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Page audit
- Every commercial page listed and classified: sells (pricing, alternatives, integrations), ranks (close to moving), or neither
- Indexability verified per page (no noindex, canonical, migration flags)
- Pages that are NOT ready flagged honestly — links to a thin page are money burned
- One target URL per intent (no two pages cannibalising “alternatives” searches)
Competitor gap
- Referring-domain gap mapped between the client and named competitors (Ahrefs or equivalent)
- Gap read at page level, not just domain level (which of THEIR pages hold the links)
- The gap sets the prospect list — it’s not a number, it’s a to-do list
- Shortlist searches checked manually: which roundup pages rank, who’s on them, who’s missing
Placement mix
- A placement type assigned per target page, with the reason
- Insertions where a suitable existing page exists; guest posts where a topic is worth an argument; international where localised pages exist; brand mentions where AI answers are the goal
Anchor plan
- Anchor approach per page agreed: brand / URL / descriptive mix
- No repeated exact-match keyword anchors across placements
- Descriptive anchors written for readers (and in-market language for international)
Priority, budget, review
- Order of operations set: which page first, why
- Budget mapped to the plan at the standard per-placement cost where applicable
- Pacing agreed (links per month) — no “as many as possible”
- Walkthrough with the client completed; nothing bought before approval
- Deliverable format fixed (document + tracker), client owns the plan
