Introduction to SEO

Explaining the value of SEO will help the client’s understanding of the process and the work ahead:

Search Engine Optimization (SEO) is the practice of improving a website’s visibility in search results by means of content optimization, keyword research, data analysis, and much more. The strategies that are used aim to drive more organic (non-paid) traffic to a website, which can help generate greater sales and leads opportunities. 

SEO can boost website search exposure by aiming to reach higher search rankings. This process is done through regionalized keyword research and by use of website analytics, leading to increased organic traffic and fostering brand recognition—all while cultivating credibility and trust, as high search rankings are associated with reliability and also give a competitive edge for reaching local target audiences. Furthermore, SEO encompasses aspects that enhance user experience that lead to prolonged site visits and reduced bounce rates. Lastly, it helps the ongoing maintenance of the website—regular SEO updates in response to algorithm changes keep a website’s content and strategies current, ultimately enhancing performance.

Another important note is that SEO is a gradual process that doesn't yield immediate results. The rate at which search engines crawl and index webpages can take weeks to months for optimizations to fully impact rankings.

The purpose of the intake is to collect dealership-specific information and priorities, like inventory and geography, which helps identify valuable keywords and inform SEO strategies. The intake process aims to also set expectations and understanding with the client so we can collaborate as a team.

More Information about what SEO provides

1. Please provide the exact spelling of how you would like your dealership name written on the site.

   1. Why: Having the exact spelling of the dealership name (what they are known as) ensures consistency across the site and prevents any errors. The legal business name tends to work best.

   2. Example Response:  The dealership name is Sunrise RV Adventures, LLC but we’re more commonly known as just "Sunrise RV Adventures." and would prefer that name to be used throughout our campaign and on-site.

2. Who is the primary point of contact and what is the best method of communication for them? 

   1. Why: Knowing who the primary contact person is and their preferred communication method ensures smooth collaboration and timely updates throughout the campaign.

   2. Example Response: The main person to contact for SEO reports and campaign details is Jane Doe.

3. What additional people will receive the monthly SEO report? Please provide their email address(es) as well.

   1. Why: Identifying the recipient(s) for our monthly SEO reports ensures that our efforts and results are transparently communicated to the relevant stakeholders.

   2. Example Response: Please send the monthly SEO reports to both Jane Doe at jane.doe@gmail.com and our CEO, John Smith at john.smith@gmail.com.

4. What other types of digital marketing are you currently doing outside of Dealer Spike/ARI? 

   1. Why: Understanding the client's existing digital marketing initiatives outside of our services provides insights into their overall online presence. This enables us to coordinate our efforts for a more cohesive and effective strategy.

   2. Example Response: Currently, we're running Google Ads campaigns and have an active presence on social media platforms like Facebook and Instagram.

5. What Products, Brands, and Vehicle Types are most important for you to promote? What are the least?

   1. Why: We need to identify the core offerings that the client wishes to rank prominently for in search engine results. This knowledge forms the basis for our keyword research and content optimization efforts, allowing us to focus on the most relevant terms that attract potential customers.

   2. Example Response: We're primarily focused on ranking for our lineup of luxury Class A motorhomes, family-friendly travel trailers, and off-road Forest River RVs.

6. Do you have any highly seasonal products or services? What are they? What time of year is the peak?

   1. Why: Recognizing highly seasonal offerings and their peak periods helps us optimize content and campaigns to capitalize on seasonal traffic spikes.

   2. Example Response: Our luxury models tend to see a spike in interest during the summer months when families are planning their vacations.

7. Are there any specific geographical locations you want to target for your SEO efforts? A primary location? Secondary locations?

   1. Why: Defining the geographical locations the client wants to target is essential for local SEO efforts. This ensures that our content and optimization strategies are aligned with their target audience's locations.

      1. Primary Location: Identifying the primary location helps us tailor our content to match the geographical context. This is especially important when dealing with low-population areas or considering nearby high-population centers. A lower population means lower search volume, which makes ranking highly in search results more difficult.

      2. Secondary Location(s): Secondary locations offer additional areas to potentially drive traffic from that are OUTSIDE the primary location. It can increase the search radius of the website to capture a wider audience.

   2. Example Response: Our primary target is Los Angeles, CA, which is where we’re located and have the most significant customer base. Other areas we want to target are San Diego and Las Vegas due to their proximity to our main dealership and how often we receive traffic from them.

8. Are there specific keywords you would like tracked for your SEO campaign?  

   1. Why: If the client has specific keywords in mind, this information guides our keyword research process. It's important to align our efforts with their goals and expectations.

   2. Example Response: We'd like to see how we can rank for "luxury Class A motorhomes," "off-road travel trailers," and "best RV dealer in Southern California."

9. Any terms or phrases you would like us to use or NOT use?

   1. Why: Learning about any terms or phrases the client wants to include or exclude ensures our content aligns with their brand voice and messaging.

   2. Example Response: Please avoid using the term "used RVs" and focus on phrases like "pre-owned RVs" instead.

10. Who are your known competitors in your area 3-5 examples?

    1. Why: The question about known competitors in the area is important because it helps us analyze their strategies, identify opportunities and challenges, refine keyword targeting, create unique content, build authority, and differentiate the client's business for effective SEO success.

    2. Example Response: We're aware of two main competitors in our area: 'Adventure RV World' and 'Camping Haven RVs.' They both have a strong online presence and seem to attract a significant portion of our target audience.

11. We need additional details about your services to create content that is specific to your business' offerings (indicate all that apply):

    1. About Us page:

       1. How many years in business?

       2. Family-owned and operated?

       3. Authorized dealer with any brands?

       4. Involvement in the community?

    2. Parts Department page:

       1. OEM parts and accessories (list 5-10 most important brands)?

       2. Aftermarket parts and accessories?

       3. Gear and apparel?

       4. Parts and accessory installation?

       5. Special ordering of parts?

    3. Service Department page:

       1. Factory certifications (list 5-10 most important brands)?

       2. Routine maintenance?

       3. Seasonal maintenance?

       4. Engine repairs?

       5. Electrical repairs?

       6. Tire repairs?

       7. On-site storage?

       8. Pickup and delivery?

12. Anything else that is special, unique, or sets your business apart that you would like us to know before getting started on your site? 

    1. Why: Understanding what sets the client's business apart helps us highlight their unique selling points and craft content that resonates with their target audience.

    2. Example Response: What sets us apart is our personalized customer service, custom RV modification options, and our commitment to sustainable and eco-friendly RVing experiences.