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. The goal is to systematically build and optimize the top 30 keyword/location combinations that drive the most search volume and revenue.

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 Framework Overview

What is Core 30?

The Core 30 framework identifies the 30 most valuable keyword/location combinations for a local service business. Instead of trying to rank for hundreds of keywords, focus laser-sharp on the top 30 that drive the most search volume and revenue.

Example for a plumbing company in Phoenix:

• Service: Plumbing (main category)
• Locations: Phoenix, Scottsdale, Tempe, Mesa (service areas)
• Core 30 = Top 30 service/location combos:
  • Plumber Phoenix (highest volume)
  • Emergency Plumber Phoenix
  • Plumber Scottsdale
  • Water Heater Repair Phoenix
  • etc.

Priority Hierarchy

Content is prioritized in this order:

1. Service Pages (Primary) — Dedicated pages for each main service

   • Examples: /plumber/, /water-heater-repair/, /emergency-plumbing/
   • These are the foundation. No client ranks well without solid service pages.

2. Location Pages (Secondary) — Service + location combinations

   • Examples: /plumber-phoenix/, /emergency-plumber-scottsdale/, /water-heater-repair-tempe/
   • These pages target high-volume local searches.
   • Only create if multi-location or high-value service area.

3. Internal Linking (Tertiary) — Hub-and-spoke structure

   • Link service pages to location pages
   • Link location pages to main service pages
   • Create topic clusters (e.g., all water heater content links to each other)

4. Blog Content (Low Priority) — Informational content

   • Blog is deprioritized. Only create if budget allows.
   • Publish only 1-2 blog posts per year (max).
   • Focus: Cornerstone blog posts that get internal linked from service pages.

Why Core 30 Matters

• Focused effort: Creating 30 great pages beats creating 100 mediocre pages
• Ranking power: Deep, optimized content for fewer keywords ranks faster
• Conversion: Service pages directly convert; blog doesn’t (limit it)
• Capacity: Max 3 pages/month × 12 months = 36 pages/year. Core 30 can be completed in 10 months.

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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: Run /seo-gap-analysis Skill

/seo-gap-analysis "Client Name"

Inputs to provide:

• Client name
• Primary services (3-5 main service categories)
• Target locations (all cities/areas client services)
• Target keyword themes (do they want local, branded, or specific long-tail keywords?)

Output: Complete Core 30 audit showing:

• Services with dedicated pages (✓) vs. missing pages (✗)
• Locations with optimized pages (✓) vs. missing pages (✗)
• Current internal linking structure (hubs and spokes)
• Content gaps vs. competitors
• Recommendations for content roadmap

Step 2: Review Gap Analysis Report

The skill outputs a detailed audit. Read through it carefully:

What to look for:

• Tier 1 Gaps (critical): Major service pages missing entirely

  • Example: “Water Heater Repair” service is never mentioned
  • Fix: Create /water-heater-repair/ page immediately

• Tier 2 Gaps (important): Location pages missing for high-volume areas

  • Example: “Plumber Phoenix” is never created (though client is in Phoenix)
  • Fix: Create /plumber-phoenix/ page this month

• Tier 3 Gaps (nice-to-have): Internal linking weak or missing

  • Example: Service pages don’t link to each other
  • Fix: Add internal links (can be done without new pages)

• Competitor gaps (opportunities): Competitors have pages you don’t

  • Look at the competitor analysis section
  • Which pages are they ranking for that you’re missing?

Step 3: Create Content Priority Ranking

Using the gap analysis output, rank the missing pages by importance:

Scoring criteria (in order):

1. Search volume (higher volume = higher priority)
2. Commercial intent (is the keyword transactional? “plumber near me” vs. “how to fix a leaky faucet”)
3. Current ranking position (if you’re #8-15, creating content could push you to #3-5)
4. Competitive difficulty (lower difficulty = easier wins)
5. Client capacity (can they fulfill the service in that location?)

Example ranking:

Rank	Page	Search Vol	Intent	Current Pos	Priority
1	/plumber-phoenix/	2,400	High	#12	P1
2	/water-heater-repair-phoenix/	1,200	High	Not ranking	P1
3	/plumber-scottsdale/	800	High	#15	P2
4	/emergency-plumber-phoenix/	600	High	#8	P2
5	/faucet-repair-phoenix/	400	Medium	Not ranking	P3

Step 4: Create 3-Month Content Roadmap

Document the top 30 pages you need to create, in priority order, with a 3-month timeline.

Template:

# Content Roadmap — Q[X] [Year]

## Month 1 (3 pages)
- [ ] /plumber-phoenix/ — Target: "plumber phoenix", "emergency plumber phoenix"
- [ ] /water-heater-repair-phoenix/ — Target: "water heater repair phoenix", "water heater replacement"
- [ ] /plumber-scottsdale/ — Target: "plumber scottsdale", "emergency plumber scottsdale"

## Month 2 (3 pages)
- [ ] /emergency-plumber-phoenix/ — Target: "emergency plumber", "24 hour plumber"
- [ ] /water-heater-repair-scottsdale/ — Target: "water heater repair scottsdale"
- [ ] /plumbing-repair-phoenix/ — Target: "plumbing repair", "plumbing services"

## Month 3 (3 pages)
- [ ] /faucet-repair-phoenix/ — Target: "faucet repair", "leaky faucet"
- [ ] /sewer-repair-phoenix/ — Target: "sewer repair", "sewer line repair"
- [ ] /bathtub-repair-scottsdale/ — Target: "bathtub repair", "tub replacement"

## Notes
- Total: 36 pages over 12 months (3/month × 12)
- Core 30 completion: Month 10
- Estimated completion: Year 2

Share roadmap with client via CSM — Transparency builds trust.

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 page validation (URL exists, title/H1 include Category + City)
  • Service page validation (URL exists for each service)
  • Homepage alignment (mentions all categories, links to category pages)
  • Category→Service linking (spokes to hub structure)

Step 5: Output Format

Generate four tables:

1. Missing Category Pages — Categories with no dedicated pages
2. Missing Service Pages — Services with no dedicated pages
3. Homepage Gaps — Categories/services not mentioned on homepage
4. Internal Linking Gaps — Missing hub-and-spoke connections

Step 6: Priority Ranking

• Critical: Missing Category Pages (foundational)
• High: High-revenue Service Pages
• Same-day: Homepage fixes
• During publishing: 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 GBP category has a dedicated page (or queued in roadmap)
• Every service listed in GBP has a page (or queued)
• Homepage references all primary categories
• Titles follow “Service/Category + City” format
• 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)