SEO & Content Playbooks

Most sites stall because every new page repeats the same angle or fights for the same keyword. This playbook fixes that by making intent assignment, metadata, and internal links part of the publishing system-not optional extras. Every page you add has a reason to exist, a unique hook, and a clear CTA path.

What this delivers beyond a keyword list

• A keyword map that sets the canonical URL for each intent, so future pages don’t collide.
• Structured content models with required fields (title, description, canonicals, schema type, FAQs when valid).
• Brief templates that tell writers which proof, angles, and internal links belong on the page.
• Governance rules that flag city-swap ideas or thin posts before they get built.

How the playbook works

1. Discovery. We document audiences, offers, and the revenue paths you care about so keywords tie to business outcomes, not vanity searches.
2. Intent mapping. Queries and topics are assigned to specific URLs. If two ideas share more than 30% overlap, they merge.
3. Content modeling. Services, locations, and guides get their own schemas with required fields for metadata and schema.org types.
4. Briefs and templates. We create section guidance, internal link targets, and schema usage, then wire them into Astro collections.
5. QA and measurement. Before publishing, we verify titles, descriptions, canonicals, and internal links match the map; we log baselines for follow-up.

Depth over volume

Thin, generic content is not an option. If a topic cannot support 700-1200 words of useful material-or a shorter, unique purpose page-it stays off the roadmap until it can. We prioritize fewer, stronger pieces that clearly answer the search intent and showcase differentiated process or deliverables.

Internal link discipline

Each page points to the parent hub (services), 2-4 sibling services that make sense, and the contact path. No random link stuffing. This keeps crawl paths clean and reduces the risk of cannibalization as new pages ship.

Schema and metadata without guesswork

Service and ProfessionalService schema types are applied when the page is about the offer itself. FAQ schema is only added when the questions appear in the visible content. Titles, descriptions, canonicals, and OG tags come from required fields, so you don’t ship pages missing critical signals.

Publishing workflow you can maintain

We document the steps for drafting, reviewing, and launching content: who approves the brief, who confirms metadata, how redirects are handled, and how to measure impact after go-live. The same guardrails apply whether you stay code-first in Astro or map fields into a CMS later.

FAQs about the process

How do you handle legacy content? We audit existing URLs, keep what’s working, and consolidate overlapping pieces. Redirects and canonicals are planned before anything is deleted.
Can we add AI-assisted drafting? Only if a subject-matter expert reviews and edits for accuracy and differentiation. Governance rules stay in place to prevent boilerplate.
What about blog content? We can extend the model to guides and thought leadership once core services are solid, keeping intent separation between commercial and informational pages.
Do you provide analytics setup? We recommend lightweight, privacy-conscious tools and defer their scripts to protect performance. Tracking parameters are governed so URLs stay clean.

Outcome you should expect

• A single source of truth for keywords, URLs, and schema choices.
• Briefs that accelerate writing and building without sacrificing accuracy.
• A site that can scale services or locations without creating thin or duplicate pages.

Ready to roll this out

Bring your current sitemap, target markets, and any non-negotiable brand rules. We’ll return an intent map, content models, and a publishing workflow you can run without adding bloat.