seo

Keyword Research Systems Skill

When to Use

• Kicking off a new product/vertical SEO plan.
• Validating which clusters justify net-new content.
• Refreshing legacy keyword maps with updated volumes/intent.

Framework

1. Seed Intake – capture ICP, problems solved, solution terms.
2. Expansion Sources – combine auto-suggest, People Also Ask, competitor URLs, forums.
3. Classification – assign funnel stage + intent (informational, commercial, transactional, navigational).
4. Scoring – evaluate search volume, keyword difficulty, SERP click potential, seasonality.
5. Prioritization – stack rank via ICE/RICE or weighted scoring tied to business impact.

Templates

• Cluster worksheet Topic → Intent → Page Type → Owner.
• SERP teardown table (result type, schema, search feature presence).
• Opportunity score calculator (volume * intent-fit / difficulty).

Tips

• Map 1 pillar page for every 4-6 cluster articles to support internal linking.
• Track query freshness to schedule refresh cadences.
• Align with paid search data to spot immediate conversion opportunities.

On-Page Optimization Checklist

When to Use

• Writing a new page or blog post targeting a specific keyword cluster.
• Refreshing an existing asset to regain rankings.
• QA before publishing to ensure metadata/structure compliance.

Framework

1. Search Intent Match – confirm headline + intro address intent quickly.
2. Metadata – title <60 chars with primary keyword, compelling meta description, og tags.
3. Structure – H1 exact match, H2/H3 covering supporting terms, TOC for long form.
4. Copy Enhancements – add stats, quotes, proof points, multimedia blocks.
5. Internal/External Links – link to pillar + related clusters; cite credible sources.
6. Conversion Hooks – contextual CTAs, sticky bars, lead magnets.
7. Accessibility – descriptive alt text, ARIA labels, high contrast.
8. Structured Data – FAQ, HowTo, Article schema as relevant.

Templates

• Optimization diff table (Element, Current, Recommended, Rationale).
• CTA matrix aligning funnel stage with offers.
• Internal link planner.

Tips

• Keep paragraph length 2–3 sentences for readability.
• Embed video/audio transcripts for multimedia.
• Track refresh date + metrics to measure impact.

Technical SEO Playbooks

When to Use

• Sites experiencing ranking drops despite strong content.
• Launching major site changes (CMS migrations, redesigns).
• Investigating Core Web Vitals, crawl budget, or indexing issues.

Framework

1. Crawl Health – Screaming Frog/JetOctopus results, search console coverage, log file sampling.
2. Performance – Lighthouse field vs lab data, render-blocking assets, code splitting, image optimization.
3. Indexation & Signals – robots.txt, canonicals, hreflang, pagination, parameter handling.
4. Structured Data – schema coverage, errors, merchant/product feeds.
5. Security & Compliance – HTTPS, mixed content, cookie banners, accessibility.

Playbooks

• Migrations – pre/post launch checklist, redirect maps, monitoring dashboards.
• CWV Improvements – prioritized backlog (LCP, INP, CLS fixes) with eng dependencies.
• International SEO – hreflang matrix, localized sitemaps, translation QA.
• GTM Agents Audit Checklist – five-pass review (crawl → index → performance → schema → reporting) @puerto/README.md#183-212.
• Issue Escalation Flow – Marketing Director ↔ DevOps ↔ Content to fast-track blocking defects.

Templates

• Crawl issue tracker (URL, issue, severity, owner, status).
• Core Web Vitals monitoring dashboard.
• Structured data coverage sheet.
• KPI guardrail sheet (sessions, rankings, conversions) with “alert” thresholds matching GTM Agents governance cadence.

Tips

• Pair log-file a