Overview

Client Lifecycle Playbook

Needs review — This SOP contains our content but has not been verified by Nick. Treat as a working draft until marked Live.

00 — Client Lifecycle Playbook

Last Updated: March 2026 Owner: Nick (Operations Lead) Frequency: Reviewed quarterly, updated as needed

Purpose

This document is the single source of truth for the entire client journey at Tekton Growth, a local SEO agency. It maps every phase of the client lifecycle, defines ownership, establishes timelines, details deliverables, and provides escalation pathways. Every team member should reference this document weekly.

This playbook ensures:

Consistent client onboarding and delivery
Clear accountability across roles
Predictable timeline management
Quality control at each phase
Escalation clarity when issues arise

Team Roles (4 Core Roles)

GBP Specialist — GBP profile optimization, posting, review response, citation building, content publishing to GBP/social
SEO Specialist — Technical SEO, on-page optimization, content strategy, backlink prospecting, schema markup, Claude Code audit pipeline, AI optimization
CSM (Client Success Manager) — Client communication, reporting delivery, onboarding calls, relationship management, upsells
LSA Specialist — LSA setup, lead management, lead ranking feedback collection, budget toggling, reporting to CSM

Platform Stack Reference

Our technology ecosystem supports client delivery across all phases:

Platform	Primary Function	Used In Phase
Search Atlas	GBP posting & management, category tracking, keyword ranking, month-by-month posting plans	P2, P4, Ongoing
BrightLocal	Citation management, niche directory tracking	P0, P2, P4, Ongoing
Local Dominator	Rank tracking (2-3 primary categories + services per city), SERP monitoring	P2, Ongoing
Task Tracker	Client intake questionnaire, credential gathering, task management, team communication, audit result auto-population	All phases
Claude Code Skills	Automated audit pipeline: `/seo-crawl`, `/seo-gap-analysis`, `/seo-geo-strategy`, `/seo-optimize-page`, `/seo-links`, `/seo-data`, `/seo-report`, `/seo-batch-monthly`	P0, P4, Ongoing
GHL	CRM, client communication, intake forms, automation, Stripe payment integration	Pre-Sale, All Phases
Stripe	Payment processing, client sign-up trigger	Pre-Sale

Note on Geotagging: NOT currently in use. If a client requests geotagging, escalate to Nick for evaluation.

Phase Overview

The client lifecycle consists of six distinct phases:

Pre-Sale — Lead qualification through agreement of terms and payment
P0 Onboarding — Credential gathering, intake questionnaire, comprehensive audits, strategy alignment (Days 1-14)
P2: GBP Optimization & Posting — GBP profile optimization, posting calendar, Local Dominator setup (Weeks 2-8, runs parallel with website build/LSA setup)
P3: LSA (Optional) — Local Service Ads setup, lead management, budget optimization (if client chooses, Weeks 4-8)
P4: Core SEO — Technical SEO, on-page content, offsite strategy, rank tracking (Weeks 4-24+)
Ongoing Monthly Maintenance — Perpetual optimization, reporting, quarterly strategy adjustments

Pre-Sale Phase

What Happens

The Pre-Sale phase begins when a lead enters the system and ends when payment is received. This phase is focused on qualification, discovery, and conversion.

Key Activities:

Lead intake via GHL (web form, call, referral, ad, etc.)
Sales qualification call (15-30 min) — determine fit, budget, timeline, goals
Discovery call (45-60 min, reference Discovery Call Template) — deep dive into business, current marketing, pain points, target audience, competitors
Strategy Call (reference Strategy Call Structure) — discuss proposal approach, timeline, expectations
Proposal creation — customized scope document
Agreement of terms (not formal contract) — Scope of Work, Deliverables, Expectations, Timeline (to be created as a template document)
Stripe payment link sent and processed
Payment received → client added to Task Tracker → automated welcome email triggered

Who Owns It

Lead communication & qualification: Nick
Discovery & strategy calls: Nick
Proposal creation: Nick
Agreement & payment: Nick (execution via Stripe)
Welcome email automation: GHL/Stripe trigger

Timeline

Lead intake → Sales qual call: Within 24 hours
Sales qual call → Discovery call: Within 3 days
Discovery call → Strategy call: Within 7 days
Strategy call → Agreement + payment link: Within 7 days
Payment received → Welcome email: Automatic, same day

Total Pre-Sale duration: 10-21 days depending on client response time.

What Gets Delivered

Proposal document — Scope, timeline, deliverables, pricing
Agreement of Terms — Signed via Stripe (template TBD)
Welcome Email (automated) — includes:
- Welcome to Tekton Growth
- What to expect in first 30/60/90 days
- Link to Task Tracker client portal (where intake questionnaire lives)
- Timeline overview
- Note that CSM will introduce themselves within next business day
- Example 30/60/90 Day Plan (templatized, not custom strategy deck)

Trigger to Next Phase

Stripe payment received → Client automatically added to Task Tracker → Welcome email sent → CSM begins P0 Onboarding.

P0: Onboarding (Days 1-14)

What Happens

P0 is the most critical phase. Everything that happens here determines the foundation for success. The goal is 100% complete credential/information gathering, comprehensive audits, and strategy alignment by Day 14.

Critical Decision Points Determined During P0:

Website scope: Are we building a new website?
- Scope A: SEO Only (no website build)
- Scope B: SEO + Website Build (parallel track with P2)
LSA participation: Is the client running Local Service Ads?
- Checkbox in onboarding questionnaire determines if LSA Specialist is engaged

Week 1 (Days 1-7)

Welcome Email & Intake Questionnaire

Trigger: Stripe payment processed Owner: CSM + Automation Timeline: Day 0 (same day as payment)

Welcome Email Contents:

Welcome message with CSM introduction
Timeline: 30/60/90 day plan overview (templatized example)
Link to Task Tracker client portal
Intake questionnaire link (embedded in Task Tracker)
CSM will reach out within next business day

Intake Questionnaire in Task Tracker — captures:

Business details (name, industry, primary service categories, service area)
GBP manager access info (client provides GBP URL + manager email for transfer)
Website admin credentials (if existing site)
GSC/GA4 access (ask, but note most won’t have)
Social media manager access (Facebook, Yelp, Google, Instagram, etc.)
Photos/videos uploaded directly to form
Primary city strategy question: Is your physical location in your target city, or are you serving a different city? (If different, we’ll run competitor audit to assess feasibility)
GBP verification status: Is your GBP set as location-based or service area? (Important for verification scope)
LSA opt-in checkbox: Do you want to run Local Service Ads? (Y/N)
Website scope question: Do you need a new website built, or are you keeping your current site? (Scope A vs B decision)

Internal Setup (CSM + GBP Specialist)

Timeline: Days 1-3

CSM Tasks:

Send welcome email + intake questionnaire link (automated)
Within 1 business day: Send intro message in Task Tracker (“Hi [Client Name], this is [CSM Name], your client success manager. I’ll be your main point of contact throughout our work together.”)
Review completed intake questionnaire
Log all captured information in Task Tracker
Schedule onboarding call (see below)

GBP Specialist Tasks:

Add client to BrightLocal account
Add client to Local Dominator account (do NOT set up tracking yet, happens in P2)
Add client to Search Atlas account (do NOT connect to GBP yet, happens in P2)

SEO Specialist Tasks:

Create Claude project for client
Prepare to run audit pipeline (waiting for CSM to confirm all info gathered)

No credentials gathered internally yet. All credentials come FROM the client via the intake questionnaire.

Week 2 (Days 7-14)

Comprehensive Audit Pipeline

Trigger: All intake information received + questionnaire completed Owner: SEO Specialist (runs Claude Code skills), tasks auto-generated in Task Tracker Timeline: Days 7-10

The audit pipeline is fully automated via Claude Code skills. Each skill generates tasks that populate Task Tracker automatically.

Audit Pipeline Sequence:

/seo-crawl — Full website technical audit (crawlability, indexation, structure, speed, mobile)
- Auto-generates Task Tracker tasks for technical issues
/seo-gap-analysis — Content gap analysis using Core 30 Content Audit framework from AI SEO Mastery
- Auto-generates content opportunity tasks
/seo-geo-strategy — Primary city competitor analysis + feasibility assessment if needed
- Generates location strategy recommendations
/seo-heatmap — Current ranking visibility by city/category (uses Local Dominator data)
/seo-links — Backlink profile analysis, niche citation list generation
/seo-data — GSC/GA4 analysis (if accounts available; if not, noted for P4 setup)
/seo-report — Comprehensive audit report

SEO Specialist Review & Approval:

SEO Specialist reviews all auto-generated tasks (Days 10-12)
Approves, modifies, or removes tasks as needed
Prioritizes tasks in Task Tracker

SEO Health Score:

Calculated automatically by Search Atlas (do NOT manually calculate)
Referenced in audit report for baseline

Onboarding Call (Now Called “Logistics Call”)

Trigger: Intake questionnaire completed, audits generated Owner: CSM + SEO Specialist Timeline: Day 12-14 (60 minutes)

Purpose: Confirm all gathered information, verify details, set expectations, educate on strategy.

Agenda:

Welcome & introductions (5 min)
Review intake questionnaire responses (10 min)
Primary City Strategy Conversation (15 min):
- Is the business physically in the target city?
- If not: Review competitor audit findings
- Assess feasibility for out-of-area service
- Decision: May need second GBP in target city (discuss scope/cost)
- CSM needs simple framework for this conversation (TBD in separate guide)
GBP Verification Education (10 min):
- Explain location-based vs service area verification difference
- Verify which type applies to their business
- Set expectations on verification timeline (30-60 days)
Hours Education (10 min):
- Explain that extended hours beyond competitors affects rankings
- Customers search after work hours
- Recommend operating/posting hours during peak search times
30/60/90 Day Expectations (10 min):
- Walk through templatized 30/60/90 plan (from welcome email)
- Set realistic ranking improvement timeline (depends on market competition)
- Explain what success looks like
Timeline Questions & Next Steps (5 min)

Post-Call CSM Tasks (Day 14):

Send recap email summarizing:
- Key decisions made (Scope A/B, LSA Y/N, GBP verification type, hours strategy)
- 30/60/90 timeline expectations
- Next steps for P2
Send Review Generation Guide to client
- This is a client-facing document explaining how to ask for reviews via text message from the owner’s phone
- Included as attachment/link in recap email
- Client can start collecting reviews immediately (no team execution)
- This replaces the old P1 Review/Reactivation Campaign

Post-Kickoff Task Automation

Timeline: Day 14+

Audit-to-task pipeline is fully automated
Claude Code skills have already generated tasks
SEO Specialist reviewed and approved tasks
Tasks auto-schedule in Task Tracker based on priority
CSM sends recap email and Review Generation Guide

P0 Deliverables Summary

Welcome email + intake questionnaire link
Internal setup: BrightLocal, Local Dominator, Search Atlas, Claude project, Task Tracker
Comprehensive audit: crawl, gap analysis, geo-strategy, heatmap, backlink profile, data analysis
Audit report with SEO health score (from Search Atlas)
Templatized 30/60/90 day plan (from welcome materials, discussed in call)
Onboarding call (logistics focused, not strategy presentation)
Recap email + Review Generation Guide
Auto-generated, SEO Specialist-approved tasks in Task Tracker

P0 KPIs

Intake completion rate: 100% of onboarding questionnaires completed by Day 7
Onboarding call completion: Scheduled and completed by Day 14
Audit deliverables: All 7 audit components completed by Day 12
Task generation: Minimum 15 P2/P4 tasks auto-generated and approved by Day 14

Trigger to Next Phase

Onboarding call completed + recap email sent → P2 GBP Optimization & Posting begins immediately (can overlap with P0). P3 LSA begins if checkbox selected. Website build (Scope B) begins in parallel if applicable.

P2: GBP Optimization & Posting

What Happens

P2 is the execution phase for Google Business Profile optimization and the start of content posting. The GBP Specialist takes ownership of all GBP activities. P2 runs in parallel with website build (if Scope B) and LSA setup (if chosen).

Week 1-2 (P2 Weeks 1-2)

GBP Connection & Setup

Trigger: Onboarding call completed Owner: GBP Specialist Timeline: Days 1-3 of P2

Tasks:

Connect Search Atlas to client’s GBP (now connected in P2, not P0)
Set up Local Dominator tracking (now in P2, not P0):
- Track 2-3 primary GBP categories (format: “category term” + “category term [primary city]”)
- Track 2-3 primary services (format: “service term” + “service term [primary city]”)
- Examples: “Landscaping + Landscaping Austin” and “Landscape Design + Landscape Design Austin”
Verify GBP information pulled into Search Atlas is accurate

GBP Profile Optimization

Owner: GBP Specialist Timeline: Days 3-7 of P2

Tasks:

Optimize GBP profile using onboarding data + audience avatars
Note: A Claude Code skill is needed for this (TBD) — should ingest onboarding form data + prioritized services/locations and generate optimization recommendations
Update:
- Business description
- Service categories (primary, secondary)
- Service area (location-based or service area, per onboarding decision)
- Operating hours
- Website link
- Phone number verification
- Photos (using photos/videos from intake questionnaire)
Remove: Q&A section (Google removed this feature)
Note: Messaging is NOT enabled for landscaper-type clients (exclude from setup)

Content Calendar Planning

Owner: GBP Specialist Timeline: Days 7-10 of P2

Tasks:

Create month-by-month posting plan through Search Atlas
52-week posting plan replaced with month-by-month calendar
Content types: business updates, seasonal promotions, event announcements, educational tips, team spotlights, before/after project photos
Source: Photos/videos captured in intake questionnaire + monthly client submissions

Week 2-4 (P2 Weeks 2-4)

Posting Execution

Owner: GBP Specialist Timeline: Weeks 2-4 of P2 and ongoing

Tasks:

Execute month-by-month posting plan in Search Atlas
Minimum 2-4 GBP posts per month
Review responses, update profile as needed

Review Response Management

Owner: GBP Specialist Timeline: Ongoing weekly

Tasks:

Monitor GBP reviews in Search Atlas
Respond to all reviews (both positive and negative) within 48 hours
Flag high-priority responses for CSM (if escalation needed)

P2 Parallel Tracks

Important: P2 runs in parallel with:

Website build (if Scope B): Handled by website team, independent of GBP work
LSA setup (if chosen): Handled by LSA Specialist, independent of GBP work
P4 SEO work beginning: Handled by SEO Specialist

GBP work does NOT block or depend on these other workstreams.

P2 Deliverables

Search Atlas GBP connection configured
Local Dominator category/service tracking set up (2-3 categories, 2-3 services per primary city)
Optimized GBP profile with:
- Updated description, categories, service area
- Photos uploaded from intake questionnaire
- Hours, phone, website verified
Month-by-month posting calendar in Search Atlas
2-4 GBP posts published per month
Review response management system established

P2 KPIs

Profile completeness: 100% of GBP fields optimized by Day 10
Posting frequency: Minimum 2 posts/month published by Search Atlas
Review response time: All reviews responded to within 48 hours
Citation building: Niche directory citations started (tied to offsite strategy in P4)
Local Dominator accuracy: Ranking data validating by Week 2

Trigger to Next Phase

P2 core tasks completed (GBP optimized, posting calendar established, Local Dominator tracking active) → P4 Core SEO begins in parallel if not already started.

P3: Local Service Ads (Optional)

Prerequisites

Checkbox in P0 intake questionnaire: Client selected “Yes” to LSA participation
Completion timing: Can begin during P2 (Weeks 4-6 of onboarding)

Roles & Ownership

LSA Specialist (Nick’s current executive assistant) — Owns setup, lead management, budget toggling, lead ranking collection, all LSA dashboard operations
CSM — Owns client communication, lead reporting, budget discussions

What Happens

Week 1-2 of LSA Setup

Owner: LSA Specialist Timeline: 7-10 days

Tasks:

Client education document (CSM sends to client):
- What are Local Service Ads?
- How do they differ from organic GBP rankings?
- What is verification? (drop “Google Guarantee” terminology — just “Local Service Ads with verification”)
- Mobile real estate importance (LSAs appear at top of mobile search)
LSA Specialist setup:
- Create LSA account for client in Google Local Services
- Request business verification (30-60 day timeline)
- Set service categories and areas served
- Budget strategy (CRITICAL):
  - ALWAYS set max possible budget
  - NEVER lower budget (affects ad rank and lead volume)
  - Manage spend by toggling ads ON/OFF when client hits actual budget threshold
  - Example: If client budget is $1,000/month, set max daily budget high, then toggle ads off once $1,000 spent

Week 2+ of LSA Setup

Owner: LSA Specialist + CSM Timeline: Ongoing

Tasks (LSA Specialist):

Monitor incoming leads in LSA dashboard
Track lead quality, response times, conversion
Collect client feedback on lead quality (see below)

Tasks (CSM):

Weekly lead ranking form: Every 1-2 weeks, send client a simple form asking:
- Rate this lead: Good / Not Great / Great Lead
- Would you like more leads like this?
CSM gathers feedback, passes to LSA Specialist

LSA Specialist Budget Management:

Monitor spend daily
When client approaches actual budget spend (not max budget), toggle ads OFF to stop spending
Pause ads when actual spend = agreed budget
Coordinate with CSM on budget extension requests (CSM handles client conversation, LSA Specialist implements)

LSA Disputes & Quality

Disputes: Mostly automated by Google now — remove heavy dispute management process
Lead quality: Managed through client feedback form (see above)
LSA Specialist uses lead quality feedback to rank/prioritize lead sources in LSA dashboard

LSA KPIs

Verification completion: 30-60 days from LSA launch
Lead response time: All leads responded to within 1 hour (CSM/client responsible)
Lead ranking feedback: Received every 1-2 weeks
Budget utilization: Track monthly spend vs. client budget

LSA Reporting

To CSM: Weekly lead summary + quality feedback from client
CSM to client: Monthly reporting within overall client report (see Ongoing section)

P4: Core SEO

What Happens

P4 covers the deep SEO work: technical optimization, on-page content, offsite strategy, and emerging AI optimization. P4 typically starts in Week 4 of onboarding and runs for 24+ weeks.

Workstream 1: Technical SEO

Owner: SEO Specialist only (no GBP Specialist support) Timeline: Weeks 1-12 of P4 (first priority)

Trigger: Audit completed in P0

Tasks:

Fix crawlability issues (indexation, robots.txt, sitemap, XML validation)
Fix on-page technical issues (Core Web Vitals, mobile usability, structured data, schema)
GSC verification (if not already done in P0)
GA4 setup and event tracking (if not already done in P0)
Implement schema markup using Claude Code skill

Dependencies:

References /seo-crawl audit from P0
Uses /seo-optimize-page skill for implementation guidance

Deliverables:

All crawl errors resolved
Schema markup implemented (organization, local business, service schema)
Core Web Vitals improved (if needed)
GA4 tracking verified

Workstream 2: Content Strategy & On-Page Optimization

Owner: SEO Specialist Timeline: Weeks 2-24+ of P4

Framework: Core 30 Content Audit from AI SEO Mastery (referenced in P0 audit)

Priority Order:

Service pages (highest priority) — Core 30 service pages optimized
Location pages (if multi-location) — City/area pages optimized
Internal linking structure — Deep internal linking per Core 30 framework
Blog content (lowest priority) — Dropped way down, only if budget allows

Process:

Gap analysis driven by /seo-gap-analysis skill (run in P0, refreshed quarterly)
Identify top 30 service/location pages needed
Content priority ranking by search volume + commercial intent
Page writing assignment (max 3 pages/month capacity per SEO Specialist)

Page Writing:

Uses /seo-write-page skill (StoryBrand framework)
Zero fabrication rule: Never invent business details, metrics, or claims. All content based on client-provided info.
Output: Optimized, conversion-focused service/location page copy
SEO Specialist reviews and adjusts as needed

Content Distribution:

Publish directly to client site (WordPress, custom, etc.)
Remove blog content distribution (removed from process)
All internal linking per Core 30 framework (done during page optimization)

Capacity Limits:

Maximum 3 new pages per month per SEO Specialist
Prioritize based on search volume + ranking opportunity

Deliverables:

3 pages/month × duration of contract
All pages optimized for Core 30 framework
Internal linking structure completed
Page performance tracked in GA4

Workstream 3: Offsite Strategy (Backlinks & Citations)

Owner: SEO Specialist Timeline: Weeks 3-24+ of P4

Citation Strategy:

Build a niche industry citation list (tiered):

Tier 1: Core surfaces (Google Maps, Apple Maps, Bing, Facebook, Instagram, Yelp)
Tier 1.5: Data aggregators (Whitepages, Yellowpages, Melissa Data, etc.)
Tier 2: High-trust review sites (HomeAdvisor, Angie’s List, TrustPilot, Google Reviews, etc.)
Tier 3: Trades/contractor verticals (specific to industry: LandCare, Houzz, etc.)
Tier 4: Brand/knowledge bases (Wikipedia, Better Business Bureau, etc.)
Niche directories: Industry-specific directories (landscaping, plumbing, HVAC, etc.)

Citation Building:

GBP Specialist builds citations using BrightLocal
Focus: Niche industry directories first, then tier 2-4
Consistency: Ensure Name, Address, Phone (NAP) consistency across all
Frequency: 2-3 new citations per month

Backlink Strategy:

Primary method: Niche citations/directories from the list above
For highly competitive markets: Target city chamber of commerce + local business sponsorships (can generate local backlinks)
Remove: Cold outreach to blogs, Reddit optimization, community linking
Do NOT pursue: Outreach campaigns, link trading, guest posting to unrelated sites

Backlink Implementation:

References /seo-links skill (generates prospecting list)
SEO Specialist reviews niche opportunities
Prioritize citations and local sponsorships over active outreach
Only if absolutely necessary for stuck clients: Escalate to Nick for approval of outreach

Deliverables:

Niche industry citation list (all tiers) — 15-20 citations
2-3 new citations built per month
Backlink profile improved (measured in Link Analysis reports)

Workstream 4: AI/ChatGPT Optimization (AEO)

Owner: SEO Specialist (future priority) Timeline: Note as future priority; process TBD

Current Status:

Nick is in a program studying Answer Engine Optimization (AEO)
This workstream is being developed
Training materials referenced but not yet operationalized
Do NOT build full process yet

Future Process (TBD):

Optimize content for ChatGPT answer citations
Train AI models with branded content
Optimize for AEO-specific ranking factors
Will require dedicated Claude Code skill (TBD)

For now: Note in client reports that AEO optimization is a future capability.

Rank Tracking & Performance Monitoring

Owner: SEO Specialist + GA4 monitoring Timeline: Ongoing from Week 4+

Rank Tracking:

Uses Local Dominator (set up in P2)
Tracks 2-3 primary categories (category + category + city)
Tracks 2-3 primary services (service + service + city)
Weekly SERP monitoring
Heatmap reports pulled monthly (shows ranking visibility by city)

GA4 Monitoring:

Monthly dashboard review (traffic, conversions, behavior)
Tied to /seo-data skill output
Identify content performance, user behavior, drop-off points

KPIs:

Rank improvement: +2-5 positions per month (realistic timeline)
Traffic: +5-10% month-over-month (after 8 weeks)
Conversion rate: Tracked per GA4 goals

Ongoing Monthly Maintenance

Monthly Pipeline

Trigger: 1st of each month Owner: SEO Specialist + CSM Timeline: 1st week of month

The /seo-batch-monthly skill runs automatically and:

Crawl comparison (technical changes vs. previous month)
Heatmap fetch (ranking visibility snapshot)
GSC/GA4 parse (traffic, clicks, impressions, goals)
Review velocity check (new reviews, sentiment)
Geo-weakness decision engine (from AI SEO Mastery framework — identifies ranking opportunities by location)
Generates comprehensive report + task list

SEO Specialist:

Reviews skill output
Prioritizes new tasks
Schedules work for the month

CSM:

Receives report summary
Prepares client-facing monthly report

Monthly Client Reporting

Timeline: By 5th of each month Owner: CSM Delivery: Email, Task Tracker, or client portal

Report Contents:

Rank progress (top gainers, areas to watch)
Traffic & engagement (GA4 summary)
Review growth (velocity, sentiment)
GBP performance (posts, engagement, Q&A)
LSA performance (if applicable) — leads, spend, lead quality
Tasks completed this month
Tasks scheduled for next month
Budget utilization (if retainer-based)

Quarterly Strategy Review

Timeline: Every 90 days Owner: SEO Specialist + CSM (Nick if needed)

Activities:

Competitor analysis (refreshed from P0 baseline)
Content gap analysis — driven by Core 30 framework + Local Dominator heat map rankings
Geo-weakness decision engine (from /seo-monthly skill) — identify location-based opportunities
Review velocity trends (if LSA active)
Rank trend analysis (progress toward goals)
Budget utilization + ROI analysis (if applicable)

Output:

Quarterly strategy summary for client
Adjusted priorities for next 90 days
Any scope adjustments or upsell opportunities

Remove from quarterly:

Budget/scope renegotiation (unless client requests)
Nick does NOT get pulled in for routine quarterly reviews — only if rankings are stuck or client unhappy

Ongoing Tasks

GBP Specialist (Continuing):

Monthly GBP posting (2-4 posts)
Weekly review response management
Citation building (2-3/month)

SEO Specialist (Continuing):

Page optimization & writing (3/month max)
Citation building (via /seo-links skill)
Backlink monitoring
Quarterly competitor analysis
Rank tracking via Local Dominator + GA4

CSM (Continuing):

Weekly client check-in (Task Tracker message or quick call)
Monthly reporting
Quarterly strategy review
Lead management response (if LSA active)
Upsell conversations (website build, expanded service areas, LSA expansion, etc.)

Escalation Framework

General Principle

ALL issues are logged in Task Tracker. There is NO Slack-based escalation. All team communication happens in the client’s Task Tracker workspace.

First step for ANY issue: Ask Claude for help (via Claude Code project for that client). Document response in Task Tracker.

Escalation Tier 1: Client Unhappy with Progress

Scenario: Client reports rankings aren’t improving, or expectations misaligned.

Owner: CSM (full ownership) — CSM is the final manager for clients, not Nick Timeline: Respond within 24 hours

CSM Actions:

Schedule call with client within 48 hours
Ask clarifying questions:
- Which keywords/rankings are they concerned about?
- What timeline expectations do they have?
- Are there external factors (industry changes, competitor activity)?
Review Local Dominator data + GA4 to understand actual performance
Ask Claude for help (via Claude Code project): Analyze rank data, suggest optimizations, identify gaps
Provide honest assessment:
- If progress is on track: Reinforce timeline expectations, show evidence of progress
- If progress is slow: Identify barriers (market competition, site issues, budget constraints)
- If progress is stuck: Recommend strategy shift (new content, technical fix, expanded service area, etc.)
Present options:
- Continue current strategy with adjusted timeline
- Modify strategy (e.g., add content, expand service areas)
- Increase scope (e.g., website build, LSA, additional service areas)
If client still unhappy or requesting significant change: Document in Task Tracker and loop in Nick for affirmation (not as decision-maker, but as support/sign-off)

CSM does NOT escalate to Nick for routine client management. Nick is only involved for affirmation or complex scope changes.

Escalation Tier 2: Technical Blocker (Rank Not Improving Despite Effort)

Scenario: Rankings stuck despite completed P4 work, strategy seems sound.

Owner: SEO Specialist + Claude (AI assistance) Timeline: 1 week

Actions:

SEO Specialist pulls latest data from Local Dominator, GA4, GSC
Ask Claude for help: Run /seo-crawl again, compare to baseline, run /seo-gap-analysis to find new opportunities
Analyze output:
- Are there technical issues we missed?
- Are there content gaps in competitor content?
- Is the market too competitive for this service area?
Recommend action:
- Technical fix (e.g., schema markup, Core Web Vitals, mobile usability)
- Content expansion (e.g., add location pages, expand service categories)
- Market assessment (e.g., pivot to different service area with less competition)
If still stuck after 2 weeks of new strategy: Escalate to Nick for market viability discussion

Escalation Tier 3: Client Wants to Leave

Scenario: Client threatens cancellation.

Owner: CSM + Nick (both engaged) Timeline: Respond same day

CSM Actions:

Listen actively — understand the core concern
Do NOT defend or argue
Gather specifics:
- What’s not meeting expectations?
- What would success look like?
- Is it a ranking/ROI issue, or communication/service issue?
Ask for 48 hours to present a recovery plan
Document fully in Task Tracker

Nick Actions:

Review case history and performance data
Meet with CSM to develop recovery plan
CSM delivers recovery plan to client (with Nick’s input):
- Honest assessment of what’s working/not working
- Specific commitments for next 30 days
- Potential scope changes (e.g., new strategy, additional service area)
- Timeline reset if needed
If client still wants to leave: Honor cancellation, document lessons learned

Escalation Tier 4: Billing/Contract Dispute

Scenario: Client disputes invoice, requests refund, or contract interpretation questions.

Owner: Nick (directly) Timeline: Response within 24 hours

Actions:

Review contract + billing records
If good-faith dispute: Discuss with CSM for context
Propose resolution:
- Partial refund (if service not delivered as promised)
- Service extension (if delays)
- Scope clarification (if scope creep)
Document resolution in Task Tracker + contract file

Escalation Tier 5: Data Security / Compliance Issue

Scenario: Client credential breach, data loss, privacy concern.

Owner: Nick + affected team member Timeline: Immediate

Actions:

Secure affected account (change passwords, audit access)
Notify client immediately (same day)
Document incident and remediation steps
Review security procedures to prevent recurrence

SOP Index & File Structure

sops/
├── 00-client-lifecycle-playbook.md (the spine)
├── csm/
│   ├── README.md (role playbook)
│   ├── onboarding.md
│   ├── monthly-reporting.md
│   ├── offboarding.md
│   └── client-deliverables-reporting.md
├── gbp-specialist/
│   ├── README.md (role playbook)
│   ├── gbp-management.md
│   ├── posting-calendar.md
│   ├── review-response.md
│   ├── citation-building.md
│   ├── analytics-setup.md
│   ├── social-profile-setup.md
│   ├── ghl-sub-account-setup.md
│   └── Master GBP Categories and Services.xlsx
├── seo-specialist/
│   ├── README.md (role playbook)
│   ├── technical-seo.md
│   ├── content-strategy.md
│   ├── offsite-seo.md
│   ├── rank-tracking.md
│   ├── monthly-pipeline.md
│   └── ai-chatgpt-optimization.md
├── lsa-specialist/
│   ├── README.md (role playbook)
│   ├── lsa-management.md
│   ├── lsa-setup.md
│   └── lead-management.md
├── website-specialist/
│   ├── README.md (role playbook)
│   ├── custom-website-build.md
│   ├── website-qa.md
│   └── tracking-scripts.md
├── client-facing/
│   ├── review-generation-guide.md
│   ├── agreement-of-terms.md
│   └── agreement-of-terms.docx
├── training/
│   ├── seo-foundation.md
│   ├── ai-tool-setup.md
│   └── ai-prompt-library.md
└── internal/
    ├── CLAUDE.md
    └── (lead playbooks, review checklist, etc.)

Key Principles & Guardrails

Communication

ALL team communication: Task Tracker (no Slack for client issues)
Client communication: CSM owns — other team members do NOT contact clients directly without CSM approval
Weekly check-in: CSM sends brief update to client (message in Task Tracker)
No surprise changes: Any scope change, timeline shift, or strategy pivot discussed with CSM + client first

Quality

Zero fabrication rule: Never invent metrics, business details, or claims
Audit-driven strategy: All recommendations based on data (audits, GA4, rankings, competitor analysis)
Realistic timelines: Rank improvements take 8-12 weeks minimum; 24+ weeks for competitive markets
100% transparency: Always explain why recommendations are made, show data

Scope Management

Scope A vs. B: Website build is optional; P4 SEO works regardless
Scope creep: Any requests outside original agreement go to Nick for pricing
Upsell timing: CSM initiates after 90 days or when client asks about expansion

Data Integrity

GSC/GA4: Only use verified, connected accounts; do NOT estimate or assume
Ranking data: Pull from Local Dominator only; do NOT estimate rankings
Client data: Stored securely in Task Tracker + client’s own platforms; no CSV exports

Frequently Asked Questions (Client-Facing & Internal)

Client Questions

Q: How long before I see ranking improvements? A: Realistic timeline is 8-12 weeks for competitive markets, 4-8 weeks for less competitive keywords. Some improvements visible within 4 weeks if the site has low-hanging fruit.

Q: What if my rankings don’t improve? A: We track progress weekly via Local Dominator. If you’re not seeing movement after 12 weeks, we’ll do a strategy pivot: either new content, expansion to new service areas, or competitive market assessment. We’ll never abandon a client — we’ll adjust the approach.

Q: Do you guarantee rankings? A: No. SEO results depend on competition, market maturity, and search behavior. We guarantee effort and strategic execution, but not rankings.

Q: What’s included in the monthly reporting? A: Rankings for your primary keywords, website traffic trends, new reviews, engagement on your GBP profile, and a summary of work completed. Reports delivered by the 5th of each month.

Q: Can I run Local Service Ads (LSAs) and organic SEO at the same time? A: Absolutely. Many clients use both. LSAs bring leads immediately while SEO builds long-term rankings. We can manage both if you want.

Q: What if I want to expand to a new service area? A: We’ll run a competitor audit for that area first to assess feasibility. Then we can expand your GBP, add location pages, and run LSAs in that market.

Q: How do you decide what keywords to target? A: We use search volume data, commercial intent, current ranking position, and competition level. We prioritize keywords that are achievable within your timeline and market.

Q: What’s this Core 30 framework you mention? A: It’s a content prioritization method that focuses on your most important service and location pages first, then builds internal linking around those. We skip low-priority blog content and focus on pages that convert leads.

Q: Can you write all my web pages for me? A: We write optimized service and location pages (3/month max per our capacity). If you need unlimited content, that’s a scope change we can discuss with additional budget.

Q: What’s the difference between location-based and service area GBP? A: Location-based means you operate from a physical office (customers can visit). Service area means you travel to customers. This affects your GBP verification and ranking factors. We determine this during onboarding.

Q: Why are you asking for reviews? A: Google weighs review quantity, quality, and velocity heavily in local rankings. The Review Generation Guide helps you collect reviews organically from your own customers (we don’t generate fake reviews).

Internal Questions

Q: Who manages the client if the CSM is out? A: A backup CSM covers, or Nick steps in for urgent issues. Task Tracker has full history, so coverage is smooth.

Q: When do we escalate to Nick? A: Only when: (1) Client wants to cancel, (2) Rankings stuck after 2 weeks of new strategy, (3) Billing dispute, (4) Data security issue, (5) Scope change request, (6) Market viability assessment needed. Do NOT escalate routine progress issues.

Q: What’s the difference between P2 and P4? A: P2 is GBP profile + posting (4-6 weeks). P4 is deep SEO work (24+ weeks). They run in parallel. P2 builds quick wins; P4 builds long-term authority.

Q: Can P2 and P4 start at the same time? A: Yes. In fact, we start P2 immediately after onboarding, and P4 audits are done during P0, so work is queued.

Q: What if a client is in a super competitive market? A: We assess this during onboarding (competitor audit). We’ll be transparent about timeline (12+ months) and may recommend expanded service areas or LSA to diversify leads.

Q: How do we know if the client is happy? A: CSM does weekly check-ins (Task Tracker message). Formal feedback at 30/60/90 days. If engagement drops or they go silent, CSM reaches out proactively.

Q: What’s the deal with Claude Code skills? A: They automate the audit pipeline, generate tasks, and pull monthly reports. They save us ~40 hours per month of manual work. Treat them as trusted tools — they’re built into our process.

Q: Who handles customer service if a client has a complaint? A: CSM always. CSM is the single point of contact for all client issues. Other team members only engage if CSM explicitly asks for help (e.g., “SEO Specialist, can you pull rank data for this client?”).

Q: When do we do cold outreach for backlinks? A: Almost never. We focus on niche citations and directories first. Only if absolutely necessary for stuck clients, escalate to Nick for approval.

Q: Can we use AI to write client content? A: Yes, but with the zero fabrication rule: Never invent details, metrics, or claims. All AI-generated content must be verified against client info and edited for accuracy.

Version History

Date	Version	Changes	Author
March 2026	2.0	Complete rewrite: Removed P1 review campaign, added LSA Specialist role, restructured P0/P2/P4, integrated Claude Code skills, added primary city strategy framework, clarified escalation to Task Tracker only, added SOP index updates	Nick
Previous	1.0	Initial playbook	Nick

Document Owner: Nick (Operations Lead) Last Reviewed: March 2026 Next Review: June 2026 Questions? Reference the relevant SOP file or ask in the #operations Slack channel (or Task Tracker if client-related).