Keyword Research, List Building, & Maintenance

1 Why It's Important
2 Impact
3 Build Your Seed Lists
4 Multiply Your Keyword Lists
5 Use Keyword Planner to Sort and Remove Keywords
6 Import to AccuRanker and Start Tagging
- 6.1 Add Keywords
- 6.2 How to Group
- 6.3 Tagging Guide
- 6.4 Grouping Examples

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 ***

Main Offerings with Product Types
Product Types
Product Types w/ Product Sub-Types
Product Brands
Product Brands w/ Product Types
Location Modifiers
Intent Modifiers
Condition Modifiers
Common Variations of the Above

Main Offerings with Product Types
Product Type (Category)
Product Manufactures /w Product Type (Makes)
Product Brands
Product Brands w/ Product Types
Location Modifiers
Intent Modifiers
Condition Modifiers
Common Variations of the Above

Main Offerings with Product Types
Product Types
Product Sub-Types w/ Product Types
Product Brands
Product Brands w/ Product Types
Location Modifiers
Intent Modifiers
Condition Modifiers
Common Variations of the Above

*** Save these lists. It will serve as a mapping of all the groups and folders you will need to create in AccuRanker.

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.

Offerings List + Location Mods and a blank
Condition Modifiers + Product Types (Singular) + Intent Modifiers
Last multiplied list + Location Modifiers
Vehicle Types (Plural) + “For Sale” + Location Mods and a blank
“Buy” + Vehicle Types (Plural) + Location Mods and a blank
Vehicle Types (Singular) + “Sales”, “Dealer”, and “Dealership”, etc + Location Mods and a blank
Product Brands w/o product + “Sales”, “Dealer”, and “Dealership”
Product Brands w/ Product (Plural) + “For Sale” + Location Mods and a blank

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.

Import to AccuRanker and Start Tagging

Once you have a full list of qualified keywords from keyword planner, you will need to add those keywords to AccuRanker and start tagging them into groups.

Add Keywords

Log into Accuranker and locate the correct domain by making use of the search bar in the top-left corner of side navigation.
Once the domain specific dashboard loads, you will see an orange “+ Add keywords” button near the top left of the dashboard. Click it.
You will paste your keyword list into the keywords field on the top-left of the popup.
Ensure your Search Engine, Locale, and Location setting are all correct
For now, it should be:
1. US or Canada depending on location
2. Mobile Google as the search engine
3. Locations should match the target locations from the intake.
Click “Add Keywords” in the bottom right
It will reload and you’re ready to move on to grouping.

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.

We will make use of Accuranker’s tagging function to replicate our grouping from SEOmonitor

Tags- 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.

Tagging Guide

Navigate to the correct domain
Click the “Keywords” tab in the main navigation
You can now use the filter search bar at the top of the page to search for keywords
After searching for the keywords you want to group, you can select the keywords you want to add tags to by clicking the checkbox for each keyword row in the site
Once you have selected keyword you want to tag, you will see new options above the table. Click the one that says “✏️ Edit” and then select “Add tags” from the drop-down.
Type the name of the tag and click “Add tags”. Name should be the same as folder names used to be.

Grouping Examples

You will create tags for the following: