Access & Tracking
Set up Google Search Console and verify ownership via DNS TXT record.
Submit sitemap at /sitemap_index.xml once verified. Data collection starts immediately — do this before anything else. search.google.com/search-console ↗
Access confirmed: Google Search Console
→ Used in Phase 7 (monthly impressions, clicks, position review) and Phase 4 (identifying almost-ranking pages to prioritise).
~15 min
Set up Google Analytics 4 and confirm the tracking tag is firing.
Install via RankMath or a dedicated plugin. Verify with Google Tag Assistant Chrome extension on the live site. analytics.google.com ↗
Access confirmed: Google Analytics 4
→ Used in Phase 7 (tracking conversions, quote requests, and traffic sources against SEO activity).
~20 min
Set up Google Business Profile as a Service Area Business.
For sites where local visibility matters. Set service areas — not a street address if clients don't visit the premises. Verify by postcard or phone. business.google.com ↗
Access confirmed: Google Business Profile
→ Used in Phase 6 (local citation consistency — NAP format must match every other directory listing).
~20 min
Technical Checks
Check robots.txt is not accidentally blocking search engines.
Visit /robots.txt. Confirm it shows Allow: / for main content. WordPress sometimes leaves "Discourage search engines" on during development — fix under Settings → Reading.
SEO Framework: Robots / noindex
5 min
Confirm XML sitemap is generating correctly and includes all key pages.
Visit /sitemap_index.xml to confirm it loads. Check all product/service pages appear. If any are missing, check their individual RankMath settings for accidental noindex.
SEO Framework: XML Sitemaps
10 min
Enable canonical tags in RankMath.
RankMath → Titles and Meta → confirm Canonical URL is on. This prevents duplicate content penalties automatically — set and forget.
SEO Framework: Canonicalisation
5 min
Audit any URL changes between dev and live. Set up 301 redirects for anything that moved.
Use RankMath's redirect manager for simple redirects. If htaccess edits are needed, pass to a developer — a mistake here can take the site down. Never change a live URL without a redirect in place.
Document: Redirect Map (old URL → new URL)
→ Used in Phase 03 (confirms final URL structure before internal linking is built) ↗. Pass to developer or enter into RankMath.
Variable
Run a page speed check on key templates: homepage, category, product/service page.
Flag anything below 70 on mobile. Speed is both a ranking signal and a conversion signal. pagespeed.web.dev ↗
SEO Framework: Page Experience / Core Web Vitals
15 min
Keyword & Intent Map — built in Google Keyword Planner
List every page that needs to rank: homepage, category pages, all product and service pages.
This becomes the row structure of your Keyword & Intent Map. One row per page. Do not skip pages because they seem obvious — every page needs a confirmed keyword target.
20 min
Run each page topic through Google Keyword Planner. Record: primary keyword, monthly volume, competition level, 3–5 secondary terms.
Use exact match volume where possible. Record the competition level (Low/Medium/High) — this directly determines your copy approach later. Keyword Planner ↗
Document: Keyword & Intent Map
→ Used in Phase 04 copy writing ↗ and Phase 08 content planning ↗.
1–2 hrs
For each page, assign a copy approach based on volume and competition.
High volume + competition → formula-led copy. Low volume, some competition → hybrid. No data, uncontested → character-led. Record this in the Keyword Map — it's the brief for writing later.
Keyword & Intent Map
30 min
SERP Analysis — built from Google Ad Preview Tool
Run each primary keyword through the Google Ad Preview Tool set to your target location.
Use Ad Preview — not a regular Google search — to avoid personalised results skewing what you see. Ad Preview Tool ↗
1 hr
For each keyword: record positions 1–5, their title and angle, whether an AI Overview is triggered, and where the gap is.
The gap shapes your positioning. If competitors are all party hire, yours is corporate. If they're generic, yours is premium. Write this down — it feeds directly into intro paragraph copy.
Document: SERP Analysis
1 hr
Note any AI Overview citations for your keywords. Flag these pages as priority targets.
If AI Overviews are showing for your keyword, your intro paragraph becomes the primary lever to get cited. Answer-first, entity-rich, factually dense copy is what gets pulled in.
15 min
Confirm URL slugs are clean, keyword-relevant and consistent across all pages.
Lowercase, hyphen-separated, descriptive. /products/claw-machine-hire/ not /page?id=47. Never change a live URL without a 301 redirect — you risk losing early ranking signals.
SEO Framework: URLs / Slugs
30 min
Confirm all key product/service pages are reachable within 2–3 clicks from the homepage.
Deeply buried pages get crawled less and accumulate less internal link authority. Check navigation and category page links.
15 min
Build an internal linking plan. Homepage → category → product pages. Each product page links to 2–3 related products.
Internal links pass authority and help Google understand page relationships. Add links naturally in body copy — not just navigation. No plugins needed; do it in the WordPress editor.
Redirect Map
SEO Framework: Internal Links
Document: Internal Linking Map
→ Referenced in Phase 04 (links added inline as copy is written) ↗ · Updated in Phase 08 (every new page added) ↗.
45 min
Decide if location pages are needed. If yes, create them now — not later.
Location pages should go live at launch even if lean initially. They start aging and collecting signals from day one. Thicken them later with city-specific case studies and blog content.
1 hr
Check heading hierarchy on key page templates. Confirm there are no duplicate H1s.
Some themes output the site name as an H1 in the header, creating a duplicate. Right-click any page → View Source → search for <h1 to check. Fix in theme settings or ask your developer.
SEO Framework: H1 / Main Page Heading
20 min
Copy approach — use keyword research to decide per page
Slugs, meta title structure, and H1 format always follow the formula — these are structural signals. For intro paragraphs and meta descriptions, let the keyword data tell you which approach to take.
High volume + competition
Formula-led. Keyword in sentence one, named proof, location. You're competing for a position that already exists — get the signals right first.
Low volume, some competition
Hybrid. Hit the formula floor — keyword, proof, location — but let the product's distinctive angle lead. Judgment call per page.
No data, uncontested
Character-led. You're creating a category, not competing for one. Lead with what makes the product genuinely interesting. Formula sits underneath.
For every page — work top to bottom
Write and set the H1. One per page. Must contain the primary keyword. Must be set as a Heading 1 block — not a paragraph or styled div.
The H1 signals the topic to Google and confirms to the visitor they're in the right place. Getting it wrong wastes everything else on the page.
Keyword & Intent Map
Implementation Document
SEO Framework: H1
Structural
Write the meta title. Format: [Primary keyword] | [Brand name]. Under 60 characters. Keyword at the front.
This is the blue link text in Google results — it wins the click. Keep the format consistent across every page. Set in RankMath SEO Title field.
SEO Framework: Title Tag
Structural
Write the meta description. 140–155 characters. Lead with value, include proof, end with location.
Google rewrites these ~63% of the time — write them as click copy, not ranking levers. Their job is to win the click when Google does use them. Set in RankMath Meta Description field.
SEO Framework: Meta Description
CTR copy
Write the intro paragraph. 2–4 sentences. Must stand alone as an extractable passage for AI citation.
This is the highest-value real estate on the page. Sentence 1: define what the page offers with the primary keyword. Sentence 2: named proof (specific clients or activations). Sentence 3: use cases, location, national reach. Apply formula vs character rule from keyword research.
Keyword & Intent Map
SERP Analysis
SEO Framework: Intro Copy
Document: Implementation Document (all pages)
→ Handed to CMS implementer — every field paste-ready. Open it in Implementation Document ↗.
Highest value
Write or review H2/H3 heading structure. Each H2 should define a real section — descriptive, not decorative.
Clear headings help Google parse the page, improve featured snippet extraction, and support AI search visibility. Not a major standalone ranking lever, but makes good content easier to find and reuse.
SEO Framework: Heading Structure H2/H3
Structure
Write FAQ section. Minimum 5 questions per product/service page. Answers 40–60 words each — direct answer in the first sentence.
Source questions from Google's People Also Ask. FAQs feed featured snippets, People Also Ask, and AI Overviews. Single-sentence answers won't qualify for snippets — length matters here. AlsoAsked.com ↗
SEO Framework: FAQ Content & Schema
Snippet target
Write alt text for every image. Format: descriptive + keyword, written naturally.
"Branded claw machine hire at Louis Vuitton Sydney product launch" — not "claw machine" or "IMG_4521". Set in WordPress Media Library or inline image settings. Also an accessibility requirement.
SEO Framework: Images / Alt Text
Accessibility
Confirm secondary keywords appear naturally in body copy, H2s, and FAQ answers. Do not force or stuff.
Secondary keywords let one page rank for multiple related searches. If a sentence sounds like it was written for a search engine rather than a person, rewrite it.
SEO Framework: Content Quality
Coverage
Add FAQPage JSON-LD schema to every product/service page that has a FAQ section.
Non-negotiable for AI visibility. Tells Google and AI systems exactly what the questions and answers are regardless of visual display. Paste into RankMath custom schema field on each page. Test at Rich Results Test ↗
SEO Framework: Structured Data / Schema
SEO Framework: FAQ Schema
Document: FAQPage Schema (one per page)
→ Pasted into RankMath custom schema field on each individual page. Tested at Rich Results Test before going live. Referenced in Phase 8 — every new content page with a FAQ section needs its own schema written.
AI visibility
Add LocalBusiness schema to the Contact or About page.
Include: business name, service areas, contact details. For service area businesses, list the areas you serve rather than a physical address. Paste JSON-LD into RankMath custom schema field.
SEO Framework: Structured Data / Schema
Local SEO
Create and upload llms.txt to the site root directory.
A plain text file at /llms.txt that signals to AI crawlers (ChatGPT, Perplexity, Google AI) what your site is about and which pages matter. Upload via cPanel File Manager. Verify at yourdomain.com/llms.txt
SEO Framework: LLM Discovery / ChatGPT Visibility
File: llms.txt
→ Uploaded to site root once at launch. Updated in Phase 8 whenever significant new pages are published — keep the page list current so AI crawlers know what's most important.
AI crawlers
Test all schema using Google's Rich Results Test. Fix any errors before launch.
Warnings are acceptable. Errors are not. search.google.com/test/rich-results ↗
QA
Set image file names before uploading. Rename before upload — not after.
Format: branded-claw-machine-hire-sydney.jpg — not DSC04821.jpg. File names can't be changed after upload without breaking image references. Set the naming convention once and apply it consistently from day one.
Images
Start here — easiest, highest quality
Get a link from any sister or related brand you own. The most natural backlink available.
Free, relevant, immediate. A single in-content link from a related established domain is worth more than 20 directory submissions.
Quick win
Submit to Google Business Profile and any relevant industry directories.
NAP (Name, Address, Phone) must be identical in format across every listing. Inconsistent NAP data hurts local rankings. Document the exact format you use and apply it everywhere.
Local signals
Identify complementary suppliers, venues, and industry publications where a mention is a natural ask. Build an outreach list.
Photographers, AV companies, event stylists, venue supplier pages — none compete, all relevant. Prioritise: easiest relationship first, then highest domain relevance.
SERP Analysis
Document: Link Outreach Target List
→ Open and work through Link Outreach Target List ↗. Add new rows in Phase 08 when case studies create fresh outreach reasons.
Outreach list
Create a featured event or case study page for your strongest client work.
Industry publications, event blogs, and partners will link to a well-documented case study with photography in a way they will never link to a product page. One strong case study beats any directory submission.
Link bait
Avoid bulk directory submissions, link schemes, and paid links.
In 2026 backlinks function as identity signals — third-party validation that you're a legitimate business in your niche. Quality and relevance matter far more than volume. The risks of bad links outweigh the gains.
Risk
Monthly review rhythm
Search Console: review impressions, clicks, CTR, and average position. Separate branded vs non-branded queries.
Non-branded growth is the real SEO signal. If all clicks come from searches for your own brand name, the keyword strategy isn't working yet. Pages with high impressions but low CTR are title and meta description fixes.
SEO Change Log
Monthly
GA4: track enquiries, quote requests, and meaningful conversions — not just pageviews.
Traffic without leads is vanity. Set up a conversion event for form submissions or phone click-throughs. Review monthly alongside Search Console data to connect visibility with outcomes.
Monthly
Identify "almost ranking" pages: positions 8–20 in Search Console. These are the highest-ROI optimisation targets.
A page at position 11 needs far less work to reach position 5 than a page at position 40 does to reach position 10. Typical fixes: strengthen the intro paragraph, expand the FAQ section, improve internal linking to that page.
Monthly
Keep a change log. Record what changed, on which page, and when.
Without a log, you can't know what moved the needle. A simple note — "updated claw machine intro paragraph, 14 April" — is enough. Review alongside Search Console data 4–6 weeks after any change.
Document: SEO Change Log
→ Reviewed monthly alongside Search Console. Open SEO Change Log ↗ — cross-reference what changed with what moved 4–6 weeks later.
Ongoing
Review and refresh top-performing pages every 6–12 months. Update stats, client names, and copy freshness.
Freshness matters for time-sensitive queries. A light update — new client name, refreshed stat, updated intro — resets the freshness clock and signals to Google the page is being actively maintained.
Quarterly
Monthly rhythm — repeat indefinitely
Publish one blog post per month minimum. Target upstream queries — people researching before they know who to hire.
Blog posts should answer real questions your audience searches before they know what product they need. Examples: "brand activation ideas for product launches", "how to increase engagement at trade shows". High intent, low competition. Each post links back to the most relevant product page.
Content: Blog Post (monthly)
Monthly
Create one new keyword-focused landing page per month where a gap exists — location pages, use-case pages, or industry pages.
Examples: Sydney brand activation hire, claw machine hire for retail activations, arcade hire for expos. Each fills a search gap identified in the SERP Analysis. Apply the same keyword and copy rules from Phase 2 and Phase 4.
Content: Landing Page (monthly)
Monthly
Document one client activation as a case study every 1–2 months. Photography, brand name, what was deployed, what it achieved.
Case studies are the highest-value content asset for a business like this. They serve as link bait for industry publications, proof for visitors, and entity signals for AI systems. One well-documented case study with real photos is worth more than ten generic blog posts.
Content: Featured Event / Case Study
Every 1–2 months
Build and maintain a content calendar. Plan topics 4–6 weeks ahead based on Search Console gaps and keyword opportunities.
Consistency matters more than volume. A planned, published post every month for 12 months compounds significantly. Use Search Console's query data and the "almost ranking" pages to decide what to write next — target what's already showing intent.
Keyword & Intent Map
SERP Analysis
Document: Content Calendar
→ Open and maintain Content Calendar ↗. Update monthly — on publish, also update Internal Linking Map ↗ and Change Log ↗.
Ongoing
Every piece of content published gets: a target keyword, an optimised H1, a meta title, a meta description, internal links to product pages, and FAQPage schema if it includes a FAQ section.
New content should follow the same Phase 4 and Phase 5 rules as the original product pages. Don't publish anything that hasn't been through the same on-page checklist — even a short blog post needs a keyword target and a proper meta title.
SEO Framework: Content Quality
SEO Framework: Intro Copy
Every piece