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Content Roadmap Process

Last Edited: 2026-06-29 01:32

Process SLAs

• Initial Roadmap: Populated within the benchmarking window (pre-launch for startups, within first cycle for existing clients).
• Roadmap Review: Revisited as part of recurring analysis cycles.

Global Priority Rule

• FUNNEL HIERARCHY: Page recommendations follow the funnel priority hierarchy: Bottom of Funnel (BoFU) → Middle of Funnel (MoFU) → Top of Funnel (ToFU). Bottom of funnel pages are the highest-priority recommendations in local SEO. Middle and top of funnel pages should not be prioritized until the client's bottom of funnel foundation is addressed.

PROCESS MAP

GATE 0 — CONTENT AUDIT REVIEW

• Trigger: Client is onboarded and Content Audit is available.
• Owner: SEO Specialist
• Entry Criteria:
  • Client's Content Audit Process is complete.
  • Access to the client's current website / sitemap.
• Required Outputs:
  • Content Audit reviewed for actionable items (gaps, thin content, consolidation opportunities).
  • Audit findings documented as candidate roadmap entries.
  • Full inventory of the client's existing pages completed — page types catalogued (service pages, city pages, blog posts, etc.).

➡️ The roadmap cannot be built without understanding what the client already has and what the audit has flagged.

GATE 1 — BOTTOM OF FUNNEL ASSESSMENT

• Owner: SEO Specialist
• Required Inputs:
  • Content Audit findings from Gate 0.
  • Current page inventory from Gate 0.
• Required Outputs:
  • Determination: Does the client have city pages? If not, they are flagged as a high-priority recommendation — every client should have these as bottom of funnel pages.
  • Competition analysis performed to determine topic granularity:
    • Low competition / rural markets: Vertical city hub pages may be sufficient (e.g., "Plumbing Services in [City]").
    • High competition / dense urban markets: Spoke pages are needed (e.g., "[City] AC Repair", "[City] Water Heater Installation").
  • All bottom of funnel page recommendations populated into the roadmap with required entry fields: Page Type, Name, URL (proposed), Priority, Keywords, Details, and Comments.

➡️ Bottom of funnel is the foundation. Middle and top of funnel pages should not be considered until this gate is addressed.

GATE 2 — MIDDLE & TOP OF FUNNEL ASSESSMENT

• Owner: SEO Specialist
• Required Inputs:
  • Bottom of funnel recommendations from Gate 1 are populated.
• Required Outputs — Middle of Funnel:
  • Pages like pricing guides, "how to choose a contractor" comparisons, and similar decision-stage content identified.
  • Each recommendation populated with required entry fields (Page Type, Name, URL, Priority, Keywords, Details, Comments).
• Required Outputs — Top of Funnel:
  • Article-based / informational content opportunities identified.
  • Priority level set appropriately — in local SEO, top of funnel carries lower priority than bottom of funnel but still provides value when supported by proper internal linking.
  • Each recommendation populated with required entry fields (Page Type, Name, URL, Priority, Keywords, Details, Comments).

GATE 3 — ROADMAP COMPLETE & INTERNALLY REVIEWED

• Owner: SEO Specialist
• Required Inputs:
  • All funnel tiers assessed (Gates 1–2).
• Required Outputs:
  • Full Content Roadmap populated — every entry contains: Page Type, Name, URL (proposed), Priority, Keywords, Details, and Comments.
  • Entries ordered by priority (bottom of funnel first, then middle, then top).
  • Internal review complete — recommendations are defensible and appropriate for the client's competitive landscape.
  • Roadmap clearly distinguishes pages we would build through our services vs. pages we are recommending the client consider independently.
  • Content Roadmap Outreach template sent to client to schedule the presentation session. Content Roadmap Outreach Template

➡️ Roadmap must be internally solid before it is presented to the client.

GATE 4 — CLIENT PRESENTATION

• Owner: SEO Specialist
• Required Inputs:
  • Completed and reviewed Content Roadmap from Gate 3.
• Required Outputs:
  • Roadmap presented to client — rationale for each recommendation explained.
  • Client understands the funnel priority logic (why bottom of funnel pages come first).
  • Competition / granularity decisions walked through (why hub-only vs. hub + spokes).
  • Client decisions captured: approved pages, deferred pages, declined pages.
  • Approved pages that require content creation submitted to the Content Process for fulfillment.

➡️ Approved items enter execution through their respective processes. The Content Roadmap itself is revisited during recurring analysis cycles to add new recommendations as the client's site matures.