54 lines
2.8 KiB
Markdown
54 lines
2.8 KiB
Markdown
---
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name: technical-seo
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description: Use when diagnosing crawl/index issues, performance regressions, or structured
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data gaps.
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---
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# Technical SEO Playbooks
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## When to Use
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- Sites experiencing ranking drops despite strong content.
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- Launching major site changes (CMS migrations, redesigns).
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- Investigating Core Web Vitals, crawl budget, or indexing issues.
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## Framework
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1. **Crawl Health** – Screaming Frog/JetOctopus results, search console coverage, log file sampling.
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2. **Performance** – Lighthouse field vs lab data, render-blocking assets, code splitting, image optimization.
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3. **Indexation & Signals** – robots.txt, canonicals, hreflang, pagination, parameter handling.
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4. **Structured Data** – schema coverage, errors, merchant/product feeds.
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5. **Security & Compliance** – HTTPS, mixed content, cookie banners, accessibility.
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## Playbooks
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- **Migrations** – pre/post launch checklist, redirect maps, monitoring dashboards.
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- **CWV Improvements** – prioritized backlog (LCP, INP, CLS fixes) with eng dependencies.
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- **International SEO** – hreflang matrix, localized sitemaps, translation QA.
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- **GTM Agents Audit Checklist** – five-pass review (crawl → index → performance → schema → reporting) @puerto/README.md#183-212.
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- **Issue Escalation Flow** – Marketing Director ↔ DevOps ↔ Content to fast-track blocking defects.
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## Templates
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- Crawl issue tracker (URL, issue, severity, owner, status).
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- Core Web Vitals monitoring dashboard.
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- Structured data coverage sheet.
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- KPI guardrail sheet (sessions, rankings, conversions) with "alert" thresholds matching GTM Agents governance cadence.
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## Tips
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- Pair log-file analysis with Search Console stats to confirm real-world crawl behavior.
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- Automate regression alerts via Lighthouse CI or SpeedCurve.
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- Document every infra change with timestamp to correlate with ranking volatility.
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- Share Guardrail snapshots weekly using GTM Agents-style status packet (target vs actual vs guardrail) to keep Sales + Execs aligned.
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- Trigger rollback when three guardrail breaches occur in 24h or when crawl errors spike >25% vs baseline.
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## GTM Agents SEO Escalation Workflow
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1. **Detection** – SEO specialist flags issue via crawl report or KPI guardrail breach.
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2. **Triage** – assign severity (P0-P2) + owner across Engineering, Content, or RevOps.
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3. **Action** – implement fix, document via Serena patch or CMS change log.
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4. **Validation** – rerun crawl/perf audits, update structured data validator.
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5. **Comms** – send 3-point summary (issue, fix, KPI impact) in status packet.
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## KPI Guardrails
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- Organic sessions: ±10% vs trailing 4-week baseline (alert beyond 15%).
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- Priority keyword avg rank: no more than 2 position drop for Tier-1 terms.
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- Conversion contribution: must stay within 5% of forecasted pipeline; otherwise notify Growth + Sales.
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---
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