Content Formats

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

  • 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

  • Meta Data: Please see the official Content Accompaniment documentation

  • 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:

Dealer Info Pages

With Dealer Info Pages (called Custom Pages in the SEO deliverables), 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

  • Meta Data: Please see the official Content Accompaniment documentation

  • 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

Intros (aka Content Piece 1 or 2)

  • Word Count: 150 words

  • Publication Location: ESS Custom Pages

  • H1/Meta Data: Please see the official Content Accompaniment documentation

  • 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.

  • Example

Product Buckets (aka Content Piece 4 or Higher)

  • Word Count: 2-3 sentences minimum

  • Publication Location: Essentials Custom 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: