Content Strategy

SOP: Content Strategy & Page Writing

Last Updated: 2026-03-31 Owner: SEO Specialist Status: Active

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Overview

This SOP covers content strategy for local service businesses using the Core 30 framework. It covers gap analysis, page writing workflow, content prioritization, publishing, internal linking, and quality control. General page selection, flexible coverage, URLs, service silos, and city use must follow the canonical Core 30 Structure SOP. Clients with two or more GBPs must route directly to the Multi-Location Core 30 Structure SOP.

Key Tools:

• Claude Code skills: /seo-gap-analysis, /seo-write-page, /seo-optimize-page
• Google Analytics 4 (traffic tracking)
• Search Atlas (on-page optimization, schema)
• Task Tracker (content calendar, workflow logging)
• WordPress / Squarespace / GHL (CMS platforms)

Escalation Path: SEO Specialist → CSM → Ops Lead → Nick

All communication in Task Tracker (not Slack)

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Section 1: Core 30 Structure

The old keyword-and-location-combination model on this page is retired.

The controlling single-location/general page-architecture SOP is Core 30 Structure SOP. Use it for:

• Evidence-backed category, service, essential, and geographic coverage without an exact quota
• Parent and child service-page hierarchy
• URL evaluation and preservation
• Service silos and internal linking
• Homepage, navigation, and service-area routing
• Primary-city selection and usage
• Existing-page reuse and duplicate prevention
• Core 30 map documentation and approval

For any client with two or more GBPs, use the Multi-Location Core 30 Structure SOP for landing-page assignment, location stacks, phone/NAP, schema, URL preservation, and geographic expansion.

This content-strategy SOP may still govern research, writing, publishing workflow, and content quality, but it cannot override the canonical structure SOP.

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Section 2: Content Gap Analysis

Trigger

• P4 phase begins (new client during onboarding)
• Quarterly content audit (existing clients)

Owner

SEO Specialist

Gap Analysis Process

Step 1: Load the Canonical Core 30 Structure SOP

Use Core 30 Structure SOP before running a gap analysis or proposing pages.

Inputs to confirm:

• Google Business Profile categories
• Services listed under each category
• Client revenue priorities
• Search-demand evidence
• Approved primary city
• Existing page inventory and rankings
• Service-area list
• Number of real Google Business Profile locations

Output: A Core 30 gap analysis that compares the current site against the approved page map, including:

• Existing pages that should be reused
• Missing parent category pages
• Missing child service pages
• Required foundational pages
• Current silo and internal-link gaps
• Duplicate or cannibalizing pages
• Multi-location requirements when the client has two or more Google Business Profiles

Step 2: Review the Gap Analysis Report

Review gaps against the canonical structure. Do not invent standalone city pages without passing the geographic-expansion gate, count utility/legal/archive pages as service coverage, flatten child services at the root, create pages only because a competitor has them, or force the plan to exactly 30 routes.

Step 3: Approve the Core 30 Map

The Core 30 Map must document:

• Every justified category, service, essential, and evidence-backed geographic page; the total may be below or above 30
• Parent and child relationships
• Proposed URLs
• Primary target phrase
• Primary city usage
• GBP category or service source
• Existing page to reuse or redirect
• Internal-link relationships
• Reason for inclusion

Jakob, Nick, or the assigned SEO lead must approve the map before development begins.

Step 4: Create the Content Roadmap

Build the writing and implementation roadmap from the approved Core 30 Map. Prioritize high-revenue categories and services first. Do not change approved hierarchy, URLs, or page scope without documenting the new evidence and obtaining the appropriate review; do not preserve a count merely to hit a quota.

Share roadmap with client via CSM only after the client-facing payload is approved.

Step 5: Capacity Limits

MAXIMUM: 3 new pages per month per SEO Specialist

This is a hard constraint. Why?

• Page writing takes 2-3 hours (research, writing, optimization)
• 3 pages × 3 hours = 9 hours per month per client
• QC and publishing adds 2-3 hours
• Plus other client work (technical SEO, citations, etc.)
• Scaling beyond 3/month per client leads to quality drops

Plan accordingly:

• If you have 5 clients and can write 3 pages/month per client = 15 pages/month total
• But that’s 45 hours of writing alone. Unrealistic for one person.
• Better: 2 clients at 3 pages/month + 3 clients at 1 page/month = 9 pages/month (feasible)

QC Checklist

• /seo-gap-analysis skill executed with accurate client data
• Gap analysis report reviewed and understood
• Content priority ranking created (based on volume, intent, position, difficulty)
• 3-month content roadmap created with specific page targets
• Page count capped at 3/month confirmed
• Roadmap shared with client via CSM
• Next month’s page writing targets identified

KPIs

• Gap analysis completed within 1 week of P4 start
• Content roadmap delivered to client by week 2 of P4
• Core 30 coverage: Achieve 80%+ service page coverage within 6 months
• Content creation: Maintain 3 pages/month pace per capacity

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Section 3: Page Writing & StoryBrand Framework

Trigger

• Content roadmap prioritized
• Page creation capacity available (max 3/month per client)

Owner

SEO Specialist

Page Writing Using /seo-write-page Skill

Step 1: Gather Client Information

Before writing, collect this information from the client:

• Service details: What exactly do they offer? (Not vague — specific)
• Service area: Where do they serve? (Cities, zip codes, radius)
• Target customer: Who are they selling to? (Residential? Commercial? Both?)
• Unique value: What makes them different? (Speed? Price? Quality? Expertise?)
• Case studies or results: Any real examples of work? (Photos? Metrics?)
• Team expertise: Who does the work? (Credentials? Experience?)
• Guarantees or warranties: Any promises they make?

CRITICAL: Never invent details you don’t have. If client hasn’t given you the info, don’t make it up.

Step 2: Run /seo-write-page Skill

/seo-write-page "Client Name" service="Service Name" location="City Name" keywords="primary keyword, secondary keyword"

Example:

/seo-write-page "Phoenix Plumbing Co" service="Water Heater Repair" location="Phoenix" keywords="water heater repair phoenix, water heater replacement"

What the skill does:

• Uses StoryBrand framework to structure the page
• Optimizes for target keywords
• Includes calls-to-action (CTA)
• Follows conversion best practices
• Outputs: Ready-to-publish page copy (800-1,500 words)

Step 3: Review & Edit

The skill output is a draft. You edit it:

Check for:

• All facts are accurate (no invented metrics or claims)
• Tone matches client voice (professional? Casual? Authoritative?)
• Keywords naturally integrated (not keyword-stuffed)
• CTAs are clear and compelling
• Service area is correctly mentioned
• Phone number and contact info are correct
• Any client-specific details are included (warranty, guarantee, credentials, etc.)

Example edits:

• Remove: “With 15+ years of experience” (client hasn’t told you this)
• Rewrite: “Fast, reliable water heater repair” (better than generic “professional service”)
• Add: “Same-day service available” (if client confirmed this)
• Keep: “24/7 emergency plumbing” (if their ads/GBP says this)

Step 4: Zero Fabrication Rule

This is non-negotiable.

Never invent:

• Years in business (“serving Phoenix since 2005”)
• Number of customers (“500+ happy customers”)
• Awards or certifications (unless they actually have them)
• Specific metrics (“we save customers 20% on energy bills”)
• Service guarantees (unless they actually offer them)
• Customer testimonials (must be real)
• Response time claims (“we respond in 30 minutes”) — unless verified

Why?

• False claims hurt credibility if discovered
• Google can penalize misleading content
• Clients could face liability
• You damage Tekton Growth’s reputation

If client hasn’t told you something, ask:

• “What’s your typical response time for emergency calls?”
• “Do you have any certifications or licenses?”
• “How long have you been in business?”
• “What’s your guarantee or warranty?”
• “Can you provide a customer testimonial?”

If they can’t answer, don’t write about it.

StoryBrand Framework Structure

The /seo-write-page skill structures pages using StoryBrand:

1. Hero — What does the customer want? (Problem statement)
2. Guide — Who can help them? (Your business)
3. Plan — How will you help? (Service process)
4. Success — What’s the positive outcome? (Benefits)
5. Failure — What happens if they don’t act? (Risk/pain)
6. CTA — What should they do now? (Call, email, book appointment)

Example for water heater repair:

• Hero: “Your water heater broke at the worst time”
• Guide: “We’re a local, trusted water heater repair company”
• Plan: “1. Call us 2. We come same day 3. We fix it 4. You have hot water again”
• Success: “Back to your normal routine without expensive replacement”
• Failure: “Lingering cold showers, family disruption, potential emergency costs”
• CTA: “Call now for same-day service”

Publishing Workflow

Once the page is written and edited:

1. Internal Review (SEO Specialist)

   • Grammar, spelling, keyword placement all correct
   • All facts accurate
   • CTAs clear
   • Ready for peer review

2. QC Review (Peer Review)

   • Another team member (CSM or Operations Lead) reviews
   • Checks for tone, accuracy, professionalism
   • Gives approval to publish

3. CMS Publishing (GBP Specialist or Client)

   • GBP Specialist publishes to client website (WordPress, Squarespace, etc.)
   • OR: Client publishes directly if they have CMS access
   • Confirm live and indexed in GSC

4. Post-Publish Verification

   • Page loads correctly (no formatting issues)
   • All links work (internal and external)
   • Mobile display looks good
   • Headings and CTAs are visible
   • Schema markup validates (if applicable)
   • Page appears in GSC

5. Logging

   • Document in Task Tracker: Page URL, target keywords, publish date
   • Document in content calendar: Due date, publish date, traffic target
   • This feeds the monthly baseline (geo-weakness engine)

Internal Linking Per Core 30

Every new page should have internal links to related content.

Linking strategy:

1. Service pages link to location pages (if applicable)

   • New page: /water-heater-repair/
   • Links to: /water-heater-repair-phoenix/, /water-heater-repair-scottsdale/, etc.

2. Location pages link to service pages

   • New page: /plumber-phoenix/
   • Links to: /water-heater-repair/, /emergency-plumbing/, /faucet-repair/, etc.

3. Related pages link to each other (topic clusters)

   • /water-heater-repair/ links to /water-heater-replacement/, /tankless-water-heater/, etc.
   • /emergency-plumbing/ links to /burst-pipes/, /water-damage/, etc.

4. Anchor text is descriptive

   • GOOD: “water heater repair in Phoenix”
   • BAD: “click here”

5. 2-5 links per new page is typical

   • Too many = looks spammy
   • Too few = missed linking opportunity

Linking timing:

• Add outbound links when creating the new page
• Update old pages to link TO the new page (follow-up task)

Content Calendar & Scheduling

Maintain a shared content calendar with:

• Target publish dates (staggered throughout month)
• Page topic and target keywords
• Assigned owner (which SEO Specialist)
• Status: Draft → Review → QC → Published
• Tracking: URL, GA4 link
• Performance target (e.g., “Target 500 organic sessions in first 3 months”)

Example:

Month	Page	Keywords	Owner	Due Date	Status	URL	Traffic
Jan	/plumber-phoenix/	plumber phoenix, emergency plumber	You	1/10	Published	/plumber-phoenix/	0 (new)
Jan	/water-heater-repair/	water heater repair, water heater replacement	You	1/20	Published	/water-heater-repair/	0 (new)
Feb	/water-heater-repair-phoenix/	water heater repair phoenix	You	2/10	Draft	—	—

Capacity Limits (Hard Constraint)

Maximum: 3 new pages per month per SEO Specialist

This applies to all clients combined:

• If managing 2 clients: 3 pages/month total (not 3 per client)
• If managing 5 clients: Still 3 pages/month total (coordinate across clients)

Why this matters:

• Ensures quality (no rushed, low-quality content)
• Leaves capacity for technical SEO, citations, maintenance
• Prevents over-committing to clients

If asked to exceed capacity:

• Escalate to CSM
• Explain timeline impact
• Prioritize by ROI (highest search volume pages first)

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Section 4: Internal Linking Workflow

Resources:

• Loom: https://www.loom.com/share/3794da2155a640d5accfd0bd98d0b6b8
• Loom: https://www.loom.com/share/2a859358da9c491db62fe48f4f300f51
• Loom: https://www.loom.com/share/4d236793ab8b4ba481196f41863729aa

Core Rule: Focus on ONE target page at a time (service, location, or conversion page)

Step-by-Step Process:

1. Step 1: Choose one priority page only

   • Identify single target page (not multiple)

2. Step 2: Pull the sitemap

   • Try common WordPress URLs: /sitemap.xml, /sitemap_index.xml
   • Or use Screaming Frog to extract all URLs

3. Step 3: Build shortlist of supporting pages

   • Identify pages related to target’s topic cluster
   • Include service pages, location pages, related content
   • Focus on high-authority pages that should link to target

4. Step 4: Confirm pages exist, copy URLs

   • Verify each supporting page is live
   • Copy exact URLs for reference

5. Step 5: Add internal links

   • Use descriptive anchor text (avoid “click here”)
   • Paste correct URL into page editor
   • Publish update

6. Step 6: Add return links from supporting pages

   • Update supporting pages to link back to target page
   • Place in headings or relevant sentences
   • Add underline styling for visual emphasis

7. Step 7: Optional — store links in a sheet

   • Document for future reference
   • Track which pages link to target

8. Step 8: QA — click each link

   • Verify clickable
   • Confirm page loads correctly
   • Check for 404 errors

9. Step 9: Log changes

   • Document: target page name, links added, date
   • Record in Task Tracker

10. Step 10: Review in Google Search Console

    • Performance → Pages → filter by target URL
    • Track: clicks, impressions, CTR, position
    • Monitor ranking improvements over 4-6 weeks

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Section 5: Core 30 Content Gap Analysis

When to Run:

• New client onboarding
• Pre-Core 30 rebuilds
• Poor map pack visibility
• Before expansion phases

Required Inputs:

• GBP Manager access
• Website CMS access
• Screaming Frog
• AI tool (Claude/ChatGPT)

Data Collection:

1. GBP Data:

   • Primary + secondary categories
   • Full list of services offered
   • City + state
   • All business information from profile

2. Website Crawl Data:

   • Use Screaming Frog
   • Export Internal All URLs CSV
   • Export All Links CSV
   • Capture homepage copy

3. Competitive Analysis:

   • Document competitors’ category pages
   • Note competitor service pages
   • Identify pages ranking in target SERP

Analysis Process:

Step 1: Extract GBP data

• Copy all categories exactly
• Copy all services exactly
• Document service descriptions

Step 2: Crawl website with Screaming Frog

• Export Internal All URLs CSV
• Export All Links CSV
• Note which pages exist for each category

Step 3: Capture homepage copy

• Extract homepage content
• Note what categories/services are mentioned

Step 4: AI Analysis

• Provide to Claude/ChatGPT:
  • Homepage content
  • Screaming Frog CSVs
  • GBP category list
  • GBP service list
• Request analysis of:
  • Category treatment validation: determine whether each verified category justifies a dedicated page or documented parent-page treatment; validate approved URLs, intent, and city use
  • Service treatment validation: determine whether each verified service justifies a standalone page, belongs on a parent page, or should be excluded to prevent thin/duplicate coverage
  • Homepage alignment: references and links to approved primary categories where useful
  • Approved category-to-service linking and silo structure

Step 5: Output Format

Generate four tables:

1. Category Coverage Decisions — Dedicated page, parent-page treatment, reuse/merge, or documented exclusion
2. Service Coverage Decisions — Dedicated page, parent-page treatment, reuse/merge, or documented exclusion
3. Homepage Alignment Gaps — Missing approved references or links that matter to users and GBP alignment
4. Internal Linking Gaps — Missing approved silo connections

Step 6: Priority Ranking

• Critical: Missing or conflicting evidence-backed category coverage
• High: Justified high-revenue service coverage and duplicate/cannibalization fixes
• Same-day: Safe approved homepage alignment fixes
• During publishing: Approved internal-linking tasks

Step 7: Convert to Action Plan

Document:

• Category Pages to Create (with target URLs, keywords)
• Service Pages to Create (with target URLs, keywords)
• Homepage Fixes (what to add, update, or link)
• Internal Linking tasks (which pages should link to which)

Step 8: QC Checklist

• Every justified GBP category has an approved matching page or documented parent-page treatment
• Every justified service has an approved page, parent-page treatment, or documented reason not to split it into a standalone route
• Homepage references approved primary categories where useful
• Titles follow the approved intent and city-use plan; do not force one format across every route
• Hub-and-spoke linking structure identified
• Action plan shared with client via CSM

Timeline for Completion:

• Data collection: 1-2 hours
• AI analysis: 1 hour
• Action plan creation: 1 hour
• Total: 3-4 hours per client

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Section 6: Content Performance & Quarterly Review

Ongoing Monitoring

Each month, check page performance in GA4:

1. Page views: Is the page getting organic traffic?
2. Conversion rate: Are visitors taking action (call, email, form)?
3. Bounce rate: Are they leaving immediately?
4. Time on page: Are they reading or skimming?

Example metrics:

• Month 1 (just published): 0 organic sessions (expected)
• Month 2-3: 10-50 organic sessions (ramping up)
• Month 4+: 100-300+ organic sessions (stable performance)

Quarterly Content Audit

Every 3 months:

1. Refresh gap analysis (run /seo-gap-analysis again)

   • Have priorities changed?
   • Are there new high-volume keywords?
   • Have competitors published new pages?

2. Audit existing content (using /seo-optimize-page)

   • Is the page still ranking well?
   • Can we improve keyword targeting?
   • Can we add internal links?
   • Can we improve CTAs?

3. Update content roadmap

   • Adjust next quarter’s priorities based on performance
   • Add new pages if search volume increased
   • Remove pages if search volume dropped
   • Accelerate high-performers

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QC Checklist

• ✅ Gap analysis completed before writing
• ✅ Content roadmap created with priorities
• ✅ Page writing requests include accurate client information (no fabrication)
• ✅ All facts verified before publishing
• ✅ CTAs clear and compelling
• ✅ Internal linking strategy applied (2-5 links per page)
• ✅ Peer review completed before publishing
• ✅ Page tested for rendering, links, mobile display
• ✅ Page logged in content calendar and Task Tracker
• ✅ Quarterly content audit completed

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Tools & Access Required

• Claude Code skills: /seo-gap-analysis, /seo-write-page, /seo-optimize-page
• Google Analytics 4 (traffic tracking)
• Search Atlas (on-page optimization)
• Task Tracker (content calendar, logging)
• WordPress / Squarespace / GHL (CMS admin access)
• Client contact info (for information gathering)

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Related SOPs

• ../monthly-pipeline.md (content execution schedule)
• ../technical-seo.md (schema markup, on-page optimization)
• ../README.md (weekly schedule, daily routine)
• ../00-client-lifecycle-playbook.md (P4 workstreams, capacity limits)