The following are all the the details for the content formats written by the DS/ARI Content Writing Team. Any alterations to these expectations will need to be specified by the SEO rep.
DS & ARI Content 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
Articles (Blog Posts)
Word Count: see the official Word Count documentation
Publication Location: Online blogs
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:
Custom Pages
With custom pages, 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: 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
Header (title of the piece) uses H1 (#); subheaders use H2s (##)
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
Content Piece 1 & 2 (aka “Intros”)
Word Count: 150 words
Publication Location: Essentials Pages or Services Pages
Content Piece 1 & 2 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.
Content Piece 4 or Higher (aka “Product Buckets”)
Word Count: 2-3 sentences minimum
Publication Location: Essentials 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
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