Playbook Alignment & Priority Guide

This document reconciles the new SEO Playbook (from Google Docs) with existing strategy documentation. The new playbook takes priority in cases of conflict.

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Priority Hierarchy

When guidelines conflict, follow this order:

1. CLAUDE.md - Primary agent instructions (incorporates new playbook)
2. Adwave - Organic Search Playbook (1).docx - Full SEO strategy
3. Keyword spreadsheets - Authoritative keyword data
4. strategy/content-playbooks.md - Content type templates
5. *.cursor/rules/.mdc** - Supplementary rules

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Key Changes from New Playbook

1. Content Phases (NEW)

The new playbook introduces a 5-phase content strategy for building topical authority:

This replaces the old "Gap-Closing / Differentiation / Authority" framework.

2. Word Count Updates

The new playbook specifies different word counts:

3. Internal Linking Requirements

4. Keyword Cannibalization (NEW - Critical)

Before writing ANY content:

1. Check keywords/already-targeted.md
2. Search site:adwave.com "keyword"
3. One keyword/topic = one page = one clear intent

This was not explicitly required before.

5. E-E-A-T Elements (NEW)

Required for all content:

• Author bios
• Trusted sources
• Data citations
• Unique POV (not generic "SEO text")

6. Goals & KPIs (NEW)

Primary SEO KPIs:

• Organic sessions
• Visitor engagement
• Direct conversions
• Conversion rate
• Ad creation initiations
• Paid campaign launches

Secondary SEO KPIs:

• Keyword rankings
• Backlink acquisition
• AI visibility

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What Remains Unchanged

These guidelines from existing docs are still valid:

Voice & Tone (adwave-voice.mdc)

• Confident Expert Friend persona ✓
• Use contractions ✓
• Never use emdashes ✓
• AI content scrubbing ✓
• Natural Adwave mentions (2-3 per article) ✓

Content Structure (adwave-formatting.mdc)

• Opening patterns ✓
• Paragraph guidelines ✓
• Heading formatting ✓
• Image requirements (4+ minimum) ✓
• Table creation workflow ✓

Competitor Rules (adwave-competitor-content.mdc)

• Never mention: MNTN, Vibe, Creatify, tvScientific, Simpli.fi ✓
• OK to mention: Streaming platforms (Roku, Hulu, etc.) ✓

Product Accuracy

• $50 minimum spend ✓
• Free ad creation ✓
• CPM $15-35 (avg $25) ✓
• 100+ premium channels ✓
• 30-second ads only ✓

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Keyword Files (Converted to Markdown)

keywords/already-targeted.md

Purpose: Prevent cannibalization - check BEFORE writing

Contains 158 unique already-targeted keywords including:

• Platform guides (Roku, Hulu, Peacock, Tubi, Amazon Fire TV)
• CTV fundamentals (what is CTV, OTT advertising, CPM, etc.)
• Cost content (TV advertising cost, local TV ad cost, etc.)
• Comparison content (CTV vs Meta, CTV vs YouTube, etc.)
• Industry stats (car dealer TV spend, real estate TV spend)

keywords/phase3-tv-industry.md

Purpose: Phase 3 keywords - TV advertising + specific industries

Contains 261 keyword clusters across 24 industries including:

• Automotive: dealerships, repair, detailing
• Real Estate: agents, brokers, investors
• Legal: law firms, personal injury, divorce
• Home Services: HVAC, plumbing, electrical
• Beauty & Wellness: salons, spas, med spas
• Healthcare: dental, clinics, therapy
• Food & Beverage: restaurants, bars, catering
• Fitness & Recreation: gyms, studios, sports
• Education: schools, tutoring, training
• Events & Entertainment: venues, weddings
• Financial: banks, advisors, insurance
• Pet Services: vets, grooming, boarding
• Political: campaigns, advocacy, PACs
• Retail: stores, boutiques, specialty
• Travel & Hospitality: hotels, rentals, tours

keywords/phase4-industry-no-tv.md

Purpose: Phase 4 keywords - Higher volume, no "TV" modifier

Contains 247 keywords like:

• real estate ads, attorney ads, lawyer commercials
• bakery advertising, pest control advertising
• hair salon advertising, chiropractor advertising
• auto dealer commercials, jewelry store advertising
• fitness app advertising, shopify store advertising

keywords/phase1-smb-broad.md

Purpose: Phase 1 keywords - Broadest reach

Contains 1,051 keywords (top 100 shown) like:

• small business advertising, advertise small business
• best local advertising for small business
• free advertising for small business
• small business advertising ideas
• how to advertise a small business
• most effective advertising for small business
• programmatic advertising for small business

Note: CSV files are also available in keywords/ for raw data reference.

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Content Type Mapping to Phases

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Workflow Integration

Before Writing (REQUIRED)

1. Check keyword:

   Is target keyword in "keywords/already-targeted.md"?
   → YES: Choose different keyword or differentiate angle
   → NO: Proceed

1. Identify phase:

   Which phase does this content serve?
   → Reference appropriate keywords/*.md file

1. Fetch sitemap:

   firecrawl_map(url: "https://adwave.com")
   → Use for internal linking

During Writing

1. Follow word count for content type (NEW values)
2. Include 3-5 internal links with primary keyword anchor text
3. Add E-E-A-T elements
4. Include FAQ section (4-6 questions)

Before Publishing

1. Verify keyword not cannibalized
2. Check word count meets target
3. Confirm 4+ images
4. Verify 3-5 internal links
5. Check AI content scrubbing
6. Verify E-E-A-T elements present

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Questions to Ask When Uncertain

1. Which word count? → Use CLAUDE.md values (from new playbook)
2. Which phase? → Check keywords/*.md files to identify
3. Already targeted? → Check keywords/already-targeted.md
4. Internal link anchor text? → Use primary keyword of target page
5. Voice/tone conflict? → Use adwave-voice.mdc (unchanged)

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Document Update Schedule

Version history

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