SEO Management Workflow
Systematic approach to improving organic search visibility through keyword research, on-page optimization, and link building.
Human Role: Strategy, content quality, relationship building AI Role: Keyword research, technical audits, content optimization Spectrum: AI-Assisted
Overview
| Attribute | Value |
|---|---|
| Purpose | Increase organic traffic and search rankings |
| Trigger | New content published, ranking drops, or monthly cycle |
| Frequency | Ongoing (weekly tasks, monthly reviews) |
| Duration | 2-4 hours/week ongoing |
| Owner | SEO Specialist / Content Lead |
| Output | Improved rankings, increased organic traffic |
Prerequisites
Tools Required
| Tool | Purpose | Access |
|---|---|---|
| Ahrefs / SEMrush | Keyword research, tracking | Subscription |
| Google Search Console | Performance data | Free |
| Google Analytics | Traffic analysis | Free |
| Screaming Frog | Technical audits | Free/Paid |
| AI Assistant | Content optimization | API |
Knowledge Requirements
- Understanding of search intent types
- Basic HTML (meta tags, headings)
- Content strategy fundamentals
Inputs
What you need before starting:
| Input | Source | Required? |
|---|---|---|
| Target keywords | ICP + business goals | ✓ |
| Existing content | Website/CMS | ✓ |
| Competitor analysis | Research | ✓ |
| Current rankings | SEO tools | ✓ |
Upstream Dependencies
| Upstream Workflow | What It Provides | Link |
|---|---|---|
| ICP Definition | Target audience, their language | ICP |
| Content Strategy | Topics to target | Article Copywriting |
Process
Phase 1: Keyword Research (Monthly)
Duration: 2-3 hours Responsibility: AI-led research, Human strategy
Step 1.1: Identify Keyword Opportunities
- Pull current ranking keywords from Search Console
- Identify keywords ranking positions 5-20 (quick wins)
- Research competitor keywords (what they rank for, you don't)
- Find long-tail variations of core topics
Step 1.2: Analyze Search Intent
For each target keyword:
- Informational (how-to, what is)
- Commercial (best, vs, review)
- Transactional (buy, pricing, demo)
- Navigational (brand searches)
Step 1.3: Prioritize Keywords
| Keyword | Volume | Difficulty | Intent | Priority |
|---|---|---|---|---|
| [keyword] | [vol] | [1-100] | [type] | [H/M/L] |
Phase 1 Output: Prioritized keyword list with intent mapping
Phase 2: On-Page Optimization (Per Content)
Duration: 30-60 minutes per page Responsibility: AI-assisted, Human review
Step 2.1: Content Optimization Checklist
- Primary keyword in title (front-loaded)
- Primary keyword in H1
- Primary keyword in first 100 words
- Secondary keywords distributed naturally
- Headings (H2, H3) include variations
- Meta description includes keyword (150-160 chars)
- URL slug is clean and keyword-rich
- Image alt text is descriptive
Step 2.2: Content Quality Check
- Answers search intent completely
- Better than top 3 competing pages
- Includes unique insights or data
- Internal links to related content (2-4)
- External links to authority sources (1-3)
- Updated within last 12 months
Phase 2 Output: Optimized page ready for indexing
Phase 3: Technical SEO (Quarterly)
Duration: 2-4 hours Responsibility: AI audit, Human/Dev fixes
Step 3.1: Technical Audit Checklist
- Site loads in <3 seconds (Core Web Vitals)
- Mobile-friendly (responsive design)
- HTTPS enabled
- XML sitemap submitted to Search Console
- Robots.txt properly configured
- No broken links (404s)
- No duplicate content issues
- Schema markup implemented
Step 3.2: Fix Priority Issues
| Issue | Impact | Effort | Fix |
|---|---|---|---|
| [issue] | [H/M/L] | [H/M/L] | [action] |
Phase 3 Output: Technical issues resolved, audit documented
Phase 4: Link Building (Ongoing)
Duration: 2-3 hours/week Responsibility: Human relationship building
Step 4.1: Link Opportunities
- Guest posting on relevant sites
- Broken link building (find broken links, offer replacement)
- Resource page outreach
- HARO (Help A Reporter Out) responses
- Industry directory submissions
Step 4.2: Outreach Tracking
| Target Site | DA | Contact | Status | Link Acquired |
|---|---|---|---|---|
| [site] | [DA] | [email] | [status] | [Y/N] |
Phase 4 Output: New backlinks acquired, outreach pipeline maintained
Phase 5: Monitoring & Reporting (Weekly)
Duration: 30-60 minutes Responsibility: AI data collection, Human analysis
Step 5.1: Weekly Metrics Check
- Organic traffic trend (GA4)
- Ranking changes for target keywords
- New backlinks acquired
- Indexing issues (Search Console)
- Click-through rate changes
Step 5.2: Monthly Report
## SEO Report: [Month]
**Organic Traffic:** [X] sessions ([+/-]% MoM)
**Keywords in Top 10:** [X] ([+/-] from last month)
**New Backlinks:** [X]
**Top Performing Page:** [URL] - [sessions]
**Wins:**
- [Win 1]
- [Win 2]
**Issues:**
- [Issue 1] - [Action]
**Next Month Focus:**
- [Priority 1]
- [Priority 2]
Phase 5 Output: Performance report with action items
Outputs
| Output | Format | Destination |
|---|---|---|
| Keyword research | Spreadsheet | Strategy docs |
| Optimized content | Published | Website |
| Technical fixes | Implemented | Codebase |
| Backlinks | Acquired | External sites |
| Monthly report | Markdown | Team |
Downstream Consumers
| Downstream Workflow | What It Needs | Link |
|---|---|---|
| Content Creation | Target keywords | Article Copywriting |
| Performance Review | Traffic/ranking data | Marketing KPIs |
Success Criteria
Quality Metrics
| Metric | Target | Measurement |
|---|---|---|
| Page optimization | Score 80+ | SEO tools |
| Technical health | No critical issues | Audit |
| Content freshness | Updated <12 months | Review |
Performance Metrics
| Metric | Target | Timeframe |
|---|---|---|
| Organic traffic | +10% MoM | Monthly |
| Keywords in top 10 | +5 per month | Monthly |
| Domain authority | +2 per quarter | Quarterly |
| Organic conversions | +15% QoQ | Quarterly |
Failure Modes & Solutions
| Failure | Symptom | Solution |
|---|---|---|
| Keyword stuffing | Unnatural content | Write for humans first |
| Ignoring intent | High bounce rate | Match content to intent |
| Technical neglect | Slow pages, indexing issues | Quarterly audits |
| Link spam | Penalty risk | Focus on quality, relevance |
| Set and forget | Declining rankings | Ongoing optimization |
The AI SEO Question
How long before AI tools like Perplexity eat traditional SEO?
Adaptation strategies:
- Create content that AI wants to cite (unique data, expert insights)
- Build brand authority (AI tools cite trusted sources)
- Focus on topics requiring human judgment
- Optimize for AI answer boxes and featured snippets
Context
- Marketing Activities — The Work Chart
- SEO Toolkit — Tool recommendations
- Nextjs SEO — Technical implementation
- Article Copywriting — Content creation workflow
Resources
- Backlinko Keyword Research Guide
- Backlinko Link Building Guide
- Nextjs SEO Playbook
- Ahrefs Keyword Generator
Changelog
| Date | Change | Reason |
|---|---|---|
| 2024-12 | Upgraded to workflow template | Standardize with inputs/outputs |