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>

seo-strategy/keyword-selection-by-page.md

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+# Keyword Selection by Page Type
+
+Every page on the site should target one primary keyword with a clear intent match. This guide covers how to choose keywords for each common page type.
+
+## Homepage
+
+| Aspect | Guidance |
+|--------|---------|
+| **Primary keyword** | Core service + primary location |
+| **Intent** | Navigational + commercial |
+| **Title pattern** | `[Brand Name] \| [Primary Service] in [Location]` |
+| **Example** | "Alaska Safe Riders \| Motorcycle Safety Courses in Anchorage, AK" |
+
+**Rules:**
+- Establish what you do, where, and why you're the best choice
+- Don't try to rank for everything — let inner pages handle specifics
+- Don't keyword-stuff the homepage
+
+## Service / Product Pages
+
+| Aspect | Guidance |
+|--------|---------|
+| **Primary keyword** | Specific service + location |
+| **Intent** | Commercial or transactional |
+| **Title pattern** | `[Service Name] in [City, State] \| [Brand]` |
+| **Example** | "Basic Rider Course in Anchorage, AK \| Alaska Safe Riders" |
+
+**Rules:**
+- **Each distinct service gets its own page** — "Basic Rider Course" and "Advanced Rider Course" should be separate pages
+- Include pricing (or "contact for pricing"), what's included, duration, schedule, FAQs, testimonials
+- Clear CTA (register, contact, sign up)
+- Answer the questions a buyer would have before purchasing
+
+## Blog Posts
+
+| Aspect | Guidance |
+|--------|---------|
+| **Primary keyword** | Informational long-tail query |
+| **Intent** | Informational |
+| **Title pattern** | `[Question/Topic] — [Brand or Category]` |
+| **Example** | "What to Wear to a Motorcycle Safety Course \| Alaska Safe Riders" |
+
+**Rules:**
+- Each post targets one specific question or topic
+- Use Google's "People Also Ask" to find questions your audience searches
+- **Internal link every blog post to relevant service pages** — this is the primary SEO purpose of blog content
+- One blog post per topic — don't split thin content across multiple posts
+
+## Portfolio Pages
+
+| Aspect | Guidance |
+|--------|---------|
+| **Primary keyword** | Descriptive + role-based |
+| **Intent** | Navigational or commercial investigation |
+| **Title pattern** | `[Project Name] — [Role/Skill] Portfolio \| [Brand]` |
+| **Example** | "IDT 5210 Capstone — Instructional Design Portfolio \| Chelsea Paige Mann" |
+
+**Rules:**
+- Each portfolio piece: descriptive title, project summary with natural keywords, skills/tools, outcomes
+- Alt text on portfolio images should describe the work shown, not just "screenshot"
+- Link to related pieces and back to the portfolio index
+
+## Contact Page
+
+| Aspect | Guidance |
+|--------|---------|
+| **Primary keyword** | "contact [brand]" or "[service] [location] contact" |
+| **Intent** | Navigational / transactional |
+| **Title pattern** | `Contact [Brand] \| [Location]` |
+| **Example** | "Contact Alaska Safe Riders \| Anchorage, AK" |
+
+**Rules:**
+- Include full NAP (Name, Address, Phone)
+- Embedded Google Map
+- Contact form
+- Business hours
+- These signals support local SEO even if the page itself doesn't rank for much
+
+## About Page
+
+| Aspect | Guidance |
+|--------|---------|
+| **Primary keyword** | "[brand name] [location]" or "about [brand name]" |
+| **Intent** | Navigational |
+| **Title pattern** | `About [Brand] — [Qualifier] \| [Location]` |
+| **Example** | "About Alaska Safe Riders — MSF-Certified Training Since 2015" |
+
+**Rules:**
+- Credentials, experience, team info, location details
+- Supports E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness)
+- Natural keyword use (don't force it)
+- Link to service pages and Google Business Profile
+
+## Landing Pages
+
+| Aspect | Guidance |
+|--------|---------|
+| **Primary keyword** | Highly specific transactional term |
+| **Intent** | Transactional |
+| **Title pattern** | `[Specific Offer] in [Location] \| [Brand]` |
+| **Example** | "Spring 2026 Motorcycle Course — Register Now \| Alaska Safe Riders" |
+
+**Rules:**
+- Minimal navigation, singular CTA
+- Everything on the page drives toward one action
+- Seasonal landing pages capture time-specific traffic
+- Can noindex after the season ends, then republish/update for the next cycle
+
+## Location Pages (Multi-Location Businesses)
+
+| Aspect | Guidance |
+|--------|---------|
+| **Primary keyword** | `[service] in [specific location]` |
+| **Intent** | Commercial / transactional |
+| **Title pattern** | `[Service] in [City] \| [Brand]` |
+| **Example** | "Motorcycle Courses in Fairbanks, AK \| Alaska Safe Riders" |
+
+**Rules:**
+- **Each location page needs genuinely unique content** — local landmarks, directions, area-specific details, local testimonials
+- **Do NOT create thin location pages** that only swap city names — Google penalizes doorway pages
+- Only create if you have enough real content to differentiate each page
+
+## Common Mistakes
+
+| Mistake | Fix |
+|---------|-----|
+| Same keyword on multiple pages | One primary keyword per page. If two pages target the same term, merge them. |
+| Homepage targeting specific long-tail | Let inner pages handle specifics. Homepage = broad brand + service + location. |
+| Blog posts with no internal links to services | Every blog post should link to at least one relevant service page. |
+| Service pages with no CTA | Every service page needs a clear next step (register, contact, buy). |
+| Portfolio pages with no keywords | Add descriptive titles and summaries with natural keyword use. |
+| Contact page with just a form | Add NAP, map, hours, and service area for local SEO signals. |