Technical SEO Playbooks

Technical SEO Playbooks

When to Use

• Sites experiencing ranking drops despite strong content.
• Launching major site changes (CMS migrations, redesigns).
• Investigating Core Web Vitals, crawl budget, or indexing issues.

Framework

1. Crawl Health – Screaming Frog/​JetOctopus results, search console coverage, log file sampling.
2. Performance – Lighthouse field vs lab data, render-blocking assets, code splitting, image optimization.
3. Indexation & Signals – robots.txt, canonicals, hreflang, pagination, parameter handling.
4. Structured Data – schema coverage, errors, merchant/​product feeds.
5. Security & Compliance – HTTPS, mixed content, cookie banners, accessibility.

Playbooks

• Migrations – pre/​post launch checklist, redirect maps, monitoring dashboards.
• CWV Improvements – prioritized backlog (LCP, INP, CLS fixes) with eng dependencies.
• International SEO – hreflang matrix, localized sitemaps, translation QA.
• GTM Agents Audit Checklist – five-pass review (crawl → index → performance → schema → reporting) @puerto/​README.md#183-212.
• Issue Escalation Flow – Marketing Director ↔ DevOps ↔ Content to fast-track blocking defects.

Templates

• Crawl issue tracker (URL, issue, severity, owner, status).
• Core Web Vitals monitoring dashboard.
• Structured data coverage sheet.
• KPI guardrail sheet (sessions, rankings, conversions) with "alert" thresholds matching GTM Agents governance cadence.

Tips

• Pair log-file analysis with Search Console stats to confirm real-world crawl behavior.
• Automate regression alerts via Lighthouse CI or SpeedCurve.
• Document every infra change with timestamp to correlate with ranking volatility.
• Share Guardrail snapshots weekly using GTM Agents-style status packet (target vs actual vs guardrail) to keep Sales + Execs aligned.
• Trigger rollback when three guardrail breaches occur in 24h or when crawl errors spike >25% vs baseline.

GTM Agents SEO Escalation Workflow

1. Detection – SEO specialist flags issue via crawl report or KPI guardrail breach.
2. Triage – assign severity (P0-P2) + owner across Engineering, Content, or RevOps.
3. Action – implement fix, document via Serena patch or CMS change log.
4. Validation – rerun crawl/​perf audits, update structured data validator.
5. Comms – send 3-point summary (issue, fix, KPI impact) in status packet.

KPI Guardrails

• Organic sessions: ±10% vs trailing 4-week baseline (alert beyond 15%).
• Priority keyword avg rank: no more than 2 position drop for Tier-1 terms.
• Conversion contribution: must stay within 5% of forecasted pipeline; otherwise notify Growth + Sales.