Initial commit — SEO Guidelines & SmartCrawl reference
SmartCrawl plugin reference (11 docs): - Overview, configuration, titles & meta, schema, sitemaps, social/OG, redirects, breadcrumbs, content analysis, hooks/filters, known issues SEO strategy playbook (6 docs): - Keyword research, per-page-type selection, on-page optimization, local SEO, technical SEO, content strategy Reusable templates (3): - Site audit checklist, keyword research worksheet, page optimization checklist Co-Authored-By: Claude Opus 4.6 (1M context) <noreply@anthropic.com>
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# Content Strategy
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How to plan, prioritize, and organize content for maximum SEO impact.
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## Topic Clusters and Pillar Pages
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The modern approach to building topical authority.
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### Structure
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- **Pillar page:** A comprehensive page covering a broad topic. Targets a competitive short-tail keyword.
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- **Cluster pages:** 5-15 supporting pages each covering a subtopic in depth. Each targets a specific long-tail keyword.
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- **Internal links:** Every cluster page links to the pillar page and vice versa. Cluster pages also link to each other.
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### Example: Motorcycle Safety School
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**Pillar page:** "Complete Guide to Getting Your Motorcycle License in Alaska"
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- Targets: "motorcycle license Alaska"
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**Cluster pages:**
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- "What to Expect at a Basic Rider Course" → links to pillar
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- "Motorcycle Gear Checklist for Beginners" → links to pillar
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- "Alaska Motorcycle Laws and Requirements" → links to pillar
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- "How to Choose the Right Motorcycle Safety Course" → links to pillar
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- "MSF Certification: What It Means and Why It Matters" → links to pillar
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- "Riding in Alaska: Weather, Roads, and Safety Tips" → links to pillar
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**Why this works:** Google sees concentrated topical authority. The pillar page gets authority from all cluster pages. Cluster pages get authority from the pillar. The whole cluster ranks better than isolated pages would.
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## Content Gap Analysis
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Find topics competitors cover that you don't.
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### Process
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1. Search your primary keywords and study the top 5 results
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2. List every subtopic, question, and section they cover
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3. Compare against your own content
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4. Prioritize gaps by: search intent match → search volume → difficulty
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### Format Gaps
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If competitors only have text and you create a video, infographic, or interactive tool — you can rank with a differentiated asset.
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## Seasonal Keyword Opportunities
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### Plan Ahead
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Create seasonal content **2-3 months before peak** to give Google time to index and rank it.
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| Business Type | Peak Season | Content Should Be Live By |
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|--------------|-------------|--------------------------|
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| Motorcycle training (Alaska) | Spring (March-May) | January-February |
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| Event-based businesses | Season start | 2-3 months ahead |
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| Portfolio/hiring | Q4 (hiring season) | September-October |
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| General services | January (new year planning) | November-December |
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### Seasonal Content Types
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- "[Season] [Year] [Service] Schedule" pages
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- Seasonal preparation guides
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- Event announcements and previews
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- Year-in-review or seasonal recap posts
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### Reuse Strategy
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Don't create new seasonal URLs each year. Update the same page:
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- `/spring-motorcycle-courses/` (update content annually)
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- NOT `/spring-2026-motorcycle-courses/` (dead URL next year)
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## Prioritization Framework
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### Tier 1 — Immediate (Highest ROI)
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| Action | Why |
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|--------|-----|
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| Pages ranking positions 5-20 | "Striking distance" — small improvements = big gains |
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| Service pages with transactional intent | Closest to revenue |
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| Pages with high impressions but low CTR | Fix title/description for quick win |
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### Tier 2 — Soon
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| Action | Why |
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|--------|-----|
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| Homepage optimization | Highest-authority page |
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| Core location pages | Foundation for local SEO |
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| Top blog posts that could rank higher | Already have some authority |
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### Tier 3 — Ongoing
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| Action | Why |
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|--------|-----|
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| New blog content (topic clusters) | Builds topical authority over time |
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| Portfolio/case study pages | Supports E-E-A-T |
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| About/contact optimization | Supports local SEO |
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| Content for identified gaps | Fills missing coverage |
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### Golden Rule
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**Optimize existing content before creating new content.** A page that already exists with some authority responds to improvements faster than a brand new page.
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## Content Quality Standards
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### Every Published Page Should Have
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- [ ] One primary keyword targeted
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- [ ] Clear search intent match
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- [ ] Title tag optimized (50-60 chars, keyword near start)
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- [ ] Meta description hand-crafted (150-160 chars)
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- [ ] H1 with primary keyword
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- [ ] Structured subheadings (H2/H3)
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- [ ] Internal links to/from related pages
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- [ ] At least one image with descriptive alt text
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- [ ] Clear CTA (for commercial/transactional pages)
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- [ ] SmartCrawl focus keyword set and analysis reviewed
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### Content Types and Minimum Quality
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| Type | Minimum Length | Key Elements |
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|------|---------------|-------------|
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| Service page | 500+ words | Pricing/CTA, features, FAQ, testimonials |
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| Blog post | 800+ words | Answer the query thoroughly, internal links |
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| Pillar page | 2,000+ words | Comprehensive coverage, links to all clusters |
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| Location page | 500+ words | Unique local content, NAP, map |
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| Portfolio piece | 300+ words | Project summary, skills, outcomes |
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**Length is a guideline, not a rule.** A 400-word service page that perfectly answers the query will outrank a 2,000-word page that buries the answer.
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## Content Calendar
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### Monthly Rhythm
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| Week | Activity |
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|------|----------|
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| Week 1 | Publish 1 new blog post (from topic cluster plan) |
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| Week 2 | Optimize 2 existing pages (striking distance keywords) |
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| Week 3 | Publish 1 new blog post or update an old one |
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| Week 4 | Review Search Console data, plan next month |
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### Quarterly Activities
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- Review and update all service page content
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- Audit internal links (find orphan pages, fix broken links)
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- Check keyword rankings and adjust strategy
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- Update seasonal content
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This cadence is sustainable for small business sites and compounds over time.
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