Purpose: Introduces the reader to the dealership’s parts department, which is where customers go to: get advice on which parts to buy, buy parts, and get out-of-stock parts ordered 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.
Examples
RV Dealer | Powersports & Power Equipment Dealer | Harley-Davidson Motorcycle Dealer
Note - These examples are all from dealers who have not yet filled out the new intake form, so they lack specifics that would be included for dealers who have filled out the new intake form.
Requirements
- Provide information about the dealership’s parts department
- Note: You do not need to follow the exact order of the outline - you can order the topics however you like as long as every relevant topic for that dealer is covered
- Meet the 450 word count requirement
- 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)
- Properly use trademarks with brand mentions
Outline
Introduction Paragraph
About the Dealer’s Parts Staff
About the Dealer’s OEM Parts
About the Dealer’s Aftermarket Parts
About the Dealer’s Supplier Relationship
About the Dealer’s Gear and Apparel
About the Dealer’s Parts Installation
Conclusion Paragraph
“Buy Parts” Button
Format
The following covers the most popular dealership offerings. Each dealer may not offer all of them. For example, they may not sell aftermarket accessories.
When you write a Parts page, be sure to cover everything the dealer does offer (based on the Dealer Info in the OF Chatter as well as the Dealer Website). Do NOT claim the dealer offers something unless it is explicitly mentioned in one of those resources.
Introduction Paragraph
Header: NONE - provided by the SEO reps and already onsite
Body of the Paragraph
- Summarized description of the parts department
- State the dealer’s physical location and their target locations
- Use any rep-requested product keywords
- For example: Product keywords (such as travel trailer, fifth wheel, motorhome)
- For example: OEM keywords (such as Forest River, Keystone RV, Dutchmen)
About the Dealer’s Parts Department Staff
Header:
- Use the phrase “Parts Department”
Body of the Paragraph(s):
- Mention the perks of having industry experts help you find the best parts for your needs and budget
- Mention any primary and secondary product keywords at least once
About the Dealer’s OEM Parts and Accessories Inventory
Header:
- Include OEM keyword(s)
- If the dealer sells more than three OEM parts and accessories, use the phrase “OEM Parts” in the header instead and list all the OEMs in the paragraph
Body of the Paragraph(s):
- Mention the inventory of OEM parts and accessories
- Mention any primary and secondary product keywords at least once
- Mention any OEM keywords at least once
About the Dealer’s Aftermarket Parts and Accessories Inventory
Header:
- Include one of the phrases: “Aftermarket Parts and Accessories”, “Aftermarket Parts”, “Aftermarket Accessories”
Body of the Paragraph(s):
- Mention the inventory of aftermarket parts and accessories
- Mention specific aftermarket brands as applicable
- Mention any primary and secondary product keywords at least once
About the Dealer’s Supplier Relationship
Header:
- Include one the phrases: “Order Parts”, “Parts Ordering”, “Supplier Relationship”
Body of the Paragraph(s)
- Mention the dealer’s ability to order parts on the reader’s behalf
- Mention any primary and secondary product keywords at least once
About the Dealer’s Gear and Apparel Inventory
Header:
- Include one of the phrases: “Gear and Apparel”, “Gear”, “Apparel”
Body of the Paragraph(s)
- Mention the dealer’s inventory of gear and/or apparel
- Mention any primary and secondary product keywords at least once
- Mention specific gear and/or apparel brands as applicable
About the Dealer’s Parts and Accessory Installation
Header:
- Include one of the phrases: “Parts and Accessory Installation”, “Parts Installation”, “Accessory Installation”
Body of the Paragraph(s)
- Mention the dealer’s ability to install parts and/or accessories through the Service Department
Conclusion Paragraph
Header:
- “Contact Us”
Body
- Summarized description of the parts department
- State the dealer’s physical location and their target locations
- Use any rep-requested product keywords
- For example: Product keywords (such as travel trailer, fifth wheel, motorhome)
- For example: OEM keywords (such as Forest River, Keystone RV, Dutchmen)
- Give a call to action, such as “fill out our online form, call us at XXX-XXX-XXXX, or stop by our dealership”
- End the piece with “[ Buy Parts Button ]”
- This is special formatting for Juniper
Tips for Increasing Word Count
If limited information is provided for you, use these ideas to bulk up the page in order to meet word count requirements.
In the “Parts Staff” Section
Talk about the cases when a new part may be needed
In the “OEM Parts and Accessories” Section
Talk about the difference between OEM and Aftermarket parts
In the “Ordering Parts” Section
Talk about when to order parts on your own versus going through a parts department
In the “Parts Installation” Section
Talk about the advantages of letting a dealership install the part for you
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