seo-strategy

# SEO strategy ## Diagnose in this order Skipping to content when the problem is technical wastes months. Work down; stop when you find the break. 1. **Can it be crawled?** Robots directives, noindex left on after a launch, blocked resources, crawl budget wasted on parameter and filter URLs. 2. **Can it be indexed?** Check what is actually in the index versus what should be. Canonicals pointing at the wrong page and unintended duplicates are the two usual causes. 3. **Does the page deserve to rank?** Search intent match first. A page can be technically perfect and still lose because it answers a different question than the query asks. 4. **Does the site have the authority to rank for it?** Some terms are out of reach for now. Targeting them is a decision to spend without return. ## Architecture Structure follows how people look for things, not how the company is organized. - Anything important reachable within three clicks of the home page. - Group related pages so internal linking is natural, not retrofitted. - One URL per thing. Parameters, trailing-slash variants, and case differences that all resolve are duplicate content in the crawler's eyes. - URLs readable and stable. Changing them costs equity even done correctly. Internal linking is the most underused lever available: it is fully within your control, and it directs authority to the pages you actually care about. Link with descriptive anchor text from your strongest pages to the ones that need he...