01 · BRAND · HIGH-TRAFFIC01 / 13
First impression. Must answer ‘what is this’ in under seven seconds.
Rubric
- Value proposition understandable in ≤ 7 seconds
- Primary CTA above the fold: one dominant action
- Social proof (logos, testimonials, key metrics) visible without scrolling far
- Clear routing to 3–5 primary site sections
- Under 2.0s LCP, since this is your highest-traffic page
- Brand-query ranking: should rank #1 for your own name
Schema · Organization + WebSite
02 · PILLAR · DEFINITIVE02 / 13
The definitive resource on a topic. Anchors the cluster.
Rubric
- Comprehensive coverage: aim for ‘definitive resource’ depth
- Strong internal linking outward to cluster pages, inward from them
- Table of contents for long-form pillars
- Target keyword: broad, high-volume, head term
- Last-updated date visible and recent
- Answer-ready structure: H2s phrased as questions for key sub-topics
Schema · Article + FAQPage (where relevant)
03 · CLUSTER · LONG-TAIL03 / 13
One narrow idea per article. Links to parent pillar + siblings.
Rubric
- Narrow, specific topic: one idea per article
- Internal link to parent pillar + sibling cluster pages
- 800–2,500 words depending on query intent (don’t bloat)
- Long-tail keyword focus
- Author byline with credentials (E-E-A-T signal)
- Published + modified dates
Schema · Article + Author (Person) + BreadcrumbList
04 · PROOF · CREDIBILITY04 / 13
Quantified outcomes for named clients. Credibility currency.
Rubric
- Client name, industry, challenge clearly stated
- Quantified outcomes: numbers, not vibes
- Quote from a named client contact
- Solution narrative with enough detail to be credible, not so much it bores
- Internal link to relevant solution / service page
Schema · Article (or custom) · Review if client permits
05 · SERVICE · CONVERSION05 / 13
One clear problem. Who it’s for. Who it isn’t. Proof. CTA.
Rubric
- One clear problem it solves, stated upfront
- Who it’s for, who it’s not for
- How it works (3–5 steps / diagram)
- Proof (logos, case studies, metrics)
- Primary CTA (demo / contact)
- FAQ section at the bottom with FAQPage schema for questions buyers actually ask
Schema · Service
06 · PRODUCT · COMMERCE06 / 13
Decision page. Price, availability, proof, all visible.
Rubric
- Clear price, availability, variants
- High-quality images + zoom + alt text
- Reviews with AggregateRating schema
- Specs, dimensions, materials
- Delivery + return policy visible
- Related products
Schema · Product + Offer (validated)
07 · PRICING · DECISION07 / 13
The fork in the funnel. Comparison + trust signals + no dark patterns.
Rubric
- Tier comparison as a real table
- Primary action per tier
- FAQ beneath (billing, trials, cancellation)
- Trust signals (security, compliance badges)
- Currency / region handling if international
- No dark patterns. Auditors should be skeptical of friction and misleading cues
Schema · Offer · Product · custom
08 · HUB · DISCOVERY08 / 13
Wayfinding. Filter, sort, find the article that matters.
Rubric
- Filter by topic / tag
- Reverse-chronological by default, but curated ‘featured’ slot
- Each card: title, excerpt, author, date, estimated read time
- Paginated, not infinite scroll (or both)
- Dedicated RSS feed
Schema · ItemList / Blog
09 · PAID · CAMPAIGN09 / 13
Single purpose, single CTA. Message-match the ad.
Rubric
- Single purpose, single CTA
- Match the ad creative (message match)
- No primary nav, so there are no escape hatches
- Form: minimum necessary fields
- UTM params handled and persisted
- Excluded from main sitemap if short-lived; included if evergreen
Schema · WebPage · noindex if appropriate
10 · DOCS · UTILITY10 / 13
Get answers fast. Search + hierarchy + feedback loop.
Rubric
- Search prominent and working
- Hierarchical left-nav
- Versioning if applicable
- Code blocks syntax-highlighted and copyable
- Each article has a ‘was this helpful?’ feedback mechanism
Schema · TechArticle or Article
11 · TRUST · ENTITY11 / 13
Establish who we are. Entity consistency for AI + search.
Rubric
- Named leadership with photos, titles, bios, LinkedIn
- Person schema on each leader
- Company story with founding date, mission
- Security / compliance page linked (SOC 2, ISO 27001, GDPR) if B2B
Schema · Organization (foundingDate, founder, address) + Person
12 · LEAD · INTAKE12 / 13
Convert intent. Multiple modes + clear expectations.
Rubric
- Multiple contact modes (form, email, phone, chat)
- Expected response time stated
- Form validated client-side AND server-side
- Confirmation message AND confirmation email
- Accessible form fields with labels
Schema · ContactPage
13 · LEGAL · COMPLIANCE13 / 13
Compliance + linkage. Not for indexing.
Rubric
- Present, up-to-date, jurisdiction-appropriate
- Linked from footer of every page
- Cookie consent mechanism aligned with GDPR / ePrivacy where applicable
- Not indexed usually (use noindex)
Schema · WebPage (typically noindex)
CONTENT AUDIT · BOOKWe inventory every indexed URL, classify it by type, run the matching rubric, and return a prune-keep-merge-rewrite roadmap organized by editorial priority.
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