Standard operating procedures — the exact, repeatable playbooks behind the plays. Each SOP takes one SEO workflow from our Unscripted SEO interviews and turns it into step-by-step instructions you can hand to a team and run today: what to do, in what order, and how to know it worked. Want the strategy or a quick win instead? Browse the SEO Tactic Library (60 free tactics), the SEO Strategy Library (the frameworks behind them), or the full SEO Knowledge Hub.
Olesia Korobka builds one knowledge base per company and feeds the about page, the profiles and a fortress of correct third-party mentions from it. Here’s the procedure, step by step.
A repeatable SOP for earning a Google knowledge panel for an actor, musician or independent film without a publicist, from Ethan Felizzari-Castillo of CK Productions.
Build a question map of subject x situation x question type and write one honest page for every cell worth answering. Matt Goren’s formula from Unscripted SEO, as an eight-step SOP.
Measure how often an AI detector calls human writing AI, using Jon Gillham’s two by two grid and your own known human and known AI text. From an interview recorded September 2024.
A Special Edition SOP from Ernesto Ortiz of Structural SEO: cover every feature and attribute on your product and service pages, then spell out who each one is for, who it is not for, what it includes and what it doesn’t.
An off-page SEO SOP from Bridget Willard: claim the big four profiles, set a Google Alert on your name, check Google’s News tab, feed what you publish to ChatGPT and test AI Overviews in incognito.
Keith Perhac’s AI ad-account audit found $1,500 going to a Mahjong game in the Philippines that three agencies missed for eight years. Find the number that can’t be true, have AI trace it below the campaign level, verify, fix, repeat.
Lum Kamishi’s audit for blogs that steal money queries: map every post to the service page it supports, score topical proximity, keep two or three helpers per service and cut or re-angle the rest.
A step-by-step page speed audit SOP from Ten Speed’s Erika Braeger: sample four or five pages, flag anything near two megabytes, replace, modify or remove what adds the weight, and ship the global fixes first.
Mike Martin’s play for clinics, law firms and dental practices: give every client-facing professional their own Google Business Profile, linked to their own page on the site.
A step-by-step SOP for earning durable local links, social mentions and local audience by sponsoring nonprofits, from Snap SEO’s Josh Shankowsky.
Laura Iancu’s check for AI-visibility tools: snapshot the synthetic numbers, line them up against Search Console, Bing and Clarity, and test before you advise.
Laura Smith of ICS-digital runs a pre-flight before any campaign goes into a new market. Eight steps covering audience, channels, local media, hreflang and reporting, plus a one-page PDF in The Vault.
Ross Hudgens of Siege Media finds the use-case pages a site is missing in its own reviews. Seven steps to mine review descriptors, check them against keyword data, and build pages that carry their own proof – plus a one-page PDF in The Vault.
A citation is a published mention carrying two of four data points – name, address, phone, website. Bradley Benner, Rob Bonham and Drew Dorenfest on the structured set worth building once, the unstructured mentions where the work moved, and how to audit what you already have.
One page on my network has 44 inbound internal links and 43 of them use the same anchor. What a proper crawl of 25 sites and 17,256 in-content links says about your own link graph.
Martin McGarry’s top tip for anyone learning SEO right now: ask the raw OpenAI or Gemini API the same question you would type into the chat product, diff the two answers, and the delta tells you where the retrieval layer fetches from and where your site has to be positioned. Seven steps, cautions, and a one-page PDF in The Vault.
Gisele Navarro of HouseFresh measured her own visitors by source instead of trusting vendor claims: ChatGPT, Claude and Gemini referrals stay about two minutes, Reddit and YouTube stay six to eight across multiple pages. Here is the eight-step audit and the page rebuild it drove.
Most blog programs carry topics nobody can defend against the product catalog, protected by an email click. Laura Hoot of GPO gives the eight-step audit: name the destination page and CTA for every topic, kill or re-aim the ones that cannot, and re-seed the calendar from the catalog outward.
Google’s AI Max now picks which page on your own site a paid click lands on. Lisa Raehsler of Big Click Co lays out the eight-step audit and exclusion pass to run before the February rollout makes it mandatory.
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