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SOP-31: Search Engine Optimization (SEO) Protocol

The Automation Surgeon's Inbound Lead Generation Engine
Version 1.0
Owner Founder
Trigger Creation of any new website page or blog post, quarterly content planning

1. Purpose

To systematically improve the website's visibility in search engine results for relevant queries, thereby generating a consistent flow of high-quality, inbound leads. This protocol directly supports the Content Strategy & Educational Funnel [cite: SOP-20].

2. Core Philosophy: Authority Through Expertise

Our SEO strategy is not about "tricks" or "hacks." It is about establishing the AutomationSurgeon brand as a credible, authoritative expert in business process automation. We will achieve this by creating genuinely helpful content that directly addresses the "operational disorders" of our Ideal Client Profile [cite: SOP-16].

3. Phase 1: Foundational SEO (One-Time & Ongoing)

3.1. Keyword Research

  • [ ] Task: Use a free tool (like Google Keyword Planner or Ubersuggest's free version) to identify target keywords.
  • [ ] Focus on "Problem-Aware" Keywords: Target phrases your ideal clients would search for, such as:
  • "how to automate client onboarding"
  • "invoice follow-up automation"
  • "reduce manual data entry"
  • "zapier alternative for complex workflows"
  • [ ] Maintain a Keyword List: Keep a spreadsheet of primary and secondary keywords for each service ("Prescription") and blog post topic.

3.2. On-Page SEO

For every page and blog post, ensure the following are optimized: - [ ] Title Tag: Under 60 characters, includes the primary keyword (e.g., "Automated Client Onboarding | The Onboarding Prescription"). - [ ] Meta Description: Under 160 characters, compellingly describes the page content and includes the keyword. - [ ] Headings: Use a logical structure (H1 for the main title, H2s for subheadings) and include keywords naturally. - [ ] Content: The written content should be high-quality, comprehensive, and naturally incorporate the target keywords.

3.3. Technical SEO

  • [ ] Google Search Console: Set up a Google Search Console account for automationsurgeon.com. This is non-negotiable.
  • [ ] Submit Sitemap: Submit your website's sitemap.xml to Google Search Console to ensure all pages are indexed.
  • [ ] Mobile-Friendliness: Ensure the website is fully responsive and usable on mobile devices.
  • [ ] Site Speed: Use Google's PageSpeed Insights to check your site's loading speed and address any major issues.

4. Phase 2: Content-Driven SEO (Weekly Execution)

This phase is the ongoing execution of your content strategy [cite: SOP-20] through an SEO lens.

4.1. Blog Post Optimization

  • [ ] Before writing any blog post (e.g., "5 Signs Your Onboarding is Bleeding Money"), perform keyword research to identify the best target phrase.
  • [ ] Execute the on-page SEO checklist (Title, Meta, Headings, Content) for every post.
  • [ ] Internal Linking: Include links from your new blog post to relevant service pages (e.g., link to "The Onboarding Prescription" page).

4.2. "Prescription" Service Page Optimization

  • [ ] Each service page should be treated as a primary "pillar" page, optimized for its core keyword (e.g., "Invoice Follow-up Automation").
  • [ ] These pages should be detailed, outlining the symptoms, the diagnosis, and the expected recovery, just as you've done in SOP-01.

5. Phase 3: Performance Measurement (Monthly Review)

Use Google Search Console to track SEO performance.

5.1. Key Metrics to Report

  • Total Clicks: How many people clicked on your site from Google search.
  • Total Impressions: How many times your site appeared in search results.
  • Average Click-Through Rate (CTR): The percentage of impressions that resulted in a click.
  • Average Position: Your average ranking position for all keywords.

5.2. Queries Report

Review the "Queries" report to see which keywords are driving the most traffic. This will inform your future content strategy.

6. Implementation Checklist

6.1. Initial Setup (Week 1)

  • [ ] Set up Google Search Console
  • [ ] Submit sitemap.xml
  • [ ] Create keyword research spreadsheet
  • [ ] Audit existing pages for on-page SEO
  • [ ] Test mobile responsiveness

6.2. Content Optimization (Ongoing)

  • [ ] Research keywords for each new piece of content
  • [ ] Optimize title tags and meta descriptions
  • [ ] Structure content with proper heading hierarchy
  • [ ] Add internal links to relevant service pages
  • [ ] Ensure content is comprehensive and valuable

6.3. Monthly Review

  • [ ] Generate Google Search Console performance report
  • [ ] Analyze keyword performance trends
  • [ ] Identify new keyword opportunities
  • [ ] Review and update content based on performance data
  • [ ] Track organic traffic growth

7. Target Keywords by Service

7.1. The Onboarding Prescription

  • Primary: "automate client onboarding"
  • Secondary: "new hire onboarding automation", "employee onboarding software"
  • Long-tail: "how to automate new employee onboarding process"

7.2. The Invoice Follow-up Prescription

  • Primary: "invoice follow-up automation"
  • Secondary: "automated invoice reminders", "accounts receivable automation"
  • Long-tail: "how to automate invoice collection process"

7.3. The Expense Report Prescription

  • Primary: "expense report automation"
  • Secondary: "automated expense management", "expense tracking software"
  • Long-tail: "how to automate employee expense reports"

7.4. General Automation Keywords

  • "business process automation"
  • "workflow automation software"
  • "n8n automation platform"
  • "zapier alternative for complex workflows"

8. Content Calendar Integration

8.1. Blog Post Topics (SEO-Optimized)

  • "5 Signs Your Onboarding Process is Bleeding Money"
  • "How to Automate Invoice Follow-ups (Complete Guide)"
  • "The Hidden Costs of Manual Data Entry"
  • "Why Your Business Needs Workflow Automation"
  • "n8n vs. Zapier: Which Automation Platform is Right for You?"

8.2. Service Page Optimization

  • Each "Prescription" page should be a comprehensive resource
  • Include case studies and testimonials
  • Add FAQ sections targeting long-tail keywords
  • Optimize for local search if applicable

9. Success Metrics

9.1. Primary KPIs

  • Organic Traffic Growth: Month-over-month increase
  • Keyword Rankings: Track position improvements for target keywords
  • Click-Through Rate: > 2% for service pages
  • Conversion Rate: Track organic traffic to conversion ratio

9.2. Secondary Metrics

  • Page Load Speed: < 3 seconds
  • Mobile Usability Score: > 95%
  • Core Web Vitals: Pass all metrics
  • Indexed Pages: Ensure all important pages are indexed

10. Tools & Resources

10.1. Free Tools

  • Google Keyword Planner: Keyword research
  • Google Search Console: Performance tracking
  • Google PageSpeed Insights: Technical optimization
  • Ubersuggest: Alternative keyword research

10.2. Paid Tools (Optional)

  • Ahrefs: Advanced keyword research and competitor analysis
  • SEMrush: Comprehensive SEO platform
  • Moz Pro: SEO analytics and rank tracking

11. Integration with Other SOPs

  • SOP-20: Content strategy alignment
  • SOP-30: Analytics correlation
  • SOP-16: Client acquisition strategy support
  • SOP-00: Monthly business review integration

12. Common SEO Mistakes to Avoid

12.1. Technical Issues

  • [ ] Don't ignore mobile optimization
  • [ ] Don't neglect page load speed
  • [ ] Don't forget to submit sitemap
  • [ ] Don't ignore broken links

12.2. Content Issues

  • [ ] Don't keyword stuff
  • [ ] Don't create thin content
  • [ ] Don't ignore user intent
  • [ ] Don't forget internal linking

12.3. Strategy Issues

  • [ ] Don't target overly competitive keywords initially
  • [ ] Don't ignore long-tail keywords
  • [ ] Don't focus only on homepage optimization
  • [ ] Don't expect immediate results

This protocol ensures that every piece of content serves both the user and search engines, creating a sustainable inbound lead generation engine that builds long-term brand authority and drives qualified prospects to AutomationSurgeon's services.