SEO SOP Template

Action:

• Research keywords relevant to the page topic using your keyword tool:
  • Start with seed keywords based on the page's core topic
  • Expand using "People Also Ask," related searches, and competitor analysis
  • Include long-tail variations and question-based queries
• Check search volume for each candidate keyword:
  • Prioritize keywords with at least 100+ monthly searches (adjust threshold for niche topics)
  • Note seasonal trends that may affect volume
• Assess keyword difficulty:
  • Review the domain authority of pages currently ranking in the top 10
  • Choose keywords where your site has a realistic chance of ranking on page one
  • Balance high-volume competitive terms with lower-volume, easier-to-rank terms
• Map keywords to pages:
  • Assign one primary keyword and 2-4 secondary keywords per page
  • Ensure no two pages target the same primary keyword (avoid cannibalization)
  • Document the keyword map in a shared spreadsheet or project management tool

Expected Outcome: A documented keyword map with primary and secondary keywords assigned to each page, validated for volume and difficulty

Action:

• Write or update the title tag:
  • Include the primary keyword near the beginning
  • Keep it under 60 characters to avoid truncation in search results
  • Make it compelling enough for users to click
• Write or update the meta description:
  • Include the primary keyword naturally
  • Keep it between 120-155 characters
  • Include a clear value proposition or call to action
• Structure headings properly:
  • Use one H1 per page that includes the primary keyword
  • Break content into logical H2 and H3 sections
  • Include secondary keywords in H2 headings where relevant
• Optimize the URL structure:
  • Keep URLs short, descriptive, and keyword-rich
  • Use hyphens to separate words (not underscores)
  • Avoid unnecessary parameters, dates, or stop words
• Add internal links:
  • Link to 3-5 relevant pages on your site from within the content
  • Use descriptive anchor text (not "click here")
  • Link from high-authority existing pages back to this page

Expected Outcome: Page has an optimized title tag, meta description, heading structure, clean URL, and relevant internal links

Action:

• Analyze the top-ranking pages for your primary keyword:
  • Open the top 5-10 results in Google and study the content format (listicle, guide, comparison, etc.)
  • Note the average word count, topics covered, and media used
  • Identify gaps in existing content that your page can fill
• Ensure your content has sufficient depth:
  • Cover all major subtopics that top-ranking pages address
  • Add original insights, data, or examples that competitors lack
  • Match or exceed the depth of the best-ranking content
• Add an FAQ section:
  • Pull questions from "People Also Ask" for your target keyword
  • Answer each question concisely (40-60 words) to improve chances of featured snippets
  • Use FAQ schema markup for additional SERP visibility
• Include relevant entities and related terms:
  • Use semantically related keywords naturally throughout the content
  • Reference tools, brands, and concepts that Google associates with the topic
  • Avoid keyword stuffing—aim for natural, helpful language

⚠️ Tip: Match the search intent first. If the top results are all how-to guides, publishing a product page will not rank regardless of how well it is optimized.

Expected Outcome: Content that matches search intent, covers the topic comprehensively, and includes FAQs and related entities

Action:

• Check crawlability and indexation:
  • Verify the page is not blocked by robots.txt or a noindex tag
  • Confirm the page appears in your XML sitemap
  • Use Google Search Console's URL Inspection tool to check index status
• Test page speed:
  • Run the page through Google PageSpeed Insights
  • Target a performance score of 90+ on mobile
  • Compress images, enable lazy loading, and minimize render-blocking resources
• Verify mobile-friendliness:
  • Test the page on multiple screen sizes
  • Ensure text is readable without zooming, buttons are tappable, and no horizontal scrolling is needed
  • Check that all interactive elements work on touch devices
• Review canonical tags:
  • Ensure the page has a self-referencing canonical tag
  • Check for duplicate content issues and consolidate with canonical tags where needed
  • Verify that paginated pages point to the correct canonical URL

Expected Outcome: Page is crawlable, indexed, fast-loading, mobile-friendly, and free of duplicate content issues

Action:

• Link from high-authority pages to the target page:
  • Identify your top-performing pages in Google Analytics or Search Console
  • Add contextual links from those pages to the new or updated page
  • Prioritize linking from topically relevant pages over unrelated ones
• Use descriptive anchor text:
  • Anchor text should describe the destination page's topic
  • Vary anchor text across links to avoid over-optimization
  • Never use generic anchors like "click here" or "read more"
• Fix broken internal links:
  • Run a crawl with Screaming Frog or Sitebulb to find 404 errors
  • Update or redirect broken links to the correct destination
  • Remove links to pages that no longer exist and have no redirect
• Review the overall internal link structure:
  • Ensure important pages are no more than 3 clicks from the homepage
  • Check that orphan pages (pages with no internal links pointing to them) are linked properly
  • Use breadcrumb navigation to reinforce site hierarchy

Expected Outcome: Target page receives internal links from relevant, high-authority pages; no broken links remain; site structure supports crawling

Action:

• Set up Google Search Console for the property:
  • Verify site ownership if not already done
  • Submit the XML sitemap
  • Enable email alerts for critical issues (crawl errors, manual actions)
• Track keyword positions:
  • Monitor primary and secondary keyword rankings weekly
  • Use a rank tracking tool (Ahrefs, Semrush, or SE Ranking) for automated tracking
  • Document ranking changes and correlate them with optimization actions
• Monitor organic traffic:
  • Set up a Google Analytics dashboard filtered to organic search traffic
  • Track page-level organic sessions, bounce rate, and time on page
  • Compare month-over-month and year-over-year performance
• Check Core Web Vitals:
  • Review Largest Contentful Paint (LCP), Interaction to Next Paint (INP), and Cumulative Layout Shift (CLS)
  • Address any metrics flagged as "Poor" or "Needs Improvement"
  • Re-test after making changes to confirm improvements

Expected Outcome: Ongoing visibility into keyword rankings, organic traffic trends, and Core Web Vitals with a clear record of changes and results

Action:

• Refresh outdated statistics and references:
  • Replace old data points, studies, and screenshots with current versions
  • Update any year-specific references (e.g., "in 2024" to the current year)
  • Remove or replace broken external links
• Add new sections based on emerging subtopics:
  • Check "People Also Ask" and related searches for new questions since the last update
  • Review competitor content for new sections or angles you have not covered
  • Add new examples, case studies, or tools that have become relevant
• Update meta data:
  • Revise the title tag if click-through rate has declined
  • Update the meta description to reflect any new content or current value proposition
  • Adjust the publication or last-modified date
• Re-submit to Google:
  • Use the URL Inspection tool in Search Console to request re-indexing
  • Monitor the page over the following 2-4 weeks for ranking changes
  • Document the update and its impact in your content tracker

⚠️ Tip: Pages that are updated regularly tend to maintain or improve their rankings over time. Set a recurring calendar reminder to review each key page quarterly.

Expected Outcome: Content is current, comprehensive, and re-submitted for indexing with a documented record of changes and their impact on performance