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
- Crawl Health – Screaming Frog/JetOctopus results, search console coverage, log file sampling.
- Performance – Lighthouse field vs lab data, render-blocking assets, code splitting, image optimization.
- Indexation & Signals – robots.txt, canonicals, hreflang, pagination, parameter handling.
- Structured Data – schema coverage, errors, merchant/product feeds.
- 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
- Detection – SEO specialist flags issue via crawl report or KPI guardrail breach.
- Triage – assign severity (P0-P2) + owner across Engineering, Content, or RevOps.
- Action – implement fix, document via Serena patch or CMS change log.
- Validation – rerun crawl/perf audits, update structured data validator.
- 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.