Why It's Important
Allows us to drive customer campaigns with a data-driven approach.
Identify what keywords your audience is actually using to find your products
Find keywords where performance just needs a little push
Ensures we are selecting the best work possible for our clients.
It helps us find competitive keyword opportunities to try to rank.
It drives our reporting - Makes ROI Conversations easier
Having a well-maintained keyword list ensures what we track and ultimately report on aligns with what is on the site and therefore, our performance metrics get a boost.
It helps organize your campaign plan into a clear path forward
Makes client transition less painful - Everyone should have a clear idea of what has been worked on and what’s next.
Impact
Selecting work takes less time and the work will be more impactful to the campaign.
Reporting will have fewer steps, freeing up Juniper to work on other tasks, which helps ensure we meet reporting deadlines
Reduces the amount of time updating campaign plans
Drives better results for our customers
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 ***
*** 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.
Select the appropriate vertical below.
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 for entire keyword list (not per keyword)
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:
ECHO (479) Kohler Engine (320)
Creating the Smart Groups Manually:
If your smart groups are not automatically generated… for now, instead of remaking the account, you can manually add them through the smart groups filter feature with the following parameters:
Cannibalization Filter: Issues = Cannibalization
Missing Relevant Pages Filter: Issues = No relevant Landing page
Brand Of Others Filter: Warnings = Brand of others
Localized Filter: Warnings = Localized
Low Relevance Filter: Warnings = Low relevance
Low Difficulty Filter: Top10 Difficulty = Easy
High Opportunity Filter: SEO Opportunity = >6
High Search Volume Filter: Search Volume = > 1000
Season Approaching Filter: Warnings = Seasonal: Season Approaching
In Full Season Filter: Warnings = Seasonal: In full season
Out of Season Filter: Warnings: Seasonal: Out of Season
Exploding Keywords Filter: Year-Over-Year Search Trend = Positive Trend = > +100%
Tanking Keywords Filter: Year-Over-Year Search Trend = Negative Trend < -50%
Low Search Volume Filter: Search Volume = < 50
Misspellings Filter: Warnings = Misspelled
Top 10 Filter: Latest Rank = ^ 11
Top 11-20 Filter: Latest Rank = ^ 21 and Latest Rank = v 11
Top 100 Filter: Latest Rank = ^ 100
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