ARI SEO (QA)

ARI SEO is one of the more involved QA disciplines, and there's a lot of it. On this page we'll breakdown the different responsibilities and link the available tools, documents, and other resources that will help you make sense of and get through ARI SEO QA work.

ARI SEO QA Priorities

When starting on ARI SEO QA for the month, the QA Specialist must observe the following priorities:

1. First Month QA
2. Second Month QA
3. Essentials Work
4. Monthly Work QA
   1. Monthly work QA does not begin until ALL First and Second Month QA has been completed

ARI SEO First Month QA

QA Specialist

First Month QA must be addressed first in the month and to accomplish this, the QA Specialist must:

• Navigate to the ARI SEO Work and QA Trello board
• Filter all cards for the "1st month" labels
• Open the Trello card at top of the list
• From the link on the card, navigate to the SEO Work Done Tab of the client sheet, and select the Work Done URLs cell for the first month of the campaign
• Open all URLs in the Work Done URLs cell, reviewing for:
  • Homepage Title and Description
  • Homepage Paragraphs
  • H1s, title, & meta description for Top-level ILPs (New & Used pages) 
  • New Models showroom page meta-title & meta-description
  • Maps/Hours
  • Parts Dept
  • Service Dept
  • Financing
  • Manufacturer Promotion pages (if available)
  • Reviews Pages (both Leave a Review and Testimonials)
  • Trade-In
  • Schedule Test Ride (most won’t have this, but if they do, be sure to hit that in the 1st month)
  • Any Additional Services the Dealership Offers (rentals, motorcycle classes, winterization, RV storage, marine/boat docking, apparel/gear/MotorClothes)
    • If any of the above URLs are missing, the QA specialist will make a comment on their Trello card
    • If the SEO Specialist has done any additional pages, the QA Specialist will identify that as an error
      • It should be noted, there is much less First Month QA to perform for ARI SEO campaigns
• If any corrections are required, the QA Specialist will leave a comment on the dealers' card, tag the SEO Specialist, and outline exactly what should be changed or updated, with links to the corresponding pages
  • If there are a lot of changes or corrections to be made, the QA Specialist may ask for a second round of QA or rope in the SEO Team Lead to review the changes with the SEO Specialist
• Once QA has been completed, the QA Specialist will add a due date 
  • If the card was completed on Monday through Thursday, the due date will be the Friday of that same week
  • If the card was completed on a Friday, the due date will be the Friday of the following week
  • Set for 5:00 pm
• Then, move the Trello card to the SEO Specialists' individual column on the ARI SEO Work and QA Board

ARI SEO Specialist

• The ARI SEO Specialist must complete all First Month changes or corrections by the due date provided by the QA Specialist

ARI SEO Second Month QA

ARI Juniper Specialist

• Currently Juniper is implementing link structures on ARI websites, according to a link structure map built for them by the SEO Specialist
• Juniper will also optimize (against advisement that SEO Specialists do this themselves):
  • H1s
  • Title Tags

QA Specialist

When performing Second Month QA, the QA Specialist must:

• Navigate to the SEO Work and QA Trello board
• Filter all cards for the "2nd month" labels
• Open the Trello card at top of the list
• From the link on the card, navigate to the SEO Work Done Tab of the client sheet and select the second month Work Done URLs cell
• Open all of the URLs included and review the link structure, making sure it:
  • Meets current SEO best practices
  • Presents the user with a clear pathway through the most important inventory pages to the dealer
  • Check the H1 and Title Tag on every linked page for current SEO Best Practices
• If any corrections are required, the QA Specialist will leave a comment on the dealers' card, tag the Juniper Specialist, and outline exactly what should be changed or updated, with links to the corresponding pages
• Once any corrections have been commented, or if no corrections are required the QA Specialist will add all appropriate QA labels to the Trello card
• Once QA has been completed, the QA Specialist will add a due date 
  • If the card was completed on Monday through Thursday, the due date will be the Friday of that same week
  • If the card was completed on a Friday, the due date will be the Friday of the following week
  • Set to 5:00 pm
• Then, move the Trello card to the SEO Specialists' individual column on the SEO Work and QA Board

ARI SEO Essentials QA

QA Specialist

• Navigate to the current month QA column on the ARI SEO Work and QA Trello board
• When you open an Essentials clients' Trello Card, first:
  • Navigate to the ARI Content Board and double check that month of work being QA'd has been completed by content and previously QA'd by the QA Team
  • Ensure the Essentials content proposal is on the content card
    • If the proposal is missing the QA specialist will identify this as an error
  • Ensure the content Trello cards are moving forward correctly (this is especially important for Essentials content)
• Check for any comments left by Juniper after posting the Essentials content to the landing page
• From the link on the ARI SEO Work and QA Trello card, open the Essentials content navigating to the live page and review that:
  • The content has actually been written and is present on the page
    • Some of the reps have been submitting pages where only the tag and meta description have been completed, because of the backlog. These will be kicked back and instructed to resubmit to QA once the content is present on the page.
  • Check the number of assets on the page, there should be:
    • Header
    • At least one product bucket
    • Footer asset
  • Review the content on the page including the H1, banner image (sometimes the image is stretched out because of wrong resolution), skim the content, click the buttons to make sure they work, ensure the product buckets have images, review any new or un-qa'd product bucket content, and review all image alt text.
• If any corrections are required, the QA Specialist will leave a comment on the dealers' card, tag the SEO Specialist, and outline exactly what should be changed or updated, with links to the corresponding pages
• Once QA has been completed, the QA Specialist will add a due date 
  • If the card was completed on Monday through Thursday, the due date will be the Friday of that same week
  • If the card was completed on a Friday, the due date will be the Friday of the following week
  • Set for 5:00 pm
• Then, move the Trello card to the SEO Specialists' individual column on the ARI SEO Work and QA Board

ARI Juniper Specialist

• The ARI Juniper Specialists are responsible for assembling the Essentials Landing Pages as well as writing the image alt-text

ARI SEO Specialist

• The ARI SEO Specialist must complete all Essentials QA changes or corrections by the due date provided by the QA Specialist
  • Return their work for a 2nd round of QA if requested

ARI SEO Monthly QA

Currently QA is streamlining their process to get through the backlog of QA work, so while corrections will be noted, QA Specialists will not provide suggested corrections, but rather let the SEO Specialists know what the error is and expect them to make those changes

QA Specialist

To begin monthly QA for ARI SEO work, the QA Specialist will:

• Navigate to the current month QA column on the ARI SEO Work and QA Trello board
• When you open a monthly QA Trello card:
• Navigate to the Work Done URLs cell of the SEO Work Done tab on the client sheet from the link on the Trello card, reviewing for:
  • For Gold and Platinum clients, check to see if any URLs have been labelled as a Pagefooter or Blog Article
  • If so, navigate to the ARI Content Board and double check that month of work being QA'd has been completed by content and previously QA'd by the QA Team
    • Ensure the Pagefooter or Blog Article content proposal is on the content card
      • If the proposal is missing the QA specialist will identify this as an error
    • Ensure the content Trello cards are moving forward correctly
• From the Work Done URLs cell, the QA Specialist will open all URLs, looking for:
  • Parent/child link structure, clicking through the buttons to ensure they're working correctly
  • Review the H1, featuredbanner content, and text in the buttons for correct trademarks, keyword stuffing, spelling, grammar, etc.
  • Review the title tag and meta description for correct trademarks, keyword stuffing, spelling, grammar, etc.
  • Review the image alt-text for accuracy and correctness
  • Review the footer content, if a footer has been included on the page. If the footer has already been QA'd, the QA Specialist will move on
    • If the URLs for that months' content is not in the Work Done URLs cell, the QA Specialist will lave a comment on the ARI SEO Work Done and QA Trello card and open the content through the link on the ARI Content Board Trello card
    • These are kicked back to the SEO Specialist for them to correct and resubmit
• Apply and/or ensure the correct "awaiting" label has been applied to the card, depending on the content that has been included or if the wrong label has been applied
• If any corrections are required, the QA Specialist will leave a comment on the dealers' card, tag the SEO Specialist, and outline exactly what should be changed or updated, with links to the corresponding pages
• Once QA has been completed, the QA Specialist will add a due date 
  • If the card was completed on Monday through Thursday, the due date will be the Friday of that same week
  • If the card was completed on a Friday, the due date will be the Friday of the following week
  • Set for 5:00 pm
• Then, move the Trello card to the SEO Specialists' individual column on the ARI SEO Work and QA Board

ARI SEO Specialist

• Consider adding content URLs to the ARI SEO Work and QA card before sending the card to the QA column, in order to provide all relevant links for the QA Specialist in one location
• The ARI SEO Specialist must complete all Monthly QA changes or corrections by the due date provided by the QA Specialist

ARI SEO Report QA

QA Specialist

Before performing ARI SEO Report QA, the SEO Department will provide a link to that month's SEO Report QA folder on Google Drive to the QA Team. The QA Specialist will then: 

• For Silver, Gold, and Platinum clients:
• Navigate to and open the current month's ARI SEO QA Folder on Google Drive
  • The link to the folder changes each month, it should be provided to the QA Team via link from the SEO Department Manager or SEO Team Lead.
  • This folder will need to be refreshed from time to time as the SEO Department has many SEO Specialists that are uploading reports throughout the day, the page doesn't always keep up with the pace
• Navigate to ARI Monthly Work Checklist and click on the QA Team Notes  cell corresponding to the report you'll be reviewing
• If there is a "1" in the Report Added to QA Folder column, this indicates the report has been uploaded and is ready to be reviewed
  • A "1" in the Report QA'd column means the SEO Specialist believes this report is ready to be sent to a client, not just ready to be corrected by the QA Team
  • If there is a "1" in the Report Added to QA Folder column, but the report has not been uploaded to the current month ARI SEO QA folder on Google Drive  folder, the QA Specialist will highlight the cell turquoise
• The QA Specialist will open the report inside the ARI SEO QA Folder on Google Drive, looking for:
  • 1st slide: Correct month, "SEO Report," dealer logo, ARI company logo, there should be no contact information
  • 2nd Slide: Unless there are obvious errors, the stats and numbers here aren't reviewed too heavily
  • 3rd Slide: The Campaign Plan and Pages Worked on should match up, Next Month Keyword Focus should match the stated focus under Campaign Plan, 
    • Pages Worked On should have all on-site work completed as well as any package fulfillment requirements (e.g., Pagefooters, Blog Articles, YouTube videos)
    • The Results of Work Done should show either a big positive jump in rank change or solid/well ranking keywords with positive rank changes over time
      • QA will comment if the keywords under the Results of Work Done only relate to what was worked on during the most current month, as that's not the correct data to share since ranking takes time to improve
      • Flag any reports where the Campaign Plan has only TBD
      • Second Month Reports should not have data under Results of Work Done, instead a template from the Second Month RQD/MIK should be present
  • 4th Slide: Most Improved and Best Performing Keywords will be called out if both the rank and rank change are zeroes
    • Second Month Reports should not have Most Improved and Best Performing Keyword data, instead they a template from the Second Month RQD/MIK should be present
  • 5th Slide: Organic Leads from Last Month will be commented on if all leads are zeroes 
  • 6th Slide: Top Clicked Organic Searches will only be commented on if all values are zeroes
  • Additionally, check any slides for missing data, and Reputation Management slides for this clients with this service
• If corrections are required, the QA Specialist will highlight the QA Team Notes cell yellow and leave their comments in that cell
• Once the corrections have been made, the SEO Specialist will leave the QA Team Notes cell yellow and add a "1" with their Initials
• If no corrections are needed, the QA specialist will leave a "1" plus their initials in the QA Team Notes column of the Monthly Sheet and not highlight the cell
• For Essentials and Essentials Pro clients:
  • Follow the above steps, though since Essentials reports are shorter, move on from any step that does not directly apply

ARI SEO Specialist

To prepare their Monthly Reports for the QA Team the ARI SEO Specialists must:

• Generate their report through Ninja Cat
• Review and perform first line QA on their report 
  • This means they think the report is good enough to be sent to the client, not that its ready for the QA Team to fix it for them
• Upload report to the current month ARI SEO QA folder on Google Drive
• Leave a "1" in the Report QA'd and the Report Added to QA Folder columns  to let the QA Team know their report is ready for QA
• If the QA Specialist marks "1" with their initials in the QA Team Notes column, this means there are no errors, and the SEO Specialist is free to set the report to either auto or manual delivery
• If the QA Team Notes cell is highlighted yellow with comments on how to correct the report, the SEO Specialist will make those changes, leave the cell yellow, and record "1" + their own initials
• If the cell is highlighted turquoise this lets the SEO Specialist know they haven't uploaded or must re-upload their report to the current month ARI SEO QA folder on Google Drive

ARI SEO QA Resources

Looking for something else? Click here to navigate to the QA (Quality Assurance) home page on Confluence!