Technical SEO

SOP-03: Technical SEO

Last Updated: 2026-03-26 Owner: SEO Specialist Status: Active

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Overview

This SOP covers technical SEO workflows: content gap analysis using Core 30 framework, on-page optimization, internal linking, schema markup, and publishing workflows. Focus areas are service pages, location pages, and internal linking strategy. Blog content is low priority.

Key Audit Pipeline:

1. /seo-crawl — Initial audit
2. /seo-gap-analysis — Core 30 gap analysis
3. /seo-optimize-page — On-page recommendations
4. /seo-write-page — Content creation (StoryBrand framework, zero fabrication rule)

Platform Stack:

• Search Atlas (on-page analysis and optimization tracking)
• Claude Code skills (gap analysis, content writing, schema generation)
• Cloudflare Workers (schema injection, deployment)
• WordPress / Squarespace / GHL (content publishing)

Escalation Path: SEO Specialist → CSM → Ops Lead → Nick (ask Claude for help as first step for technical issues)

All communication in Task Tracker (not Slack)

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Schema Markup Workflows

Method 1: TechnicalSEO.com + Search Atlas (Sitewide + Page-Specific)

Resources:

• Loom: https://www.loom.com/share/1b7c9149ec9540a194e12b2968cf2d65

Process:

1. Use a controlled Organization/WebSite graph sitewide. Emit a location-specific LocalBusiness entity only on its matching GBP landing page; never inject one location entity across every route.
   • Fill business info fields
   • Generate JSON-LD code
   • Copy code to head tracking code / header injection area
2. Search Atlas: for page-specific schema (Article, FAQ, HowTo, Service, etc.)
3. Validate: Google Rich Results Test + Schema Markup Validator
   • No duplicates
   • Correct location
   • Types match intent
   • Warnings are non-critical
4. Time allocation: 15-30 min sitewide, 10-25 min page-specific

Method 2: Rank Math (WordPress)

Resources:

• Loom: https://www.loom.com/share/d29bab5eecc440ada9cf7b278d9e7660

Process:

1. Confirm Rank Math enabled, no other schema generators active
2. Per-page workflow:
   • Open page → Rank Math meta box → choose schema type
   • Service pages: use “Service” schema (NOT Article)
3. Rank Math Pro: custom schema builder for page-specific fields
4. Set Default Schema by Post Type for sitewide baseline
5. Common conflict: Search Atlas integration auto-suggesting wrong schema
   • Delete in Search Atlas per page if conflicting
6. Validate: Test live URL (not preview) in Google Rich Results Test

Method 3: Yoast SEO (WordPress)

Resources:

• Loom: https://www.loom.com/share/afcb2cbf41754e79b4890bb7b6675813

Process:

1. Rule: ONE schema generator only (Yoast OR Rank Math OR Search Atlas, not multiple)
2. Per-page workflow:
   • Editor → Yoast sidebar → Schema tab → set correct type
   • FAQ pages: use “FAQ” schema if applicable
   • How-to pages: use “HowTo” schema if applicable
3. Sitewide configuration:
   • Yoast settings → Site Representation → Person or Organization + social links
4. Remove accidental schemas (SoftwareApplication, VacationRental) caused by plugins
5. Optional: Enable breadcrumbs if theme supports

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Page Optimization Workflow

Resources:

• Loom: https://www.loom.com/share/b04f9670bd67430395045c9b9b315880

Target:

• Meta title: ~55 characters (max 60)
• Meta description: ~155 characters (max 160)

Process:

1. Open page in CMS → locate SEO plugin panel → check existing metadata
2. Generate optimized title/description via ChatGPT
   • Input: page URL + page text excerpts
   • Output: optimized title and description for accuracy
3. Paste into SEO plugin fields
4. Check character counts (use built-in counters)
5. Optional: add Focus Keyword, review plugin analysis issues

URL Slug Rules:

• Length: 20-60 characters
• Word count: 3-5 words
• Content: one topic only
• Format: hyphens only, no underscores
• Avoid filler words: and, the, in, for

Tools:

• Use slugify tool to convert text to slug format
• Remove stop words automatically or manually

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SECTION 1: CONTENT GAP ANALYSIS (CORE 30 FRAMEWORK)

Trigger

• P4 phase begins (new client)
• Quarterly content audit

Owner

SEO Specialist

Core 30 Structure Authority

Use Core 30 Structure SOP for general Core 30 page-architecture decisions: flexible evidence-backed coverage, category/service hierarchy, URL evaluation and preservation, service silos, primary-city use, service-area routing, and existing-page reuse. For clients with two or more GBPs, the Multi-Location Core 30 Structure SOP controls landing-page assignment, location stacks, phone/NAP, schema, and geographic expansion.

Implementation Steps

1. Confirm the business, GBP categories, GBP services, revenue priorities, demand evidence, primary city, service areas, existing pages, and number of real GBP locations.
2. Build a Core 30 gap analysis against the canonical structure.
3. Produce an evidence-backed Core 30 Map with every justified page, relationship, URL, target intent, source support, existing-page handling, and internal link. The total may be below or above 30.
4. Obtain map approval before development begins.
5. Build the content roadmap from the approved map. Any later hierarchy, URL, or count change requires a documented evidence review rather than quota enforcement.
6. Keep any client-facing roadmap behind the required approval gate.

QC Checklist

• /seo-gap-analysis skill executed with accurate client data
• Gap analysis reviewed and priorities identified
• Content roadmap created with 3-month schedule
• Page count capped at 3/month documented
• Priority hierarchy (services > locations > linking > blog) applied
• Roadmap shared with client via Task Tracker

KPIs

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

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SECTION 2: SERVICE & LOCATION PAGE CREATION

Trigger

• P4+ phase: content roadmap execution
• New service added to client offering
• New service area opened

Owner

SEO Specialist (content strategy), Claude Code skill execution

Service Page Strategy

Service pages are the foundation. Each primary service gets a dedicated page focused on:

• Service description (what it is, why customers need it)
• How the service solves customer problem
• Service area(s) covered
• Process or timeline
• Pricing (if available)
• Team credentials (expertise, certifications, years in business)
• CTA (book, call, contact)

Location Page Strategy

Geographic pages combine service + geography. Consider them only after adequate topical category/service coverage exists and a fresh local rank map shows a realistic opportunity. Positions around 4-6 often indicate top-three potential, but this is a prioritization signal rather than an absolute rule. Require verified service coverage, genuine local details, useful differentiation, contained hub linking, and external support. Serving a city or finding search volume alone is not enough.

Location page content differs from service page: Must include location-specific elements (local market info, neighborhood details, client testimonials from that area, service area specifics).

Content Creation Workflow

1. Prepare Content Brief

   • Use /seo-gap-analysis output to identify target page
   • Document target keyword, audience avatar, key talking points
   • Note: search volume, commercial intent, competitor positioning
   • Save brief in Task Tracker

2. Run /seo-write-page Skill

   • Inputs: page type (service or location), target keyword, audience avatar, client business details
   • Framework: StoryBrand (customer-centric narrative)
   • Output: complete page draft (1500-2000 words for service page, 1000-1500 for location)
   • Critical rule: Zero fabrication. Only include information client can verify. No invented statistics, testimonials, or claims.

3. SEO Specialist Review & Editing

   • Read draft for accuracy and alignment with brand voice
   • Verify: all claims are factual, no exaggerated benefits, proper keyword placement
   • Add/adjust keywords naturally without keyword stuffing
   • Ensure CTA is clear and action-oriented
   • Check heading structure (H2, H3) for readability and SEO

4. Internal Linking Integration (See Section 3)

   • Add 3-5 contextual links from this page to other relevant pages (hub-and-spoke model)
   • Identify which existing pages should link TO this new page
   • Document linking strategy in Task Tracker

5. Schema Markup Integration

   • Add accurate Service schema on service/service-area pages. Add LocalBusiness only when the page is the matching GBP landing page.
   • Link related pages using breadcrumb schema
   • Save schema template in page notes

6. Content Publishing

   • If WordPress: use Yoast/RankMath for final on-page checks (readability, keyword focus, internal links)
   • If Squarespace/GHL: format page in CMS, set meta title/description, add images
   • Schedule publish in Task Tracker with approval workflow
   • Require client review if content includes testimonials, claims, or specific details

7. Post-Publication QC

   • Verify page is live and accessible via Google search
   • Test links (internal and external)
   • Check mobile formatting
   • Confirm schema markup renders correctly in Google’s Rich Results Test
   • Document publication date in Task Tracker

QC Checklist

• Content roadmap task identified and prioritized
• Target keyword and audience avatar documented
• /seo-write-page skill executed with StoryBrand framework
• Draft reviewed: accuracy, tone, keyword placement verified
• Zero fabrication rule applied (all claims fact-checked)
• Internal linking plan created (3-5 outbound links identified)
• Schema markup added to page notes
• Page published and live verification completed
• Google Rich Results Test passed (no errors/warnings)
• Publication documented in Task Tracker

KPIs

• Content creation capacity: 3 pages/month per client
• Content quality: zero fabrication, StoryBrand framework applied
• Publication timeline: draft to live within 5 business days
• On-page optimization: 100% of pages have target keyword in title, H1, meta description
• Schema deployment: 100% of pages have appropriate schema markup

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SECTION 3: INTERNAL LINKING STRATEGY (HUB-AND-SPOKE)

Trigger

• New page published (immediately after Section 2 publication)
• Monthly internal linking audit
• Quarterly content reorganization

Owner

SEO Specialist

Hub-and-Spoke Model

Structure:

• Single-location: the homepage normally serves as the GBP landing-page hub and links to approved parent categories.
• Multi-location: each matching GBP landing page is the hub for its own evidence-backed location stack. The homepage is not automatically the hub for every location.
• Service category pages link to approved child services and back to their controlling hub where context supports it.
• Service detail pages link to their approved parent category and relevant siblings without crossing location silos casually.
• Location/geographic pages follow the approved Core 30 Map and containment rules; they are not automatic peer variants and do not automatically cross-link to related locations.

Linking follows the approved single- or multi-location silo map. Homepage-to-child links are selective, evidence-backed exceptions rather than a universal requirement.

Six Golden Rules of Anchor Text

All internal links must follow these rules:

1. Unique Anchor Text — Never repeat same anchor text twice on website. Each link uses different phrasing.

   • ✓ “plumbing services,” “emergency plumber,” “water heater repair”
   • ✗ “plumbing services” (used twice)

2. Keywords Naturally — Anchor text includes target keyword, but reads naturally in context.

   • ✓ “Our emergency plumbing services are available 24/7”
   • ✗ “emergency plumbing services emergency plumbing services”

3. Describe Destination — Anchor text describes what reader will find on linked page.

   • ✓ “water heater installation process”
   • ✗ “click here”

4. Concise (3-6 Words) — Keep anchor text short and punchy.

   • ✓ “water heater repair”
   • ✗ “click here to learn about our water heater installation and repair services”

5. Body Text Only — Links appear within paragraph body text, not in sidebar, header, or footer.

   • ✓ Link within main article paragraph
   • ✗ Link in sidebar or footer

6. Never Use Brand Name — Don’t link using client’s business name as anchor text (wastes SEO power).

   • ✓ “emergency plumbing services”
   • ✗ “ABC Plumbing”

Implementation Steps

1. Map Current Internal Linking Structure

   • For each service page: document existing internal links (outbound)
   • Create linking map in Task Tracker showing current hub-and-spoke state
   • Identify gaps (pages with no outbound links, isolated pages)

2. Plan New Page Linking

   • When creating new page (Section 2), identify 3-5 contextual links:
     • 1-2 links UP to parent/hub (e.g., service page → homepage, detail page → service page)
     • 1-2 links to PEER pages (related services at same level)
     • 0-1 link to SUBORDINATE pages (if detail page is parent of others)

3. Add Links to Existing Pages

   • Identify which existing pages should link TO the new page
   • Add 2-3 new inbound links from high-authority pages (homepage, main service pages)
   • Use golden rules for anchor text
   • Document additions in Task Tracker

4. Link Audit (Monthly)

   • Review 10-20 internal links for anchor text compliance
   • Check for repeated anchor text (rule #1 violation)
   • Verify links are in body text (rule #5)
   • Ensure 3-6 word range (rule #4)
   • Fix violations and document in Task Tracker

5. Quarterly Deep Dive

   • Full internal linking audit: review all links on site
   • Map current structure against hub-and-spoke model
   • Identify orphan pages (no internal links)
   • Plan reorganization if needed
   • Document findings and recommendations in Task Tracker

QC Checklist

• Linking strategy documented (hub-and-spoke model identified)
• 3-5 contextual links added to each new page
• Existing pages updated with inbound links to new page
• All anchor text follows Six Golden Rules (unique, keyword-rich, descriptive, 3-6 words, body text only, no brand name)
• Monthly audit: 10-20 links checked for compliance
• Quarterly full audit: internal linking map updated
• Orphan pages identified and remediated
• Changes documented in Task Tracker

KPIs

• Internal link anchor text uniqueness: 95%+ (no repeats)
• Golden Rules compliance: 90%+ of all internal links
• Pages receiving 3+ inbound links: 80%+ of important pages
• Monthly audit completion: 100% (zero missed months)
• Silo integrity: approved parent/child links are present, and each multi-location stack routes through its matching GBP landing page without accidental cross-location leakage

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SECTION 4: ON-PAGE OPTIMIZATION

Trigger

• New page publication (during Section 2)
• Quarterly on-page audit
• Page is ranking positions 11-50 (optimization opportunity)

Owner

SEO Specialist

On-Page Optimization Steps

1. Run /seo-optimize-page Skill

   • Input: URL, target keyword
   • Output: on-page optimization recommendations (title, meta, headings, content structure, keyword placement)

2. Title Tag Optimization

   • Format: [Primary Keyword] + [Modifier/Benefit] + [City if Local] + [Brand]
   • Max 60 characters (Google displays ~50-60 desktop, ~30 mobile)
   • Example: “Emergency Plumbing in Denver | ABC Plumbing 24/7”
   • Brand name in 50% of title tags minimum
   • Action: Update in CMS native title field or SEO plugin

3. Meta Description

   • Max 155 characters (Google displays 155-160)
   • Format: Lead with primary keyword/benefit, include CTA, include city if local
   • Example: “24/7 emergency plumbing services in Denver and surrounding areas. Licensed, insured. Call now for same-day service.”
   • Action: Update in CMS

4. H1 Tag

   • One H1 per page (not multiple)
   • Include primary keyword naturally
   • Align closely with title tag (reinforces page topic)
   • Example: “Emergency Plumbing Services in Denver”

5. Heading Structure (H2, H3)

   • Use headings as section organization (readability + SEO)
   • Include variations of target keyword in subheadings
   • Never skip heading levels (H2 → H3 → H4, not H2 → H4)
   • Example structure:
     • H1: Service page title
     • H2: How [Service] Works / Why Choose Us / Common Problems
     • H3: Specific benefit or problem-solution pair

6. Keyword Placement

   • Primary keyword in: title, meta, H1, first paragraph, at least one H2
   • Keyword variations in subheadings and body text
   • 1-2 keyword mentions per 100 words (keyword density target)
   • No keyword stuffing (reads naturally)

7. Content Quality

   • Minimum 800 words for service pages, 600 for location pages
   • First paragraph directly answers target query
   • Direct answer format: “We provide [service] in [city] for [price point/timeline]”
   • Supporting evidence: years in business, certifications, client testimonials, before/after examples
   • Include contact CTA (book, call, contact form)

8. Image Optimization

   • Alt text for every image (includes primary keyword if relevant)
   • File name descriptive (not “image1.jpg”)
   • Image size optimized for web (compress, not oversized)
   • Captions for important images (adds context)

QC Checklist

• Title tag includes primary keyword + modifier + brand (max 60 chars)
• Meta description includes CTA and primary keyword (max 155 chars)
• H1 tag includes primary keyword, one per page
• Heading structure logical (H2 → H3, no skipped levels)
• Primary keyword in title, meta, H1, first paragraph, one H2
• Content minimum 600-800 words depending on page type
• First paragraph answers target query directly
• All images have descriptive alt text and file names
• CTA clear and action-oriented

KPIs

• On-page optimization completed for 100% of new pages
• Keyword placement: primary keyword in 5 key areas (title, meta, H1, first paragraph, H2)
• Quarterly audit: 10-15 pages checked for on-page compliance
• Pages ranking positions 11-50 receive optimization within 2 weeks of identification

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SECTION 5: SCHEMA MARKUP DEPLOYMENT

Trigger

• P4 phase (Month 4 post-onboarding, content/gap analysis phase)
• New page published (add schema immediately)

Owner

SEO Specialist (with developer support if needed)

Schema Implementation

1. LocalBusiness Schema (Matching GBP Landing Page)

   • Include all properties: areaServed, hasOfferCatalog, aggregateRating, awards, memberOf, telephone, email, address
   • List all services as Product items within hasOfferCatalog
   • sameAs links to all directory listings (Yelp, BBB, Google, etc.)
   • Deploy via JSON-LD format
   • Validate with Schema.org validator and Google Rich Results Test

2. Service Schema (Service Pages)

   • serviceType, areaServed, description, image, price (if applicable)
   • Link to provider (business) and related services
   • Deploy on every service page via JSON-LD

3. Additional GBP Landing Pages

   • Add a separate LocalBusiness node only when the page is the assigned landing page for a real additional GBP.
   • Match that GBP’s verified NAP, phone, categories, hours, service area, and URL.
   • Do not create LocalBusiness entities for service-area or city pages without a corresponding GBP.

4. FAQPage Schema (All Major Service Pages)

   • Generate 20+ FAQs per service page
   • Use audience avatars to inform FAQ topics (address customer pain points, objections, local concerns)
   • Format: question-answer pairs in JSON-LD
   • Direct answers in first 1-2 sentences (AI-friendly format)
   • Deploy alongside content

5. Breadcrumb Schema

   • Implement on all pages (Homepage → Category → Service)
   • Helps AI models understand page hierarchy
   • Deploy via JSON-LD

6. Deployment Methods

   • WordPress: Use Yoast or RankMath plugin (manages JSON-LD automatically)
   • Squarespace/GHL: Manual JSON-LD insertion in page footer or Cloudflare Workers injection
   • Cloudflare Workers: Deploy for sites without plugin capability (header-based injection)
   • Save schema templates in client folder for future reference and updates

7. Validation & Testing

   • Validate each schema with Schema.org validator (zero errors required)
   • Test with Google Rich Results Test (no warnings, all warnings resolved)
   • Test in ChatGPT/Perplexity visibility checks (schema should improve AI citation)

QC Checklist

• LocalBusiness schema deployed only on each matching GBP landing page, including the homepage when it is assigned to that GBP
• Service schema on every relevant service page
• Non-GBP city/service-area pages do not claim separate LocalBusiness locations
• FAQPage schema on all major service pages (20+ questions each)
• Breadcrumb schema implemented on all pages
• sameAs array includes all directory listings
• Schema validation: zero errors
• Google Rich Results Test: passed
• Schema templates saved in client folder
• Quarterly review scheduled to verify accuracy and updates

KPIs

• Schema deployment: 100% of pages within 2 weeks of publication
• Validation: zero schema errors (100%)
• Google Rich Results Test: passed for all pages
• Schema accuracy: quarterly review for updated information
• FAQ completeness: 20+ per service page maintained
• Deployment timing: P4 phase for initial schema setup, concurrent with new page publication

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SECTION 6: CTR ANALYSIS & OPTIMIZATION

Trigger

• Monthly (with Google Search Console data)
• Quarterly deep dive

Owner

SEO Specialist (with Claude Code support)

CTR Optimization Process

1. Extract GSC Data

   • Pull last 90 days of Google Search Console data: keyword, position, impressions, clicks, CTR
   • Focus on keywords in positions 1-10 (ranking but underperforming CTR)

2. Identify Low-CTR Keywords

   • Calculate expected CTR by position (e.g., position 3 should get 6-8% CTR)
   • Flag keywords where actual CTR is 30%+ below expected
   • Example: keyword at position 3 with 2% CTR (should be ~6-8%)

3. Use Claude Code for Analysis

   • Input: GSC data, target keywords, current title/meta descriptions
   • Output: CTR optimization recommendations (title rewrites, meta improvements)
   • Claude identifies: is title unclear? Meta incomplete? CTA weak?

4. Implement Improvements

   • Rewrite title: make it more compelling, include benefit or urgency
   • Rewrite meta: address customer concern, include CTA, make it more clickable
   • Test new title/meta for 2-4 weeks
   • Measure CTR improvement in GSC

5. Track Results

   • Re-check GSC in 30 days: has CTR improved?
   • If improved: keep new version, document win
   • If not improved: test different variation
   • Document testing and results in Task Tracker

QC Checklist

• GSC data extracted monthly (90-day window)
• Low-CTR keywords identified (>30% below expected)
• Claude Code analysis completed
• Title/meta rewrites implemented
• Testing period: 2-4 weeks minimum
• CTR results tracked in Task Tracker
• Winning variations documented

KPIs

• CTR analysis: monthly for all clients
• Low-CTR keyword improvements: average +20% CTR within 30 days
• Title/meta optimization: 5-10 rewrites per month per client
• Testing consistency: zero dropped tests (all tested variations documented)

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SECTION 7: SPECIAL CIRCUMSTANCES

YMYL (Your Money Your Life) & E-E-A-T

Apply to: Financial, legal, health, safety-related services.

E-E-A-T Signals:

• Expertise: team credentials, certifications, years in business
• Experience: case studies, client testimonials, before/after examples
• Authoritativeness: mentions on reputable sites, industry awards, media coverage
• Trustworthiness: privacy policy, clear contact info, verified reviews

Implementation:

• Add Person schema for owner/key staff (name, credentials, photo)
• Create About page emphasizing credentials
• Include testimonials on service pages (verified reviews)
• Add industry certifications prominently
• Link to any media coverage or awards

Multi-Location Consistency

• Location-specific NAP: Each GBP stack and matching landing page use that profile’s verified business name, address, distinct phone, hours, service area, and URL. Do not force sibling locations to share an address or phone.
• Service-area pages: Use accurate service/location copy without claiming a separate physical business unless a matching GBP exists.
• Schema: Each real location’s LocalBusiness node appears only on its matching GBP landing page.

Disavow Process

If spammy backlinks detected:

1. SEO Specialist reviews backlink profile (use Search Atlas or Ahrefs data)
2. Identify spammy domains (suspicious anchor text, low quality, irrelevant)
3. Create disavow file in Google Search Console (one domain per line)
4. Submit disavow through GSC interface
5. Monitor rankings for 4-6 weeks after submission
6. Document disavow action and results in Task Tracker

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SECTION 8: PUBLISHING WORKFLOWS

WordPress Workflow

1. Create/edit page in WordPress draft
2. Install Yoast or RankMath plugin (auto-manages some schema)
3. Set primary keyword in plugin
4. Optimize readability, keyword focus, internal links
5. Add custom schema (FAQPage, Service schema) in JSON-LD if not auto-generated
6. Review on front-end (mobile + desktop)
7. Schedule publication in Task Tracker
8. Publish when approved
9. Test links, images, mobile formatting post-publication
10. Verify in Google Search Console

Squarespace / GHL Workflow

1. Create page in CMS editor
2. Set page title, meta description, URL slug
3. Add H1, H2/H3 headings, body content
4. Add images with alt text
5. Add internal links (using anchor text best practices)
6. Insert JSON-LD schema in page footer code block or custom code section
7. Review on front-end (mobile + desktop)
8. Submit for approval in Task Tracker
9. Publish when approved
10. Verify schema renders correctly (check page source code)
11. Test in Google Rich Results Test

Post-Publication Checklist

• Page is live and accessible via direct URL
• Page accessible via Google Search (site:domain.com + title search within 24-48 hours)
• All internal links working (no 404s)
• External links working and relevant
• Images loading correctly (mobile + desktop)
• Mobile formatting looks correct
• Schema validation: zero errors
• Google Rich Results Test: passed
• Task Tracker: publication documented with date and status

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Communication & Escalation

All Communication Location

Task Tracker (not Slack). Document all technical decisions, client changes, and testing results in Task Tracker for continuity.

Escalation Path

Scenario	Action	Timeline	Escalation
Page ranking positions 11-50 after 4 weeks	Execute on-page optimization (Section 4)	Within 1 week	SEO Specialist
CMS technical issue (can’t publish, error)	Ask Claude for help first; if unresolved escalate	Same day	SEO Specialist → CSM
Google manual action penalty detected	Full audit, identify cause, submit reconsideration request	Within 48 hours	SEO Specialist → Ops Lead
Content accuracy question (client disputes fact)	Verify claim, correct content if needed, document in Task Tracker	Within 24 hours	SEO Specialist → CSM
Internal linking structure not hub-and-spoke	Plan reorganization, document in Task Tracker, implement	Within 1 week	SEO Specialist
Monthly CTR analysis shows improvements	Document in monthly report, note winning title/meta variations	Monthly	No escalation
Schema validation error	Fix error in schema code, re-validate	Same day	SEO Specialist

Cadence for Recurring Tasks

• Weekly: Monitor new pages for indexing, test internal links (2-3 pages spot-check)
• Monthly: CTR analysis, internal linking audit (10-20 links), on-page optimization review (5-10 pages)
• Quarterly: Full internal linking audit, schema accuracy review, content roadmap update

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Related Documentation

• 00-client-lifecycle-playbook.md — Project phases and timelines
• 01-role-seo-specialist.md — Full SEO Specialist responsibilities
• 02-sop-gbp-management.md — GBP optimization (citation consistency)
• 04-sop-offsite-seo.md — Link building (external link profile)
• 06-sop-rank-tracking.md — Rank tracking for technical SEO impact
• 12-ai-tool-setup.md — Claude Code skill setup for content creation
• 13-ai-prompt-library.md — Content prompts, schema templates, FAQ generation

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Tools & Skills Reference

• /seo-crawl — Initial technical audit
• /seo-gap-analysis — Core 30 content gap analysis
• /seo-optimize-page — On-page optimization recommendations
• /seo-write-page — Content creation (StoryBrand framework)
• Yoast / RankMath — WordPress on-page plugin
• Cloudflare Workers — Schema injection for CMS-less sites
• Google Search Console — Indexing, manual actions, performance data

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Document Version: 2.0 (Rewritten per Nick’s Review) Last Updated: 2026-03-26 Owner: SEO Specialist Next Review: 2026-06-26