SEO Strategy

Company / brand: [Your company] Owner: [Who owns this strategy] Contributors: [Marketing / content / engineering leads] Period: [e.g., H2 2026] Last reviewed: [Date]

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1. Goals & KPIs

[State what you want organic search to do for the business this period, in one or two sentences. Then make it measurable. Record the current baseline so you can prove movement.]

Goal	Metric	Baseline (today)	Target (end of period)
[Grow qualified traffic]	[Qualified organic sessions / mo]	[#]	[#]
[Generate pipeline]	[Organic-sourced leads or signups / mo]	[#]	[#]
[Build coverage]	[Indexed priority pages]	[#]	[#]

Out of scope this period: [What you are deliberately not pursuing yet, so effort stays focused.]

2. Target topics & keyword clusters

[List the clusters you will own. Each cluster = one pillar page plus supporting pages, grouped by intent.]

Cluster (pillar)	Primary intent	Example queries	Maps to business outcome
[Cluster 1]	[Informational]	[query, query]	[Top-of-funnel reach]
[Cluster 2]	[Commercial]	[query, query]	[Consideration / comparison demand]
[Cluster 3]	[Transactional]	[query, query]	[Direct signups / revenue]

Why these, why now: [Note where you have a right to win and where the competition is beatable.]

3. Technical priorities

[The foundation work, roughly in priority order. Fix what caps the return on content first.]

• [e.g., resolve indexation / robots / sitemap issues]
• [e.g., improve Core Web Vitals (LCP/CLS/INP) on key templates]
• [e.g., fix redirect chains and broken internal links]
• [e.g., add structured data to priority page types]
• [e.g., ensure analytics + Search Console tracking is clean and tagged]

4. Content plan

[What you will publish and improve, mapped to the clusters above. Set a sustainable cadence you can keep.]

Period	New pages	Refreshed pages	Owner
[Month 1]	[N pages — which cluster]	[M pages]	[Owner]
[Month 2]	[N pages]	[M pages]	[Owner]
[Month 3]	[N pages]	[M pages]	[Owner]

Production model: [Who writes, who reviews/approves, expected turnaround. Cover this — it is the most common reason SEO stalls.]

5. Link & authority plan

[How you will earn relevant authority — ethical methods only.]

• [e.g., digital PR / original data study tied to your space]
• [e.g., partnership and guest content with credible, relevant sites]
• [e.g., flagship resource designed to attract citations]
• Will not do: [bought links, link exchanges, private networks — these risk penalties.]

6. Measurement & reporting cadence

• Scorecard metrics: [Organic sessions, organic conversions, indexed pages, Core Web Vitals, content shipped, links earned.]
• Tools: [e.g., Search Console, analytics, rank tracker, crawler.]
• Cadence: [e.g., monthly scorecard review; quarterly strategy reset; baseline locked on (date).]
• Expectation note: [State internally that meaningful traffic typically builds over 3-6 months and compounds; no specific ranking can be guaranteed.]

7. Ownership & next steps

Workstream	Accountable owner	First action
Technical	[Name]	[First action]
Content	[Name]	[First action]
Links / authority	[Name]	[First action]

Kickoff: [Date the work begins and where progress is tracked.]