Organic Search (SEO) Playbook

Content-Focused | Technical SEO Tracked Separately

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Goals and KPIs

Core Focus: Connected TV (CTV) advertising for small businesses

Business Goals

• Revenue growth
• Customer acquisition / user growth / subscribers
• Ads created (users in nurture)
• Increasing traffic = brand awareness

SEO KPIs (Primary)

• Organic sessions
• Visitor engagement
• Direct conversions
• Conversion rate
• Ad creation initiations (no email)
• Paid campaign launches

SEO KPIs (Secondary)

• Keyword rankings
• Backlink acquisition
• AI visibility

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Current State

• Publishing content daily, some already picking up rankings
• Many "TV advertising + specific SMB" keywords show low/no volume in tools
• Broader "advertising" keywords (without "TV") have higher search volume
• Several keywords already targeted. Check before creating new content

Reference: keywords/already-targeted.md

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Audience, Problems, and Search Intent

Target Audience

• Local businesses
• Home services providers
• Local chains / franchises
• Online stores
• Mobile apps
• Influencers
• SMB SaaS

Shared Problems

Crowded arenas in digital, Google Maps, Yelp, radio, local pubs. Businesses looking for new ways to grow, expand reach, and find new customers.

Search Intent Clusters

• Learn (top of funnel)
• Evaluate (mid-funnel)
• Decide (bottom of funnel)

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Topic and Keyword Strategy

Rather than chasing scattered traffic, this strategy builds topical authority systematically. Starting with high-volume entry points, then drilling into CTV-specific content.

Phase 1: Small Business Advertising (Broad)

What: Target "small business advertising" keywords without "TV"

Why: Highest search volume for Adwave's core audience. Builds top-of-funnel visibility.

Approach: Cover multiple advertising options while positioning CTV/Adwave as a recommended solution. Content lives in the 'Resources' section.

Keywords: keywords/phase1-smb-broad.md

Phase 2: "Best X" Content

What: Target "best" keywords (best advertising for X, best ways to advertise, etc.)

Why: "Best" content performs well: high intent, comparison-ready, conversion-friendly.

Note: Cross-reference with already targeted keywords to avoid cannibalization.

Phase 3: TV Advertising for Specific SMB Industries

What: Target "TV advertising" + specific business types (e.g., "TV advertising for auto repair")

Why: Establishes topical authority in Adwave's core space. Even low-volume keywords matter here.

The Case for Low-Volume Keywords:

• Keyword tools underreport demand for niche queries
• Every SMB type needs advertising, and CTV is a viable option for all
• Topical authority compounds: faster rankings, algorithm resilience, competitive keyword access, higher trust and conversions

Keywords: keywords/phase3-tv-industry.md

Prioritization: If prioritizing by volume, use Phase 4 keywords as a proxy. Categories with high volume there will likely have relatively higher volume for TV-specific terms too.

Phase 4: Advertising for Specific SMB Industries (No "TV")

What: Target "advertising" + business type without "TV" (e.g., "advertising for auto repair")

Why: Higher volume than Phase 3, still targets core SMB audience.

Trade-off: More traffic, but lower conversion rates. Users are earlier in their journey.

Keywords: keywords/phase4-industry-no-tv.md

Alternative Sequencing: Want traffic faster? Do Phase 4 before Phase 3. But know that Phase 3 will drive higher-intent visitors closer to conversion.

Phase 4 Differentiation Rules (CRITICAL)

Most Phase 4 articles have a matching Phase 3 counterpart (e.g., "HVAC Advertising" vs "TV Advertising for HVAC Companies"). To avoid cannibalization, every Phase 4 article MUST follow these rules:

1. Cover 6+ advertising channels: Google Ads, Meta/Instagram, Local SEO/Google Business, Yelp/directories, direct mail or print, AND TV/CTV. The article is a broad advertising guide, not a TV guide.
2. TV/CTV is ONE section (200-300 words max): Do not make TV the primary focus. It's presented as one effective option among many.
3. Link to the Phase 3 article: Include a clear link like "For a deep dive on TV advertising for [industry], see our complete guide."
4. Different H1 pattern: Use "Complete Guide to [Industry] Advertising" or "[Industry] Advertising: How to Get More [Clients/Patients/Customers]." Never use "TV Advertising for [Industry]."
5. Different primary keyword: Target "[industry] advertising" (no TV modifier). The Phase 3 article owns "TV advertising for [industry]."
6. Different search intent: Phase 4 answers "How should I advertise my [business]?" (broad, channel-agnostic). Phase 3 answers "How do I run TV ads for my [business]?" (TV-specific).

Template structure for Phase 4 articles:

• H2: Why [Industry] Advertising Matters in 2026
• H2: Google Ads for [Industry] (paid search)
• H2: Social Media Advertising for [Industry] (Meta, Instagram)
• H2: Local SEO and Google Business Profile for [Industry]
• H2: TV and Streaming Advertising for [Industry] (link to Phase 3)
• H2: Directory and Review Site Marketing (Yelp, Angi, etc.)
• H2: Traditional Channels: Direct Mail, Print, Radio
• H2: How to Choose the Right Advertising Mix for Your [Business]
• H2: Common questions answered

Phase 5: General TV Advertising Keywords

What: Target TV advertising keywords that don't specify "small business" or SMB categories

Why: Fills remaining gaps after authority is established

Status: Many already targeted through daily publishing. Reassess content gaps after Phases 1-4 are complete.

Reference: keywords/already-targeted.md

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Phase Comparison

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Content Differentiation: Phase 1 vs Phase 3

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IA and Internal Linking

Cluster Model: Structure content around pillar pages (SMB industries, advertising themes), supporting articles, and related resources.

Internal Linking: 3-5 links per page; anchor text = primary keyword of target page.

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Content Types and Sections

Core Content Types

Required elements: Bullet lists, examples, visuals, cited stats, and CTAs. (Do NOT include a manual table of contents; TOCs are auto-generated from headings.)

Word Count Ranges

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On-Page Optimization

Page-Level Checklist

• [ ] Titles, meta descriptions, and H1/H2/H3 structure aligned to primary intent
• [ ] Clean, scannable formatting: short paragraphs, bullets, pull quotes, tables
• [ ] E-E-A-T elements: author bios, trusted sources, data citations, unique POV
• [ ] Clear primary and secondary CTAs

Image Standards

• Alt text on all images
• Proper compression
• Descriptive filenames

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Content Promotion and Links

Amplification Playbook

Every content asset gets promoted across organic social. Repurpose the core insight into native formats for each platform:

• LinkedIn text posts
• X threads
• Instagram carousels
• Short-form video (YouTube)

Share the value, not just the link. Engage with comments and related conversations to extend reach. For high-value assets (pillar guides, data studies), share with influencers and relevant communities.

The rule: If it's worth publishing, it's worth 5-10 social touches over the first two weeks.

Link Building

• Digital directories with brand citations and entity links
• Guest content and partnerships with industry publishers
• Resource pages, directories, and "Best X" lists

Internal Links

Standard procedure to add internal links when new pages are published.

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Measurement and Optimization

Dashboards: Traffic and conversions (Google Analytics), rankings (Ahrefs, Semrush)

Content Health Reviews

• Quarterly content audits (update, consolidate, or sunset)
• Refresh content with slipping rankings or outdated info

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Workflow and Governance

Roles & Responsibilities

• Topic creation (Content phases, Keywords + Claude input)
• Draft (Claude) → Review (Human) → Publish → Promote
• SEO quality checks before publishing

Brand Guidelines: Ensure content is differentiated, not generic "SEO text."

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Avoiding Keyword Cannibalization

When multiple pages target the same keyword or topic, they compete against each other in search results, splitting authority and confusing Google about which page to rank.

Example: Having one article about "Small business marketing tools" and another about "Best tools to market a small business" causes keyword cannibalization because the user intent behind both keywords is the same.

Prevention

• Maintain a single source of truth for keyword/topic-to-page mapping
• Before creating new content, check what already ranks or targets that term
• One primary keyword per page; supporting keywords should be clearly secondary
• Use internal linking to signal which page is the authority (the pillar) on a topic

Detection

• Search site:adwave.com "keyword" to see what's already indexed
• Track rankings by URL. If two pages flip-flop for the same term, we have a problem
• Monitor Search Console for queries where multiple URLs appear

Fixes

• Consolidate: Merge thin or competing pages into one stronger asset
• Differentiate: Adjust one page's focus to a related but distinct keyword
• Canonicalize: Point weaker pages to the primary with rel=canonical (use sparingly)
• Redirect: 301 the weaker page to the stronger one if consolidation makes sense

Rule: One keyword/topic, one page, one clear intent.

Active Consolidation Targets (Topic Clusters)

These pillar articles are the canonical authority for their topic. All related/overlapping content should link to (not compete with) these pages. Completed 301 redirects are documented in strategy/cannibalization-redirect-map.md.

Consolidation Log

Topic Cluster Internal Linking Model

Each pillar page should have 15+ internal links to and from supporting content. Supporting articles should always link back to their pillar.

Cluster: CTV Basics

• Pillar: /resources/what-is-connected-tv-advertising
• Spokes: Platform guides (Roku, Hulu, etc.), OTT explainers, CTV vs linear, streaming definitions

Cluster: Cost & ROI

• Pillar: /resources/tv-advertising-cpm-by-platform
• Spokes: Pricing guides, cost breakdowns, ROI calculators, industry-specific cost articles

Cluster: Getting Started

• Pillar: /resources/how-to-buy-tv-advertising
• Spokes: Self-serve guides, targeting tutorials, campaign setup, measurement articles

Cluster: Local Marketing

• Pillar: /resources/how-to-attract-local-customers
• Spokes: Local advertising channels, geo-targeting, local SEO integration, foot traffic articles

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Competitive Positioning

Competitor Content Strategies

Where Adwave Leads

1. Content volume: 276+ published articles vs competitors' 50-100
2. Industry vertical depth: Extensive industry-specific pages
3. Stat snapshot pages: Quarterly-updated data pages
4. Platform guides: Comprehensive Roku, Hulu, Peacock, etc. coverage
5. Political advertising: Deep coverage competitors don't touch
6. Glossary: Comprehensive advertising glossary
7. Broad SMB marketing content: Top-of-funnel visibility

Priority Content Gaps to Close

1. Case studies with concrete metrics (HIGHEST PRIORITY) -- competitors have 10-12+, Adwave has 3
2. E-commerce/DTC deep-dives -- Vibe owns this space, Adwave has one article
3. Attribution/measurement content -- competitors go deeper on incrementality and attribution
4. Direct competitor comparison pages -- Vibe publishes these; validates the strategy
5. Downloadable lead-gen content -- competitors use gated playbooks for lead capture

Version history

• v1 · 6/20/2026, 3:11:54 AM · migration import