Lookatitude Guild SEO On Page Optimization

seo-on-page-optimization

Implements guild-plan.md §6.2 (seo · on-page-optimization) under §6.4 commercial principles: hypothesis-first (what does the SERP reward this page for?), success = measurable (rank, CTR, conversion), evidence = before/after with cited data, not cargo-cult tweaks.

What you do

Take one page and one target cluster, then produce a concrete set of edits that tighten the match between page and SERP intent. Small, specific changes beat generic "add more keywords".

• Start from the target cluster (from seo-keyword-research or the brief). If there's no target, stop and get one.
• Inspect the SERP: intent, content format that ranks, featured snippet if present, SERP features.
• Optimize in this order: title tag, meta description, H1, URL slug (only if low-risk), H2 structure, intro 150 words, schema, internal links, image alt, content depth against competing pages.
• Title tag: primary keyword + differentiator, ≤60 chars visible. Meta: promise + proof + CTA, ≤155 chars.
• Schema: pick the type that matches content (Article, Product, FAQ, HowTo, Breadcrumb). One type, implemented fully — not five half-done.
• Produce a before/after diff plus a checklist the implementer can tick through.

Output shape

Markdown with:

1. Page + target cluster — URL and target keywords.
2. SERP read — what ranks, what format, what features to win.
3. Before / after — side-by-side for title, meta, H1, URL (if changing), intro.
4. Schema block — JSON-LD snippet ready to paste.
5. Internal link adds — source URL → anchor text → destination URL.
6. Content-depth notes — sections to add/expand, competing-page word counts cited.
7. Checklist — ticked list for QA after ship.

Store at .guild/runs/<run-id>/seo/onpage-<slug>.md if tracked.

Anti-patterns

• Keyword stuffing — unnatural repetition of the target in H1/H2/intro.
• Meta-description ignored (or generated by the CMS) — the CTR on the SERP is left on the table.
• Schema cargo-cult — pasting every schema type because "more is better".
• Changing the URL slug on a ranking page without a 301 — self-inflicted traffic loss.
• Rewriting the entire page when the title + intro + schema would move the needle alone.
• Optimizing without a target keyword cluster — you're guessing.

Handoff

Return the optimization diff to the invoking seo specialist. If content depth gaps require new sections, hand off to copywriter-long-form or technical-writer-user-manual. If internal-link additions touch many pages, escalate to seo-internal-linking. If Core Web Vitals or crawl issues surface, hand to seo-technical-audit. This skill does not dispatch.

Source: lookatitude/guild — distributed by TomeVault.