parts, include it here. For example, some dealerships have rewards programs where customers can spend money on things (including parts) and earn points towards coupons.
## Shop Our Parts
This conclusion paragraph should mention again the keywords and target locations. Give a call to action encouraging the reader to contact the dealership or stop by their location.
[Buy Parts Button]
Service Department Page
About These Pages
The Service page should act as an introduction to the client’s service department, which is where customers go to:
Get routine/preventative maintenance done.
Get repairs and parts replacements done.
Get customizations and upgrades done.
Examples of Service Pages
The Format of Service Pages
H1 unnecessary - provided by the SEO reps and already onsite
Introduction paragraph describing the business and stating that they service the product(s) in primary location (where the dealer is physically located) and near the secondary locations (the target locations near the dealer’s location).
If there are any product-specific keywords (such as travel trailer, fifth wheel, motorhome) or OEM-specific keywords (such as Forest River, Keystone RV, Dutchmen) mentioned by the rep on the Trello card, be sure to include those here as well.
The following is a recommendation of sections to include. You do not need to copy the headers word-for-word. Instead, think of them as a guideline for how to format the different aspects of the service department.
You can also choose to format these pieces however you want as long as they:
Cover the needed information about the service department.
Meet the 450-word count.
Have the primary keyword and any secondary keywords used throughout the piece in a way that Google will recognize those as the keywords.
Have the target location mentioned in at least one header and at least once paragraph (in addition to the introduction and conclusion paragraph)
## Routine Maintenance
Mention the target keywords again as well as any relevant OEMs.
If there are any specific services mentioned on the dealer’s website, be sure to include those as well.
Note: Only mention specific services if they are included in the website!
Different dealers offer different services and we do not want to claim they offer a service that they do not. While it’s likely a trailer dealer can service brakes, for example, do not mention brakes unless they are mentioned on the dealer’s site.
* To increase word count, consider talking about the recommended frequency of routine maintenance for the given product *
## Repairs
If the dealer’s site mentions handling repairs, talk about that here. If there any specific repairs mentioned on the dealer’s site, be sure to include those here as well.
## Customizations
If the dealer mentions helping to customize or upgrade the given product, you can make that it’s own section. You can talk about the benefits of upgrading (make the product better suit your lifestyle, make it unique, etc.) and the dealership’s ability to help you plan and implement your upgrade project.
## Servicing [ OEM Keyword(s) ] [ Products ]
You can also make a dedicated OEM section, rather than include it with the routine maintenance section. This can be helpful to increase word count.
## [ Secondary Keyword ] Service
One way to expand wordcount is to have a dedicated section for the secondary keywords. You can essentially repeat what you said before (such as “we offer quality and timely servicing of your [product]), but with the secondary keywords instead.
## Our Service Department Staff
You can also talk about any specific details about the staff, such as a combined 50 years of experience or any OEM-training they receive each year. This can also be a good way to add to word count.
## Parts Department
You can also give a shout-out to the dealer’s parts department, which can help expand wordcount and be another location to mention the target keywords and/or target locations.
## Misc.
Some dealers offer extra services. These are great to mention, either in the generic service sections or as their own section.
To Increase Word Count, Consider…
Talking about the benefits of visiting a service department (rather than attempting a do-it-yourself repair or visiting a generic mechanic).
Talking about when it’s best to visit a service department compared to doing it yourself. There are some vertical-specific articles in the drive (such as this one, this one
Giving tips on having a successful service department appointment
## Schedule a Service
This conclusion paragraph should mention again the keywords and target locations. Give a call to action encouraging the reader to contact the dealership or stop by their location.
[ Schedule Service Button ]
About Pages
About the About Pages
These pages give an overview of all the great things a given dealership offers, such as a parts department and service department.
Examples of About Pages
The Format of About Pages
H1 unnecessary - provided by the SEO reps and already onsite
Introduction paragraph describing the business and stating that they in the primary location (where the dealer is physically located) and near the secondary locations (the target locations near the dealer’s location).
If there are any product-specific keywords (such as travel trailer, fifth wheel, motorhome) or OEM-specific keywords (such as Forest River, Keystone RV, Dutchmen) mentioned by the rep on the Trello card, be sure to include those here as well.
The following is a recommendation of sections to include. You do not need to copy the headers word-for-word. Instead, think of them as a guideline for how to format the different aspects of the parts department.
You can also choose to format these pieces however you want as long as they:
Cover the needed information about the parts department.
Meet the 450-word count.
Have the primary keyword and any secondary keywords used throughout the piece in a way that Google will recognize those as the keywords.
Have the target location mentioned in at least one header and at least one paragraph (in addition to the introduction and conclusion paragraph)
## [Product] For Sale
Talk about the primary and secondary product keywords. This can also be a great place to mention the dealer’s location again in the header and/or paragraph.
## Trade-In Options
If the dealership has a trade-in program, be sure to mention that. This can be combined with the “products for sale” section or be its own section.
## Financing
Talk about the dealer’s available financing options.
* To increase word count, consider talking about the benefits of financing*
## Parts
Talk about the dealership’s parts department.
This can also be a great place to mention secondary keywords or any OEMs.
## Service
Talk about the dealership’s service department.
## Accessories
Some dealerships sell accessories, such as riding apparel. This can be combined with the parts section to become Parts and Accessories, or it can be used in its own section.
## Miscellaneous
Some dealerships offer riding schools, boat storage, events, and other such things. Each of these could be their own section, but below is a list of examples that could be used.
## Contact Us
Short paragraph encouraging the reader to reach out to the dealer for assistance with their primary product offered or supported services. Mention the primary product keywords (including OEM keywords) as well as target location keywords. Give a call to action, such as “fill out our online form, call us at XXX-XXX-XXXX, or stop by our dealership”.
[ Contact Us Button ]
Local Page
About Local Pages
These pages are used by dealerships to help get customers in areas near their dealership, but they are not physically located in.
For example, a dealership may be located in Portland. Their local pages may be targeting Milwaukie, Lake Oswego, and Beaverton.
Examples of Local Pages
The Format of Local Pages
These are the same as “About Us” pages, and should include sections from the list of suggestions above, in addition to the H2 section (Why We Love) below. The difference between About Us pages vs. local pages is that local pages target a location the dealership serves (but may not have a physical location in). They describe all of the same dealership offerings, but you want to sprinkle in the target location keyword(s) throughout the piece. There are some minor differences with the introduction (header and paragraph) and conclusion (Contact Us), and examples of those can be found below:
# About [ Dealership Name ] Located Near [ Target Location ]
Instead of using the dealer’s physical location in the introduction header and paragraph, focus on the target location.
You’ll still want to mention the physical location of the dealership, but the focus is on the target location.
## Why We Love [ Target Location ]
Include a section that talks about the target location. This can be giving recommendations of adventures nearby, talking about the unique benefits of the location, etc. The key is to have a few more targeted keyword mentions (without it being over the top).
If the dealer’s product is niche and difficult to connect to the area, you can either skip it or talk more generically about the general area.
## Contact Us
Give a call to action and mention the target location keywords again.
[ Contact Us Button ]
Title
[Product] Near [Location] | [Other Location]
Meta Description
Include the value of the services that the dealer provides to the local area, the dealer’s name, and a call to action encouraging users from that area to engage with the dealer and/or their site.
Inventory Pages
(as written by Katie Hill & Ned Faulhaber)
Inventory Content: Featured Banners & Pagefooters
Inventory content contains the following two formats on one document, to be submitted as one piece for one request. Please place the Featured Banner content at the top of the page, and label it as “Featured Banner:” to make it clear to the Juniper team that it isn’t part of the footer content.
Note: Only the new 2022 packages receive featured banner content. All legacy packages will continue to request only pagefooters when requesting content for ILPs.
Featured Banners
Word Count: Approximately 75 words. A little less or a little more is absolutely fine!
Publication Location: Top of Inventory pages
H1 unnecessary: Provided by the SEO reps and already onsite
Content Focus: Featured banners are the brief introduction to an inventory page. They should follow this structure:
First sentence: Attention grabber with primary keywords included, as well as dealership name.
CTAs are useful for these, but not a requirement.
These are often great places to include a dealer’s brick and mortar location, but again, not required (it must be in your last sentence if not here).
Second/Third sentence(s): Additional content on the product(s) listed on the page.
This should include a keyword variant or two, which the reps will hopefully provide. If they don’t, consider including the variant “[primary keyword] dealer” somewhere in your content. It almost always gets search volume and can offer some SEO value to the page.
Attempt to keep keyword variants specific to the page subject. If that is “motorcycles,” ideally you will avoid mentioning types of motorcycles (such as cruisers, sport, etc). If you do, make sure to do it just once, and don’t mention them again in your footer content.
Last sentence: CTA including additional target locations, plus the brick and mortar location if you haven’t mentioned it yet.
Note: Though sticking to this order of sentences is ideal, the exact order is less important than making sure that the required content is there.
Examples of ILP Featured Banner Content:
Pagefooters
Word Count: 375 words
Publication Location: Bottom of inventory list page (ILP)
Header uses H2s (##) and subheader uses H3s (###)
Even though the H2 will not be the title of the document, treat it as the title of the piece, as the pagefooter is not published directly beneath the featured banner.
Client name, physical location, and target locations must be mentioned once (commonly done in intro (preferred) and/or conclusion)
Content Focus: Pagefooters use the product on the ILP as the primary focus of the piece. The primary focus is to sell the product listed in the ILP. Incorporate branded and categorical keywords matching the products on the page, possibly more specific model keywords if applicable.
Common topics:
Inappropriate Topics:
Tertiary subjects
Ex: Cleaning your ATV
Ex: Motorcycle maintenance
Content that won’t hit the word count
Content that could cannibalize future ILPs
NEW: Content that refers to parts or service can be useful in footers, and a section for either within a general product focus is OK. Hyperlinks can be provided to the parts and service pages, which can boost SEO value via internal linking. That said:
At present, this new strategy is only being used with AI-produced pieces that include parts/service in the AI prompt.
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