Playbooks

How we do it, step by step

The methods behind the work, written so your team could follow them without us. Each one has the steps, the mistakes to avoid and how to tell whether it worked.

SEO · 5 steps

Bottom-of-funnel pages first

The order to build comparison, alternative and pricing pages in, and what each one has to contain to rank and convert.

You have fewer than a dozen comparison or alternative pages.
Competitors or review sites rank for searches that include your own brand name.

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Bottom-of-funnel pages first

5 steps

1List every search a buyer makes on the way to choosing
2Write the alternatives pages first
3Then the head-to-head comparisons
4Publish your pricing in words, not only in a table
5Link them together and into the product

The steps

6 steps

1Fix the question set
2Record who is cited today
3Put the question in the heading

AI search

Answer capsules: pages an AI can cite

How to restructure a page so the answer comes first, in a passage that can be lifted and quoted on its own.

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The steps

6 steps

1Choose one set and list every member
2Write one brief for the page type
3Gather the facts before drafting

SEO

Publishing a long-tail cluster

How to turn a list of integrations, use cases or templates into a set of pages that each say something real.

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The steps

6 steps

1Find the pages that slipped
2Work out why, page by page
3Fix what is actually wrong

SEO

Refreshing pages that have slipped

How to find the pages losing ground in Search Console and what to change on each.

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The steps

6 steps

1Read your robots.txt
2Decide on training and answer crawlers separately
3Check the firewall as well

AI search

Letting AI crawlers in

The technical checklist before any AI search work: robots.txt, llms.txt, rendering and structured data.

Read the playbook

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