SEO Specialist

Rank Tracking

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

SOP-06: Local Rank Tracking (Local Dominator)

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

Overview

This SOP covers rank tracking using Local Dominator. Ranks serve as leading indicators of SEO health, driving content and link-building strategy through clear action triggers. This SOP integrates heatmap analysis and geo-weakness classification using the /seo-geo-strategy skill.

Key Components:

Local Dominator setup (P2, alongside GBP optimization)
Keyword tracking strategy (categories + services, tracked locally)
Monthly monitoring with /seo-monthly skill
Geo-weakness decision engine for strategic response

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

All communication in Task Tracker (not Slack)

SECTION 1: INITIAL SETUP (P2 PHASE)

Trigger

P2 phase begins (Month 2 post-onboarding), alongside GBP optimization

Owner

GBP Specialist / SEO Specialist (joint responsibility)

Setup Process

Create Client Project in Local Dominator
- Log into Local Dominator
- Create new project (client name, business category, primary location)
- Verify business address matches Google Business Profile (exact match required)
Add All Business Locations
- Single location: one project entry
- Multi-location: create separate entries per location (franchises, multi-office clients)
- Verify address, city, state, zip matches GBP exactly
- Inaccurate address = inaccurate rankings
Select Target Keywords (Core Tracking Strategy)

Track by Category and Service:
- Primary GBP Categories (2-3 categories):
  - 1 primary category (main business type)
  - 1-2 secondary categories (complementary services)
- Each category tracked as 2 keywords:
  - Keyword 1: Category term alone (e.g., “landscaping”)
  - Keyword 2: Category + Primary city (e.g., “landscaping Denver”)
- Primary Services (2-3 services, highest revenue/priority):
  - 1 primary service (most important)
  - 1-2 secondary services (important, but not primary)
- Each service tracked as 2 keywords:
  - Keyword 1: Service term alone (e.g., “landscape design”)
  - Keyword 2: Service + Primary city (e.g., “landscape design Denver”)
Total keyword tracking: 10-14 keywords (3 categories × 2 keywords + 3 services × 2 keywords, with some overlap)

Multi-location strategy:
- For franchises/multi-location: track by city (e.g., “landscaping Denver” vs. “landscaping Boulder”)
- Each location tracked separately for location-specific keywords
- Brand keywords: “[Service] [Location]” per location
Set Tracking Frequency
- Standard: Weekly (Monday baseline recommended)
- Competitive markets: Daily (high competition, need faster insight into algorithm updates)
- Low competition: Bi-weekly (sufficient for stable markets)
Configure Alerts
- Significant change alert: ±5 positions (up or down trigger investigation)
- Critical alert: Page 1 → Page 2+ (keyword drops off top 10)
- Delivery: Email to SEO Specialist
Take Setup Screenshot
- Capture keyword list, frequency, alert thresholds
- Save in Task Tracker: /client-files/[CLIENT]/LocalDominator-Setup-[DATE].md
Document Baseline Rankings
- Export initial ranking snapshot from Local Dominator
- Create baseline document: which keywords in top 10? Top 20? Not ranking?
- Save in Task Tracker: /client-files/[CLIENT]/Keyword-Baseline-P2-[DATE].md

QC Checklist

All locations added (address verified against GBP)
2-3 primary categories selected with local tracking (category alone + category + city)
2-3 primary services selected with local tracking (service alone + service + city)
Total keywords: 10-14 tracked
Tracking frequency set (weekly recommended, daily for high competition)
Alerts configured (±5 positions, critical alerts enabled)
Setup screenshot captured and filed in Task Tracker
Baseline rankings documented and filed in Task Tracker

KPIs

Setup completed within 7 days of P2 start
Keywords tracked: 10-14 per location
All alerts enabled and configured
Baseline snapshot saved and documented

SECTION 2: MONTHLY MONITORING WITH `/SEO-MONTHLY` SKILL

Trigger

Monthly (first Monday of each month, or consistent day)
Ongoing throughout engagement

Owner

GBP Specialist / SEO Specialist (review), CSM (client communication)

Monthly Workflow

Run /seo-monthly Skill
- Input: client name, primary location, tracked keywords list
- Skill fetches: current rankings, heatmaps from Local Dominator, comparison to baseline
- Output: monthly ranking summary, heatmap analysis, geo-weakness classification
Review Heatmap Analysis
- Heatmap shows ranking position distribution: Red (weak) → Yellow (moderate) → Green (strong)
- Red zones: positions 11-50 (not visible) or positions 20+ (completely off-page)
- Yellow zones: positions 4-10 (visible, but not top 3; opportunity zone)
- Green zones: positions 1-3 (winning, maintain focus)
Classify Geo-Weakness (Using /seo-geo-strategy Skill)
- Input: keyword list, current rankings per location
- Output: geo-weakness classification for each keyword
- Classifications:
  - Winning (1-3): Ranking position 1-3, no action needed, maintain strategy
  - Low-Hanging Fruit (4-6): Strong position, close to top 3, invest in optimization to close gap
  - Secondary (7-10): Visible but not top 3, moderate opportunity, plan optimization
  - Long-Term (11-20): Requires substantial work, plan content/link-building strategy
  - Not Ranking (20+): Off-page 1, significant effort needed
Classify Pocket vs. Wide Issues
- Pocket issue: Problem specific to one location or category (e.g., “landscaping” weak, but “landscaping Denver” strong)
- Wide issue: Problem across all keywords and locations (likely technical or broad content gap)
- Determine type of problem to guide response (see Section 3)
Document Monthly Summary
- Create one-page summary in Task Tracker: current rankings, trend (improving/stable/declining), top performers, areas of focus
- Include heatmap screenshot from Local Dominator
- Include geo-weakness classification table
Identify Keywords for Action (Section 3)
- Which keywords dropped significantly?
- Which keywords are stuck in yellow (4-10) zone?
- Which keywords need content support?
- Document action triggers for next section

QC Checklist

/seo-monthly skill executed with correct inputs
Local Dominator heatmap pulled and reviewed
/seo-geo-strategy classification completed (Winning/Low-Hanging/Secondary/Long-Term/Not Ranking)
Pocket vs. Wide issue classification determined
Monthly summary document created in Task Tracker
Rankings compared to previous month (improvement/stability/decline noted)
Action triggers identified and documented
Baseline comparison completed

KPIs

Monthly monitoring: 100% (zero missed months, by first Monday)
Heatmap analysis: complete, documented
Geo-weakness classification: all keywords classified
Comparison to baseline: baseline accuracy verified
Action triggers identified: all significant changes flagged

SECTION 3: ACTION TRIGGERS & RESPONSE STRATEGY

Trigger

Identified in monthly monitoring (Section 2)
Weekly urgent monitoring if critical keywords drop

Owner

SEO Specialist / GBP Specialist (depends on issue type)

Action Decision Tree

Use geo-weakness classification and heatmap to determine response:

Winning Keywords (Positions 1-3)

Action: MAINTAIN current strategy, no changes
Document in monthly report: celebrate win, note what’s working
Continue link-building and content investment in supporting pages

Low-Hanging Fruit (Positions 4-6)

Action: OPTIMIZE to close gap to top 3
Response: On-page optimization (SOP-03) + 1-2 new internal links + 1-2 new backlinks
Timeline: 2-4 weeks
Re-check in next monthly monitoring
Success metric: move from position 5 to position 2-3

Secondary (Positions 7-10)

Action: PLAN longer-term optimization
Response: Content gap analysis + internal linking restructure + link-building campaign
Timeline: 4-8 weeks
Quarterly focus (not monthly)
Success metric: move to yellow zone (4-6)

Long-Term (Positions 11-20)

Action: PRIORITIZE in content roadmap + link-building
Response: Service/location page creation (if missing) + 3-5 new backlinks + internal linking overhaul
Timeline: 2-3 months
Quarterly focus
Success metric: move to positions 7-10 (secondary zone)

Not Ranking (Position 20+)

Action: DIAGNOSTIC + STRATEGIC PLANNING
Questions: Does page exist? Is it indexed? Are we missing content entirely?
Response: Gap analysis (SOP-03) → create missing page or complete rewrite → link-building campaign
Timeline: 1-2 months for planning + execution
Success metric: enter rankings (position 11-20 minimum)

Pocket Issues (One location/category weak)

Action: Location-specific optimization
Example: “Landscaping” ranks well (position 4), but “Landscaping Denver” ranks weak (position 15)
Response: Create location-specific page OR strengthen internal linking from main page to location page
Timeline: 2-4 weeks

Wide Issues (All keywords declining simultaneously)

Action: SITE-WIDE DIAGNOSIS + ESCALATION
Check: Google algorithm update? Technical issue? Manual action penalty?
Response: Full technical audit (SOP-03) + confirm algorithm update + adjust strategy
Timeline: 48 hours for diagnosis
Escalation: SEO Specialist → CSM → Ops Lead → Nick if penalty suspected

Detailed Scenario Response Table

Scenario	Geo-Weakness Class	Issue Type	Action	Timeline	Owner
Keyword at position 4-6 for 4+ weeks	Low-Hanging Fruit	Optimization plateau	On-page refresh + 1-2 internal links + 1 backlink	2-4 weeks	SEO Specialist
Keyword dropped from position 5 to position 12 (one month)	Secondary/Long-Term	Significant drop	Full audit: GSC analysis, technical check, competitor analysis, backlink check	48 hours	SEO Specialist
Keyword never appeared in rankings (target keyword, no page)	Not Ranking	Missing content	Create page (SOP-03) + internal linking + link-building	6-8 weeks	SEO Specialist
Primary keyword dropped off page 1 (emergency)	Emergency	Critical drop	Same-day audit: technical, content, backlinks. Notify CSM immediately. Emergency action plan within 24 hours.	Same day	SEO Specialist → CSM
All tracked keywords declining simultaneously	Wide issue	Algorithm or site issue	Confirm Google algorithm update. Check GSC for penalties. Technical audit. Do NOT panic-optimize. Wait 1-2 weeks for stabilization.	48 hours diagnosis	SEO Specialist + Ops Lead
Keyword shows pocket issue (category weak, city-specific strong)	Pocket/Wide hybrid	Location-specific gap	Strengthen location-specific page: internal links from main page, consider new location page if multi-location client	2-4 weeks	SEO Specialist
Competitor appears for keyword client ranks for	Competitive threat	Competitive move	Analyze competitor content, backlinks, citations. Determine advantage. Develop response (better content? More links? Local authority?)	Within 1 week	SEO Specialist + CSM
Keyword in yellow zone (4-10) for 8+ weeks	Low-Hanging Fruit → stale	Optimization stall	Comprehensive on-page refresh (keywords, headings, content structure, internal links, FAQ schema)	2-4 weeks	SEO Specialist

QC Checklist

Geo-weakness classification reviewed (Winning/Low-Hanging/Secondary/Long-Term/Not Ranking)
Pocket vs. Wide issue determination made
Appropriate action trigger identified from decision tree
Action assigned with clear timeline and owner
Critical scenarios (emergency) escalated immediately
Escalation notification sent to CSM if applicable
Action plan documented in Task Tracker
Action execution scheduled and tracked
Follow-up monitoring scheduled (next review date)

KPIs

100% of significant ranking changes trigger appropriate action
Low-Hanging Fruit keywords: average 50% success rate moving to Winning (3 months)
Secondary keywords: average 30% move to Low-Hanging (6 months)
Critical drops: 24-hour response time (100%)
Action plan documentation: 100% of actions documented and tracked

SECTION 4: WEEKLY URGENT MONITORING

Trigger

Critical keyword drops detected in monthly monitoring
Ad-hoc (if alert triggered mid-month)

Owner

GBP Specialist / SEO Specialist (whichever caught alert)

Weekly Process (Monday Morning)

Quick Glance at Local Dominator
- Log in Monday morning
- Check for any critical alerts (±5 positions, page 1 → page 2 drops)
- Note any critical changes
For Non-Critical Changes
- Document in Task Tracker for monthly review
- No action needed until monthly analysis
For Critical Changes (Page 1 Drop)
- Same-day investigation:
  - Check Google Search Console for manual action, indexing issues, CTR change
  - Check Google algorithm update confirmation (has an update been announced?)
  - Run technical check (Core Web Vitals, mobile usability, page speed)
  - Check backlink profile (have we lost backlinks?)
- Notify CSM immediately if cause is unknown or serious
- Create emergency action plan within 24 hours
Document in Task Tracker
- Brief note: “[KEYWORD]: Dropped [X positions] from [Y position] — investigating [CAUSE]”
- Link to investigation findings
- Reference action plan

QC Checklist

Weekly check completed (every Monday)
Critical alerts reviewed
Non-critical changes documented for monthly review
Critical changes investigated same day
CSM notified immediately for serious issues
Task Tracker documentation completed
Emergency action plan created (if needed) within 24 hours

KPIs

Weekly monitoring: 100% of Mondays (zero missed)
Critical drop response: same-day investigation (100%)
CSM notification: immediate for critical issues (100%)
Action plan creation: within 24 hours (100%)

SECTION 5: GA4 MONITORING (P4 PHASE)

Trigger

P4 phase begins (Month 4 post-onboarding)
Monthly integration with ranking data

Owner

SEO Specialist

GA4 Integration with Rank Tracking

GA4 monitoring is separate from Local Dominator but should be correlated:

Improved rankings should drive increased organic traffic
If rankings improve but traffic flat: issue with CTR or conversion funnel (see SOP-03 Section 6)
If rankings decline but traffic stable: possible traffic shift to different keywords

Monthly GA4 Review
- Pull organic traffic data for past 30 days
- Compare to previous month: flat, increasing, or declining?
- Cross-reference with ranking changes:
  - Keyword improved → traffic from that keyword should increase
  - Keyword declined → traffic from that keyword should decrease
Correlation Analysis
- If rankings improved but traffic flat: investigate CTR issues (SOP-03 Section 6 — optimize title/meta)
- If rankings maintained but traffic declining: likely Google algorithm CTR shift or user behavior change
- If rankings and traffic both improving: strategy working as intended
Include in Monthly Report
- Organic traffic trend (up/down/flat)
- Top performing keywords driving traffic
- Traffic vs. ranking correlation (are improvements translating to traffic?)
- Action: if CTR low despite good rankings, prioritize CTR optimization next month

QC Checklist

GA4 data pulled for past 30 days
Organic traffic compared to previous month
Correlation to ranking changes analyzed
CTR issues identified if rankings/traffic mismatch
Findings included in monthly report

KPIs

GA4 monthly review: 100% (zero missed months)
Traffic trend documented: monthly baseline maintained
Ranking-traffic correlation: documented and analyzed
CTR optimization triggers: identified when rankings improve but traffic flat

SECTION 6: MONTHLY REPORTING INTEGRATION

Trigger

Monthly (by 1st of each month, with data from prior month)

Owner

SEO Specialist (with CSM for client communication)

Monthly Reporting Process

Export Local Dominator Data
- Pull report for entire calendar month (e.g., full March data)
- Include: keyword, current position, position 30 days ago, position 90 days ago
- Separate by location if multi-location client
- Export as CSV, save in Task Tracker
Create Ranking Summary
- Current Position Breakdown:
  - How many keywords in top 5? Top 10? Top 20?
  - Which categories performing best?
  - Which services need work?
- Month-over-Month Change:
  - Keywords improved (3+ positions): list wins
  - Keywords declined (3+ positions): list concerns and investigations
  - Keywords stable: note progress
- Quarter-over-Quarter Trend:
  - Is overall ranking health improving, stable, or declining?
  - Visualization: trend line showing average keyword position over 3 months
Highlight Wins (for client morale)
- Keywords moved from page 2 to page 1 (celebrate!)
- Keywords that moved into top 5 (progress)
- New keywords that started ranking (emerging opportunities)
- High-value keyword improvements (revenue-driving terms)
Identify Focus Areas (for next month)
- Keywords stuck in positions 4-10 (optimization candidates)
- Keywords that dropped (investigation ongoing, next steps)
- Keywords not ranking (content or authority gaps)
Include Trend Chart (Visual)
- X-axis: months (Jan → Feb → Mar shown)
- Y-axis: average ranking position across all tracked keywords
- Show trend line: flat, improving (upward), or declining (downward)
- Visual makes trends immediately clear to client
Write Brief Narrative (2-3 sentences)
- Example: “Across our tracked keywords, we’ve improved 8 positions on average over the past quarter. Our ‘[Service]’ category is our strongest performer at position 2 average. We’re focusing on ‘[Keyword]’ next month with new content and link-building.”
Quarterly Deep Dive (Every 3 Months)
- Every quarter (months 3, 6, 9, 12): review keyword strategy
- Are we tracking the right keywords?
- Should we remove keywords that are consistently ranking top 3 (winners)?
- Should we add new opportunities from GSC data?
- Update keyword list if strategy shift needed

QC Checklist

KPIs

Ranking data in 100% of monthly client reports
Data accuracy: 100% (spot-check against Local Dominator before sending)
Trend chart included: monthly (visual clarity)
Wins and focus areas: clearly communicated to client
Archive completeness: 12-month history maintained
Quarterly strategy review: completed every 3 months (zero missed quarters)

Scan Setup (GBP Specialist)

Owner: GBP Specialist (Edward)

Video Reference: https://www.loom.com/share/57a7a7b166234a9d95f37ea6c09d8355

GBP Specialists own the setup and configuration of heatmap scans in Local Dominator. SEO Specialists read and analyze the heatmap data for strategic recommendations.

Setup Process

Access Heatmaps Module
- Log into Local Dominator
- Navigate to Dashboard
- Select the client business
- Go to Heatmaps section
Create New Scan
- Click “New Scan”
- Enter keywords based on services offered (one keyword per line)
- Example keywords: landscaping, landscape lighting designer, landscaper, lawn sprinkler system contractor, water feature contractor
Configure Schedule
- Set recurrence: Weekly
- Set day: Thursday
- Set time: 7:00 AM
Verification & Launch
- Confirm service-based keywords are selected
- Click “Scan” to initiate
- Verify new scan appears in scan list
Handoff to SEO Specialist
- GBP Specialist completes scan setup
- SEO Specialist receives weekly scan data and incorporates into monthly heatmap analysis (Section 2)

QC Checklist

All service-based keywords entered (one per line)
Schedule set to weekly, Thursday, 7:00 AM
Scan initiated and confirmed in scan list
SEO Specialist notified of scan creation

One-Time Scans & Monthly Action Plan

Owner: SEO Specialist (analysis + action planning), GBP Specialist (implementation)

Purpose: Run consistent Google Maps visibility scans using GeoGrid to identify geographic weak pockets, document competitor landscape, and translate findings into a focused 2-3 action monthly plan.

Standard Scan Configuration

Grid size: 9x9 (81 total points)
Spacing: 1 mile between grid points
Scan type: Google Maps only (Local Pack OFF)
Keywords: 5 money keywords (service-intent preferred, avoid “best” modifiers)

One-Time Scan Workflow

Step 1: Open One-Time Scans

In Local Dominator, go to One-Time Scans section

Step 2: Select Business

Find and select the target business by name or GBP URL

Step 3: Configure Grid & Spacing

Set grid: 9x9
Set spacing: 1 mile
Confirm scan type: Google Maps only (Local Pack disabled)

Step 4: Choose 5 Money Keywords

Prioritize service-intent keywords (e.g., “roof repair,” “plumbing installation”)
Avoid “best” modifiers (e.g., avoid “best plumber in Denver”)
Keep to exactly 5 keywords for clear analysis
Auto-generate from GBP services or manually curate based on revenue priority

Step 5: Run the Scan

Click “Scan” or equivalent
Wait for scan completion (may take 5-15 minutes depending on grid size)

Step 6: Analyze Results

Identify strong zones: Green squares (positions 1-3, rank well)
Identify weak zones: Yellow (4-6), Orange (7-10), Red (11+)
Click 3-5 pins in weak pocket areas to see which competitors are showing instead

Step 7: Document Competitor Landscape

For each weak zone, note the top 3 repeat competitors appearing across keywords
Example: “Orange pocket at [intersection]: XYZ Plumbing, ABC Services, DEF Contractor”

Step 8: Classify Keyword Issues

Pocket Issue: Keyword ranks strong overall (mostly green) but has one localized weak area (yellow/orange/red in one section)
- Interpretation: Geographic relevance problem for that specific area
- Example: “Plumbing Denver” ranks well citywide but weak on west side
Wide Issue: Keyword shows yellow/orange/red across most or all of the grid
- Interpretation: Overall relevance or authority problem (not location-specific)
- Example: “Water heater repair” weak everywhere in service area

Step 9: Identify 2-3 Monthly Actions

Choose only 2-3 focused actions for the month. More actions = diluted focus.

For Pocket Issues (one weak geographic area):

Create or improve a service-area page targeting that specific pocket (e.g., “plumbing services west Denver”)
- Include neighborhood names, landmarks, intersection references
- Internal link from main service page to area-specific page
GBP activity boost:
- Publish 1 post per week targeting that area or service (4 posts/month)
- Add 15-25 photos per month (geo-tagged to that area if possible)
Optional: Build citations and local links in that pocket area

For Wide Issues (weak across entire grid):

GBP relevance upgrade:
- Review and enhance GBP categories (ensure primary + relevant secondaries selected)
- Optimize GBP services list (match top revenue services)
- Add high-quality photos (professional, service-focused, 20+ images)
Upgrade main service page:
- Expand content depth (2,000+ words, comprehensive)
- Add schema markup (LocalBusiness, FAQPage, Service schema)
- Strengthen internal linking from homepage and other pages
Optional: Accelerate review velocity
- Target 2-5 new reviews per month
- Respond to all reviews (positive and constructive)

Step 10: Monthly Cadence

Week 1: Run one-time scan + document findings in Task Tracker
Week 2: Execute Action #1
Week 3: Execute Action #2
Week 4: Re-run same scan with same keywords/grid/spacing, compare to Week 1 results
- Did green expand?
- Did any red/orange convert to yellow/green?
- Did weak pocket improve?
- Analyze what worked and what didn’t

Reporting Template (Per Keyword)

Document findings in Task Tracker using this template:

Field	Example
Keyword	”Plumbing Denver”
Grid Settings	9x9, 1 mile spacing, Google Maps
Overall Classification	Pocket Issue / Wide Issue
Strong Zones	North and East grid sections (green)
Weak Pocket	Southwest corner (red: positions 11-20)
Repeat Competitors (Top 3)	XYZ Plumbing (5 appearances), ABC Services (4), DEF Contractor (3)
Top Position in Grid	Position 2 (north side)
Worst Position in Grid	Position 18 (southwest)
Recommended Action	Service area page: “Emergency Plumbing SW Denver” + GBP activity focus on SW
Notes	Competitor XYZ dominates southwest; gap is local authority/citations

Monthly Summary Report

Create a brief one-page summary for each month:

This Month’s Actions: What did we implement? (Action #1 description, Action #2 description)
What Improved: Specific zones, keywords, or metrics that moved in the right direction
What Stayed Weak: Persistent gaps or zones that didn’t improve (signals for escalation or strategy change)
Next Month Focus: Based on one-month results, which action continues? Which is new?

QC Checklist

KPIs

Monthly one-time scans: 100% (one scan per month per client)
Competitor documentation: complete (top 3 per weak zone)
Action plan specificity: 100% (2-3 actions documented with clear deliverables)
Week 4 re-scan execution: 100% (month-over-month comparison completed)
Monthly summary report: 100% (improvements and gaps documented)

Monthly Heatmap Review Framework

Owner: SEO Specialist

Frequency: Once per month, per keyword, after 21-30 days of settling (allows algorithm to stabilize)

Heatmap Color Interpretation

Use this standard classification for all heatmap analysis:

Color	Position Range	Meaning	Status
Green	1-3	Winning position, strong ranking	Excellent
Yellow	4-6	Visible but not top 3, opportunity zone	Good opportunity
Orange	7-10	Visible on page 1 but lower, moderate opportunity	Moderate
Red	11+	Page 2+, not visible, or not ranking	Weak / needs action

Monthly Review Discipline

Consistency: Run the same keywords, same scan radius, same grid configuration every month
- Changing parameters month-to-month destroys comparison capability
- Example: If January is 9x9 with 1-mile spacing, March must also be 9x9 with 1-mile spacing
Settling Period: Scan after 21-30 days into the month
- Allows Google algorithm to settle after prior month’s changes
- Captures stable ranking position, not algorithm volatility
- Example: Scan January 22-31, not January 1-7
Same Radius & Keywords: Never shift scope
- If serving multiple locations, maintain separate scans per location
- If tracking 5 keywords, track same 5 next month (add new ones quarterly, don’t churn)

Pattern Recognition: Four Common Scenarios

Pattern A: Red/Yellow at Business Location (Core 30 / Topical Relevance Issue)

Observation: Heatmap shows red or yellow directly at or very near the business address.

Root Cause: Missing content, weak internal linking, or thin topical relevance.

What’s Happening: Google doesn’t trust that the business has expertise in this category/service because:

Missing service pages (e.g., no “roof repair” page when business offers it)
Service page exists but is thin (under 800 words, no schema, minimal content)
No internal links pointing to the service page from homepage or other authority pages
No backlinks to that service page

Response:

Create or significantly expand missing service pages
Add rich schema markup (LocalBusiness, Service, FAQPage)
Build internal link structure (homepage → main service pages → sub-service pages)
Acquire 3-5 backlinks pointing to the service page

Timeline: 2-4 weeks for content creation + internal linking; 4-8 weeks for backlinks to take effect

Pattern B: Green Near Location, Yellow/Red Further Out (Geographic Relevance Issue)

Observation: Heatmap shows green (strong ranks) in the immediate vicinity of the business, but yellow/orange/red in outer zones or neighboring areas.

Root Cause: Missing geographic content or weak local authority in outer service area.

What’s Happening: Google trusts the business locally (knows it’s here) but doesn’t trust it can serve people further away. Example: Plumber ranks well downtown but weak in suburbs.

Response:

Create neighborhood/area pages targeting outer zones (e.g., “plumbing services in [suburb],” “roof repair [area name]”)
Add landmark and intersection references in these pages
Build local citations and links in outer service area zones
Consider GBP service area expansion (if appropriate)

Timeline: 2-4 weeks per area page; citations take 2-4 weeks to impact

Pattern C: Mostly Green Everywhere (Defense & Expansion)

Observation: Heatmap is predominantly green across the entire grid, positions 1-3 across all keywords.

Root Cause: None; this is success. Strategy now shifts to defense and growth.

What’s Happening: Business dominates the market. Risk: Competitors catching up or market shift changing what Google ranks.

Response:

Monitor competitor moves weekly (do new competitors appear in the grid?)
Maintain review velocity and GBP activity (weekly posts, fresh photos, consistent engagement)
Acquire high-quality backlinks and authority signals to defend position
Use dominant position to identify expansion opportunities (new services, new locations)
Document best practices that got you here (for other clients or locations)

Timeline: Ongoing maintenance; no urgent action needed

Month-over-Month Comparison

After running this month’s scan, compare to last month:

Did green expand? Count green squares month-over-month. Trend should be stable or growing.
Did yellow convert to green? Which keywords or zones improved a full color tier?
Any regression? Did any zones drop from green to yellow or yellow to red? (Red flag, investigate)
Competitor density change? Did same competitors persist or did new ones appear? Fewer competitors = better opportunity.

Escalation Trigger: No Change for 2 Consecutive Months

If a keyword shows zero progress for 2 consecutive months (same position, same color):

Do NOT: Accept “monitor only” as an action plan.

Do: Escalate to deeper diagnosis:

Link quality audit: Are we building the right backlinks? (High-authority domains? Relevant niche?)
GBP category review: Is category selection correct? Are secondary categories missing?
Competitive gap analysis: What are top-ranking competitors doing that we’re not? (Content depth? Backlink quality? Review velocity? Local citations?)

Outcome: Either identify the blocker and adjust strategy, or escalate to CSM/Ops Lead for strategic discussion.

Client-Facing Explanation

Translate heatmap patterns into plain language for client reports:

Example (Pattern B - Geographic Issue): “We’re winning close to your location—Google knows you’re a strong provider in the immediate area. But Google doesn’t yet trust that you serve the outer neighborhoods [XYZ suburbs]. Over the next month, we’re creating targeted pages for those areas to expand your trusted service zone.”

Example (Pattern C - Defense): “You’re dominating the market right now. Our focus shifts to staying ahead: we’re monitoring competitors, maintaining steady client reviews, and posting regularly to keep Google convinced you’re the authority.”

Common Mistakes to Avoid

Changing scan radius between months → Destroys comparison; don’t do this
Building geographic pages before establishing core topical trust → Wastes effort; fix Pattern A before Pattern B
Ignoring yellow zones → They’re early warning signals; investigate them before they become red
Reporting without explaining actions → Never say “we’ll monitor this month”; always specify what’s changing

QC Checklist

Monthly scan completed with same keywords, same grid, same spacing as prior month
Scan performed after 21-30 day settling period
Heatmap colors classified correctly (Green 1-3, Yellow 4-6, Orange 7-10, Red 11+)
Pattern identified (A: Core 30 / B: Geographic / C: Defense & Expansion)
Month-over-month comparison completed (green expansion? Yellow conversion? Regression? Competitor changes?)
Escalation triggered if 2 months no change (link audit, GBP review, competitive analysis)
Action plan produced (never “monitor only” without dominant position)
Client explanation written (plain language, clear next steps)

KPIs

Monthly heatmap reviews: 100% (zero missed months)
Pattern identification: 100% (all keywords classified into Pattern A, B, or C)
Month-over-month comparison: 100% (documented and analyzed)
Escalation execution: 100% (triggered after 2 months no progress)
Action plan specificity: 100% (never left as “monitor”; always has deliverables)
Client clarity: 100% (plain-language explanation, not jargon)

Communication & Escalation

All Communication Location

Task Tracker (not Slack). All ranking data, investigations, and action plans documented in Task Tracker.

Escalation Path

Scenario	Action	Timeline	Escalation
Critical keyword drops off page 1	Same-day audit: technical, GSC, backlinks. Notify CSM. Create action plan.	Same day + 24 hours plan	GBP/SEO Specialist → CSM
Multiple keywords drop 10+ positions in one month	Full audit: algorithm update confirmation, site-wide technical check, backlink analysis. Escalate if penalty suspected.	48 hours	SEO Specialist → Ops Lead
Rankings declining across all clients simultaneously	Algorithm update likely. SEO Specialist + Ops Lead assess, document impact, monitor stabilization.	48 hours diagnosis	SEO Specialist → Ops Lead
Local Dominator tool down or data not updating	Report to vendor. Use manual GSC verification as backup. Don’t delay reporting.	Same day	GBP/SEO Specialist + Vendor support
Client disputes ranking data	Manually verify 5-10 keywords in Google directly. Screenshot results. Compare to Local Dominator. Investigate discrepancy.	24 hours	GBP/SEO Specialist → CSM
Keyword stuck at position 4-6 for 8+ weeks	Execute on-page optimization (SOP-03). If still stuck after 2 weeks, escalate for strategy discussion.	2 weeks optimization	SEO Specialist → CSM
Pocket issue: one location weak, others strong	Location-specific page strengthening or creation. 2-4 week plan.	2-4 weeks	SEO Specialist

Cadence for Recurring Tasks

Every Monday: Quick check for critical alerts (weekly urgent monitoring)
First Monday of each month: Full monthly monitoring with /seo-monthly skill, heatmap analysis, geo-weakness classification
Monthly report (by 1st): Ranking summary, wins, focus areas, trend chart for client
Every 3 months (months 3, 6, 9, 12): Keyword strategy review, adjust tracking if needed
Quarterly (with monthly report): GA4 integration and traffic correlation analysis

00-client-lifecycle-playbook.md — Project phases; rank tracking starts P2
01-role-gbp-specialist.md — GBP Specialist responsibilities (rank tracking co-owner)
01-role-seo-specialist.md — SEO Specialist responsibilities (rank tracking oversight)
02-sop-gbp-management.md — GBP optimization (impacts local rankings)
03-sop-technical-seo.md — Technical fixes triggered by rank changes
04-sop-offsite-seo.md — Link building triggered by ranking data
13-ai-prompt-library.md — Keyword research prompts, analysis templates

Tools & Skills Reference

Local Dominator — Primary rank tracking tool
/seo-monthly — Claude Code skill for monthly heatmap analysis and summary
/seo-geo-strategy — Claude Code skill for geo-weakness classification
Google Search Console (GSC) — Supplementary data (impressions, CTR, technical issues)
Google Analytics 4 (GA4) — Traffic correlation and trend verification
Search Atlas — Competitor keyword analysis, algorithm update tracking

Quick Reference: Geo-Weakness Classifications

Classification	Position Range	Status	Response
Winning	1-3	Excellent	Maintain strategy, celebrate, monitor for changes
Low-Hanging Fruit	4-6	Good, opportunity	Optimize to reach top 3 (2-4 weeks)
Secondary	7-10	Moderate	Plan longer-term optimization (4-8 weeks)
Long-Term	11-20	Weak, strategic	Content + links, 2-3 month plan
Not Ranking	20+	Missing or far	Diagnostic + major strategy, 1-2 months

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

Rank Tracking

SOP-06: Local Rank Tracking (Local Dominator)

Overview

SECTION 1: INITIAL SETUP (P2 PHASE)

Trigger

Owner

Setup Process

QC Checklist

KPIs

SECTION 2: MONTHLY MONITORING WITH /SEO-MONTHLY SKILL

Trigger

Owner

Monthly Workflow

QC Checklist

KPIs

SECTION 3: ACTION TRIGGERS & RESPONSE STRATEGY

Trigger

Owner

Action Decision Tree

Detailed Scenario Response Table

QC Checklist

KPIs

SECTION 4: WEEKLY URGENT MONITORING

Trigger

Owner

Weekly Process (Monday Morning)

QC Checklist

KPIs

SECTION 5: GA4 MONITORING (P4 PHASE)

Trigger

Owner

GA4 Integration with Rank Tracking

QC Checklist

KPIs

SECTION 6: MONTHLY REPORTING INTEGRATION

Trigger

Owner

Monthly Reporting Process

QC Checklist

KPIs

Scan Setup (GBP Specialist)

Setup Process

QC Checklist

One-Time Scans & Monthly Action Plan

Standard Scan Configuration

One-Time Scan Workflow

Reporting Template (Per Keyword)

Monthly Summary Report

QC Checklist

KPIs

Monthly Heatmap Review Framework

Heatmap Color Interpretation

Monthly Review Discipline

Pattern Recognition: Four Common Scenarios

Pattern A: Red/Yellow at Business Location (Core 30 / Topical Relevance Issue)

Pattern B: Green Near Location, Yellow/Red Further Out (Geographic Relevance Issue)

Pattern C: Mostly Green Everywhere (Defense & Expansion)

Month-over-Month Comparison

Escalation Trigger: No Change for 2 Consecutive Months

Client-Facing Explanation

Common Mistakes to Avoid

QC Checklist

KPIs

Communication & Escalation

All Communication Location

Escalation Path

Cadence for Recurring Tasks

Related Documentation

Tools & Skills Reference

Quick Reference: Geo-Weakness Classifications

SECTION 2: MONTHLY MONITORING WITH `/SEO-MONTHLY` SKILL