Offsite SEO

SOP-04: Offsite SEO & Link Building

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

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Overview

This SOP covers offsite SEO strategy: citation management and backlink building via niche industry directories. Focus is on building authority through tiered citation sources, not cold outreach or community engagement. Social posting via Search Atlas noted as future capability (not yet functional).

Key Components:

• Citation management (BrightLocal)
• Niche industry directory targeting
• Local sponsorship opportunities (high-value markets)
• /seo-links skill for directory audit and planning

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

All communication in Task Tracker (not Slack)

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SECTION 1: CITATION MANAGEMENT & DIRECTORY STRATEGY

Trigger

• P0 onboarding phase (Week 1-2, initial full audit)
• Monthly maintenance and audit
• New directory opportunity identified (add to queue)

Owner

SEO Specialist (strategy and oversight)

Citation Architecture: Tiered Directory Approach

Citation strategy focuses on authoritative, relevant sources organized by tier.

Tier 1: Core Surfaces (AI trains on these)

• Google Business Profile (primary; separate from BrightLocal management)
• Apple Business Connect
• Bing Places

Tier 1.5: Data Aggregators

• Data Axle
• Neustar Localeze
• Foursquare

Tier 2: High-Trust Review/Listing Sites

• Yelp
• Better Business Bureau (BBB)
• Trustpilot
• Facebook Business
• Nextdoor

Tier 3: Trades/Contractor Verticals (apply to landscaping, construction, home services)

• Houzz
• Angi (formerly Angie’s List)
• HomeAdvisor
• Thumbtack
• Porch
• BuildZoom

Tier 4: Brand/Knowledge Bases

• Wikipedia
• Wikidata

Niche Certification Directories (industry-specific, requires certification)

• Irrigation Association
• EPA WaterSense
• CMHA (Certified Maintenance & Home Advisors)
• Aquascape Certified Contractor
• ISA (International Society of Arboriculture)
• AOLP (Association of Outdoor Living Professionals)
• NDS (National Drain Society)
• Synthetic Turf Council
• Manufacturer programs (specific equipment brands)

Niche Industry Directories (no certification required)

• NALP (National Association of Landscape Professionals)
• ASLA (American Society of Landscape Architects)
• APLD (Association of Professional Landscape Designers)
• SIMA (Snow & Ice Management Association)
• PHTA (Pool & Hot Tub Alliance)
• State-level trade associations

Other Directories

• Fixr, Bark, Manta, Hotfrog, Cylex, Brownbook, ShowMeLocal, EZlocal, MerchantCircle, LocalStack, ChamberofCommerce.com, CitySquares, etc.

Citation Strategy Implementation

1. Initial Audit (Week 1-2 of P0)

   • Run full audit in BrightLocal
   • Document all found citations (correct, incorrect, incomplete)
   • Identify missing Tier 1 and Tier 2 sources
   • Generate gap report in Task Tracker

2. Prioritized Build-Out

   • Priority 1: All Tier 1 sources (Google, Apple, Bing) — Week 1-2
   • Priority 2: Tier 2 review sites (Yelp, BBB, Facebook, Nextdoor) — Week 2-3
   • Priority 3: Tier 1.5 data aggregators (if client budget allows) — Week 3-4
   • Priority 4: Tier 3 (industry verticals) and niche directories — Month 2+

3. NAP Consistency Rule (Critical)

   • Business Name: identical spelling across all directories
   • Address: standardized format (no “Suite” vs “Ste” variation)
   • Phone: consistent format (123-456-7789 or (123) 456-7789, pick one)
   • Apply globally to ALL citations (40+)

4. Profile Completeness Standards

   • Every directory: complete business description (150-300 characters, keyword-rich)
   • Include: primary service, service area, years in business, key specialties
   • Fill all optional fields: hours, website, photos (if allowed), services list, payment methods
   • No bare-minimum entries

5. Using BrightLocal for Management

   • Add client to Tekton’s BrightLocal account (NOT separate account per client)
   • Create citation task list for each new directory
   • Assign tasks to GBP Specialist with step-by-step checklist
   • Track submission status and go-live dates
   • Use BrightLocal’s built-in submission feature where available (reduces manual work)
   • Run monthly audits for NAP consistency and profile completeness

6. Monthly Maintenance Cycle

   • Run audit every 30 days (BrightLocal automated audit)
   • Check for new high-authority directories (industry alerts, competitor research)
   • Update descriptions/photos seasonally (reflect seasonal services)
   • Respond to review invitations on Tier 2 platforms
   • Document updates in Task Tracker

QC Checklist

• Initial audit completed (all found citations documented)
• NAP 100% consistent across all directories (exact match required)
• All Tier 1 sources have complete, published profiles
• All Tier 2 sources have complete, published profiles (within 30 days)
• No duplicate listings from same organization
• Descriptions unique and keyword-rich (150+ characters minimum)
• Photos/logo included where applicable
• All optional fields completed before marking done
• Monthly audit scheduled and recurring (zero missed audits)
• BrightLocal tasks tracked and completed
• Task Tracker documentation maintained

KPIs

• Total citations: 40+ by end of Month 2
• Tier 1 completeness: 100% (Google, Apple, Bing)
• Tier 2 completeness: 5+ (Yelp, BBB, Facebook, Nextdoor, one additional)
• NAP consistency score: 95%+ (audited monthly)
• Missing/incorrect citations found in monthly audit: <2
• Profile completeness: 100% of Tier 1+2 sources
• Citation growth rate: +5-10 new citations per quarter (maintain minimum 40+)

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Wildfire Backlink Process (Search Atlas)

Overview

The Wildfire backlink process is part of the monthly link building cadence and allows for systematic backlink request submissions based on pre-approved listings.

Video Tutorial

• Video: https://www.loom.com/share/134fde17847a4e79a32c248a6fa1c62f

Process Steps

1. Open Search Atlas

   • Log into Search Atlas
   • Select B3 project
   • Choose client account

2. Navigate to Link Building

   • In Search Atlas, go to → Link Building → Wildfire

3. Filter Approved Listings

   • Open Filters
   • Filter by Status → Find “Approved” Wildfire listings
   • Note: 2 approved listings = 1 backlink request (2:1 ratio applies)

4. Submit Backlink Request

   • Select an approved Wildfire listing
   • Submit the backlink request
   • Document submission in Task Tracker

5. Track & Report

   • Monitor submissions and approval rates monthly
   • Include Wildfire submissions in monthly link building report
   • Track response time and approval status

Integration with Monthly Cadence

This Wildfire process is part of the monthly link building cadence. Coordinate with GBP Specialist monthly maintenance checklist to ensure alignment (referenced in GBP Specialist monthly maintenance — see gbp-specialist/README.md).

QC Checklist

• Search Atlas account access verified
• Wildfire section located in Link Building module
• Approved listings filtered correctly
• Backlink requests submitted with correct 2:1 ratio
• Submissions documented in Task Tracker
• Monthly approval rates tracked

KPIs

• Backlink submissions: minimum 1-2 per month per client (based on approved listing availability)
• Approval rate: track monthly (target: 50%+ approval of submitted requests)
• Submission documentation: 100% of submissions logged in Task Tracker

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SECTION 2: HIGH-VALUE LOCAL SPONSORSHIPS (Competitive Markets Only)

Trigger

• Client operates in highly competitive market (large city, saturated category)
• CSM identifies sponsorship opportunity

Owner

SEO Specialist (strategy), CSM/client (execution)

Sponsorship Strategy

For highly competitive markets: Target 1-2 local sponsorships per year (not monthly).

High-value sponsorships:

• City chamber of commerce membership + event sponsorship
• Local nonprofit event (3K run, community festival, charity gala) — once yearly
• Industry association conference booth or sponsorship

Benefits:

• Generates citations/backlinks from chamber website
• Creates local goodwill and brand awareness
• Potential for PR mention or local news coverage
• Strengthens E-E-A-T signals for local market

Implementation:

1. Identify local chamber of commerce + major annual events
2. Propose sponsorship tier (gold, silver, bronze) that fits budget
3. Negotiate: sponsorship must include website listing with backlink to client site
4. Upon sponsorship approval: update BrightLocal with new citation source
5. Track in Task Tracker: sponsorship, date, cost, resulting backlink/citation

Note: Sponsorships are strategic, not evergreen. Limit to 1-2 per year to avoid overcommitment.

QC Checklist

• High-competition market assessment completed
• 1-2 sponsorship opportunities identified per year
• Sponsorship contracts include website listing requirement
• Resulting citation added to BrightLocal audit
• Sponsorship tracked in Task Tracker with link proof
• Cost-benefit analysis documented

KPIs

• Sponsorships per year: 1-2 (high-value markets only)
• Backlinks from sponsorship: 100% of sponsorships include website mention
• PR value: track if local news mentions sponsorship (bonus, not requirement)
• Task Tracker documentation: 100% of sponsorships logged

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SECTION 3: CITATION BUILDING VIA BRIGHTLOCAL

Trigger

• Initial audit complete (Section 1)
• Gap analysis identifies missing high-priority directories

Owner

SEO Specialist (strategy), GBP Specialist/team (execution)

BrightLocal Workflow

1. Create Client Task List

   • In BrightLocal, add each priority directory as separate task
   • Task includes: directory name, NAP details, description copy, photo requirements, login credentials (if applicable)

2. Assignment & Execution

   • Assign tasks to team member (GBP Specialist, contractor)
   • Provide step-by-step instructions in BrightLocal task notes
   • Team completes submission or claim process
   • Team records submission date and status (submitted, pending, live)

3. Status Tracking

   • BrightLocal tracks submission status for each directory
   • Some directories go live immediately; others require approval (1-4 weeks)
   • Team checks status weekly and updates BrightLocal
   • Once live: verify NAP accuracy and profile completeness

4. Verification & Documentation

   • After 2-4 weeks from submission, verify all citations are live
   • Check for NAP mismatches (BrightLocal’s verification tool flags these)
   • Correct any errors (NAP inconsistencies, incomplete descriptions)
   • Document final status in BrightLocal

5. Maintenance

   • BrightLocal’s monthly audit automatically checks all tracked citations
   • Audit flags: missing citations, NAP inconsistencies, outdated info
   • Team addresses audit findings within 1 week
   • Corrected citations logged in BrightLocal

QC Checklist

• All priority directories added to BrightLocal task list
• Task details complete: NAP, description, photos, login info
• Assignments clear and tracked
• Submission dates logged
• Status tracked weekly (submitted → live)
• Post-submission verification completed (2-4 weeks)
• NAP accuracy verified for all live citations
• Monthly audit scheduling enabled in BrightLocal
• Audit findings addressed within 1 week
• Task Tracker documentation updated monthly

KPIs

• Citation submission completion: 90%+ of planned directories submitted within 30 days
• Time to live: average 14 days from submission to live citation
• Post-submission verification: 100% of citations verified
• Monthly audit: zero missed months
• NAP accuracy maintenance: 95%+ consistency verified in monthly audit

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SECTION 4: USING THE /SEO-LINKS SKILL

Trigger

• Initial citation strategy creation (Section 1)
• Quarterly competitive directory audit
• Client needs backlink plan update

Owner

SEO Specialist

Skill Functionality

The /seo-links skill provides:

1. Directory Audit — Complete audit of client’s directory presence vs. tier structure
2. Gap Analysis — Identifies missing high-priority directories
3. Competitor Benchmarking — Shows what directories top 3 competitors use
4. Internal Link Planning — Recommends internal linking strategy to support citations
5. Prioritization — Recommends submission order by authority and difficulty

Implementation Workflow

1. Run /seo-links Skill (Initial)

   • Input: client business type, service area, target keywords
   • Output: complete directory audit, gap analysis, submission roadmap
   • Save output in Task Tracker as citation roadmap

2. Review Audit Results

   • Compare current citations to tiered structure (Section 1)
   • Identify quick wins (missing Tier 2 sources)
   • Identify competitive gaps (directories competitors use, client missing)

3. Create Submission Plan

   • Use skill output to prioritize next 20-30 directories
   • Plan submission schedule (10-15 per month)
   • Document in BrightLocal task list

4. Quarterly Competitive Audit

   • Re-run /seo-links skill quarterly to benchmark against competitors
   • Identify new directories competitors have added
   • Add to submission queue if valuable

5. Internal Linking Integration

   • Skill output includes internal linking recommendations
   • Coordinate with technical SEO (SOP-03) to implement linking strategy
   • Ensure sameAs array in schema includes all directory links

QC Checklist

• /seo-links skill executed with correct client inputs
• Audit results reviewed and gap analysis understood
• Directory audit saved in Task Tracker
• Submission plan created with prioritization
• Competitor benchmarking reviewed
• Internal linking plan documented (coordinated with SOP-03)
• Quarterly audits scheduled (March, June, September, December)

KPIs

• Initial audit delivery: within 1 week of request
• Gap analysis actionability: 80%+ of recommendations implemented
• Competitive benchmarking: quarterly execution (zero missed quarters)
• Directory submissions: 10-15 per month maintained from skill-prioritized list

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SECTION 5: REMOVED/DEPRECATED STRATEGIES

These strategies are NO LONGER part of this SOP:

❌ Reddit & Community Optimization — Removed entirely. Reddit mentions handled within SOP-05 if applicable, but not primary citation strategy.

❌ Active Cold Outreach Backlink Prospecting — Removed. Only pursue if absolutely necessary for stuck clients (escalate to Nick for approval first).

❌ Social Posting via Search Atlas — Noted as future capability, not yet functional. GBP posting handles primary social needs (see SOP-02).

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Communication & Escalation

All Communication Location

Task Tracker (not Slack). All citation submissions, BrightLocal status, and directory audits documented in Task Tracker.

Escalation Path

Scenario	Action	Timeline	Escalation
NAP inconsistency found in audit	Identify directory, correct error, verify fix, document in BrightLocal	Within 1 week	SEO Specialist
New high-authority directory opportunity found	Add to BrightLocal task list, prioritize in queue	Within 1 week	SEO Specialist → CSM for visibility
Directory rejects submission (account issue, duplicate)	Troubleshoot (resubmit, use different email, contact support), document attempt in BrightLocal	Within 48 hours	SEO Specialist
Competitor added 5+ new directories we’re missing	Run /seo-links competitive audit, add to submission queue, notify CSM	Within 1 week	SEO Specialist → CSM
BrightLocal audit finds 5+ NAP errors	Emergency cleanup: correct all errors, reverify in following audit	Within 2 weeks	SEO Specialist
Client wants to pursue cold outreach backlink strategy	Escalate to Nick for approval (not standard workflow)	Before execution	SEO Specialist → Ops Lead → Nick
Monthly audit completion missed	Reschedule immediately, catch up within same month	Same day	SEO Specialist

Cadence for Recurring Tasks

• Weekly: Monitor BrightLocal submission status (10-15 pending directories)
• Monthly: Run BrightLocal audit, address NAP errors, plan next month’s submissions
• Quarterly: /seo-links skill competitive audit, update directory strategy
• Monthly reporting: Include citation count and audit status in monthly client report

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Related Documentation

• 00-client-lifecycle-playbook.md — Project phases and timelines
• 01-role-seo-specialist.md — Full SEO Specialist responsibilities
• 01-role-gbp-specialist.md — GBP management (coordinate NAP consistency)
• 02-sop-gbp-management.md — GBP setup and NAP verification
• 06-sop-rank-tracking.md — Monitor ranking impact of citation improvements

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Tools & Skills Reference

• BrightLocal — Primary citation management tool (on Tekton account, not per-client)
• /seo-links — Claude Code skill for directory audit and prioritization
• Google Business Profile — Tier 1 core surface (managed separately in SOP-02)
• Search Atlas — Social posting future capability (not yet implemented)

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Quick Reference: Directory Prioritization

Build In This Order:

1. Google Business Profile (SOP-02)
2. Tier 1 sources (Apple, Bing) — Week 1
3. Tier 2 (Yelp, BBB, Facebook, Nextdoor) — Weeks 2-3
4. Tier 1.5 data aggregators — Week 4
5. Tier 3 industry verticals (Houzz, Angi, etc.) — Month 2
6. Niche certification directories (if applicable) — Month 2-3
7. Niche industry associations (if applicable) — Month 3
8. Other directories (Fixr, Bark, etc.) — Month 3-4

Target: 40+ citations total by end of Month 2

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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