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.